1. Sleepy Hollow Unseen Analysis

2. Answer the following questions as best as you can. Give as much detail as possible. 1.The medium of this text is print. By close reference to the text say why this medium has been chosen. (2 marks) 2. Identify the purposes of this text. Describe the elements of the text that show these purposes. (4 marks) 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) 4. Identify the fonts that have been used in this text and give reasons for their use. (4 marks) 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.]

4. Categories 1. Describe the genre of the text and explain your answer by referring to the text. 2. Describe the tone of the text and explain your answer by referring to the text. 3. Describe the purposes of the text and explain your answer by referring to the text. Language 4. Give an example of anchorage and explain how it helps you to understand the intended meaning of the text. 5. Explain how technical and/or cultural codes are used to convey meaning in the text.

5. This is a film poster and therefore the medium is print. Why use a poster? Can be placed outside the cinema to attract peoples attention so that they chose that film. Can be reproduced in magazines and newspapers to attract a wide audience Can be placed in bus shelters to get the attention of those waiting for the bus and drivers as they pass. Billboards – again to attract a large and varied audience. Can be cheaper to produce than television trailers.

6. What is the purpose of this piece of advertising? To inform people of: The name of the film When it is released Who directed the film Who produced the film Who stars in the film And to give an indication of what the film will be about

7. What is the purpose of this piece of advertising? By naming the stars, the director, the studio (Paramount Pictures) the poster will persuade fans of these stars to watch the film The genre elements clearly demonstrated in the poster will persuade the fans of those genres to see the film

8. What is the genre of this film? How do we know? HORROR ROMANCE

9. Horror: Lots of black – darkness associated with death The mist - creates an eerie atmosphere Graveyard – links back to the association of death Blood red writing - death Ghostly complexion of stars – so pale with dark circles under eyes makes them appear deadlike Sombre expression The full moon – associated with werewolves thus horror. Strapline “Heads will roll” – reflects the idea of death – font similar to that used on grave stones

10. Romance Red lettering – could mean love or danger (connotations of the colour red) Juxtaposition – the way the couple are turned towards each other cheek to cheek Delicate nature of the female character – male character will need to rescue her Red lipstick – colour associated with romance

11. What is noticeable about the writing on the poster? Serif font, in uppercase, in white, in the centre Effect: resembles the lettering on gravestones, the white stands out against the darkness, being central draws the eye to it, emphasises the paleness of the main characters

12. What is noticeable about the writing on the poster? Serif font, in uppercase, in white Effect: stark contrast to the black background makes them stand out. Being in capitals makes it more important Larger than the rest of the written information on poster

13. What is noticeable about the writing on the poster? Serif or Script font, in red against a black background (sharp points at the ends) Effect: red could symbolise love or blood, the tails of the letters could look like dripping blood, the sharp nature of the letters could represent the sharpness of the axe pictured

14. What effect does the lighting have on this poster? Their faces are well lit making them stand out. This draws attention to their faces and the expressions on them. Being well lit indicates that these characters are the “goodies” in the film and that they stand out against the evil represented by the darkness.

15. What effect does the lighting have on this poster? The use of darkness and shadows here indicate the presence of evil. Creates an eerie atmosphere when the darkness is combined with the light cast by the mist Creates the idea of dark, mysterious deeds that will have some baring on the main characters.

16. What effect does the camera work have on this poster? Extreme Long shot of the headless horseman Creates a sense of atmosphere and location Brings in elements of the horror genre

17. What effect does the camera work have on this poster? Close up of their faces – allows audience to read their expressions Johnny Depp’s character is facing and looking directly at the audience with an intense stare which makes it look like he is looking directly at you personally. His fixed stare makes him appear focused and unmoveable.

18. What effect does the camera work have on this poster? Close up of their faces – allows audience to read their expressions Christina Ricci is turned towards the camera looking directly at it, although, it appears, as if she is looking up slightly. The way she is angled reveals more of the whites of her eyes making her look scared and vulnerable.

