Year 7 AQA Media: Case Study Practical Exercise | 案例分析实战演练

📚 Year 7 AQA Media: Case Study Practical Exercise | 案例分析实战演练

Welcome to your hands-on media case study practice! In this guide, you will learn how to analyse a media text step by step, just like a real media student. Whether you are examining a magazine advert, a film poster or a short TV commercial, the same core skills apply. A case study helps you move beyond simply liking or disliking a media product. Instead, you will think carefully about how it has been made, who it is for, and what messages it carries. This practical exercise will build your confidence for your AQA Media studies and give you a clear method to follow every time you encounter a new media text.

欢迎来到动手实践的媒体案例分析训练！这本指南将一步步教你如何像真正的媒体学生一样分析媒体文本。无论是杂志广告、电影海报还是简短的电视广告，你都能运用相同的核心技能。案例分析能帮助你不再只是简单地喜欢或讨厌某个媒体产品，而是去仔细思考它是怎么制作出来的、为谁而作、传递了什么信息。这次实战演练会帮你在 AQA 媒体课程中建立信心，并为你提供一套清晰的方法，今后遇到任何新的媒体文本都能用得上。

1. What is a Media Case Study? | 什么是媒体案例分析？

A media case study is a detailed investigation of a specific media product. Think of it as being a detective: you look closely at one advert, one opening sequence of a TV show, or one magazine front cover, and you ask lots of questions. You do not just describe what you see; you explain why the creators made those choices and how they might affect the audience. This approach helps you understand the media industry and how messages are constructed. For Year 7, we focus on short, clear examples that you can easily discuss and write about.

媒体案例分析是对某个特定媒体产品进行深入探究。你可以把自己想象成一名侦探：仔细观察一则广告、一部电视剧的开场片段或一本杂志的封面，并提出许多问题。你不仅要描述看到了什么，还要解释创作者为什么做出这些选择，以及这些选择如何影响受众。这种方法能帮助你了解媒体产业以及信息是如何被构建的。对于七年级学生，我们主要选择简明清晰的例子，方便你们讨论和写作。

In an AQA-style task, you might be given an unseen media text and asked to write an analysis. Using a case study method during your revision will prepare you for exactly that. It trains you to spot patterns, discuss representation, and consider the target audience – all skills assessed in your media studies.

在 AQA 风格的测试中，你可能会看到一则陌生的媒体文本并被要求进行分析。复习时运用案例分析法，正好可以为此做好准备。它能训练你识别媒体模式、讨论再现、考虑目标受众——这些都是媒体课程中会考核的技能。

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

For a successful case study, choose a media product that has a clear purpose, such as selling a product or promoting a film. Print advertisements, film posters, or web banners work best because they contain a combination of images, text, colours, and layout that you can analyse in detail. Make sure the text is from a source you can access and look at repeatedly. You might pick a real advert for a soft drink, a poster for a family animation, or a cover of a young people’s magazine.

要进行一次成功案例分析，你需要选择一个目的明确的媒体产品，比如为了销售某个商品或宣传某部电影。平面广告、电影海报或网页横幅最合适，因为它们包含图像、文字、色彩和版式的组合，方便你详细分析。确保所选文本来源可靠，可以反复查看。你可以选一个真实的饮料广告、一部家庭动画片的海报，或者一本青少年杂志的封面。

For this practical exercise, we will use an imaginary print advert called ‘Zap! Energy Drink – Fuel Your Day’. The advert shows a smiling teenager holding a bright green can, with a background of a city park at sunset. Bold yellow letters spell out the product name, and smaller text says ‘Explosive taste, zero sugar’. This will be our shared example throughout the guide.

