Steve Neale's theory of Repetition and Difference. Steve Neale states that genres all contain instances of repetition and difference, difference is essential to the economy of the genre. Neale states that the film and it's genre is defined by two things; how much it conforms to its genres individual conventions and stereotypes. A film or advert must match the genre's conventions to be identified as part of that genre. It is also defined as how much a film subverts the genres conventions and stereotypes. The film or advert must subvert convention enough to be considered unique. Neale states that Hollywood's generic regime performs two functions; to guarantee pleasure and meaning for the audience. or to offset financial risks of film production by providing collateral against innovation and difference.
A film genre is a motion picture category based on similarities in either the emotional response to the film or the narrative elements. Genres are basic however can be branched off of and this results in hybrid genres such as the melding of romance and comedy etc. Genres may offer various emotional responses and pleasures such as escapism and empathy. Aristotle acknowledged the special emotional responses that were linked to different genres. Steve Neale argues that pleasure is derived from repetition and difference.
In this example of max factors make up advert, conventionally it shows the repetition that Neale was talking of when he said that producers follow the conventional idea of a genre and because of it being makeup the producers have set up the setting in a makeup room as you can see the vanity mirrors behind the actress.
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