19. What effect does the use of costumes have on this poster? (dress codes) Very little of the costumes are evident but what is helps create setting. Christina Ricci’s dress is almost unnoticeable because of the way her body is turned and the way her hair falls. Her hair appears to be loosely held back in a traditional style, although slight windswept. It appears as if she has very little make up on making the red lipstick she is wearing stand out in her pale face. This gives her a natural look that is at odds with how modern women wear make up

20. What effect does the use of costumes have on this poster? (dress codes) Very little of the costumes are evident but what is helps create setting. Johnny Depp’s character appears to be formally dressed in a dated fashion indicating that the film is set in the past. What appears to be a white scarf is around his neck, although it could also be an old fashioned shirt collar, highlights again that the character is more likely to be a hero than a villain.

21. What effect does the use of costumes have on this poster? (dress codes) The headless horseman appears to be dressed all in black with a high collared cloak that is very old fashioned and not something likely to be worn in a film set in modern times. The emphasis on darkness in his costume indicates that he is an evil character.

22. What effect does the layout have on this poster? The poster is clearly separated into 3 parts that link together. Top section focuses on the heroes of the story and occupies the majority of the poster The middle section introduces the villain of the story. Being central makes it clear he is vital to the story. The bottom section gives the basic information about the film.

23. What effect does the layout have on this poster? By having the two main characters occupy so much of the poster and having them positioned above the headless horseman shows that they are more important and will defeat the evil represented by the headless horseman.

24. What effect does the layout have on this poster? The headless horseman situated centre with his axe held high – towards the words “heads will roll” and the main characters- indicates the deadly threat he represents.

25. What effect does the colours have on this poster? Black – death, evil, horror, mystery Red – danger, blood, romance White – innocence, ghostliness

26. Homework Answer the questions below based on a film poster of your choosing. This should be a film you have not seen. What is the purpose of this piece of advertising? What effect does the colours have on this poster? What effect does the layout have on this poster? What effect does the use of costumes have on this poster? (dress codes) What is the genre of this film? How do we know? What effect does the camera work have on this poster? What effect does the lighting have on this poster? What is noticeable about the writing on the poster?

27. 1.The medium of this text is print. By close reference to the text say why this medium has been chosen. (2 marks) 1.The medium of this text is print we know this because is a still picture with print the reason this medium is been chose is so they can put is outside cinemas on bus shelters or even billboards they would put it outside the cinema so if an advertise was going to the pictures it would target an audience. 2.The medium of the text is print because it’s a poster to advertise the film. 3.The medium of the text is print. We know this because at the bottom in the middle it says “poster deign by BLT & Associates. This tells us it isn’t a moving image. It is chosen so that you can place it in bus shelters and in magazines. Also on billboards so that people can see it clearly and look at it in detail.

28. 1.The medium of this text is print. By close reference to the text say why this medium has been chosen. (2 marks) 1.The medium of this text is print we know this because is a still picture with print the reason this medium is been chose is so they can put is outside cinemas on bus shelters or even billboards they would put it outside the cinema so if an advertise was going to the pictures it would target an audience. (1/2) 1. Identifies print, but the information is taken from the pick list. However, attempts to find evidence from the text: “still picture” coupled with a sense of audience earns one mark. (1)

29. 1.The medium of this text is print. By close reference to the text say why this medium has been chosen. (2 marks) 2.The medium of the text is print because it’s a poster to advertise the film. (0/2) Candidate takes Print from the “pick list”. Evidence does not include identification of the unseen elements of the text. (0)

30. 1.The medium of this text is print. By close reference to the text say why this medium has been chosen. (2 marks) 3.The medium of the text is print. We know this because at the bottom in the middle it says “poster deign by BLT & Associates. This tells us it isn’t a moving image. It is chosen so that you can place it in bus shelters and in magazines. Also on billboards so that people can see it clearly and look at it in detail. (1/2) No mark for identification. Medium is on the flyleaf. However, uses evidence from the text: “Poster design by BLT and Associates” to make a legitimate comment and taken with “can look at it in detail” earns one mark. Other comments are not tied to specific textual references. (1)

