Shivani's Media blog 1 - Mr Halsey

1) Introduction: Narrative in advertising  2) Advertising: Persuasive techniques  3)  Advertising: the representation of women in advertising  4)  Advertising: Score case study and wider reading  5)  Advertising: Maybelline case study and wider reading  6)  Advertising: Gauntlett - Media, Gender and Identity reading and questions

Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. If you can't access David Gauntlett's website, the text is  also available here . 1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea? He believes the mass media is a force for change and that traditional views of women as a housewife or a low-status worker has changed to feisty, successful 'girl power' icons. Whereas, traditional masculine ideals of absolute toughness, stubborn self reliance and emotional silence has changes because of the new emphasis on men's emotions, need for advice and the problems of masculinity. We can link this back to our CSP's b...

'That Boss Life' close textual analysis Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each: 1) Narrative & genre: narrative theory and sub-genre There was a clear narrative seen within this advert with a straightforward equilibrium. A simple structure showing that characters as ordinary people until they use the new mascara, from then they become glamorous stars. A romantic genre is hinted at because of the way the man and women jumped on to the bed suggesting the mascara is quite seductive and sensual. However, there is also an adventure genre aspect because of the way the characters opened the suitcase like it was a treasure chest with the glowing gold lights suggesting some sort of gold which is the mascara. 2) Cinematography: camera shots and movement A variety of shots have been used such as extreme close ups of the eye and ...

Score hair cream advert Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert: 1) What year was the advert produced and why is the historical context important? The advert was produced in 1967 and the historical context is important because 1967 is the year where there was a change in the UK with legislation on the role of women and men in society. The advert was produced in the year that homosexuality was decriminalised and three years before the Equal Pay Act was introduced. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? The male is positioned higher than the females suggesting that he has more dominance over the female which reinforces traditional gender stereotypes that male are strong than females. The jungle setting and gun supports this idea and suggests that he is the 'King of the Jungle' and that he is the most sup...

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read  these extracts from an academic essay on gender in advertising by Reena Mistry . This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 1) How does Mistry suggest advertising has changed since the mid-1990s? There has been an increase of images based on gender and sexual orientation that are open for several different interpretations. There has also been an increase in homosexual images being used in advertising. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Women should stay at home and fulfil their responsibility as a women by being a good housewife and taking care of children. Advertising focused on women's domestic role so that they believed that success as a women, wife and mother could be purchased for the price of a bottle of cough syrup etc. Du...

1) What does John Berger suggest about advertising in ‘Ways of Seeing’? John Berger suggests that "all publicity works on anxiety". He suggests that advertising makes us feel dissatisfied with out current selves and influences us to purchase their products in order to feel better and lead a happy life.  2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? Psychologists refer to brands offering images about people as referencing which suggests that brands offer a glamorous image of people which manipulates them to go purchase the products in order to have that lavish lifestyle the brand suggests. This relates to the persuasive technique of emotional appeal because it is designed to create a strong feeling between the product itself and the consumer.  3) How was Marmite discovered? Marmite was invented in the late 19th century when a German scientist Justus von Liebig discovered that brewer's yeast could be co...