Case Study Practice Exercises | 案例分析实战演练

📚 Case Study Practice Exercises | 案例分析实战演练

Media case studies are like detective investigations. You examine a media text—an advert, a film poster, a magazine cover—and ask critical questions about how it was made, what it means and who it is for. In this revision guide you will learn a step-by-step approach to analysing any media product, using a fictional ‘ChocoPower’ chocolate bar advert as your model. By the end you will be confident enough to tackle your own case study exercise and explain key media concepts clearly in both English and Chinese.

媒体案例分析就像侦探调查一样。你要审视一个媒体文本——比如一则广告、一张电影海报、一本杂志封面——然后提出批判性的问题：它是如何制作的、它意味着什么、它的目标受众是谁。在这本复习指南中，你将学习一种逐步分析任何媒体产品的方法，以一个虚构的“ChocoPower”巧克力棒广告作为范本。到最后你会有足够的信心去应对自己的案例分析练习题，并能用中英双语清晰地解释关键的媒体概念。

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

A media case study is a close, detailed examination of one specific media product. It pulls together everything you have learned about media language, representation, audience and institution to create a full picture of how the text works. Rather than just describing what you see, you dig into why certain choices were made and what effects they have on the audience.

媒体案例分析是对一个特定媒体产品进行细致入微的审视。它把你学过的所有关于媒体语言、表征、受众和机构的知识汇集起来，全面揭示这个文本是如何运作的。你不仅要描述看到了什么，更要深入探究为什么要做出这些选择，以及它们对受众产生了什么影响。

In Year 7, your case study will usually focus on a print or digital advert, a film poster or a short video clip. You will be asked to identify key elements such as colour, image, text and layout, and then explain the connotations behind them. The skill of ‘reading’ a media text is exactly what you practise here.

在七年级，你的案例分析通常会聚焦在一则平面或数字广告、一张电影海报或一段短视频上。你需要识别色彩、图像、文字和版式等关键元素，然后解释它们背后的内涵意义。这里训练的正是“读懂”媒体文本的技能。

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2. The Four Key Media Concepts | 四个关键媒体概念

Every analysis uses four big ideas. Remember the acronym MILA: Media Language, Institution, Representation and Audience. We will unpack each one and see how it applies to our ChocoPower advert. Keeping these concepts in mind keeps your answer organised and academic.

每一次分析都要用到四个核心概念。记住缩写 MILA：媒体语言（Media Language）、机构（Institution）、表征（Representation）和受众（Audience）。我们将逐一拆解，看看它们如何应用到我们的“ChocoPower”广告中。将这些概念牢记于心，能让你的回答条理分明且具有学术性。

When you write a case study, try to address each of these four areas. Even if the question focuses on only one, bringing in the others shows a deeper understanding of how media texts function as a whole.

当你撰写案例分析时，试着涵盖这四个领域。即使题目只聚焦其中一个，联系其他方面也能展现你对媒体文本整体运作方式更深层的理解。

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3. Introducing Your Case Study Text: ChocoPower Advert | 介绍你的案例文本：ChocoPower 广告

Let us imagine a full-page colour magazine advert for a new chocolate bar called ‘ChocoPower’. The main image shows a teenage athlete leaping over a hurdle on a running track, holding the chocolate bar high in one hand. A bold slogan reads: ‘Unleash Your Inner Champion.’ In the bottom right corner there is a logo of the brand ‘ChocoPower’ and a small banner that says ‘New! Energy-packed taste.’

我们来想象一则名为“ChocoPower”的新型巧克力棒的整版彩色杂志广告。主画面展示了一名青少年运动员在跑道上跨栏跳跃，手中高高举着巧克力棒。一条醒目的标语写着：“释放你内心的冠军”。右下角有“ChocoPower”品牌标志和一条小横幅，上面写着“新上市！能量满满的味道”。

This advert will be our case study throughout the session. I have chosen it because it contains rich visual and linguistic elements that allow us to practise every key concept. Start by observing the advert as a whole, then zoom in on details.

这则广告将是我们整个课程的案例分析对象。我之所以选择它，是因为它包含了丰富的视觉和语言元素，可以让我们练习每一个关键概念。先整体观察广告，然后再放大看细节。

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4. Denotation and Connotation: The First Step in Media Language | 外延与内涵：媒体语言的第一步

Denotation is what you literally see or hear—the factual description. Connotation is the deeper meaning or feeling attached to those elements. Always start a case study by jotting down denotations, then move to connotations. This shows the examiner you can move from simple description to thoughtful analysis.

外延（denotation）是你实实在在看到或听到的内容——事实性的描述。内涵（connotation）是附加在这些元素上的更深层意义或情感。开始案例分析时，总是先快速记下外延，然后再进入内涵分析。这能向考官展示你可以从简单的描述推进到深思熟虑的分析。

This table shows exactly how denotation and connotation work together. Notice how every single choice in the advert is deliberate and carries a message. Practice this skill with any poster you see on the way to school.

