a03 h&s

A03- How quality assurance is promoted by services:

Quality assurance mechanisms within the health care sector are aimed at settling patients in care environments, examples of this can be in the hospital or the NHS.  Within the Health and Social care settings there are services in place which are designed to monitor and enforce clear standard of care on a national level. These are known as quality assurance mechanisms. And these aim to ensure that services are more friendly and safer for the patients. These also help to make services more active and therefore ensure that all health care setting work within the standards of care which are designed by the national institute of clinical service. Also standards o0f care are set out through the NSF’s (National service Frameworks.) Here are some examples of some quality assurance mechanisms:

-PPI forums,

-NHS charter,

-Patient complaint service,

-Patient’s choice initiative,

-Annual Health checks,

-Patient surveys,

-Registration and inspection procedures,

-Staff training.

Patient complaint service:

Since the quality assurance mechanisms, the NHS has run a simple complaint process. (http://www.nhs.uk/choiceintheNHS/Rightsandpledges/complaints/pages/NHScomplaints.aspx.) This service provides support for patients and their families and carers and also confidential advice to the patients. For Sabrina this is good as her son will be able to discuss issues that he has and is worried about Sabrina in confidence and then get the advice on the situation and be able to be content with his mother’s wellbeing and health. This service also provides people with explanations on how a victim can go and make a complaint, this will then help Sabrina as it will empower her to know what help is available and it will be confidential if she decides to use it, she will also be reassured as she will know that her complaint is being dealt with professionally.

This service also provides information on the NHS. This meaning they can receive information on heath related matters, and making the patients aware of what to expect and their rights. This will give Sabrina more information on her hip replacement.

PPI forums:

These were set up in 2003 and every National Health Service trust has one of these. They are made up from members of the patients and also the community. The members that make up the statuary body are all volunteers so this makes the service cheaper to run. All members were appointed by the Commission for patient and public involvement in Health (CPPIH.) They meet at several points throughout the year to discuss different aspects of the NHS that they feel needs to be improved.

These forums are essential to the monitoring of the PPI. These are responsible for seeking the views of the patients that have recently received service that are provided by the NHS. They also seek reviews for services that have been recently arranged for people via the NHS trust to ensure that outside services are maintaining a good quality standard. At certain points where the NHs services are delivered they have the right to inspect them, and this is where they analyse how the health and safety procedures are and if they are put in place correctly and also used correctly. They must also check to see that the premises fist into the equal opportunities act by making sure that wheel chair users are able to get access into the premises easily. After these meeting they are able to arrange reports to give their local trust recommendations for improvement which are based upon experiences that have happened before with the patients and also the carers.

Patient’s choice initiative:

This allows people to make a change and be involved within their own care, its main aim is to give patients a choice. This gives patients certain options that make it easier for them, it is beneficial to patients as they can be treated sooner improving the standard of health care which they are receiving. An example of this is giving the patient the option of going to a hospital a bit further away if it has a shorter waiting list, meaning that they get the care that they need quicker and this will help them be able to recover quicker. It also gives them the choice of hospital that they want to have their surgery or treatment at to be treated at their own convenience. Patients being allowed to choose where they are being treated was put into practice in April 2008, from then legislation meant that every patient with an English G.P could have the right to choose where they are treated following referral from their consultant. When a survey was completed by the patient’s choice imitative it was found that patients would rather choose where they were treated and their choices were mainly influenced by these factors: Accessibility, cleanliness, waiting times, Quality of care that is delivered and reputation of the facility.

NHS Charter:

The NHS charter was introduced in 2001, and replaced the former patient’s charter. It was an introductory guide for people about the NHS, it was written to give patients a clear indication of what to expect from the NHS. This also includes information on how the service user can seek redress if they feel that their need a are not being met to the standard that they should be receiving. Within this are many features that explain the rights that the patient has and the standard of care that they are entitled to. It also included improvements that they plan on making to the NHS and the changes that are occurring within the company so they know that improvement are being made on their behalf. This helps the customer create a comparison to the standard of care that they have received compared to the standard of care that they should be receiving and are entitled to.