在本次实战演练中，我们将使用一个虚构的平面广告，名为 ‘Zap! 能量饮料——点燃你的一天’。广告画面上，一个面带微笑的青少年拿着一罐鲜绿色的饮料，背景是日落时分的城市公园。粗体黄色大字显示产品名称，较小字体写着“爆炸口感，零糖分”。这将成为贯穿本指南的共同示例。

3. The Key Concepts: Language, Representation, Audience | 核心概念：语言、再现、受众

In AQA Media studies, every analysis revolves around a few big ideas. The three most important for Year 7 are media language, representation, and audience. Media language refers to all the techniques used to create meaning: camera angles, colours, fonts, lighting, layout, sound, and copy. Representation means how the media text portrays people, places, or issues – what image does it give of teenagers, for example? Audience is about who the media product is aimed at and how it appeals to them.

在 AQA 媒体学习中，所有分析都围绕几个核心概念展开。对七年级来说，最重要的三个是媒体语言、再现和受众。媒体语言指所有创造意义的手法：镜头角度、色彩、字体、灯光、版式、音响和文案。再现指的是媒体文本如何刻画人物、地点或议题——例如它呈现了怎样的青少年形象？受众则关乎这个媒体产品是面向谁的，以及它如何吸引这群人。

When you begin your case study, always keep these three words in your mind. Every choice a media producer makes – from the colour of a can to the smile on a model’s face – can be explained using language, representation, and audience. This gives your analysis a strong structure and stops you from just describing things out of context.

开始案例分析时，请时刻记住这三个关键词。媒体制作者做出的每一个选择——从易拉罐的颜色到模特脸上的微笑——都可以用语言、再现和受众来解释。这样，你的分析就有了牢固的结构，也能避免脱离上下文进行单纯描述。

4. Step-by-Step Analysis Framework | 分步分析框架

An effective case study follows a logical order. Start by simply describing what is literally present in the text. Then move on to decoding those elements using the key concepts. Finally, draw a conclusion about the overall message and purpose. This three-stage process – Describe, Analyse, Evaluate – works for any media product, from a social media post to a movie trailer.

有效的案例分析要遵循一个合理的顺序：第一步是实实在在地描述文本中出现了什么，然后运用核心概念去解读这些元素，最后得出关于整体信息和目的的结论。这个三阶段流程——描述、分析、评价——适用于任何媒体产品，从社交媒体帖子到电影预告片都可以。

For our ‘Zap!’ advert, you would first note the central image of the teenager, the can, the park setting, the slogan, and the colours. Next, you would analyse why the creators chose a park instead of a classroom, why the model is smiling, and what the colour green suggests. Finally, you would evaluate how successfully the advert encourages young people to buy the drink, considering its use of representation and appeal.

对于 ‘Zap!’ 广告，你首先要记录画面中心的青少年、饮料罐、公园环境、广告语和色彩。接着，分析创作者为什么选择公园而不是教室、模特为什么微笑、绿色代表什么。最后，评价这则广告在激励年轻人购买饮料方面做得如何，考察其再现手法的运用及吸引力。

5. Describing What You See | 描述你所看到的

Start your case study with a denotation paragraph – this means noting down only the facts, without any interpretation. For the ‘Zap!’ advert, you could write: The advert is in landscape orientation. A smiling teenage boy stands in the centre, holding a green and silver can. The background shows a park with trees, a path, and an orange sunset sky. Large yellow text at the top reads ‘Zap! Energy Drink – Fuel Your Day’. Smaller black text at the bottom says ‘Explosive taste, zero sugar’. The brand logo is a lightning bolt.

以一段字面描述段落开始你的案例分析——只记录事实，不加任何解读。对于 ‘Zap!’ 广告，你可以这样写：广告为横幅构图。画面中央站着一个微笑的青少年男孩，手拿绿色和银色相间的易拉罐。背景是一个有树木和小径的公园，还有橘色的日落天空。顶部用大号黄色字体写着 ‘Zap! 能量饮料——点燃你的一天’。底部的黑色小字写着“爆炸口感，零糖分”。品牌标志是一个闪电形状。

Practice this skill with an advert of your own choice. Write down every single thing you can see: the number of people, their clothing, the objects, the setting, the text, even the facial expressions. Do not say why anything is there yet. This factual list becomes the evidence you will work with later.

