Shabd's Media Blog 1 - (Mr Bush)

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? Examples of a decline of masculinity that Gauntlett described were:  Role models Masculinity possibly in crisis The diversity of sexualities Gender trouble 2) How does Gauntlett suggest the media influences the way we construct our own identities? Gauntlett suggests that as people it is normal for us to construct our identities through what we see from our parents, as well as on social media. Another factor that we may use to construct id

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 trasnported to a new place it seems to be when they put on the mascara. 2) Cinematography: camera shots and movement Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts Audiences of these influences are used to these types of shots. Twisted crane shot used to display glamour and their lifestyle, also gives a slow reveal of the room to make us feel impressed by the costumes, whilst they are impressed by the room. 3) Mise-en-scene: costume & props Gold signifies value of the product Gold of the mascara used to represent actual gold, further signifies money, value and worth. 4) Mise-en-scene: actors, setting, lighting and colour Gold everywhere makes the scene look valuable Natural light a

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? This advert was made in the 1960s. This is important in terms of context due to the fact that around this time women were standing up for their rights in order to achieve equality more than they had at that point in time. This is a clear link to the Score hair cream advert as is it evidently sexist. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? Costume The costumes of the models display dominance due to the fact that the women have minimal clothing clothing on, meaning that we are able to see a lot of skin, whereas with the man, who is the main interest in the advert, only has his arms showing, which presents this idea of dominance and strength compared to the women as well as

1) What was the Protein World 'Beach Bodies' campaign? The campaign was about a weight loss product that advertised that it would help people achieve their beach body the they've always wanted, or needed. 2) Why was it controversial? The advert had targeted women to show them that this was the body needed to go to the beach. The advert had claimed to 'body shame' women and make them feel less comfortable with their bodies, the advert also gave into the male gaze which is already a controversial subject. The advert was seen as irresponsible and was taken off streets. 3) What did the adverts suggest to audiences? The adverts suggested that the women would have to achieve the body shown in the advert to be beach ready and any less would be put to shame. This led to the stereotype of women only being allowed to show themselves if they look appropriate to the male gaze which this advert campaign reinforces. 4) How did some audiences react? There was a big protest

1) How does Mistry suggest advertising has changed since the mid-1990s? Ministry suggests that the advertising industry has changed due to peoples attitudes with the adverts being seen as more appealing by conveying gender and sexual orientation of the people. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? In the 1950's women magazines led to the claim of 'female mystique' referring to "the highest value and the only real commitment for women lies in fulfilment of their own femininity. The highest good is keeping house and raising children". The developed due to the social economic boom, and products found in the kitchen had featured women to make them go out and purchase the product.  3) How did the increasing influence of clothes and make-up change representations of women in advertising? The clothing and make-up industry had led to images of women being portrayed using the make-up . A example used is a perfume advert