This idea can be seen within the chosen advert as the encoder uses the narrative of the protagonist, identified as Grandpa, to communicate the intended message that in order to address issues such as health and obesity, consumers should consider a healthier diet and a more active lifestyle. ... The narrative portrays the average working day of both a young 1950s Grandpa and that of a modern day Grandson. ... Mise-en-scène within the video is also used to support the narrative of juxtaposition. ... The uses and gratifications theory is a mass media communication theory which proposes th...

• Word Count: 2659
• Approx Pages: 11
• Has Bibliography
• Grade Level: Graduate