31. 2. Identify the purposes of this text. Describe the elements of the text that show these purposes. (4 marks) 1.The purpose of the text is to is to persuade and advertise to go to the picture and go and see it or even after it go out and buy it an other purpose is to inform we know it is to inform because it tells us who is in the film and when it is coming out this will persuade the audience if they have seen one of their films before and liked it. 2.Inform and persuade because it will persuade people to watch it by putting the poster outside a cinema board and that will inform you they are showing the film inside the cinema because it would be outside on the board. 3. Inform – The text informs us of the two main characters names. So if you are a fan of them you will buy the movie because you know you will like it. This will boost up sales. It also informs us of the film maker “Tim Burton”. This would also persuade fans of his movies to buy it as well. It informs us of the title so you know what you buying when you go to purchase it. Persuade – it persuades people who like horrors to buy it using the phrase “heads will roll”. This persuades fans of horrors to buy it because it suggests death and violence. The paramount pictures sign at the bottom right hand corner also persuades people who like films that go through “paramount Pictures”.

32. 2. Identify the purposes of this text. Describe the elements of the text that show these purposes. (4 marks) 1.The purpose of the text is to is to persuade and advertise to go to the picture and go and see it or even after it go out and buy it an other purpose is to inform we know it is to inform because it tells us who is in the film and when it is coming out this will persuade the audience if they have seen one of their films before and liked it. (3/4) Identifies persuade and inform for two marks. Reference to Paramount and reason for inclusion is enough to earn a mark. However, does not offer any details to describe how it persuades. (3)

33. 2. Identify the purposes of this text. Describe the elements of the text that show these purposes. (4 marks) 2.Inform and persuade because it will persuade people to watch it by putting the poster outside a cinema board and that will inform you they are showing the film inside the cinema because it would be outside on the board. (2/4) Candidate correctly selects two purposes: “inform and persuade”. However, the supporting evidence is very weak and does not relate to the particular text under analysis. All the evidence is generic. (2)

34. 2. Identify the purposes of this text. Describe the elements of the text that show these purposes. (4 marks) 3. Inform – The text informs us of the two main characters names. So if you are a fan of them you will buy the movie because you know you will like it. This will boost up sales. It also informs us of the film maker “Tim Burton”. This would also persuade fans of his movies to buy it as well. It informs us of the title so you know what you buying when you go to purchase it. Persuade – it persuades people who like horrors to buy it using the phrase “heads will roll”. This persuades fans of horrors to buy it because it suggests death and violence. The paramount pictures sign at the bottom right hand corner also persuades people who like films that go through “paramount Pictures”. (4/4) Clear identification of purposes: inform and persuade. At Intermediate 1, but not at Intermediate 2, confusion in terminology between star and character can be ignored, if the context suggests understanding. Fans of the “main characters names” attracting fans implies fandom – a legitimate category. Mark is cemented by reference to Tim Burton. Reference to appeal to fans of horror via strapline acquires mark. Two identifications and two exemplification earn full marks. (4)

35. 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) 1.The genre of the text is romance horror and hybrid we know that it is romance because the way that a connected with each other in a junctif position and they are close to each other we also know it is horror because there is a strap line saying “heads will roll” and there is a headless horse man shaking an axe in a grave yard its says head will roll but above there heads are there. 2.The genre is a horror because the text on the poster where it says sleepy Hollow its looks scary and in the picture there is a headless horse man on a horse with an axe and he is going to chop people’s heads off because on the text it says heads will roll. And it is romance because on the poster they show Johnny depp and Christina ricci on the top of it it shows they are in love because they are standing close together with her cheek touching his cheek.

36. 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) 3.The genre of the text is hybrid because it is horror and romance. We know this because the image in the middle of the man with an axe on a horse going through a cemetery. This suggests death and violence again. It also suggests that he has killed a lot of people because in the picture there are quite a few graves. The axe is pointing up to the man and young woman, this suggests that they are his culpits as well as many other people. We know it is romance because at the top here the man and woman are, it suggests they are in love because they are in juxtaposition. This tells us that he protects her. The woman is wearing red lipstick this suggests love as well. This would appeal to male and females. Males would like because the man is taking control and protecting the woman. Women would like the fact the male is handsome. They would watch this to see him.

