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
Friday, April 26, 2019
Thursday, April 25, 2019
David Gauntlett: Media, Gender and Identity
David Gauntlett: Media, Gender and Identity
There is a huge amount we can take from Gauntlett's work across the mass media but these are three key ideas that we can apply to our Advertising and Marketing CSPs.
Idea 1: Identity is becoming more fluid
David Gauntlett writes that there is a “decline of tradition”.
“The mass media is a force for change… The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.”
Idea 2: There are generational differences
Gauntlett highlights the differences in views on identity between young and old – e.g. on homosexuality or masculinity.
“The mass media has become more liberal, and considerably more challenging to traditional standards… and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.
Idea 3: Things change over time
Gauntlett talks positively about the media and audiences changing over time.
“Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.
“These things are not stationary. To discuss gender and media is to aim arguments at moving targets - which, again, is just as well.”
Gender, identity and advertising: blog task
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.
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 traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons."
This links to Maybelline because the main female in the advert is portrayed as the modern, girl power and subversive female.
"Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance, and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity."
This links to Score cream advert because we can see the clear contrast as the male in score cream advert is idolised and put on a pedestal whereas now we see more emotional males with less idolisation.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply.
3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?
4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?
Because both Manny and Shayla are excellent examples of people who subvert the traditional gender roles, showing gender fluidity. Role models have changed because they used to be more traditional e.g. A female role model would have been an actual model or a male role model would've been a football player.
5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?
Because masculinity is what makes a male and males traditionally has be the more dominant gender as they feel the need to be worshipped by the opposite sex as shown in the score hair cream advert. This links to Gauntletts discussion because he mentions how women have become more assertive and in control which is the polar opposite of what is happening in the score hair cream advert. Females would be doing mainly the opposite now instead of worshipping the male they would be more independent.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
No, the Maybelline advert cannot be used as evidence because it reveals the change in masculinity as the male portrayed in the advert shows feminine traits which is a complete contrast to masculinity, the advert promotes gender fluidity as the male is part-taking in female activities like putting on make-up.
7) 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.
In a way, advertising does reinforce this ideology of a male, clearly displayed by the Lynx adverts, which display the male lead impressing the ladies by applying his fragrance and impressing these ladies, which reinforces the male stereotypes in adverts that using the product will get you more girls because that is most definitely what you want.
8) 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 does provide evidence for the idea of girl power still being alive due to many artists, idols and other social influencers who are empowering girls and women all over the world. An example is perfume adverts where the female lead seems to be in control of the male lead in making herself seem more desirable, also in not needing the said male.
9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
I believe that as young people, we are more open-minded and accepting of new beliefs, as well as aren't threatened by traditional gender roles, the same way previous generations are, so much so that we could be at a point where we are seeing less and less misogyny in younger people in the news and the media in general.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The score hair cream advert doe not really display the diversity within genders due to the fact that they are displaying typical gender roles.
However, the Maybelline advert does display the diversity of sexualities as there is a male lead in what would normally be a females position, at least for that product, being a cosmetic product.
11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
CK One fragrance 'for a man or a woman' - had reminded viewers of the similarity of genders. Other ads include such as ones for Impulse deodorant and Kronenbourg lager.
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")
This is through the stereotype that males should be involved in typically masculine things, therefore the fact that a make-up and cosmetics advert stars a man subverts stereotypes and gender roles that we have come to know over the years.
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)
In the older advert, the score hair cream advert, published in '67, clearly displays power being in the hands of the institutions which are publishing these adverts,due to the fact that the people starring in it are likely to be from a modeling agency and have no care in the world for what they were representing or doing. Therefore for a contemporary advert to tar people who have that passion and interest in the field of the advert clearly displays how the power has shifted from institutions to audiences as both Manny and Shayler have over 3 million followers on Instagram, meaning that the audience of Maybelline has displayed a clear interest in thee people.
14) 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 is a good example of the contradictory element due to the fact that is an example of non-binary gender, in being gender fluid, clearly being in our CSP in the Maybelline advert, as well as being quite binary in the score hair cream advert which has examples of gender roles for both gender during this period.
