Narrative theory - GHD assessment task

• You will apply learned narrative theory to relevant texts with consideration given to your own MS3 production

Key words: Barthes, action codes, enigma codes, open, closed, unravel.

Red Riding Hood. GHD. Analysis:

GHD are a brand of hair and beauty tools. The ad agency RKDR produced a cross platform ad campaign called Twisted Fairy Tales. The campaign consisted of print based ads and an audio visual ad which was broadcast during the final of X-Factor 2010.

the ads depict traditional, Brothers Grimm, fairy tales subverted to create ideologies of female strength, independence and power.

Representation: 
Red Riding Hood is not a passive victim but is in control of her life.
She is a strong, tough, independent role model. 
This is shown through; 
Costume. Black leather boots and gloves. Could be considered sexualised but we see that the girl is in control. 
Direct mode of address and body language implies confidence. A key value to attract the young, aspirational, female target audience.
Colour; bright red is an intertextual reference and implies the importance of the female.

Narrative:
Use of Intertextuality draws upon familiar fairy tale requiring foreknowledge of the Little Red Riding Hood narrative. However, the ending has been rewritten to show an empowered hero rather than a passive victim.
Composition and lighting means the female is defined as heroic antagonist rather than the victim.
The girl is holding an axe and we can see a dead wolf in the shot. There has been a reinstatement of equilibrium and the hero has fought off an outside challenge from the antagonist.
Setting is an intertextual reference to the isolated woods, however it is no longer a threatening environment due to the use of GHD products.
Binary opposition can be seen; the woods with/without GHD.

Task 1:

Analyse and annotate the texts shown below.

Focus specifically on the key concepts of representation and narrative.

You need to link to visual and technical codes.

Consider the key values that are promoted by the GHD and Luis Vutton brands. 

For example; rebellion.

Marking criteria:

Explore how the key representations in the text have been constructed. [30] 

 Responses may include reference to some of the following points: 

 Gender – appearance, dress codes, character, attitudes, stereotypes, reinforcing/challenging. 

 Age – typical characteristics, negative youth portrayals, stereotypical older images; challenging types. 

 Ethnicity – appearance, attitudes, stereotypical assumptions, reinforcing, negativity, positive characteristics 

 National Identity – stereotypical, referential codes; accents, mannerisms 

 Issues – signifiers, connotations, coverage 

 Events – news coverage. 

 Links to theoretical perspectives e.g. Mulvey, Gauntlett etc (used relevantly!) 

Explore how narrative is constructed in the  text 

Candidates may respond to this question by discussing narrative theory – this is acceptable but the theory should be accurately applied to the selected texts. Other candidates may discuss the structure and format of the story combined with a discussion of narrative codes. Again this is acceptable. References may be made to: 

 Propp and character driven narrative. Lower grade candidates may simply list and match character roles. Higher grade candidates may challenge or use the theory to discuss character importance at a more sophisticated level. 

 Todorov and action driven narratives: lower grade candidates may offer a straightforward (but valid formula). Higher grade candidates may offer a more detailed discussion of this theory beyond its simplest form. 

 Levi-Strauss and binary oppositions: lower grade candidates may simply identity whilst higher grade candidates may discuss the idea of narrative construction linked to oppositions. 

 Linear, multiple, sequential, interwoven narrative structures. 

 Use of flash backs, non linear formats, circular narratives etc. 

 Narrative codes – for example technical, audio, enigmatic, symbolic, referential, action – and how they are used to help construct narrative.

Year 13 written tasks success criteria:

Knowledge of the concept of audience/representation/narrative

Awareness of relevant theories/debates/views

Uses examples to draw on relevant issues

Use of media terminology/key words

Quality of written communication