Textual Analysis Of The Movie Beyondblue

In 2003, Beyondblue produced a cinema ad in which a boy was bullied for being left-handed – an analogy between discriminating against someone left-handed to a person who is not heterosexual (Beyondblue, 2003). Beyondblue has manipulated the characters to appear relatable – a technique called Plain Folks – so the audience connects on a social level with the portrayed message (visible in Appendix C) and reacts a desired way the director controls. Correspondingly, the film features Name-Calling where the term “freak” and “abnormal” is repeated, along with images that appeal to our emotions of sympathy, fear and possibly guilt.

Shot sizes also capture these techniques and skilfully expose the viewers through a tainted lens. Close-up shots have