15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
The Maybelline advert has a lot of gender fluid references as the main star is gay, meaning that Maybelline is clearly open to the idea of being LGBTQ, which displays respect and thoughtfulness from the brand to do so, displaying the fact that we may be moving to more accepting gender fluid society, which new attitudes towards being gay, lesbian etc.
Idea 1: Identity is becoming more fluid
David Gauntlett writes that there is a “decline of tradition”.
“The mass media is a force for change… The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity.”
Gauntlett highlights the differences in views on identity between young and old – e.g. on homosexuality or masculinity.
“The mass media has become more liberal, and considerably more challenging to traditional standards… and this has been a reflection of changing attitudes, but also involves the media actively disseminating modern values.
Idea 3: Things change over time
Gauntlett talks positively about the media and audiences changing over time.
“Views of gender and sexuality, masculinity and femininity, identity and selfhood, are all in slow but steady processes of change and transformation.
“These things are not stationary. To discuss gender and media is to aim arguments at moving targets - which, again, is just as well.”
Gender, identity and advertising: blog task
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.
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 traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons."
This links to Maybelline because the main female in the advert is portrayed as the modern, girl power and subversive female.
"Meanwhile the masculine ideals of absolute toughness, stubborn self-reliance, and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity."
This links to Score cream advert because we can see the clear contrast as the male in score cream advert is idolised and put on a pedestal whereas now we see more emotional males with less idolisation.
2) How does Gauntlett suggest the media influences the way we construct our own identities?
Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' - not necessarily in the obvious form of advice-giving, but in the myriad suggestions of ways of living which they imply.
3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?
4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?
Because both Manny and Shayla are excellent examples of people who subvert the traditional gender roles, showing gender fluidity. Role models have changed because they used to be more traditional e.g. A female role model would have been an actual model or a male role model would've been a football player.
5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?
Because masculinity is what makes a male and males traditionally has be the more dominant gender as they feel the need to be worshipped by the opposite sex as shown in the score hair cream advert. This links to Gauntletts discussion because he mentions how women have become more assertive and in control which is the polar opposite of what is happening in the score hair cream advert. Females would be doing mainly the opposite now instead of worshipping the male they would be more independent.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
No, the Maybelline advert cannot be used as evidence because it reveals the change in masculinity as the male portrayed in the advert shows feminine traits which is a complete contrast to masculinity, the advert promotes gender fluidity as the male is part-taking in female activities like putting on make-up.
7) 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.
In a way, advertising does reinforce this ideology of a male, clearly displayed by the Lynx adverts, which display the male lead impressing the ladies by applying his fragrance and impressing these ladies, which reinforces the male stereotypes in adverts that using the product will get you more girls because that is most definitely what you want.
8) 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 does provide evidence for the idea of girl power still being alive due to many artists, idols and other social influencers who are empowering girls and women all over the world. An example is perfume adverts where the female lead seems to be in control of the male lead in making herself seem more desirable, also in not needing the said male.
9) 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 (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles?
I believe that as young people, we are more open-minded and accepting of new beliefs, as well as aren't threatened by traditional gender roles, the same way previous generations are, so much so that we could be at a point where we are seeing less and less misogyny in younger people in the news and the media in general.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
The score hair cream advert doe not really display the diversity within genders due to the fact that they are displaying typical gender roles.
However, the Maybelline advert does display the diversity of sexualities as there is a male lead in what would normally be a females position, at least for that product, being a cosmetic product.
11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
CK One fragrance 'for a man or a woman' - had reminded viewers of the similarity of genders. Other ads include such as ones for Impulse deodorant and Kronenbourg lager.
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...")
This is through the stereotype that males should be involved in typically masculine things, therefore the fact that a make-up and cosmetics advert stars a man subverts stereotypes and gender roles that we have come to know over the years.
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?)
In the older advert, the score hair cream advert, published in '67, clearly displays power being in the hands of the institutions which are publishing these adverts,due to the fact that the people starring in it are likely to be from a modeling agency and have no care in the world for what they were representing or doing. Therefore for a contemporary advert to tar people who have that passion and interest in the field of the advert clearly displays how the power has shifted from institutions to audiences as both Manny and Shayler have over 3 million followers on Instagram, meaning that the audience of Maybelline has displayed a clear interest in thee people.
