Viewing Violence


This text is a video clip. I first saw this video on YouTube, however I saw Road Runner and Wile E. Coyote on the Looney Tunes television series when I was younger.

The violence being represented in this is sanitized. The characters harm each other but neither character demonstrates signs of distress after surviving such violent acts. At one point (1:14 of the video), the Coyote falls off a cliff. After his second fall from the same height, he appears flat and squished, but no bones are broken and no blood is shed. In the following section, the Coyote appears as healthy and energetic as before. Such violence is more sanitized than gratuitous as even if the violence is excessive, it is not gruesome since it is in cartoon.

No violence is justifiable but the entire purpose of this series seems to be centred on the characters being vengeful through violent behaviour. The violence is supposed to be extreme yet humourous to the viewers because of how unrealistic it is. This makes it justifiable as the violence forwards the plot. The Coyote continuously ploys against the Road Runner, while the Road Runner tricks the Coyote into falling for his own plan. Without violence, this cartoon would lose its entire plot. If this television series was not a cartoon, the violence would be gratuitous.

Anyone can view this show. I agree with the availability of the text as it is a cartoon geared toward a younger audience. However, when children view this text, parents should explain that such violence is not acceptable in real life. They must put these scenarios into context for children so that they understand that violence is not appropriate. Children may view this medium and think that it is acceptable to run in front of a vehicle as the Coyote does. Parents must remind children that these actions have permanent and harmful consequences that are created for enjoyment, not as inspiration to children. Such a piece of media does not prepare children for the pain that comes after behaving violently. This may teach them to cope with the unexpected pain and move on as the Coyote does or it will leave children unaware of first aid rituals.


This piece of media does not shock me with its content. Males would enjoy this video clip more than females as, in general, they prefer slapstick or physical humour. Such a show reminds me of when I was younger and used to watch this. I did not realize its violence until now. When I was young, how the characters were behaving was more funny than harmful. The episodes appeared as more of a chase between the Road Runner and the Coyote than actual violence.

Since the show never includes humans or dialogue other than sounds, the episodes portrayed funny scenarios to myself as a child. During the episodes, I especially enjoy the sound effects and often wish they accompanied actions in real life. The poooink when Coyote removes the cactus needles from his stomach is one of my favourites as I remember my Dad created similar sound effects after a cactus fell on my foot and I had to pick the needles out. Such violence is so improbable that before the cactus event, I had never imagined I would be in a similar situation to the Coyote.

Task Five: Course Evaluation

In a future course, I think there should be a day when students can bring in pieces of technology such as cell phones or Ipods and be able to use them during class. Since this class discusses very current ideas, the use of technology can be easily incorporated. Another idea includes reading online tabloids such as Perez Hilton and Oceanup every morning during the celebrity unit. Journals can be written about an article on one of the websites or it can be discussed as a class.



Taking EMS 3O has made me more aware of society’s habits and the media’s strong influence on people. Before this course, I had no idea that everything is done so intentionally, especially with advertisements. Deconstructing ads made me consider all the research that the advertisers must complete before designing an ad that would appeal to a specific target audience. Creating my own advertisement allowed me to better understand what designers must do when they make a new product. This was the best assignment, especially since one had to be quite creative to make an apple appear interesting. Now, I do not look at advertisements with the naivety that I previously did. I understand how advertisers can manipulate words to make an ad more appealing. In addition, I realize that advertisers can play on the weaknesses of each category of consumers. Before I purchase a product, I now question if I like the image it portrays or if I truly like the actual product.

Task Four: Shutter Island



Shutter Island is a drama directed by Martin Scorsese that was released on February 19th, 2010 as a mystery drama. Its characters are acted most recognizably by Leonardo DiCaprio, Mark Ruffalo, and Michelle Williams. The producers include Dennis Lehane, Laeta Kalogridis, Louis Phillips, and Gianni Nunnari for Paramount Pictures. This film is set in 1954 when Teddy Daniels (DiCaprio) arrives with his new partner, Chuck Aule (Ruffalo) on Shutter Island to find a mental patient and former murderess who has escaped the asylum on the island. Soon, Teddy discovers the cruel and unethical surgeries the hospital performs on its patients and the illegal drugs they provide the patients that only makes their sanity deteriorate. When a storm on the island prevents Teddy from leaving and causes the insane patients to escape, Teddy begins to doubt his sanity and stops trusting anyone on the island.