这张表格准确地展示了外延和内涵如何相辅相成。请注意广告中的每一个选择都是刻意的，都携带着信息。用你在上学路上看到的任何海报练习这个技能。

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5. Camera Shots, Angle and Composition | 镜头景别、角度与构图

Even in a still image, you can talk about camera shots and angles as if a photographer set them up. A low-angle shot makes the subject look powerful and heroic, while a high-angle shot makes them look small or vulnerable. In our ChocoPower advert, the athlete is photographed from a slight low angle, making her seem larger than life and full of strength.

即使是一幅静态画面，你也可以谈论镜头景别和角度，就好像摄影师真的设置了这些一样。仰拍镜头（低角度）会让主体看起来强大而有英雄气概，而俯拍镜头（高角度）则会让他显得渺小或脆弱。在我们的ChocoPower广告中，运动员被从一个微微仰视的角度拍摄，让她看上去超凡脱俗、充满力量。

The composition follows the rule of thirds: the athlete's face is positioned on the left intersecting line, while the chocolate bar sits on the top right intersection. This draws the viewer’s eye across the page in a dynamic diagonal sweep. The background track lines recede into the distance, giving a sense of forward motion and progress.

构图遵循三等分法则：运动员的脸庞位于左侧交叉线上，而巧克力棒则位于右上方的交叉点。这就引导观众的视线沿着一条充满活力的对角线扫过页面。背景中的跑道线向后延伸至远方，营造出前进和进步的感觉。

• Close-up on the bar: Emphasises the product and its texture.
  巧克力棒特写：强调了产品及其质感。
• Medium long shot of the athlete: Shows body language and the sporty context.
  运动员的中远景：展示了肢体语言和运动场景。

Describing these technical features using correct terminology immediately lifts your analysis to the next level.

用正确的术语描述这些技术特征，能立刻将你的分析提升到一个更高的层次。

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6. Typography, Graphics and Layout | 字体排印、图形与版式

The way words and images are arranged on the page is called layout. Typography refers to the style, size and arrangement of printed text. In the ChocoPower advert, the bold, italic sans-serif font for ‘Unleash Your Inner Champion’ signals speed, modernity and confidence. The slightly condensed letterforms suggest forward momentum.

文字和图像在页面上排列的方式称为版式（layout）。字体排印（typography）则指印刷文字的样式、大小和排列。在ChocoPower广告中，标语“释放你内心的冠军”使用了粗体、斜体的无衬线字体，传达出速度感、现代感和自信心。略微收缩的字母形状暗示着向前的冲力。

Colour plays a huge role. The vibrant orange background is a warm, energetic colour often used to stimulate appetite. The dark brown of the chocolate bar contrasts sharply, making the product pop out. The small ‘New!’ banner in a gold starburst shape adds a sense of excitement and novelty, encouraging consumers to try the product before anyone else.

色彩起着巨大的作用。充满活力的橙色背景是一种温暖、充满能量的颜色，经常被用来刺激食欲。巧克力棒的深棕色与之形成鲜明对比，使产品凸显出来。金色星爆形状的小横幅“新上市！”增添了兴奋感和新奇感，鼓励消费者抢先尝试。

Look for the visual hierarchy: the eye goes first to the athlete’s face, then to the slogan, then to the product, and finally to the brand logo. This deliberate path keeps the viewer engaged and makes the message memorable.

留意视觉层次：视线首先落在运动员的脸上，然后移到标语上，接着是产品，最后是品牌标志。这条精心设计的路径使观众保持投入，并让信息令人难忘。

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广告 / Sponsored

7. Representation: How Are People and Ideas Portrayed? | 表征：人物和观念如何被描绘？

Representation is the way the media constructs versions of reality. It includes stereotypes, role models and the values being promoted. The ChocoPower advert represents teenagers as active, determined and successful. The female athlete breaks a potential stereotype that sports marketing is dominated by male figures, presenting a strong, relatable role model for all genders.

表征（representation）是指媒体构建现实版本的方式。它包含刻板印象、榜样的树立以及所宣扬的价值观。ChocoPower广告将青少年表征为积极、坚定且成功的形象。那位女性运动员打破了一种可能的刻板印象——即体育营销被男性形象所主导——为所有性别树立了一个强大、可亲近的榜样。

The idea of ‘champion’ is linked not just to sport but to everyday personal battles, encouraging the audience to see themselves as capable of greatness. This is an aspirational representation: the advert suggests that consuming the product can help you become your best self. Be critical: is this a realistic promise or a marketing myth?