Annual Health checks:

There are 2 key points that need to be met when establishments are being checked and assessed. These checks are compulsory and are used throughout England. The first question being whether the NHS trusts are getting basic rights and the second question is whether the trust is making or sustaining progress. For these questions to be answered the healthcare commission which is responsible for the annual health checks assesses the performance of each health care trust against a range of different standards and targets which are founded by the government. After this assessment they are able to give a score to the service, one on quality of the service and one score on their use of resources. The scroes that they can get are either:

Excellent,

Good,

Fair,

Weak.

Staff training:

Staff training is always ongoing throughout the NHS and it is always changing and improving. This means that employees are always going on retraining courses so that they are always up to date with current legislations or practises that may be already in place or have just been put into place in order to guarantee that patients are given the best acre that the NHs can provide to them.

Research methods:

Primary research methods:

Questionnaires:

Positives:

-Questionnaires can be based around a specific subject in order to get specific information.

-They can be confidential so people do not feel like they cannot tell the truth about their opinion.

-Tick boxes can be used on questionnaires in order for them to be filled out quickly and easily.

-Questionnaires are kept up to date.

Negatives:

-They can cost a lot to print out and produce depending on how many you want to give out to be completed.

-False data can be collected if the question is misunderstood by the person filling out the questionnaire.

-If the questionnaire requires answers with a lot of content people may not have time to complete the questionnaire.

-Depending on who completes the questionnaire could depend on the feedback you get, for example it could be biased.

-They can be time consuming to make, hand out and collect the data back in.

Interviews:

Positives:

-It gives the interview a chance to clarify, whether this be on a question or a response form the person answering the question so confusion is avoided.

-They are useful to obtain large amounts of information.

-It is easier to observe the persons feelings as they can see their body language and facial expressions.

-Interviews can be made to be centred on a specific topic. 

Negatives:

-The feedback can be biased depending on who they are interviewed with.

-The Hawthorne effect could take place as if people know they are being asked questions on a certain area they may act and answer differently due to the interviewer.

-Interviewees can feel intimidated on giving their own opinion so therefore answer the question not in their own opinion which means the feedback is not accurate.

-Interviews can be time consuming as they have to be set up and the questions have to be pre-written, planned and thought about.

-Interviews can be done very quickly therefore it is difficult for the interviewer to keep up with the responses that they are getting and may miss key points when trying to take notes on the answers that they are getting.

-Can be hard to find a time that suits the interviewer and interviewee.

final investiagtion

How do advertisers represent females differently to sell beauty products, paying particular attention to  ‘Dior Addict’ and ‘Coco Mademoiselle’ advertising campaigns.

‘While women have made significant strides in the past decades, the culture at large continues to place a great emphasis on how women look’ (1).

 The value of beauty and its importance is a classic and stereotypical strategy used by advertising companies to sell products to females. Furthermore, many advertisers promote the product they are selling by exaggerating the fact that it can enhance the consumers beauty, level of attraction to the opposite sex and quality of life but only if the audience take the preferred reading. Therefore, advertisements must be carefully constructed to convince the consumer that the product’s false promises can become a reality in return of a purchase. Jean Killburne [1] 18 seconds, ‘Ads sell more than products, they sell values, and they sell images, they sell concepts of love and sexuality, of success and probably most important of normalcy, to a great extent they tell us who we are and who we should be.’ This portrays an unachievable goal for females, it means that you feel as though you have conform to achieve this ‘normalcy’ that they have created. When in reality we know that the women that we see in these adverts and the media are not ‘normal’, they have been digitally edited to look as flawless as they do, when in actuality nobody looks like them, not even the model in the first place due to editing. This new reality of how women should look is temporary, as if you have this beauty product then you are normal, but if you do not conform to this then you are not normal. It is a vicious cycle that without the product you will not be normal, then you buy the product and still do not look like how the women do on the adverts, then a new product comes out to help you again, which then has the same outcome and this cycle goes round and round always finishing with the same results. ‘ Television operates in a public sphere, but actually enters our domestic sphere, our homes. It creates an illusion of intimacy or a false relationship between the addresser on the screen and addressee (ourselves) at home.'  [8] This then results in the huge issue today that is body image and self-confidence. Due to the females constantly being bombarded with these unrealistic body images all of the time it means they become more and more self conscious and therefore less confident as they know they do not conform to this ‘normalcy.’ This is due to the fact that they do not mirror the models of today. When in reality the models in the media today do not even mirror themselves, this is the truth as supermodel Cindy Crawford said, ‘I wish I looked like Cindy Crawford’ after seeing the final image of herself on the cover of a magazine which featured an image of her very photo-shopped and visually edited. Jean Killburne states ‘Models cannot get any thinner, this is where photo shop comes in to play.’ [2] Obviously the social reaction to these images that we are bombarded with all our lives are going to have an effect on a large percentage of society. A shocking statistic that I found is that ‘42% of girls in grades 1-3 want to be thinner. No 7-year-old should be self-conscious about his or her body. 78% of 17-year-old girls are unhappy with their bodies. And no, that wasn’t a typo. 30% of high-school girls and 16% of high-school boys have an eating disorder. Teenage girls are reportedly “more afraid of gaining weight than getting cancer, losing their parents, or nuclear war.”’[3] The aims that I will investigate are how both my chosen campaigns construct females as objects of visual pleasure and how this conforms to Jean Killburne’s notion that females are sold the message ‘the most important thing is how you look’.  [4] To help analyse this in depth I will apply Laura Mulvey’s theory of the ‘Male Gaze’ and Blumler and Katz’s theory of ‘Uses and Gratifications’. Secondly, I will analyse how mise en scene is carefully chosen to connote particular messages, which ultimately increase sales.