I adored the psychological aspect of a film that would have normally been too scary for me to watch. Patients of the asylum on Shutter Island have similar operations to those patients in One Flew Over the Cuckoo’s Nest, and since I have done much research on insanity for English class and psychosis for psychology class, I feel that I have a thorough understanding of this movie. Such a film created genuine suspense and mystery as I quickly began to access which characters are corrupt and which can be trusted. Suspense is heightened especially during the miserable storm on the island and fear is built when the audience realizes how isolated and fortress-like Shutter Island is. The unpredictability of the mental patients gives the audience anxiety as we listen to what each patient did to be admitted into such a strict institution. This film is thrilling for the heart to watch as it subtly conveys that those around one have the ability to revoke one’s sanity.

Task Four: Freaky Friday


Jamie Lee Curtis and Lindsay Lohan star in Freaky Friday, a family comedy released on August 6th, 2003. The film is directed by Mark Waters and produced by Andrew Gunn. Its plot consists of Dr. Tess Coleman (Curtis) and her daughter Anna (Lohan) switching bodies after fighting about their differences and consuming a fortune cookie. Anna must learn to love her soon-to-be stepfather and Tess must appreciate the music of Anna’s band in order to find a way to switch back, preferably before Tess’s wedding on Saturday.
This movie is one I can repeatedly watch and not tire of, even if I know the majority of the lines. It is a hilarious movie that does an accurate job of portraying mother and teenage daughter relationships. With an almost deaf grandfather, a fiancĂ© that fails to realize he is kissing Anna in Tess’s body, a Chinese woman who likes to make others’ Fridays freaky, and an immature younger brother, this movie has memorably funny moments. The songs featured are catchy and it captures Lindsay Lohan in a time that everyone misses, before alcohol overcame her. I appreciate the emphasis placed on understanding another person and how it may be like to bet them. Such a film demonstrates empathy while eliminating former judgments about another. It reminds the audience that we should treat our family members better and practice more patience with them.

Task Four: Blockbuster-Movies and the Media


The Proposal, released June 19th 2009, is a romantic comedy directed by Anne Fletcher starring Sandra Bullock and Ryan Reynolds. Its executive producers include Roberto Orci, Alex Kurtzman, Mary McLaglen, and even Sandra Bullock. This film begins with book editor Margaret (Sandra Bullock) and Andrew (Ryan Reynolds), her assistant, disliking each other. Everyone in the office fears their condescending boss. When Margaret learns that she will be deported to Canada, she promptly announces that she is engaged to Andrew in order to stay in the United States. Margaret flies to Alaska to meet Andrew’s family for the weekend, and during many laughs, they fall in love.

This movie made me laugh throughout the entire one hundred eight minutes it played. Although it is slightly predictable, the dialogue is very witty and the story is far from typical. Sandra Bullock and Ryan Reynolds created a credible chemistry on-screen that is exciting to witness. Such a movie has surprised me as I had not expected it to be so excellent. Its message regarding to give people chances is significant as one should never dismiss another because they believe they are above he/she. The film reminds its audience that most things occur for a reason and that even if something appears negative at first, it may astonish one at how it develops.

Task Three: Advertising & Me


The advertisement to the right is displaying Reach toothbrushes produced by the brand Johnson & Johnson.

This ad uses scale as the toothbrush appears larger than the dinosaur that is on top of it. Such an enlargement displays the texture of the toothbrush as well as its shape very efficiently. Small scale is used to the used right of the advertisement. It displays the entire toothbrush, which makes it easier for consumers as they know what to look for in stores. Cartoons characters, the dinosaurs, are used in a series of ads produced by this company which appeals to a younger audience. The caption “Reach. For places your toothbrush hasn’t been to in a long time” is a play on words but also the advertising technique of omission. Since the caption does not use facts or figures to explain that these toothbrushes are a certain percentage longer than others (which would enable consumers to brush more accurately), the creators may not even have these details for the consumers. Less people would be compelled to purchase this item if they realized how ordinary it is.

