Case Study Practical Exercise | 案例分析实战演练

📚 Case Study Practical Exercise | 案例分析实战演练

Media case studies are a fantastic way to deepen your understanding of how media products are created and how they communicate messages. In this practical guide, you will learn a step-by-step method to analyse any media text, from film posters to adverts. This skill is essential for your WJEC Media Studies course and will help you become a critical thinker.

媒体案例研究是加深你理解媒体产品如何被创作以及它们如何传达信息的绝佳方式。在本实战指南中，你将学习一种逐步分析任何媒体文本（从电影海报到广告）的方法。这项技能对你的 WJEC 媒体研究课程至关重要，并将帮助你成为一名批判性思考者。

By the end of this article, you will have completed a hands-on exercise using a fictional advertisement. You will be able to identify media language, discuss representation, identify target audiences, and understand production contexts. Let’s get started!

在本文结束时，你将完成一项使用虚构广告的动手练习。你将能够识别媒体语言，讨论表征，确定目标受众，并理解生产背景。让我们开始吧！

1. Introduction to Media Case Studies | 媒体案例分析导论

A media case study involves an in-depth investigation of a specific media product, such as a TV show, magazine cover, or social media campaign. It helps you explore key concepts: media language, representation, audience, and industry. By conducting a case study, you can connect theory to real-world examples.

媒体案例分析涉及对特定媒体产品（如电视节目、杂志封面或社交媒体活动）的深入调查。它帮助你探索关键概念：媒体语言、表征、受众和产业。通过进行案例分析，你可以将理论与现实世界的例子联系起来。

In Year 7, you will practice analysing short media texts to build your confidence. This article will guide you through a practical exercise using an imaginary advertisement, so you can master the process and learn how to structure your answers.

在七年级，你将练习分析简短的媒体文本以建立信心。本文将引导你通过一项使用虚构广告的实战演练，以便你掌握这一过程并学习如何组织你的答案。

2. Selecting Your Media Text | 选择你的媒体文本

Choosing the right text is the first step. It should be rich in media language – think of a print advert, a movie poster, or a webpage. For today’s exercise, we will use a printed poster for a new sportswear brand called ‘ActiveGear’. The poster features a young athlete wearing the brand’s clothing, with bold colours and a slogan.

选择合适的文本是第一步。它应该具有丰富的媒体语言——想想平面广告、电影海报或网页。在今天的练习中，我们将使用一个名为“ActiveGear”的新运动服装品牌的印刷海报。海报上有一位年轻运动员穿着该品牌服装，色彩鲜明，并附有标语。

The athlete is captured mid-air on an urban basketball court. The background is a vibrant cityscape at sunset, and the slogan reads ‘Rise Above’. The product – a pair of trainers and a hoodie – is clearly visible. This text gives us plenty to analyse.

该运动员被定格在城市篮球场的半空中。背景是充满活力的日落城市景观，标语写着“Rise Above（超越）”。产品——一双运动鞋和一件连帽衫——清晰可见。这个文本给我们提供了大量可供分析的内容。

When you select your own text later, make sure you can access it easily and that you can identify its purpose, target audience, and main visual elements without guessing.

当你以后选择自己的文本时，确保你能轻松获取它，并且能毫不猜测地识别其目的、目标受众和主要视觉元素。

3. Understanding Media Language | 理解媒体语言

Media language refers to the codes and conventions used to create meaning. These include camera angles (in film), colours, typography, layout, and imagery. In our ActiveGear poster, the low camera angle looking up at the athlete makes him seem powerful and heroic. The colour palette of reds and oranges connotes energy and passion.

媒体语言指的是用于创造意义的符码和惯例。这包括（电影中的）摄影角度、色彩、字体设计、版面和图像。在我们的 ActiveGear 海报中，仰拍运动员的低角度使他显得强大且充满英雄气概。红色和橙色的色调象征着能量和激情。

Denotation is what you literally see, and connotation is the deeper meaning. For example, denotation: a trainer with a visible logo. Connotation: quality, speed, and fashion. Always start by describing everything you see before interpreting the hidden messages.