Aim 1 Text 1 According to Jean Killburne’s notion, females are sold the message that ‘the most important thing is how you look’. It could be argued that perfume  adverts objectify women to place emphasis on the look by forcing woman who take the preferred reading to adopt the ‘male gaze’. In her article ‘Visual Pleasure and Narrative Cinema’ (first published in 1975), Laura Mulvey made the argument that audiences are forced to view characters from a male perspective. This specifies that men do the ‘looking’ and women are there to be looked at.  This puts into perspective the way in which women are looked at, whether it is in the media or just everyday life, women are constantly judged on their appearance and how they present themselves. ‘The eyes are females but the gaze is male.’’ [6] As a result of women constantly being looked at in this manor by men it then foreshadows onto other females also as they then view other female’s the way that men do. Both of my chosen texts conform to the idea that the most important thing is how you look.

Coco Mademoiselle: The Film, my first chosen text, conforms to this statement. The content of the advert consists of Kiera Knightly on a motor bike riding through the town and we see the attention that she gets from men as she rides through the town where there are only 2 other women within the town other than her, and they admire her in the same way that the men do. Kiera then goes to a photo shoot where she begins to pose fully clothed then as she begins to undress herself as the shoot goes on the camera man sends all of the others in the room out. Finally when he goes to actually kiss her she stops him and before he realizes runs out and gets back on the motorbike and rides away, leaving him there.  It conforms to my chosen notion due to the fragmentation shots that we see of Kiera within the first few shots in which she is introduced to us in the advert. The camera has been placed at this angle to adopt the male gaze; this reason is so the audience gets a clear view of her bum. The camera follows her and uses fragmentation on this certain area of her to sexualize her; they make sure that this area of her is noticed as the camera follows her at this angle so that she is viewed as an object of visual pleasure and not holistically. This mid shot is also significant to objectification as it does not show her face and strips her of her personality. It portrays her as an object next to the bike. Juxtaposition is applied here also as it creates further meaning by putting these two specific objects together, as this therefore implies that you get the girl as easy as you can get the bike. Throughout the photo shoot that she participates in we see multiple close up shots of her lips and mouth. Throughout there is one of her pouting and putting lipstick on, one of her smiling and also one of her biting her lip. The soundtrack used within the advert is entitled ‘It’s a man’s world.’ This helps to explain the idea of the fact that everything is viewed through Laura Mulvey’s idea of the male gaze, by using this soundtrack it portrays to the audiences that the reason we look at Kiera Knightley in this sexualized way is due to the idea of the male gaze and how the advert have portrayed her in this way so we see her as a desirable object, in order to promote and sell their product.

  

Aim 1 Text 2

The aims that I will investigate are how both my chosen campaigns construct females as objects of visual pleasure and how this conforms to Jean Killburne’s notion that females are sold the message ‘the most important thing is how you look’. Throughout this advert we see Daphne relaxing on the beach by herself for a while then she gets changed behind a wind- breaker and throws the clothes that she was wearing out from behind it. She then makes her way into the town where she gets lots of male attention and is the only woman in the town, when the advert draws to a close she is dancing around with multiple men then we see her posing with an enlarged bottle of the perfume.