Such an ad is significant to me as I am very concerned with oral hygiene. When I view advertisements for toothbrushes in the dentist’s office, I usually purchase them. This ad does not use facts to explain that dentists recommend it and does not persuade me to purchase it. It focuses on a problem with hygiene that younger children may have and will more effectively encourage their parents to purchase it for them than it will for me. The advertisement for the same toothbrush would be better if it provided a diagram on how it is able to reach back molars to capture an adult target audience. Due to its focus on juvenile oral care, I will not purchase this product, even if I enjoy other products by the Johnson & Johnson Company.

Task Three: Advertising and Me




The advertisement to the right is selling Skins athletic wear.
This advertisement uses scale as the clothing shown are small sketches in the bottom right corner. The clothing is much smaller than the model and the consumer is not sure if the model is wearing the brand of clothing the ad is displaying. Omission is another technique used. Such an advertisement fails to explain how the clothing works similarly to steroids. Facts are provided without evidence or scientific support. It is also obviously not stated if other clothing will give the consumer similar results. Since the ad does not mention that a new technology is being used to give athletes improved results while wearing these clothes, it is questionable if such apparel will actually assist one.

Such an ad is important to my personal experience as I exercise and am always looking for methods in which I can get better results with the limited time I am able to exercise. I have heard of horrible stories in which people have used steroids and the consequences that resulted from the use. If this ad does provide equivalent or similar results, it would assist athletes in staying healthy while deterring people from using drugs. The image the ad displays is both disturbing and effective in reminding society that drugs are never the best method to achieve a muscular frame. Hopefully, aspiring athletes will view this ad and remember it is not worth the having a medal taken away for use of steroids. People will be much more proud of their athletic abilities if these abilities are developed naturally.

Task Two: Jacob Hoggard


Born and raised in British Columbia, Jacob Hoggard first became known to the public on Canadian Idol in 2004. He dropped out of Canadian Idol after making it into the top three position as entering the contest was done as a bet of one hundred fifty dollars between his friends and him. Before this, Jacob was a carpenter who learned to play piano at age five and guitar at age twelve. As the lead vocalist, Jacob formed the band Hedley with four of his friends, all whom have been replaced since. The name is after a small town in British Columbia that was for sale.


Many people may not consider Jacob Hoggard of Hedley to be a celebrity but I believe he is more than qualified to be deemed one. I met Jacob a couple years ago—when he was not incredibly famous—after one of his concerts at a small venue. Immediately, I became attracted to his energy and talent. The first time I saw him in person, he marched across the stage drinking from a half litre carton of milk. While Hedley was reaching for fame, Jacob never simplified himself to be a leader singer that other people were familiar with. His hair style is always changing; right now it’s a slicked back schoolboy look. The tattoos that cover his arms and chest are creatively designed. Proud of the tattoo of wings across the bottom of his collarbone, Jacob frequently wears low neck tank tops. Such style is inspiring, and while I would not copy his exact outfits, I do own many Hedley tee shirts.
The music Jacob creates gives the listeners energy and makes on feel alive. At concerts, every fan sings along and demonstrates their support of Hedley through memorization of the catchy lyrics. Songs that Jacob sings are bold, and in the case of Cha Ching, ridicule American society which reminds fans that Hedley is a proudly Canadian band.

Task Two: Ed Westwick


Ed Westwick is an English actor who is a celebrity in North America. He may be recognized from his former band, The Filthy Youth. As an actor, he is known for his starring role in the television series Gossip Girl, as the deviant Chuck Bass. Currently, Ed is the new model of K-Swiss footwear. Recently, he has been criticized for saying that girls are “too much of a headache,” referring to his former girlfriend.