外延是你字面上看到的东西，而内涵是更深的含义。例如，外延：一双带有明显标志的运动鞋。内涵：品质、速度和时尚。始终从描述你所见的一切开始，然后再解读隐含的信息。

Typography also matters. The slogan ‘Rise Above’ is in bold, italicised capitals, which suggests movement and ambition. The brand name is sleek and modern, appealing to a young demographic.

字体设计也很重要。标语“Rise Above”采用粗体、斜体大写字母，这暗示着动感和雄心。品牌名称时尚现代，吸引年轻人群。

4. Analysing Visual Codes | 分析视觉编码

Visual codes include the use of colour, lighting, expression, and body language. In our poster, the athlete is mid-jump, with both arms raised and a determined facial expression. This dynamic pose connotes success, aspiration, and physical strength. The lighting is bright and backlit, making the scene feel dramatic and inspirational.

视觉编码包括色彩、光线、表情和肢体语言的使用。在我们的海报中，运动员处于跳跃状态，双臂举起，面部表情坚定。这种动感姿势象征着成功、抱负和体力。光线明亮且采用背光，使场景感觉戏剧化且鼓舞人心。

Look at the product placement: the ActiveGear logo is centred and large on the hoodie, which reinforces brand identity. The trainers are in sharp focus, drawing the eye. The background cityscape links the brand to an urban, trendy lifestyle and a sense of community.

看一看产品放置：ActiveGear 标志在连帽衫上居中且大号，这强化了品牌身份。运动鞋清晰对焦，吸引眼球。背景的城市景观将品牌与都市、时尚的生活方式和社区感联系起来。

5. Exploring Narrative Structures | 探索叙事结构

Narrative refers to the story being told. Even a single poster can imply a narrative. Our poster shows an athlete achieving a moment of triumph – this follows a classic ‘hero’s journey’ structure, where the hero overcomes challenges to succeed. The slogan ‘Rise Above’ reinforces the idea of defeating obstacles.

叙事指的是正在讲述的故事。即使是一张海报也可以暗示叙事。我们的海报展示了一位运动员取得胜利的时刻——这遵循了经典的“英雄之旅”结构，即英雄克服挑战取得成功。标语“Rise Above（超越）”强化了战胜困难的想法。

Think about the enigma: what questions does the poster leave unanswered? Who is this athlete? How did they train? What happened before this moment? This sparks audience curiosity and encourages them to engage with the brand on a deeper level.

想一想谜团：海报留下了哪些未解问题？这位运动员是谁？他们是如何训练的？在这一刻之前发生了什么？这激发了观众的好奇心，并鼓励他们更深入地与该品牌互动。

The use of a sunset backdrop can connote the end of a journey or a new beginning. The narrative is not explicitly stated, but the audience fills in the gaps using their own experiences.

日落背景的使用可以象征一段旅程的结束或一个新的开始。叙事并未明确说明，但观众会用自己的经历来填补空白。

6. Identifying Target Audiences | 识别目标受众

Every media product has an intended audience. Our ActiveGear poster is likely aimed at teenagers and young adults aged 13–25 who are into sports, streetwear, and fitness. Clues include the young age of the model, the trendy clothing style, and the urban setting which resonates with youth culture.

每个媒体产品都有其目标受众。我们的 ActiveGear 海报很可能针对 13–25 岁、爱好运动、街头服饰和健身的青少年及年轻人。线索包括模特的年轻年龄、时尚的服装风格以及与青年文化产生共鸣的都市环境。

We can use demographics (age, gender, income) and psychographics (interests, values). This audience values motivation, style, and performance. The poster uses aspirational imagery to make viewers want to be like the athlete, thus associating the brand with personal success.