37. 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) 1.The genre of the text is romance horror and hybrid we know that it is romance because the way that a connected with each other in a junctif position and they are close to each other we also know it is horror because there is a strap line saying “heads will roll” and there is a headless horse man shaking an axe in a grave yard its says head will roll but above there heads are there. (4/4) Sophisticated identification of genre as hybrid Horror and Romance. Picks up juxtaposition as a marker of Romance, but description is weak. Better on Horror: reference to strapline, “Heads Will Roll”, “Headless Horseman shaking an axe... graveyard....” pointing towards the image of the heads of the main characters. Marked holistically, there is enough media knowledge and understanding shown and supported by textual reference to earn full marks. (4)

38. 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) 2.The genre is a horror because the text on the poster where it says sleepy Hollow its looks scary and in the picture there is a headless horse man on a horse with an axe and he is going to chop people’s heads off because on the text it says heads will roll. And it is romance because on the poster they show Johnny depp and Christina ricci on the top of it it shows they are in love because they are standing close together with her cheek touching his cheek. (4/4) Correct identification of the genres: Horror and Romance. Correct identification of genre markers for horror: “headless man...with an axe...Heads Will Roll” Correct identification of genre markers for Romance: “love...close together...her cheek touching his cheek”. 2 identifications + 2 exemplifications. (4)

39. 3.The genre of the text is hybrid because it is horror and romance. We know this because the image in the middle of the man with an axe on a horse going through a cemetery. This suggests death and violence again. It also suggests that he has killed a lot of people because in the picture there are quite a few graves. The axe is pointing up to the man and young woman, this suggests that they are his culpits as well as many other people. We know it is romance because at the top here the man and woman are, it suggests they are in love because they are in juxtaposition. This tells us that he protects her. The woman is wearing red lipstick this suggests love as well. This would appeal to male and females. Males would like because the man is taking control and protecting the woman. Women would like the fact the male is handsome. They would watch this to see him. (4/4) 3. What is the genre of this text? Describe the elements in the text that show this genre. (4 marks) This is a very full answer well described. The references to specific genre markers of horror are described. Comments and references to Romance genre are also on the whole valid. Does more than enough to earn full marks. (4)

40. 4. Identify the fonts that have been used in this text and give reasons for their use. (4 marks) 1. The text is sharp and this will tell us that there is killers it is red to show blood and danger the text is shaped like an axe the heads will roll you would find that on a grave stone this is a lot of sans serif like the sleepy hollow bit heads will roll is formal and surreal 2.They are different fonts where it say Sleepy Hollow its red upper case and lower case the letter look like it looks like its been written in blood and it is dripping that’s why it’s a horror 3.There has been serif and sans serif been used for the font. “Heads will roll” has been written in sans serif. This is to tell us that it is true and to beware. “Sleepy Hollow” has been written in serif and also red. This is to create the effect that it has been written with blood, by hand. This is to make it look scarier. The “S” in Sleepy is written like a treble clef sign in music. This makes it looks traditional and tells us that it is set in the past.

41. 4. Identify the fonts that have been used in this text and give reasons for their use. (4 marks) 1. The text is sharp and this will tell us that there is killers it is red to show blood and danger the text is shaped like an axe the heads will roll you would find that on a grave stone this is a lot of sans serif like the sleepy hollow bit heads will roll is formal and surreal (2/4) This answer offers examples that identify but is weaker on description. Examples include: “sharp” to suggest blood; “shaped like an axe” without comment; “Heads will Roll you would find on a gravestone”. However, confuses serif and sans serif. Later, correctly identifies formal script and serif script, but does not offer comment. Overall, the candidate offers mainly accurate identification with limited description. (2)

42. 4. Identify the fonts that have been used in this text and give reasons for their use. (4 marks) 2.They are different fonts where it say Sleepy Hollow its red upper case and lower case the letter look like it looks like its been written in blood and it is dripping that’s why it’s a horror (2/4) Correctly identifies colour and upper case. Includes comment on effect: blood associated with horror. Mark for identification and another for unsophisticated comment. (2)

43. 4. Identify the fonts that have been used in this text and give reasons for their use. (4 marks) 3.There has been serif and sans serif been used for the font. “Heads will roll” has been written in sans serif. This is to tell us that it is true and to beware. “Sleepy Hollow” has been written in serif and also red. This is to create the effect that it has been written with blood, by hand. This is to make it look scarier. The “S” in Sleepy is written like a treble clef sign in music. This makes it looks traditional and tells us that it is set in the past. (3/4) Description of serif linked to Sleepy Hollow [hand written] is worth two marks. Weaker comment on shape of “S” suggesting the past earns another mark. (3)

