Underline the key terms Explore how the ‘This must be the place’ TV spot advert for the fast food chain Nandos uses genre conventions to construct meaning Knee jerk reaction The Nandos advert uses genre conventions in a typical manner to construct a relatable mode of address, to minimise risk and to maximise profit Plan MES Editing Slang Lexis Shot types Modes of address Lighthearted and fun Steve Neale - genre conventions Genre changes over time Hybrid genre Repetition and difference Semiotics Referential code Symbolic code Hermeneutic Proairetic Pre-sold audience Mid close shots Binary oppositions Humour Narration Diegetic sound Non-diegetic Extra-diegetic Complex diegesis Setting Lighting CUs Montage (representations) Hyperreality (representation of young adults) (ethnically diverse representation) Blue Red Yellow Introduction DAC - definition, argument, context Genre conventions refer to the elements that typically construct a genre. They are used by producers to construct a genre which is both relatable and meaningful to a target audience. Genres are fluid, and they change over time to appeal to new audiences and demographics. In this essay I shall argue that the Nando’s advert is typical of the fast food advert genre in order to effectively target a young, working class and ethnically diverse presold audience who are already familiar with Nandos as a product. Paragraphs PEA - Point, evidence, argument One way in which the Nados advert uses genre conventions to construct meaning is through it’s highly involving montage of mid shots and close ups to construct an interesting mode of address Another way… (dialogue, narration and lexis) (use of typical setting, MES and lighting) (Use of referentiality, and the assumption of a presold audience) (genre has evolved over time (digitally convergent media, eg digital distribution and digital post production methods) (binary oppositions construct stereotypes for humorous effect).