我们可以使用人口统计特征（年龄、性别、收入）和心理统计特征（兴趣、价值观）。这个受众重视动力、时尚和表现。海报使用令人向往的图像，使观众希望成为像这位运动员一样的人，从而将品牌与个人成功联系起来。

Could there be a secondary audience? Parents who buy sportswear for their children might also be influenced by the message of ambition and achievement, making the advert appeal across generations.

是否存在次要受众？为孩子购买运动服装的父母也可能受到抱负和成就信息的影响，使广告具有跨代吸引力。

7. Considering Representation | 思考表征

Representation is how media presents people, places, and events. In our poster, the athlete is represented as strong, determined, and successful. This could reinforce a positive stereotype about young people being active and ambitious. But it might also limit representation by only showing one muscular body type and a specific ethnic appearance.

表征是媒体如何呈现人、地点和事件。在我们的海报中，运动员被表现为强壮、坚定和成功。这可能强化了关于年轻人积极进取的正面刻板印象。但它也可能通过只展示一种肌肉发达的身体类型和特定种族外貌来限制表征。

Always ask: who is being represented, and who is left out? If the athlete is male, traditional masculine traits like physical power are emphasised. If the poster featured a female or a different ability athlete, the message might shift. Consider whether the representation is fair and diverse.

永远要问：谁被表征了，谁被遗漏了？如果运动员是男性，像体力这样的传统男性特质便被强调了。如果海报展示的是一位女性或具有不同能力的运动员，信息可能会转变。考虑表征是否公平和多样化。

In this case, the athlete represents an idealised version of youth – but real audiences come in all shapes and sizes. A critical analysis should note this selectivity.

在这种情况下，运动员代表了理想化的青年形象——但真实的观众形态各异。批判性分析应该注意到这种选择性。

8. Examining Production Context | 考察生产背景

The media product does not exist in isolation. Who made it? ActiveGear might be a global corporation or a small startup. The purpose is commercial – to sell sportswear. The production context influences design decisions: they want a poster that grabs attention, fits Instagram trends, and promotes brand loyalty.

媒体产品并非孤立存在。谁制作了它？ActiveGear 可能是一家全球性公司或一家小型初创公司。其目的是商业性的——销售运动服装。生产背景影响设计决策：他们想要一张能吸引注意力、适合 Instagram 潮流并促进品牌忠诚度的海报。

Think about regulation: the ASA (Advertising Standards Authority) in the UK ensures adverts are legal, decent, and truthful. Our poster must not make false claims about the product’s performance levels. Also, the brand likely conducted market research to refine the visual style.

想一想监管：英国的 ASA（广告标准局）确保广告合法、得体、真实。我们的海报不得就产品的性能水平做出虚假声称。此外，该品牌很可能进行了市场调研以完善视觉风格。

Understanding context helps you see the poster not just as art, but as a strategic communication tool designed with a financial goal in mind.

理解背景有助于你不仅将海报视为艺术，而是看作一种出于经济目标而设计的战略传播工具。

9. Applying a Case Study Framework | 应用案例分析框架

Now it’s time to bring everything together. Use the four key concepts: Media Language, Representation, Audience, and Industry/Context. A structured checklist will help you stay focused during analysis and ensure you don’t miss any crucial points.

现在是时候把所有内容整合起来了。使用四个关键概念：媒体语言、表征、受众和产业/背景。一份结构化的检查清单将帮助你在分析时保持专注，并确保你不会遗漏任何关键点。

Key Concept	Guiding Questions
Media Language	What visual and written codes are used? What connotations do they carry?
Representation	How are individuals or groups portrayed? Are stereotypes reinforced or challenged?
Audience	Who is the primary audience? How might different audiences interpret this text?
Industry/Context	Who created this product? What commercial or artistic purpose does it serve?

The table lists questions for each concept: What codes and connotations? How are people shown? Who is the audience? Who produced it and why? This simple framework will help you analyse any media text

Published by TutorHao | Year 7 媒体 Revision Series | aleveler.com

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Case Study Practical Exercise | 案例分析实战演练