44. 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.] 2.The lighting has been put on their face because they are important. She is got more focus than the man so she is very important and he is behind her holding her and the colour is all black because its meant to be dark and scary and the way to show how it’s a horror they are dressed in old clothes and the enigma is what’s going to happen to Johnny Depp and Christina Ricci 1.The man in the poster is bigger this shows that he’s more powerful the dress code is quite old the camera shot on the horseman is a close up and on the man and the woman is a close up they are bigger to show that they are going to over come the horse man the man is going to safe the woman we know this man is going to save her because she is pale and vunrable she is so vunrable because of her because of her red lip stick

45. 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.] 3.The camera angle that has been used is neutral. This suggests that the characters have the same power as us, they are equal positions to the audience. The has been a close up used on the two main characters. This is to create intimacy and to show physical and emotional detail. The lighting is high key and low key. There has been mostly low key lighting used in the middle with the man and the axe. This tells us he is the bad guy. “Sleepy Hollow” is written in red. This suggests death and also love. The bad guy is on his horse with the axe pointing to the two main characters. This suggests their life is at risk. The dress code tells us that it is set in the past in winter. We know this because the man is wearing a scarf. But a bit more posher scarf than men would normally wear. The woman is wearing red lipstick. This tells us that she is there for the male gaze because she is the beauty in this. Her mouth is slightly open which tells us that she is vulnerable and needs male to protect her. The layout is set out to suggest that the evil guy is going to come between them but on the other hand they are main characters could kill the bad guy because their heads are really big and the bad guy is really small plus the fact that he is in a graveyard. This tells us that he is going to try and kill them but in the end the man and the woman will get him.

46. 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.] 1.The man in the poster is bigger this shows that he’s more powerful the dress code is quite old the camera shot on the horseman is a close up and on the man and the woman is a close up they are bigger to show that they are going to over come the horse man the man is going to safe the woman we know this man is going to save her because she is pale and vunrable she is so vunrable because of her because of her red lip stick Candidate makes reasonable comments on layout, positioning and size. Comments on cultural codes are unsupported and unconvincing and attract no marks. (2)

47. 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.] 2.The lighting has been put on their face because they are important. She is got more focus than the man so she is very important and he is behind her holding her and the colour is all black because its meant to be dark and scary and the way to show how it’s a horror they are dressed in old clothes and the enigma is what’s going to happen to Johnny Depp and Christina Ricci (2/6) Makes a weak point about lighting. Does not describe the lighting in terms of high key/low key, shadow etc. Weak association of colour black with horror “dark and scary” [cultural code]. Does not make a valid point with comment on “old clothes” nor on effect of enigma code. However, despite the weaknesses of this answer, the candidate shows media knowledge and ability to apply it to the text. (2 marks)

48. 5. Describe how technical/cultural codes have been used to create meaning in the text. (6 marks) [You should think about lighting, camera, focus, angle, shot-cropping, layout, slogans and straplines, colour, dress codes and so on.] 3.The camera angle that has been used is neutral. This suggests that the characters have the same power as us, they are equal positions to the audience. The has been a close up used on the two main characters. This is to create intimacy and to show physical and emotional detail. The lighting is high key and low key. There has been mostly low key lighting used in the middle with the man and the axe. This tells us he is the bad guy. “Sleepy Hollow” is written in red. This suggests death and also love. The bad guy is on his horse with the axe pointing to the two main characters. This suggests their life is at risk. The dress code tells us that it is set in the past in winter. We know this because the man is wearing a scarf. But a bit more posher scarf than men would normally wear. The woman is wearing red lipstick. This tells us that she is there for the male gaze because she is the beauty in this. Her mouth is slightly open which tells us that she is vulnerable and needs male to protect her. The layout is set out to suggest that the evil guy is going to come between them but on the other hand they are main characters could kill the bad guy because their heads are really big and the bad guy is really small plus the fact that he is in a graveyard. This tells us that he is going to try and kill them but in the end the man and the woman will get him. (6/6) This is a very full answer where the candidate offers a range of evidence and comments covering both technical and cultural codes. This candidate has a clear grasp of media concepts and applies knowledge to make sensible comments. (6)