From a very young age female’s are fed many ideas about idealistic beauty. My second chosen text Dior Addict conforms to this notion as it provides us with many examples of how Daphne Groeneveld (the model featured) is seen throughout the advert as an idealistic form of beauty in which the audience if they take the preferred reading aspire to be like. There are many technical conventions used that help us to see Daphne as an object of desire. Fragmentation is used multiple times to capture certain sections of her body. Much like my previous chosen text Coco Mademoiselle there are multiple fragmentation shots used in order for us to view the model through the male gaze and look at the certain body parts that allow women to be viewed sexually. From these screenshots we can see the areas of her body that are being fragmented are: her chest, bum, legs and figure. The camera angles also help to do this by taking mid shots in line with her and having her in the center of all the shots meaning that she is the main focus within the shot, this drawing the audiences attention to her and what she is doing. 

We as the audience can see that she is very slim and has a body that a general majority of society aspires to look like due to the influence of the media and society. Daphne is a very distinctive model also. With a flawless face and very white and perfectly straight teeth, it also contributes to the idea of the idealistic beauty as it very unlikely that anybody else will look like her. There is also no narrative throughout the advert, this has been done to allow us to focus on her as opposed tot he narrative, as if there was narrative it may take the attention off her slightly as you would have to follow the narrative, but as there is just a soundtrack and her so it allows the audience to only focus on her. One of the main ways in which I believe that Daphne has been placed within this advert purely as an object of desire and visual pleasure is due to the fact that she is the only woman in the whole advert, accompanied my multiple men throughout the different points of the advert. As a result of this it draws our attention to her throughout the advert as she stands out, due to her appearance but also against all of the males throughout.  

Aim 2 Text 1 For my second aim I will analyse how mise en scene is carefully chosen to connote particular messages, which ultimately increase sales in both of my chosen texts. My first text Coco Mademoiselle uses mise en scene with technical conventions throughout to encode different messages to the audience. When Kiera Knightly is at the photo shoot she is on a bed, and there is a small screen that has been made to look like in the photo that she is in a bedroom apposed to at a photo shoot. She also has the bed sheets wrapped around her when she has no clothes on, and the bed sheets are white. This may have been done to symbolise a wedding dress as they are tightly wrapped around her and as she moves they drape behind and follow her as a train on a wedding dress would. At 1:17 we see Kiera walk towards the camera and as she does so 2 rails of white dresses get lifted up out the way of her as she walks through. This is symbolic as on the clothes rails some of them look as though they could be wedding dresses and the fact that they are being moved out of the way as she walks through shows to us that she is dominant, she does not need or want to get married so she is independent. At 3:03 we see a panning shot of the bedroom scene being used for the pictures then the camera quickly pans to the window which she has used as an exit, an escape route. This is connoting the same thing as it quickly leaves the bedroom and shows the escape route, encoding the same as the movement of the wedding dresses it is showing us that being with a man is not the only option it is also showing us that women can be free and by themselves. The advert was shot in Paris’ Place de la Concorde, one of the major public squares in Paris. Paris is seen to be the city of romance so by having this in the background of the advert it influences us as the audience and gives us ideas as to what may happen with Kiera in the advert due to her surroundings. We see different parts of this famous landmark the whole time that she in on the motorbike on the way to the photo shoot. We can see as the audience that the colour palette used is very bland, all of the buildings are the same colour as her bodysuit, helmet and matching Ducati bike. [7]

