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 ...

1) What year was the advert produced and why is the historical context important? The advert was produced in the 1960s and has very important historical context as it shows the different beliefs of what we have today and shows clear sexism and is a representation of how many other advertisements of this time were and what they represented. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? There is a jungle background and setting and shows the male being carried, which implies he is in a position of power and suggests that he is perhaps the predator in this situation or could even be represented as the king of the jungle. The male is fully dressed, where as the women are dressed in a very revealing way, which suggests that they are there for the male gaze and shows how men were not the ones which were objectified in this time and the female was there simply for people to look at, particularly mal...

'That Boss Life' close textual analysis 1) Narrative & genre: narrative theory and sub-genre Genre of Romance: When both characters jump on the bed, instead of each other providing pleasure, it is the make-up/product that is doing this. Adventure/Fantasy as they are transported to a new place it seems to be when they put on the mascara. propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress" Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes. The enigma codes are that we don't know exactly what is in the case when it is glowing on their face. 2) Cinematography: camera shots and movement Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts. There are repeated shots of the product which creates brand recognition. Tracking shots are used to focus on the produ...