用你自己选的广告练习这个技能。把你看到的一切都列出来：人物数量、衣着、物品、场景、文字，甚至面部表情。先不要说为什么会有这些元素。这个事实清单就是后续分析要使用的证据。

6. Analysing Media Language | 分析媒体语言

Now you become the detective. Media language is the toolkit of creators, and it includes visual codes, written codes, and sometimes audio codes. Let’s explore what the ‘Zap!’ advert tells us through its technical choices. The following table explains key media language terms you should use in your writing.

现在你要当侦探了。媒体语言是创作者的工具箱，包括视觉符码、文字符码，有时还有声音符码。我们来探索一下 ‘Zap!’ 广告通过技术选择传达了什么信息。下面的表格解释了你应该在写作中使用的关键媒体语言术语。

Media Language Term	媒体语言术语	Example in ‘Zap!’ advert	‘Zap!’ 广告中的例子
Close-up shot	特写镜头	The teenager’s face and the can are prominent.	青少年的面部和饮料罐被突出展示。
High-key lighting	高调灯光	Bright sunset creates a positive, energetic mood.	明亮的日落营造出积极、充满活力的氛围。
Typography	字体排版	Bold, sans-serif yellow font suggests excitement and youth.	粗体无衬线黄色字体暗示兴奋感和年轻活力。
Colour palette	色彩搭配	Green can, yellow text, orange sky – all warm, energetic colours.	绿色罐子、黄色文字、橘色天空——全是温暖而充满活力的色彩。
Slogan	广告口号	‘Fuel Your Day’ – short, direct, imperative command.	‘点燃你的一天’——简短、直接，使用的是祈使命令句。

Using this table, you can write an analysis paragraph: The close-up shot draws our attention to the can and the model’s happy expression, making the product seem essential for a good time. The high-key lighting and warm colour palette link the drink with energy and positivity. The bold, sans-serif typography and the slogan ‘Fuel Your Day’ speak directly to busy young people in a direct, confident tone.

利用这个表格，你可以写一段分析文字：特写镜头将我们的注意力引向饮料罐和模特开心的表情，使产品看起来对美好时光不可或缺。高调灯光和暖色调搭配将饮料与活力、积极联系起来。粗体无衬线字体以及口号“点燃你的一天”以一种直接而自信的语气对着忙碌的年轻人说话。

7. Exploring Representation | 探索再现

Representation asks: what version of reality is being shown? In the ‘Zap!’ advert, the main representation is of a teenager. Think about how this teenager is dressed – in casual, sporty clothes – and where he is – outdoors, active, not inside doing homework. The advert represents teenagers as energetic, health-conscious (zero sugar), and fun-loving. It does not show any negative aspects of teenage life, such as stress or tiredness, which might be the very thing the drink claims to solve.

再现这个问题是：呈现的是何种版本的现实？在 ‘Zap!’ 广告中，主要再现的是青少年形象。想想这个青少年的着装——休闲运动服——以及他所处的环境——户外的、充满活力的，而不是在室内做作业。这则广告将青少年再现为精力充沛、注重健康（零糖）且热爱娱乐的群体。它不展示青少年生活中的任何负面因素，比如压力或疲劳——而这些却可能正是该饮料声称能够解决的问题。

Representations are often selective. The media chooses to highlight certain qualities and ignore others to sell a product or an idea. When writing about representation, use phrases like ‘The advert constructs an image of…’ or ‘The representation of teenagers is…’. For ‘Zap!’, you could argue that it represents youth as optimistic and sporty, which makes the audience aspire to be like the model.

再现往往是有选择性的。媒体会选择突出某些品质并忽略其他，以推销产品或理念。在写再现时，可以使用这样句式：“这则广告构建了一种……的形象”或“对青少年的再现是……”。对于 ‘Zap!’，你可以指出它把青春再现为乐观、爱运动的，这让受众渴望变得像模特一样。

8. Considering Audience and Purpose | 考虑受众与目的

Every media product has a target audience. For ‘Zap! Energy Drink’, the likely audience is teenagers and young adults aged 13-19 who want a quick, low-calorie energy boost. The advertisers use aspirational images – a cool, happy teen in a beautiful park – to attract this group. The purpose is clearly to persuade the audience to buy the product. The advert also tries to build brand loyalty through a memorable logo and slogan.