Aim 2 Text 2 Within my other chosen text Dior Addict I will also be discussing how mise en scene is carefully chosen to connote particular messages, which ultimately increase sales within my texts. At 1:42, we see the silhouette of Daphne from behind a thin windbreaker. This has purposely been used within the mise en scene as it allows us to see a silhouette of her sunning herself behind a piece of material, this has been done purposely as from a silhouette you cannot see key features like her face but it forces you to see her figure and the shape of her body as it outlines this. At 1:00 we see Daphne go behind a changing screen and we see multiple items of clothing fly from over the top of it and out of the sides, this encoded to us that she is getting changed. We then see jump shots from her silhouette figure dancing behind the material and her trying on different hats and sunglasses from behind the screen and jumping out from the sides and top to show the audience what she has changed into. These jump shots also include fragmentation shots as we see her put only her legs out from behind the screen and then her showing off her body at the side of the screen. From 1:20-1:30 we get multiple mid shots as the camera follows her walking and doing random turns every so often, these are to show off her body therefore the audience can see the whole of her body. With nobody else in the shot other than her and different men at different areas of the town that she is walking through, showing her a lot of appreciation and attention as she walks past in which she then reacts to. When we get to 1:34 we see Daphne walk into the Senequier, which is a French restaurant and coffee shop in Saint Tropez France. However all of the décor, signs and even the drink that she is drinking are all red, this connotes a feeling of passion and love and due to the all of the men that are around her within this establishment it helps us to encode the fact that they have chosen this specific place to film for this reason, as this is the reaction that she is getting from the men.  

Bibliography:

Dior Addict advert https://youtu.be/Rur255STSY4

Coco Mademoiselle https://youtu.be/aRV-2_Un-kk

[1] [2] [4]Jean Killburne-  Killing us softly 4. http://youtu.be/jWKXit_3rpQ

[3] http://hellogiggles.com/photoshop-deadly-thought/

[5] http://www.theguardian.com/film/2015/nov/23/hunger-games-mockingjay-natalie-dormer-game-of-thrones?CMP=share_btn_tw

[6]Laura Mulvey. ‘Visual Pleasure and Narrative Cinema’ (first published in 1975) http://imlportfolio.usc.edu/ctcs505/mulveyVisualPleasureNarrativeCinema.pdf

[7] Information on the filming of the advert. http://www.luxurydaily.com/coco-chanel-mademoiselle-ad-campaign-begins-filming-in-paris/

[8] Talking Television, Graeme Burton. An introduction to the study of television. Page 24, Mode of Address.

research investigation

How do advertisers represent females differently to sell beauty products, paying particular attention to  ‘Dior Addict’ and ‘Coco Mademoiselle’ advertising campaigns.

‘While women have made significant strides in the past decades, the culture at large continues to place a great emphasis on how women look’ (1).

 [a1] The value of beauty and its importance is a classic and stereotypical strategy used by advertising companies to sell products to females. [a2] 

Furthermore, many advertisers promote the product they are selling can enhance the consumers beauty, level of attraction to the opposite sex and quality of life but only if the audience take the preferred reading. Therefore, advertisements must be carefully constructed to convince the consumer that the product’s false promises can become a reality in return of a purchase. Jean Killburne [1] 18 seconds, ‘Ads sell more than products, they sell values, and they sell images, they sell concepts of love and sexuality, of success and probably most important of normalcy, to a great extent they tell us who we are and who we should be.’ This portrays an unachievable goal for females, it means that to achieve this ‘normalcy’ that they have created when in reality we know that the women that we see in these adverts and the media are not ‘normal’, they have been digitally edited to look as flawless as they do, when in reality nobody looks like them, not even the model in the first place due to editing. This new reality of how women should look is temporary, as if you have this beauty product then you are normal, nut if you do not conform to this then you are not normal. It is a vicious cycle that without the product you will not be normal, then you buy the product and still do not look like how the women do on the adverts, then a new product comes out to help you again, which then has the same outcome and this cycle goes round and round always finishing with the same results. This then results in the huge issue today that is body image. Due to the females constantly being bombarded with these unrealistic body images all of the time it means they become more and more self conscious and therefore less confident as they know they do not conform to this ‘normalcy.’ Due to the fact that they do not mirror the models of today. When in reality the models in the media today do not even mirror themselves, this is the truth as supermodel Cindy Crawford said, ‘I wish I looked like Cindy Crawford.’  Jean Killburne states ‘Models cannot get any thinner, this is where photo shop comes in to play.’ --------[2] Obviously the social reaction to these images that we are bombarded with all our lives are going to have an effect on a large percentage of society. A shocking statistic that I found is that ‘42% of girls in grades 1-3 want to be thinner. No 7-year-old should be self-conscious about his or her body. 78% of 17-year-old girls are unhappy with their bodies. And no, that wasn’t a typo. 30% of high-school girls and 16% of high-school boys have an eating disorder. Teenage girls are reportedly “more afraid of gaining weight than getting cancer, losing their parents, or nuclear war.”’[3] The aims that I will investigate are how both my chosen campaigns construct females as objects of visual pleasure and how this conforms to Jean Killburne’s notion that females are sold the message ‘the most important thing is how you look’.  [4] To help analyse this in depth I will apply Laura Mulvey’s theory of the ‘Male Gaze’ and Blumler and Katz’s theory of ‘Uses and Gratifications’.[a3]  Secondly, I will analyse how mise en scene is carefully chosen to connote particular messages, which ultimately increase sales.