As a celebrity, Ed’s image is very appealing. He behaves in a slightly conceited manner that no girl seems to mind. His role on Gossip Girl has given Ed an obnoxious title, but in real life, he is more laid back and casual. Often seen wearing Ralph Lauren apparel, Ed portrays a formal, old school appearance. With an English accent, Ed is simply charming. A chiseled face, flared nostrils, and combed back hair cause fans, such as me, to take Ed seriously.

Task Two: Celebrity Role Models


Ashley Olsen



Ashley Olsen’s career first began on the television show Full House at the age of nine months with her twin sister, Mary Kate. After Full House, Ashley and her sister released straight-to-video movies that were targeted for a preteen audience. Together, the twins launched a fashion label for Wal-Mart as well as their own fragrances and books. As Ashley and her sister matured, they became the CEOs of their company DualStar in 2004. In the same year, they starred in the film New York Minute. In 2008, the sisters released a novel entitled Influence. The girls also have a fashion line called The Row and a contemporary collection, Elizabeth and James. These are inspired by the twin’s personal wardrobe, which is much more sophisticated than their former Wal-Mart line. According to Forbes magazine, Ashley is worth an estimated one hundred million dollars.
Such a celebrity is inspiring and unlike her twin sister, the transition from teen to adult in Hollywood was smooth. She has never been involved with drug or weight issues, as Mary-Kate has. Ashley’s classically edgy style inspires my wardrobe. This celebrity has gradually faded from the public as she matures accomplishing other goals such as managing her company instead of remaining an actress. It is clear that Ashley is ambitious and I especially admire that she attended New York University, even though she already a career. Doing so, reminds her fan that education is very significant, and celebrities are not above attending school.

Task One: Deconstruction of a Favourite Piece of Media


Text


This is a music video of Celebrity Status by Marianas Trench.
Camera angles include full body shots combined with many close ups of the lead singer’s face. Close up angles express much emotion while the full body shots convey the story of the music video. Images move to the tempo of the music video, moving quickly especially in the beginning to be similar to a show theme song. The colours and outfits portray the television shows that the band is imitating and do not necessarily reflect the style of each band member.
Such a music video is promoting individuality by reminding its audience that fame is not worth “trading who I’ve been for shiny celebrity skin.” Josh Ramsay (the lead singer) sings “sorry everybody you will never be somebody clean” which demonstrates that he believes that one should never go against their principles for fame. These do match my values as it is important to always be oneself, even if it causes others to dislike you. Obtaining what one wants through pretending will only leave one with a confused identity. It does not matter who one impresses if one does not impress him/her with a genuine personality.


Production



This song is produced by the record label 604 for entertainment purposes.
Such text is distributed through television shows such as MTV as well as YouTube and their MySpace and Facebook fan pages. Band members, Josh Ramsay, Matt Webb, Mike Ayley, and Ian Casselman, will profit as it is their song. The record label will profit as will anyone involved in the production of the music video such as stylists.The media text is created after Marianas Trench has recorded the song. Then, the music video is filmed with Josh Ramsay lip syncing during specific parts of the video while him and the other band members mock television shows. Choreography also had to be learned for female dancers who dance behind Josh as he sings during a portion of the video.


Audience



The target audience consists of teenagers who enjoy pop punk music. They may also be people who recognize or watch the television shows that are imitated in the video. Since this song receives radio airtime on popular stations for teenagers, it is able to reach a broad audience and fans are able to request to listen to this song. Due to this, “Celebrity Status” will greatly increase in popularity compared to other Marianas Trench songs that are not released as singles.
Catchy lyrics and an upbeat tempo create a very enjoyable song. Teenagers like songs that make them excited and its pulsing beat is excellent for getting ready for a night out. “Celebrity Status” has an energy that is contagious to its listeners. It refrains from being depressing or overly moody which is revitalizing as teens become tired of listening to songs with singers complaining of their problems.


Road Runner & Wile E. Coyote Zip 'N' Snort

Marianas Trench Celebrity Status