Final Ideas (with explanation of Mash Up assignment)

Research/ Inspiration

Daily Mail – Cameron plans to raise the minimum price of alcohol

Moving forward from some of my initial research and ideas, I also looked at this article which talks about the rising price of alcohol.

Final Ideas/ Image

I also thought about how the ideas and images I produced could be improved upon, in order to illustrate how people won’t be able to afford alcohol. This is what I produced:

Cameron Final pieceI thought that this is an effective image for my idea. In my original image the background was a bar, with Cameron holding a bottle of Budweiser, however after some reflection I found that this was probably not the best way to highlight the rising prices. The expensive branded alcohol (Budweiser) and the bar would not reflect on how cheaper brands would be affected and, in turn, the consumer of those products. Therefore I decided to give a bottle of Tesco everyday value cider (with an open top, as in my previous image the cap was left on the bottle), and opted for a grungier background. I thought that this would highlight the binge drinking culture, in which I was showing Cameron incorporated in this environment; emphasising the idea of how cheap alcohol is only accessible to the middle classes. I also wanted to show how Cameron does not suit this environment (which is highlighted by his formal clothing), to reiterate the ‘posh’ and ‘out of touch’ ideas about Cameron.


  • Semiotics and Structuralism – Studying signs; the meanings/ ideas we associate with images, while also studying the structure and meaning of the language that we use to define what we see. For my mash up there are certain images such as, the Tesco bottle which communicate certain ideas e.g cheap.
  • Representation – (linked with semiotics) how certain ideas are shown, what is associated with those elements and how people interpret ‘reality’. It is arranging signs which show constructions and relationships between elements. It may look at certain concepts as, people, places, objects, events and cultural identities (class, age, race, gender etc.) How certain elements in my mash up represent those ideas, such as class, while it also reflects on how those ideas are subverted.
  • Advertising – A form of communication to persuade or encourage an audience. The aim is to show Cameron in a negative light to reflect on how his plans are wrong, in terms that they will only damage the ‘average’ person rather than his own.
  • Audience Theory – There are different theories when looking at the audience, in which they each have varying ideas about the role of the audience. From the audience being seen as the mass which passively consumes any message, to the power of the individual consumer who decides what they want to consume, then to the idea that we all respond to other influences, such as opinion leaders, which may mediate the message. In all (in association with the mash up) it is exploring how audiences interpret the message which is presented to them, looking at how strong this medium works, how audience react to this form compared to news articles etc.
  • Genre Theory – There are certain conventions and ideas which are associated with certain genres, such as themes, structure style. The mash up subverts those expectations, which we associate with certain images, styles etc to change the meaning of what we see and defining it differently.
  • Ideology – A set of ideas/ beliefs which influence our expectations and actions, it is a way of looking at the world around us. We have certain expectations/ ideas associated with certain things, people etc, in which the mash up subverts those ideas.

Further Ideas

To think about some more ideas about Cameron I decided to look at some articles: