narrative in advertising
persuasive techniques
the representation of women in advertising
media gender and identity
score case study
Maybelline CSP
Monday, April 20, 2020
Friday, April 17, 2020
MAYBELLINE CSP STUDY
1) Narrative & genre: narrative theory and sub-genre
The advert creates a narrative where the feminine male is quite comfortable with his femininity result in his interest in the mascara and uses another quite masculine male to contrast the differences in gender stereotypes.However towards the end of the advertisement the masculine male proves to be quite interested in the mascara and becomes more comfortable in his femininity.This advert in a way has an encoded message as Stuart Hall suggests which states that gender stereotype of men having to be hyper masculine has changed over the years.2) Cinematography: camera shots and movement
The close up of the mascara proved to be quite effective because it defined and outlined the glamorous detail of the mascara which made it look refined. The close up on the suitcase also creates suspense and tension indicating that what sin the suitcase will have an effect on the narrative of the advert.
3) Mise-en-scene: costume & props
The advert seems to be quite glitz and glamorous based due to the glittery suitcase and the feminine fluffy neck wraps which usually represent wealth so this advert may be targeting those of higher social class or they may be trying tomato the advert look more sophisticated so that people will be more likely buy it.
4) Mise-en-scene: actors, setting, lighting and colour
High key lighting was used to define and outline the detail of the product and portray the facial expressions of the actors.The adverts is set in a New York which is one of the most busy and wealth cities.It is a city of high profile for it"s success indicating that the product itself will automatically be successful to the audience.Soft colours such as pink and gold are used because it is more appeasing to the audiences eye.
5) Editing: pace, transitions and visual effects
The editing was fast paced which matched the fast and busy life in New York.
6) Graphics: text/graphics on screen
Bold fonts used catch the audience eye.
7) Sound: dialogue, music and sound effects
Quite upbeat music is used to set a happy mood which will motivate the audience ti buy it because they will feel as if happiness comes with the Maybelline mascara.The actors also ask each other rhetorical questions that they know the audience will want to know the answers to therefore engaging the audience in.
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the branComplete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This was because they used the first male to feature as the face of a Maybelline product which broke many boundaries. Also Shayla Mitchell who was the other actor was the first non-caucasian empowered women feature broke boundaries and opened a wholeness fielding the makeup industry for black women.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that now feminine masculinity and homosexuals are more accepted in society and that gender stereotypes of men having to be masculine has changed.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
They are attractive because they have high social platforms so younger brands need them to attract younger consumers
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Both of them have large platforms and breaks stereotypes. Manny Mua break gender stereotypes by being the first male to feature in a makeup advert. On the other hand, Shayla is the first non caucasian woman to take part in a makeup advert which breaks racial stereotypes.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The crucial factor is to have somebody recognisable whois socially effective due to their huge platform on media
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert gives out the message that with female sexuality , men can conquer and take control making them more powerful In the industry.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative consists of a male with a rifle gun that is sitting above a group of by five women dressed in sexualised hunting clothes, which attracts male consumers due tool gaze and also conveys the message that men were more superior and that they can control women.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The stereotype of women being inferior to men and having to be exposed sexually to catch male attention.Also that men are the creators of products whereas women are. usually the consumers.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
The preferred reading could be that men have the upper hand and are more powerful however the oppositional reading could be that men needed the presence of women sell the product indicating that they are dependant on females.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny is a Mexican and Shayla an African American who both do not conform to feminine and masculine gender stereotypes but come together and are powerful regardless.
6) What is the narrative of the Maybelline advert?
Manny and Shayla check into a hotel in New York to open a golden suitcase they find which contains the mascara product which everyone yearns for. y applying the mascara they are instantly transported to a more sophisticated life surrounded by a Manhattan room ad glamorous clothes.
7) What does the article suggest the Maybelline advert's message is?
The message covered is the importance of male supremacy and self belief that they can be whatever they want to be and do not have to succumb to the male gender stereotypes.
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert
suggest regarding the changes in society and media between1967 and 2017?
IN the 1967 advert , it celebrated everything that is believed to be great about a patriarchal society whereas 2017, the advert is applauding the breakdown of the hyper masculine culture.
The advert creates a narrative where the feminine male is quite comfortable with his femininity result in his interest in the mascara and uses another quite masculine male to contrast the differences in gender stereotypes.However towards the end of the advertisement the masculine male proves to be quite interested in the mascara and becomes more comfortable in his femininity.This advert in a way has an encoded message as Stuart Hall suggests which states that gender stereotype of men having to be hyper masculine has changed over the years.2) Cinematography: camera shots and movement
The close up of the mascara proved to be quite effective because it defined and outlined the glamorous detail of the mascara which made it look refined. The close up on the suitcase also creates suspense and tension indicating that what sin the suitcase will have an effect on the narrative of the advert.
3) Mise-en-scene: costume & props
The advert seems to be quite glitz and glamorous based due to the glittery suitcase and the feminine fluffy neck wraps which usually represent wealth so this advert may be targeting those of higher social class or they may be trying tomato the advert look more sophisticated so that people will be more likely buy it.
4) Mise-en-scene: actors, setting, lighting and colour
High key lighting was used to define and outline the detail of the product and portray the facial expressions of the actors.The adverts is set in a New York which is one of the most busy and wealth cities.It is a city of high profile for it"s success indicating that the product itself will automatically be successful to the audience.Soft colours such as pink and gold are used because it is more appeasing to the audiences eye.
5) Editing: pace, transitions and visual effects
The editing was fast paced which matched the fast and busy life in New York.
6) Graphics: text/graphics on screen
Bold fonts used catch the audience eye.
7) Sound: dialogue, music and sound effects
Quite upbeat music is used to set a happy mood which will motivate the audience ti buy it because they will feel as if happiness comes with the Maybelline mascara.The actors also ask each other rhetorical questions that they know the audience will want to know the answers to therefore engaging the audience in.
Maybelline 'That Boss Life': wider reading
Read the following articles on this campaign:
Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal
Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the branComplete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This was because they used the first male to feature as the face of a Maybelline product which broke many boundaries. Also Shayla Mitchell who was the other actor was the first non-caucasian empowered women feature broke boundaries and opened a wholeness fielding the makeup industry for black women.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
The articles suggest that now feminine masculinity and homosexuals are more accepted in society and that gender stereotypes of men having to be masculine has changed.
3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies?
They are attractive because they have high social platforms so younger brands need them to attract younger consumers
4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular?
Both of them have large platforms and breaks stereotypes. Manny Mua break gender stereotypes by being the first male to feature in a makeup advert. On the other hand, Shayla is the first non caucasian woman to take part in a makeup advert which breaks racial stereotypes.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities?
The crucial factor is to have somebody recognisable whois socially effective due to their huge platform on media
Media Magazine: The Changing Face of Masculinity
Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions:
1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience?
The advert gives out the message that with female sexuality , men can conquer and take control making them more powerful In the industry.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
The narrative consists of a male with a rifle gun that is sitting above a group of by five women dressed in sexualised hunting clothes, which attracts male consumers due tool gaze and also conveys the message that men were more superior and that they can control women.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
The stereotype of women being inferior to men and having to be exposed sexually to catch male attention.Also that men are the creators of products whereas women are. usually the consumers.
4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert?
The preferred reading could be that men have the upper hand and are more powerful however the oppositional reading could be that men needed the presence of women sell the product indicating that they are dependant on females.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
Manny is a Mexican and Shayla an African American who both do not conform to feminine and masculine gender stereotypes but come together and are powerful regardless.
6) What is the narrative of the Maybelline advert?
Manny and Shayla check into a hotel in New York to open a golden suitcase they find which contains the mascara product which everyone yearns for. y applying the mascara they are instantly transported to a more sophisticated life surrounded by a Manhattan room ad glamorous clothes.
7) What does the article suggest the Maybelline advert's message is?
The message covered is the importance of male supremacy and self belief that they can be whatever they want to be and do not have to succumb to the male gender stereotypes.
8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert
suggest regarding the changes in society and media between1967 and 2017?
IN the 1967 advert , it celebrated everything that is believed to be great about a patriarchal society whereas 2017, the advert is applauding the breakdown of the hyper masculine culture.
Wednesday, April 15, 2020
score hair cream
) How did advertising techniques change in the 1960s and how does the Score advert reflect this change?
Advertising began to incorporate large visuals and minimal copy for a dazzling, dramatic effect. Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered.
2) What representations of women were found in post-war British advertising campaigns?
Some representations of women were that they were objectified or portrayed as domestic servants and some adverts portrayed women as weak because of their physical inability of owning a ketchup bottle.
3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The man is above all the women which implies that men are the superior gender where the women are below and submissive to the man making females appear as weak.All the women appear to be seeking to catch the males attention which indicates that women should graft and work to get a man because they are considered to be superior. The women are being sexualised in this advert due to their revealing clothing and their flaunting of their body to the man indicate that women should be objectified.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The narrative of the score hair cream advert is that the man is on a higher ground than the women figuratively and literally as they look up to him as the idealised hypermasculine figure. The advert seems to be set in a jungle where there is often a threat of danger due to the wild animals and the man is the only one who seems to be witholding a gun indicating that he is the "hero" or saviour that will save the women which is quite appeasing to a 1960s audience.
5) How might an audience have responded to the advert in 1967? What about in 2019?
In 1967 ,a hyper masculine male posing as the heroine to women was idealised and favoured which is why it would've received a positive response from the audience. However on the other hand, if this advert was released in 2019 it would receive a lot of backlash due to changes in wider society such as the feminist movement. It would create a controversy because it opposes the feminist ideology that men and women are equal and that not all men have to conform to this hypermasculine ideology.
6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?
The score cream advert incorporated portrayals of traditional beliefs and the ideology of an 'elite" gender to create humour and irony to capture the audiences attention and smooth over the sexist notion of this advert.
It also used large visuals and minimal copy to create a dramatic and dramatic effect.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or
Judith Butler?
Van zoned states that women are the consumers whereas themes are the ones who actually create and invent. In the case of the score cream advert , women are present as well as men however the male is above and is posed as the main actor because men are the ones who actually sell the product to an audience.
8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
Stuart halls theory states that the audience can decode media that the creator has encoded in the media text in various different ways. In the score har cream advert majority of the audience will have a preferred reading
which will be parallel to the interpretation that he creator was trying to encode in the media text.
9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?
The male in the score hair cream poses as quite masculine due to the incorporation of hs well built body hat indicates his great strength and his effort of impressing the females in the avert which further reinforced and glamourised the ideology of the heterosexual relationship between a male and female.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Since Britain colonised most countries , its great empire put Britan at high power and above all the other countries. In the score hair cream advert, the male is posing as a powerful and superior actor which reflects Britians position in its era of colonialism.
WIDER READING
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
We are less likely to talk about the issues that boys face on a day to day basis because they are expected to man up and take the heat because they have better opportunities , jobs ad rights which can have a huge impact on makes because their suicide rates are higher than females and nothing is being done to prevent it.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx brand changes from creating a quite offensive and critical imagoes men being clueless which further creates ignorance to studying men and gaining insight on the issues that men face due to oppression of society and decided to focus on the positive aspects of males ability.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
He states that advertisers reinvents gender stereotypes because they paint a world where men like pink and do not like going out and getting dirty which has a huge impact on males and makes them feel less for not conforming to these new reinvented gender stereotypes due to a loss sense of masculinity.
4) How have changes in family and society altered how brands are targeting their products?
Males in the US now control a budget in the household now and are seen as their biggest potential audience therefore more men are targeted to feature in adverts since it is usually females who take upon this status.
5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?
He incorporated attractive men to convey the message that it does not matter what you want to be like and that the ideology of what a man is supposed to be is changing for the better.
Advertising began to incorporate large visuals and minimal copy for a dazzling, dramatic effect. Print ads took on a realistic look, relying more on photography than illustration, and TV spots gained sophistication as new editing techniques were mastered.
2) What representations of women were found in post-war British advertising campaigns?
Some representations of women were that they were objectified or portrayed as domestic servants and some adverts portrayed women as weak because of their physical inability of owning a ketchup bottle.
3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The man is above all the women which implies that men are the superior gender where the women are below and submissive to the man making females appear as weak.All the women appear to be seeking to catch the males attention which indicates that women should graft and work to get a man because they are considered to be superior. The women are being sexualised in this advert due to their revealing clothing and their flaunting of their body to the man indicate that women should be objectified.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert?
The narrative of the score hair cream advert is that the man is on a higher ground than the women figuratively and literally as they look up to him as the idealised hypermasculine figure. The advert seems to be set in a jungle where there is often a threat of danger due to the wild animals and the man is the only one who seems to be witholding a gun indicating that he is the "hero" or saviour that will save the women which is quite appeasing to a 1960s audience.
5) How might an audience have responded to the advert in 1967? What about in 2019?
In 1967 ,a hyper masculine male posing as the heroine to women was idealised and favoured which is why it would've received a positive response from the audience. However on the other hand, if this advert was released in 2019 it would receive a lot of backlash due to changes in wider society such as the feminist movement. It would create a controversy because it opposes the feminist ideology that men and women are equal and that not all men have to conform to this hypermasculine ideology.
6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience?
The score cream advert incorporated portrayals of traditional beliefs and the ideology of an 'elite" gender to create humour and irony to capture the audiences attention and smooth over the sexist notion of this advert.
It also used large visuals and minimal copy to create a dramatic and dramatic effect.
7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or
Judith Butler?
Van zoned states that women are the consumers whereas themes are the ones who actually create and invent. In the case of the score cream advert , women are present as well as men however the male is above and is posed as the main actor because men are the ones who actually sell the product to an audience.
8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert?
Stuart halls theory states that the audience can decode media that the creator has encoded in the media text in various different ways. In the score har cream advert majority of the audience will have a preferred reading
which will be parallel to the interpretation that he creator was trying to encode in the media text.
9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)?
The male in the score hair cream poses as quite masculine due to the incorporation of hs well built body hat indicates his great strength and his effort of impressing the females in the avert which further reinforced and glamourised the ideology of the heterosexual relationship between a male and female.
10) How does the advert reflect Britain's colonial past - another important historical and cultural context?
Since Britain colonised most countries , its great empire put Britan at high power and above all the other countries. In the score hair cream advert, the male is posing as a powerful and superior actor which reflects Britians position in its era of colonialism.
WIDER READING
1) Why does the writer suggest that we may face a "growing 'boy crisis'"?
We are less likely to talk about the issues that boys face on a day to day basis because they are expected to man up and take the heat because they have better opportunities , jobs ad rights which can have a huge impact on makes because their suicide rates are higher than females and nothing is being done to prevent it.
2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity?
Axe/Lynx brand changes from creating a quite offensive and critical imagoes men being clueless which further creates ignorance to studying men and gaining insight on the issues that men face due to oppression of society and decided to focus on the positive aspects of males ability.
3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"?
He states that advertisers reinvents gender stereotypes because they paint a world where men like pink and do not like going out and getting dirty which has a huge impact on males and makes them feel less for not conforming to these new reinvented gender stereotypes due to a loss sense of masculinity.
4) How have changes in family and society altered how brands are targeting their products?
Males in the US now control a budget in the household now and are seen as their biggest potential audience therefore more men are targeted to feature in adverts since it is usually females who take upon this status.
5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity?
He incorporated attractive men to convey the message that it does not matter what you want to be like and that the ideology of what a man is supposed to be is changing for the better.
Thursday, April 2, 2020
masculinity in advertising
1) What examples does Gauntlett provide of the "decline of tradition"?
One example is the traditional view of women as a housewife or a low status worker has changed due to the successful girl power icons
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett states that in the social world every approach to life we make needs to be nurtured or considered which is where the media plays a part because it gives us a picture of how we are supposed to live our lives and construct our identities.So the media nurtures specific life choices so that we can follow them and create our identity according to this.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Gauntlett states that traditional values are now scarce in 30 year olds and but are still ingrained into 65 year olds since they are less likely to be consumers of the cosmopolitan.The younger audience are now more accepting of factors such as unmarried couples living in the same household meaning that they are open minded however their lack of knowledge of old traditions means that they may grow up to be a narrow minded generation.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity was not in crisis because society had changed but rather men had failed to modernise however the media took a positive approach to this issue because of their belief that these troubled men who had failed to modernise could create a more satisfying live for themselves.
5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.
Advertising does not still reinforce the strong macho man but rather glamourises the "new man" who adopts a feminine identity and challenges hyper masculinity by dressing a certain way or challenging traditional roles in a household by taking on the instrumental man.The media does not idolise the strong macho man but rather criticises it due to its hyper masculinity and its objectification of women being weaker and less.
6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?
Advertising actually focuses on popular feminism which is the main feature of pop culture in modernity and provides evidence fo this such as the powerful w]ad successful women the media . Although the media does not focus on the traditional representations of men and women it focuses on the struggle of older generation of men who haven't adjusted to the changes in the modern world.
7) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
a: I do agree with Gauntletts theory that younger generations are not threatened by traditional gender roles because in the example of feminism younger women do appreciate that feminism was created by the older generation and that its just different now that its installed in commercial culture. Advertising shows that young people are becoming more comfortable with social changes for example many young men have grown up withe women as their equal and do not feel emasculated by these social changes
8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
An example is the CK fragrance perfume that stated it was for a man or a woman which outlined the similarity between the two genders.
9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?
Advertising challenges gender stereotypes by introducing more than one singular messages about ideal types of male and female identities however they reinforce these stereotypes
by incorporating a set of different viewpoints from older generation where they contradict and criticise the new social changes.
10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender
and sexuality in society?
The media des reinforce changing attitudes towards sexuality now because they portray a more accepting ideology and present powerful leaders in the media who are part of this community which automatically makes audience more prone to have this ideology that changing sexuality should be accepted . The incorporation of feminine men and masculine women plays a big role because it is repeated so much to the pint that it is normalised.
One example is the traditional view of women as a housewife or a low status worker has changed due to the successful girl power icons
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Gauntlett states that in the social world every approach to life we make needs to be nurtured or considered which is where the media plays a part because it gives us a picture of how we are supposed to live our lives and construct our identities.So the media nurtures specific life choices so that we can follow them and create our identity according to this.
3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values?
Gauntlett states that traditional values are now scarce in 30 year olds and but are still ingrained into 65 year olds since they are less likely to be consumers of the cosmopolitan.The younger audience are now more accepting of factors such as unmarried couples living in the same household meaning that they are open minded however their lack of knowledge of old traditions means that they may grow up to be a narrow minded generation.
4) Why does Gauntlett suggest that masculinity is NOT in crisis?
Masculinity was not in crisis because society had changed but rather men had failed to modernise however the media took a positive approach to this issue because of their belief that these troubled men who had failed to modernise could create a more satisfying live for themselves.
5) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.
Advertising does not still reinforce the strong macho man but rather glamourises the "new man" who adopts a feminine identity and challenges hyper masculinity by dressing a certain way or challenging traditional roles in a household by taking on the instrumental man.The media does not idolise the strong macho man but rather criticises it due to its hyper masculinity and its objectification of women being weaker and less.
6) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?
Advertising actually focuses on popular feminism which is the main feature of pop culture in modernity and provides evidence fo this such as the powerful w]ad successful women the media . Although the media does not focus on the traditional representations of men and women it focuses on the struggle of older generation of men who haven't adjusted to the changes in the modern world.
7) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
a: I do agree with Gauntletts theory that younger generations are not threatened by traditional gender roles because in the example of feminism younger women do appreciate that feminism was created by the older generation and that its just different now that its installed in commercial culture. Advertising shows that young people are becoming more comfortable with social changes for example many young men have grown up withe women as their equal and do not feel emasculated by these social changes
8) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
An example is the CK fragrance perfume that stated it was for a man or a woman which outlined the similarity between the two genders.
9) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes?
Advertising challenges gender stereotypes by introducing more than one singular messages about ideal types of male and female identities however they reinforce these stereotypes
by incorporating a set of different viewpoints from older generation where they contradict and criticise the new social changes.
10) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. What is your opinion on this debate - do you agree that the media reinforces the changing attitudes towards gender
and sexuality in society?
The media des reinforce changing attitudes towards sexuality now because they portray a more accepting ideology and present powerful leaders in the media who are part of this community which automatically makes audience more prone to have this ideology that changing sexuality should be accepted . The incorporation of feminine men and masculine women plays a big role because it is repeated so much to the pint that it is normalised.
Friday, March 13, 2020
persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
John Berger suggests that advertising offers us an improved version of
ourselves, whether we are male or female and that publicity is always about the future
buyer.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?
When we refer either knowingly or subconsciously to lifestyles represented to us through the media or in real life that we find attractive.
3) How was Marmite discovered?
German scientist Justus von Liebeg discovered that brewers yeast could be concentrated ,bottled and eaten which then formed marmite.
4) Who owns the Marmite brand now?
It became a subsidiary of bovril limited which took formed it into best foods.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Paddington bear is shown trading his well-known marmalade sandwiches for Marmite sandwiches. He is
shown enjoying the taste, while others are repelled by it. The ads are
designed to encourage more people to use the spread in sandwiches –
less popular than Marmite on toast.
6) What is the difference between popular culture and high culture? How does Marmite play on this?
High culture is the the consumption patterns, mannerisms, beliefs, amusement, leisure activities, and tastes and preferences of a societies elite whereas a popular culture is the same thing, but for the mass of society.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
Postmodern consumers are simultaneously aware
that they are being exploited, yet also prepared to play
the game – if it brings them a sense of superiority and
social cache.By describing them as superior other audiences may feel inferior and feel the need to buy marmite to be part of the elite.
8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?
In marmite advertisements, the camera quality and the use of actors is quite old fashioned since they don`t really use humans but rather puppets which does not attract an audience these days.
representation of women in adverts
ACADEMIC READING
1. Mistry states that advertising has changed in the aspect of advertising increasing employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.
2.There were stereotypes that women have to do be a ideal women in society, you had to do housework,look after children and also had to wear makeup to look creative and appealing to men.
3.The changing representation of makeup and clothes affected the way the way the were portrayed in adverts.For example in a perfume advertisements women were represented as innocents an to sexually and intellectually develop they needed a man to break this innocence making women submissive.
4.Laura Malvey made the male gaze theory which states that that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of
looking as a male activity, and being looked at as a female 'passivity'.
5.Women were represented as "new woman" which meant they were supposed
to be 'independent, confident and assertive, finding satisfaction in the world of work and
recreation, seeking excitement, adventure and fulfilment'
6.Van Zoonen points to its claim that: 'A woman should look forward to dressing for
the office.' Having a job is seen merely to provide 'another happy occasion for women to dress up
and present themselves.' Indeed, a woman 'is portrayed stepping confidently towards the camera in
an office environment observed by a male colleague from behind; but she is not portrayed actually
working. Therefore they incorporate feminist ideals nut are actually used in such a way to empty them of their progressive meaning.
7.Barthes states that there is no threat to male power in media because 'today's young women can successfully storm the bastions of
male power... without threatening their male counterparts' providing we can reassure them that,
underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred."
8.Richard Dyer suggest the Dior makeup shows a misinterpretation of women because it makes it seem as if women need to have Dior makeup to be sexually attractive in society to gain the male gaze.He also states that agencies trying to accommodate new [feminist]
attitudes in their campaigns, often miss the point and equate
"liberation" with a type of aggressive sexuality and a very
unliberated coy sexiness'
MEDIA MAGAZINE
1. It was a campaign that was searching for the female with the best body so that she could be allowed on the beach.
2.Th front cover was of a white skinny woman who would be described as in shape which angered females because it was setting unrealistic standards for women to look a certain way.
3.The advert suggested that if you don`t have a perfect tanned skinny and in shape body then they weren't good enough to compete in the campaign for the beach.
4.Some audiences were furious at this magazine and therefore made a petition to stop the campaign which was actually successful.
5.The campaign employed an FBI-trained sketch
artist to draw women twice – first based on
their own self-perception, and then based on
that of a stranger. The outcomes demonstrated
that the strangers’ descriptions were both more
attractive and more accurate than the women’s
own perceptions, suggesting that women are
often hyper-critical of their appearances, and
unable to see their own beauty.
6.Social media now has comments sections and easier access to it making it easier for audience to voice and discuss their opinions online about a variety of different media texts.
7.Stuart Hall theory can be applied to the feminist theory because in the case of the beach body campaign its simply an image of women however the female audience decoded it to be a message sending out that women have to look a certain way or they are not good enough.
8.The image of women has changed a lot over the last 60 years in media texts because now women are mainly represented as independent and strong - willed and a lot of female actors subvert the old female stereotypes.
1. Mistry states that advertising has changed in the aspect of advertising increasing employed images in which the gender and sexual
orientation of the subject(s) are markedly (and purposefully) ambiguous.
2.There were stereotypes that women have to do be a ideal women in society, you had to do housework,look after children and also had to wear makeup to look creative and appealing to men.
3.The changing representation of makeup and clothes affected the way the way the were portrayed in adverts.For example in a perfume advertisements women were represented as innocents an to sexually and intellectually develop they needed a man to break this innocence making women submissive.
4.Laura Malvey made the male gaze theory which states that that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of
looking as a male activity, and being looked at as a female 'passivity'.