“冠军”这个概念不仅与体育联系在一起，也与日常生活中的个人奋斗相联系，鼓励受众看到自己也能够成就卓越。这是一种励志型表征：广告暗示消费该产品能帮助你成为最好的自己。请保持批判性：这是一个现实的承诺，还是一个营销神话？

Consider also what is absent. There are no adults, no school setting, no failure. The world of the advert is simplified to focus entirely on youth empowerment and reward. This selective representation is a powerful tool that shapes how we think about success and self-worth.

还要考虑缺失了什么。没有成年人、没有学校场景、没有失败。广告的世界被简化，完全聚焦于青年赋权和奖励。这种选择性的表征是一种强大的工具，塑造着我们对成功和自我价值的看法。

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8. Audience: Targeting and Appeal | 受众：目标定位与吸引力

Every media text is made with a particular audience in mind. The ChocoPower advert clearly targets active 12–16-year-olds who are interested in sport, health and self-improvement. The use of a young athlete makes the product feel relevant and aspirational for this age group. Psychographics might place them in the ‘achiever’ or ‘striver’ category, motivated by recognition and personal bests.

每一个媒体文本都是为特定的受众制作的。ChocoPower广告明显瞄准的是活跃的12至16岁青少年，他们对体育、健康和自我提升感兴趣。运用一位年轻运动员，让产品对这个年龄段来说显得既贴切又令人向往。从心理特征图来看，他们可能属于“成就者”或“奋斗者”类别，他们的动力来自于认可和个人最佳成绩。

There is also a secondary audience: parents who buy snacks for their children. The ‘energy-packed taste’ and the sporty imagery reassure parents that this is a better option than ordinary sweets. The advert uses a dual appeal—fun and achievement for teens, healthiness and energy for parents.

还存在第二重受众：为孩子购买零食的家长。“能量满满的味道”和运动风格的视觉画面让家长放心，这比普通糖果是更健康的选择。这则广告使用了双重诉求——对青少年是乐趣与成就感，对家长则是健康与能量。

Audience response can be active. A teenager might decode the message as ‘eating this will make me strong and cool,’ while a sceptical viewer might see it as manipulative. In your case study, always mention that different audiences can interpret the same text in different ways.

受众的解读可以是主动的。一个青少年可能会将信息解码为“吃这个会让我变得强壮又酷”，而一个持怀疑态度的观众可能会认为这是一种操纵。在你的案例分析中，一定要提一句：不同的受众可能以不同的方式解读同一个文本。

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9. Institution and Purpose: Who Made It and Why? | 机构与目的：谁制作的，为什么？

The institution behind ChocoPower is a fictional multinational food company called ‘NutriLife Corp.’ Its primary purpose is commercial: to sell chocolate bars and make a profit. However, the advert also serves a branding purpose—it links the product to active lifestyles and positive values, encouraging customer loyalty over time.

ChocoPower 背后的机构是一家虚构的跨国食品公司“NutriLife Corp.”。它的首要目的是商业性的：销售巧克力棒并获取利润。然而，这则广告还具有品牌塑造的目的——它将产品与积极的生活方式和正面的价值观联系起来，从而逐渐培养客户的忠诚度。

Understanding the institution helps you explain constraints and production choices. A big corporation has a large marketing budget, hence the high-quality photography and professional layout. The advert is likely to appear in teen sports magazines and on social media platforms like Instagram and TikTok, where the target audience spends their time. Synergy with a sports event sponsorship might also exist.

了解机构能帮你解释种种限制和制作选择。一家大公司拥有雄厚的营销预算，因此有了高质量的摄影和专业的版式设计。这则广告很可能出现在青少年体育杂志以及Instagram和TikTok等社交媒体平台上，那里是目标受众活跃的地方。可能还与某项体育赛事的赞助存在协同效应。

Don't forget to consider regulation. NutriLife must follow advertising rules that prevent misleading health claims. That is why the advert says ‘energy-packed taste’ rather than ‘guaranteed to make you a champion.’ The language is carefully chosen to stay legally safe.

别忘了考虑监管因素。NutriLife 必须遵守防止虚假健康宣传的广告规定。这就是为什么广告上写的是“能量满满的味道”，而不是“保证让你成为冠军”。措辞经过精心挑选，以确保在法律上安全无忧。

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10. Putting It All Together: A Model Paragraph | 整体组合：一个范文段落

Here is a sample paragraph that weaves all four concepts together. Use this as a template for your own writing.

下面是一个将四个概念交织在一起的范文段落。用它作为你自己写作的模板。

In the ChocoPower magazine advert, media language is used strategically to build an aspirational representation of teenage success. The low-angle medium long shot of the female athlete, combined with the warm orange and gold colour palette, connotes energy, vitality and achievement. The bold, italic slogan ‘Unleash Your Inner Champion’ anchors the image and speaks directly to the target audience of 12–16-year-olds who value self-improvement. By associating the chocolate bar with athletic victory, the institution NutriLife Corp. positions it as more than a snack; it becomes a symbol of empowerment. This representation encourages young consumers to form an emotional connection with the brand, while the clean layout and ‘New!’ banner drive a promotional purpose. However, the selective omission of any failure or struggle presents a highly polished, perhaps unrealistic, picture of youth, inviting the audience to question the true relationship between a confectionery product and sporting success.