每个媒体产品都有其目标受众。对于 ‘Zap! 能量饮料’，可能受众是13至19岁的青少年和年轻人，他们想要快速、低热量的能量补充。广告利用令人向往的形象——一个酷酷的、开心的少年站在美丽的公园里——来吸引这个群体。目的显然是说服受众购买该产品。广告还试图通过令人难忘的标志和口号来建立品牌忠诚度。

Think about secondary audiences too. Parents might see this advert and notice ‘zero sugar’, which could reassure them that the drink is not too unhealthy. The magazine where it appears would also shape the audience – perhaps a sports magazine or a gaming publication. When you discuss audience, always refer to the techniques used to appeal to them, such as relatable models, catchy music (if it were a TV ad), or slang in the copy.

也要考虑次级受众。家长看到这则广告时，可能会注意到“零糖分”，这会让他们放心，觉得这饮料不算太不健康。刊登这则广告的杂志也会影响受众——可能是体育杂志或游戏刊物。在讨论受众时，一定要提到用来吸引他们的技巧，比如有代入感的模特、朗朗上口的音乐（如果是电视广告），或是文案中的俚语。

9. Putting It All Together: A Worked Example | 整合实践：一个示例

Let’s now write a sample case study entry for ‘Zap! Energy Drink’. Use this as a model for your own writing. Remember to follow the Describe-Analyse-Evaluate structure and to include key terminology.

现在我们就 ‘Zap! 能量饮料’ 写一段案例分析范例，用作你自己写作的模板。记得遵循描述—分析—评价的结构，并使用关键术语。

Denotation: The advert features a medium close-up of a smiling teenage boy in a green hoodie, holding a green and silver drink can. The background is a blurred city park at sunset. Bold yellow text reads ‘Zap! Energy Drink – Fuel Your Day’ at the top, and ‘Explosive taste, zero sugar’ at the bottom. The logo is a white lightning bolt inside a green circle.

字面描述： 广告采用中景特写，一个穿着绿色连帽衫的青少年男孩微笑着，手握绿色和银色的饮料罐。背景是日落时分虚化的城市公园。顶部有粗体黄色文字“Zap! 能量饮料——点燃你的一天”，底部有“爆炸口感，零糖分”。标志是一个绿色圆圈内的白色闪电。

Analysis: The use of a close-up shot and direct eye contact creates a personal connection with the audience, as if the boy is offering the drink to you. The vibrant green colour of the can and the model’s hoodie reinforces the brand identity and suggests nature, energy, and health. The sunset background, lit with high-key lighting, makes the scene feel aspirational and warm. The typography is sans-serif and bold, which appeals to a young audience because it feels modern and dynamic. The slogan uses an imperative verb (‘Fuel’) to command the audience to take action. The zero-sugar claim addresses health concerns that might put off young consumers or their parents.

分析：特写镜头与直视的目光与受众建立了一种个人联系，仿佛男孩正把饮料递给你。饮料罐和模特连帽衫鲜艳的绿色强化了品牌身份，并暗示自然、活力与健康。通过高调灯光照亮的日落背景，使场景显得令人向往而温暖。字体使用无衬线粗体，吸引了年轻受众，因为它感觉现代且充满动感。口号使用祈使动词（“点燃”）来命令受众采取行动。零糖声明回应了可能让年轻消费者或家长犹豫的健康顾虑。

Evaluation: Overall, the advert successfully combines visual and linguistic codes to sell a lifestyle rather than just a drink. The representation of the teenager is positive but idealised, which may encourage the audience to associate the product with popularity and energy. One weakness could be that the advert is quite generic and does not stand out from other energy drink campaigns that use similar sporty imagery. However, the strong colour consistency and clear messaging make it an effective piece of persuasion.