Aim 1 Text 1The aims that I will investigate are how both my chosen campaigns construct females as objects of visual pleasure and how this conforms to Jean Killburne’s notion that females are sold the message ‘the most important thing is how you look’. Female's from a very young age are fed the ideas of idealistic beauty. My first chosen text Dior Addict conforms to this notion as it provides us with many examples of how Daphne Groeneveld (the model featured)  is seen throughout the advert as an idealistic form of beauty in which the audience if they take the preferred reading aspire to be like. There are many technical conventions used that help us to see Daphne as an object of desire. Fragmentation is used multiple times to capture certain sections of her body. From these screenshots we can see the areas of the her body that are being fragmented: her chest, bum, legs and also a silhouette of her sunning herself behind a piece of material, this has been done purposely as from a  silhouette you cannot see key features like her face but it forces you to see her figure and the shape of her body as it outlines this. The camera angles also help to do this by taking mid shots in line with her and having her in the centre of all the shots meaning that she is the main focus within the shot, therefore drawing the audiences attention to her and what she is doing. We as the audience can see that she is very slim and has a body that a general majority of society aspire to look like due to the influence of the media and society.

Daphne is a very distinctive model also. With a flawless face and very white and perfectly straight teeth, it also contributes to the idea of the idealistic beauty as it very unlikely that anybody else will look like her. There is also no narrative throughout the advert, this has been done to allow us to focus on her as opposed tot he narrative, as if there was narrative it may take the attention off her slightly as you would have to follow the narrative, but as there is just a soundtrack and her so it allows the audience to only focus on her.

4.)   Provide evidence of this viewpoint by giving in depth detailed analysis of a specific scene- including technical codes, mise en scene and dialogue.

[5]

Aim 1 Text 2

1.)   Make a good quality point/statement. (Usually informed by research or class content.)

2.)   Evidence the statement is sensible and generally accepted.

3.)   Apply this statement to your texts and explain if it subverts or conforms? Coco Mademoiselle my first chosen texts conforms to this statement due to the fragmentation shots that we see of Kiera Knightley within the first few shots that we see of her.

4.)   Provide evidence of this viewpoint by giving in depth detailed analysis of a specific scene- including technical codes, mise en scene and dialogue.

Aim 2 Text 1 Coco Mademoiselle

1.)   Make a good quality point/statement. (Usually informed by research or class content.)

2.)   Evidence the statement is sensible and generally accepted.

3.)   Apply this statement to your texts and explain if it subverts or conforms?

4.)   Provide evidence of this viewpoint by giving in depth detailed analysis of a specific scene- including technical codes, mise en scene and dialogue.

Aim 2 Text

5.)   Make a good quality point/statement. (Usually informed by research or class content.)

6.)   Evidence the statement is sensible and generally accepted.

7.)   Apply this statement to your texts and explain if it subverts or conforms?

8.)   Provide evidence of this viewpoint by giving in depth detailed analysis of a specific scene- including technical codes, mise en scene and dialogue.

Bibliography:

Dior Addict advert https://youtu.be/Rur255STSY4

Coco Mademoiselle https://youtu.be/aRV-2_Un-kk

[1] [2] [4]Jean Killburne-  Killing us softly 4. http://youtu.be/jWKXit_3rpQ

[3] http://hellogiggles.com/photoshop-deadly-thought/

[5] http://www.theguardian.com/film/2015/nov/23/hunger-games-mockingjay-natalie-dormer-game-of-thrones?CMP=share_btn_tw

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 [a1]Find who said it and reference

 [a2]Find a reference to prove it

 [a3]Models of behaviour