在ChocoPower杂志广告中，媒体语言被策略性地运用，以构建一种关于青少年成功的励志型表征。对那位女性运动员的仰拍中远景镜头，结合温暖的橙金色调，内涵着活力、朝气与成就。粗体斜体的标语“释放你内心的冠军”锚定了画面，并直接与重视自我提升的12至16岁目标受众对话。通过将巧克力棒与运动胜利相关联，NutriLife Corp. 这个机构把它定位得不仅仅是一款零食；它成为了赋权的象征。这一表征鼓励年轻消费者与品牌建立起情感连接，而清晰的版式和“新上市！”横幅则服务于促销目的。然而，刻意省略任何失败或挫折的做法，展现了一幅高度美化——也许是不现实的——青春图景，这促使受众去质疑一个糖果产品与体育成就之间的真实关系。

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11. Your Turn: Practice Case Study Exercise | 轮到你了：案例分析实训练习

Now it is your turn to apply everything you have learned. Below is a brief for a new media text. Analyse it using the MILA framework. Write at least two paragraphs, covering denotation/connotation, media language, representation, audience and institution. You may also sketch a quick layout diagram to help you visualise the text.

现在轮到你来运用所学的所有知识了。下面是一则新媒体系列文本的简要说明。请使用 MILA 框架进行分析。至少写两段话，涵盖外延/内涵、媒体语言、表征、受众和机构。你也可以画一个简易的版式示意图来帮助自己想象这个文本。

Start by listing denotations: headphones, mind map, cool colours, smile, bottle, tagline. Then, for each, write a connotation. Next, consider camera angle (slightly high angle? eye-level?), composition and typography. For representation, think about what kind of learner is being shown. For audience, decide whether it is GCSE students, university students or both. For institution, explain why EduVita might choose this kind of positive, calm imagery rather than loud party scenes.

先列出外延：耳机、思维导图、冷色调、微笑、瓶子、广告语等。然后，为每一项写出其内涵。接着，考虑镜头角度（微俯视？平视？）、构图和字体。关于表征，思考海报中展现的是怎样的学习者形象。关于受众，判断它是针对GCSE学生、大学生还是两者兼顾。关于机构，解释为什么EduVita会选择这种积极、冷静的画面，而非喧闹的派对场景。

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12. Self-Reflection and Revision Checklist | 自我反思与复习清单

Once you have completed your BrainFuel analysis, use this checklist to evaluate your work. Self-assessment is a powerful revision tool because it helps you spot gaps before the exam.

一旦你完成了对BrainFuel海报的分析，请使用这份清单来评估自己的作业。自我评估是一种强大的复习工具，因为它能帮你在考前发现知识漏洞。

• Did I describe denotation before connotation?
  我是否先描述了外延再谈内涵？
• Did I use at least three technical media language terms (e.g. low angle, sans-serif, rule of thirds)?
  我是否至少使用了三个媒体语言专业术语（如仰拍、无衬线字体、三等分法则）？
• Did I name a target audience and explain why they are targeted?
  我是否指明了目标受众并解释了他们为什么被锁定？
• Did I discuss representation and mention any stereotypes or missing groups?
  我是否讨论了表征，并提到了任何刻板印象或缺失的群体？
• Did I mention the institution and its purpose (profit, branding, public service)?
  我是否提到了机构及其目的（盈利、品牌塑造、公共服务）？
• Did I write in a formal, analytical tone, avoiding phrases like ‘I like’ or ‘it looks cool’?
  我是否用正式、分析性的语气写作，避免了“我喜欢”或“看起来挺酷”之类的说法？

If you can tick all six boxes, you are well on your way to a top-grade case study. If not, go back and revise your paragraph, focusing on the missing parts. Try swapping analyses with a classmate: peer feedback often reveals new interpretations.

如果你能全部六项打勾，你离拿到高分的案例分析就不远了。如果不行，就回头修改你的段落，重点补充缺失的部分。试着和同学交换分析文：同伴反馈常常能揭示出新的解读。

Remember, a strong case study does not just describe a media text—it reveals the hidden machinery behind it. Keep practising with real adverts, film posters and magazine covers you encounter every day. The more you train your analytical eye, the faster and deeper your reading will become.

请记住，一篇优秀的案例分析不仅仅是描述一个媒体文本——它还要揭示其背后隐藏的运作机制。用你每天遇到的各种真实广告、电影海报和杂志封面坚持练习。你分析的眼力越训练，你读懂媒体的速度和深度就越佳。

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