评价：总体而言，这则广告通过结合视觉和语言文字符码，成功推销的是一种生活方式，而不仅仅是一罐饮料。对青少年的再现是正面却理想化的，这可能会鼓励受众将产品与受欢迎、有活力联系在一起。一个弱点可能是广告相当普通，没有从其他使用类似运动意象的能量饮料宣传中脱颖而出。不过，色彩一致性很强，信息传递清晰，使其成为一件有效的说服作品。

10. Writing Your Case Study Report | 撰写案例分析报告

When writing up your case study for a school assignment or revision, structure it clearly. Start with an introduction naming the media text and its purpose. Then write a paragraph of denotation. Follow this with a detailed analysis section, where you break down language, representation, and audience. Finish with a concluding paragraph evaluating the effectiveness of the text. Use headings if your teacher allows, and always support every point with evidence from the text.

在你的学校作业或复习中撰写案例分析报告时，要有清晰的结构。开头写引言，说明媒体文本及其目的。然后写一段字面描述。接着是详细分析部分，分点讨论语言、再现和受众。最后用一段总结评价文本的有效性。如老师允许，可使用小标题，并且每个观点都要用文本中的证据来支持。

A good habit is to use the PEE structure within your analysis: Point, Evidence, Explanation. For instance: Point – The advert uses warm colours to create a positive mood. Evidence – The background features an orange sunset and the text is bright yellow. Explanation – This makes the audience feel happy and associates the drink with good times, increasing the likelihood of a purchase.

一个好习惯是在分析中使用 PEE 结构：观点、证据、解释。例如：观点——广告利用暖色营造积极氛围。证据——背景是橘色日落，文字是亮黄色。解释——这让受众感到快乐，并将饮料与美好时光相关联，从而提高了购买可能性。

11. Common Pitfalls and How to Avoid Them | 常见陷阱及避免方法

Many students fall into the trap of just listing media language features without explaining their effect. For example, writing ‘The advert uses a close-up’ is not enough. You must add why the close-up was chosen: does it create intimacy, show detail, or emphasise the product? Always link the technique to audience response or representation.

许多学生容易掉入一个陷阱：只是罗列媒体语言特征而不解释其效果。比如，写“这则广告使用特写镜头”是不够的。你必须加上为什么选择特写：它是为了创造亲近感、展示细节，还是强调产品？始终把技巧与受众反应或再现联系起来。

Another mistake is forgetting about the target audience. Even when you analyse colours or fonts, ask yourself who would be attracted to those choices. Would a bright, neon font appeal to an older audience? Probably not. Always keep the intended audience in mind. Finally, do not write a description when you should be analysing. Your teacher wants to see that you can think critically, not just see.

另一个错误是忘记目标受众。即使是在分析色彩或字体时，也要问问自己谁会受到这些选择的吸引。一款闪亮的霓虹字体会吸引年长受众吗？可能不会。心里要始终想着目标受众。最后，不要在该分析的时候写成了描述。老师希望看到的是你具备批判性思维，而不仅仅是观察力。

12. Self-Assessment Checklist | 自我评估清单

Use this checklist before submitting your case study. Have you included a clear denotation of the text? Have you covered media language, representation, and audience? Did you use at least five media terminology words correctly (such as close-up, high-key lighting, sans-serif, slogan, colour palette)? Have you explained why choices were made, not just what they are? Have you evaluated the success of the media text? Did you structure your writing with an introduction, analysis, and conclusion? If you can answer yes to all, you have completed a strong practical case study.

在提交案例分析之前，请使用这份检查清单。你是否包含了对文本的清晰字面描述？你是否涵盖了媒体语言、再现和受众？你是否正确使用了至少五个媒体术语（如特写、高调灯光、无衬线字体、口号、色彩搭配）？你是否解释了为什么要做这些选择，而不只是说了选择是什么？你是否评价了媒体文本的成功之处？你的文章是否有引言、分析和结论的结构？如果以上都能答“是”，那你就完成了一份出色的实战案例分析。

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Year 7 AQA Media: Case Study Practical Exercise | 案例分析实战演练