5.Women were represented as "new woman" which meant they were supposed
to be 'independent, confident and assertive, finding satisfaction in the world of work and
recreation, seeking excitement, adventure and fulfilment'
6.Van Zoonen points to its claim that: 'A woman should look forward to dressing for
the office.' Having a job is seen merely to provide 'another happy occasion for women to dress up
and present themselves.' Indeed, a woman 'is portrayed stepping confidently towards the camera in
an office environment observed by a male colleague from behind; but she is not portrayed actually
working. Therefore they incorporate feminist ideals nut are actually used in such a way to empty them of their progressive meaning.
7.Barthes states that there is no threat to male power in media because 'today's young women can successfully storm the bastions of
male power... without threatening their male counterparts' providing we can reassure them that,
underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred."
8.Richard Dyer suggest the Dior makeup shows a misinterpretation of women because it makes it seem as if women need to have Dior makeup to be sexually attractive in society to gain the male gaze.He also states that agencies trying to accommodate new [feminist]
attitudes in their campaigns, often miss the point and equate
"liberation" with a type of aggressive sexuality and a very
unliberated coy sexiness'
MEDIA MAGAZINE
1. It was a campaign that was searching for the female with the best body so that she could be allowed on the beach.
2.Th front cover was of a white skinny woman who would be described as in shape which angered females because it was setting unrealistic standards for women to look a certain way.
3.The advert suggested that if you don`t have a perfect tanned skinny and in shape body then they weren't good enough to compete in the campaign for the beach.
4.Some audiences were furious at this magazine and therefore made a petition to stop the campaign which was actually successful.
5.The campaign employed an FBI-trained sketch
artist to draw women twice – first based on
their own self-perception, and then based on
that of a stranger. The outcomes demonstrated
that the strangers’ descriptions were both more
attractive and more accurate than the women’s
own perceptions, suggesting that women are
often hyper-critical of their appearances, and
unable to see their own beauty.
6.Social media now has comments sections and easier access to it making it easier for audience to voice and discuss their opinions online about a variety of different media texts.
7.Stuart Hall theory can be applied to the feminist theory because in the case of the beach body campaign its simply an image of women however the female audience decoded it to be a message sending out that women have to look a certain way or they are not good enough.
8.The image of women has changed a lot over the last 60 years in media texts because now women are mainly represented as independent and strong - willed and a lot of female actors subvert the old female stereotypes.
Friday, March 6, 2020
narrative in advertising
1. Todorovs equilibrium theory can be applied to this media texts because it begins with a balanced narrative where the character is casually strolling in the shop on a phone call but then as the text progresses it switches to the other characters surrounded by chaos who are running around which disrupts the equilibrium. The multi strand narrative can be applied to this text because the incorporation of so man different characters and the focus on each one of them at given shows the audience it from their perspective.Binary opposition can be applied to this texts because all the characters have similar ideas about advertising the advantages of the the Nike brand however hey differ in how and what aspect it helps them in.
2.The advert uses the less known people based on the analytics of their social profile which displayed similarities the characteristics similar to the celebrities in the advert that portrays the idea that regardless of fame and money Nike is part of street culture an that everyone is collective and united.
3.The clothing style of all the characters were quite sporty which reflects Ghent epitome that is expected in a Nike advert. The women characters all had makeup on which reinforces gender stereotypes.
4. The advert portrays London as a street culture centred city that glamorises slang which is quite informal to incorporate in an advert however the art behind the advert is that everyone seems united in London and are not afraid to flaunt their subcultures that some audiences may not approve of which shows that they do not care about opinions and the Nike brands gives them a sense of belonging and comfortabilty where they do not have to be ashamed.
5. This advert would appeal to an audience because a lot of the audience could relate to the advert because it is designed for a young audience and its
2.The advert uses the less known people based on the analytics of their social profile which displayed similarities the characteristics similar to the celebrities in the advert that portrays the idea that regardless of fame and money Nike is part of street culture an that everyone is collective and united.
3.The clothing style of all the characters were quite sporty which reflects Ghent epitome that is expected in a Nike advert. The women characters all had makeup on which reinforces gender stereotypes.
4. The advert portrays London as a street culture centred city that glamorises slang which is quite informal to incorporate in an advert however the art behind the advert is that everyone seems united in London and are not afraid to flaunt their subcultures that some audiences may not approve of which shows that they do not care about opinions and the Nike brands gives them a sense of belonging and comfortabilty where they do not have to be ashamed.
5. This advert would appeal to an audience because a lot of the audience could relate to the advert because it is designed for a young audience and its
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