Media 1 Ms Fowler

1)  Advertising: 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

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? The first example that he gave of the decline in tradition was of women. The traditional housewife view of a woman has been replaced with "feisty, successful 'girl power' icons." In terms of the representation of men, he says that masculine traits such as "absolute toughness, stubborn self-reliance and emotional silence" have been replaced and challenged with new ideas of men needing advice and emphasising their emotions, along with the problems of masculinity. There's a very clear difference between these two CSPs - The 'Score' advert portrays a low-status, patriarchal message; whereas the 'Maybelline' advert empowers people, male or female. 2) How does Gauntlett suggest the media influences the way we construct our own identities? He suggests

1) How does Mistry suggest advertising has changed since the mid-1990s? She suggests that adverts are now using images and references to sexuality and gender that aren't so rigid and traditional (one way). This includes accepting and introducing homosexuality and gender fluidity into adverts. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? One of the main stereotypes found was the idea of masculinity being superior to femininity. However, soon after 1945 women were made to feel guilty by warnings of the 'dangerous consequences to home'. In 1950, women's magazines led to something called 'feminine mystique'. This placed more importance on housewife chores and reinforced stereotypical ideals. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? It represented women to be more 'decorative'. More people began to think that women are objects that are used to

Create a new blog post called 'Advertising: Persuasive techniques'. Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find  our Media Magazine archive here . 1) What does John Berger suggest about advertising in ‘Ways of Seeing’? He suggests that advertising offers us an improved version of ourselves whether we’re male or female. It also promotes the idea that we can buy our way into a better life. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? We refer to lifestyles represented to us that we find attractive. A buyer is meant to imagine themselves transformed by the product into a product of envy for others. 3) How was Marmite discovered? A German scientist discovered that brewers yeast could be concentrated, bottled and eaten. 4) Who owns the Marmite brand now? Unilever. 5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this