14) 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 is a good example of the contradictory element due to the fact that is an example of non-binary gender, in being gender fluid, clearly being in our CSP in the Maybelline advert, as well as being quite binary in the score hair cream advert which has examples of gender roles for both gender during this period.
15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
The Maybelline advert has a lot of gender fluid references as the main star is gay, meaning that Maybelline is clearly open to the idea of being LGBTQ, which displays respect and thoughtfulness from the brand to do so, displaying the fact that we may be moving to more accepting gender fluid society, which new attitudes towards being gay, lesbian etc.
maybelline case study
1) Narrative & genre: narrative theory and sub-genre
4) Mise-en-scene: actors, setting, lighting and colour
5) Editing: pace, transitions and visual effects
6) Graphics: text/graphics on screen
7) Sound: dialogue, music and sound effects
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 brand
Ad week: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cosmetics brand has teamed up with influences of similar product, as well as the fact that the main star of their campaign is a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking a step in the right direction as to the representation of make-up and that i is made "for everyone." This obviously means that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.3) Read this WWD article: Maybelline Taps Digital Makeup Influences for New Mascara Campaign. Why might 'digital influences' be so attractive to companies?
This is because of their followings and the influences they have over said people. This would obviously allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing wth their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influences or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand embassador as that determines your influence. Also if they are well known in general, so overall the concensus is that if you are known, you have goo dchance of being one of these brand embassadors.
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?
It could be trying to communicate that not only does using this priduct make you 2100% straight, but it will also get you the gurls that are diplayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Some of the stereotypes from 1967 which are presented in this advert include:
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?
Preferred Reading: It is a hair cream advert for men, designed by men
Opposition: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evidence as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male.
6) What is the narrative of the Maybelline advert?
The narrative of this advert i that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using thi product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such.
7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas, Maybelline suggest that masculinity is being comfortable with your gender and sexuality, enough to go against the status quo and perform your gender role how you feel appropriate.
- 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.
- 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.
- 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 at the beginning - minimal lighting used at the nighttime scenes to represent the glamour of New York at nighttime because of the city lights
- Gold shines on them as they open the case
5) Editing: pace, transitions and visual effects
- Quick paced editing
- CGI sparkles
6) Graphics: text/graphics on screen
- Glamorising their lives- uses "Maybeline Presents" as if it were a film.
- Hashtag in bottom left, unconventional
- Gold font,further glamorises the product and their lifetyle, making it look more appealing.
7) Sound: dialogue, music and sound effects
- Backing track reflects the product
- SOund effect on the chest suggets it' a prize
- Sparkle sound effects suggest glamour and luxury
- Music is upbeat and fast paced, mimicking a nightclub- as if you were a bos, which is the idea of this campaign
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 brand
Ad week: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star
Complete the following questions/tasks:
1) Why was this campaign such a landmark for beauty product advertising?
This i due to the fact that the cosmetics brand has teamed up with influences of similar product, as well as the fact that the main star of their campaign is a male.
2) What do the articles suggest regarding the changing representation of sexuality and masculinity?
It is suggesting that we are taking a step in the right direction as to the representation of make-up and that i is made "for everyone." This obviously means that these cosmetic products are for both genders, instead of what people had normally thought it put to be as just for girls.3) Read this WWD article: Maybelline Taps Digital Makeup Influences for New Mascara Campaign. Why might 'digital influences' be so attractive to companies?
This is because of their followings and the influences they have over said people. This would obviously allow these influencers to sway the opinion of their audiences through promotion and sponsored adverts which can deliberately paint the product in a brighter light.
4) Why do you think Maybelline chose to use MannyMua and MakeUpShayla in particular?
Again, these influencers may have been chosen due to their following, as well as the fact that these people are the leader in term of what they are doing wth their audience, in terms of interactivity, and the influence that they have over them.
5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influences or more traditional celebrities?
Their social media followings, which play a huge part of what makes a good brand embassador as that determines your influence. Also if they are well known in general, so overall the concensus is that if you are known, you have goo dchance of being one of these brand embassadors.
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?
It could be trying to communicate that not only does using this priduct make you 2100% straight, but it will also get you the gurls that are diplayed in the advert.
2) How does the article suggest the Score hair cream advert uses narrative to sell the product?
This advert uses narrative through the mise on scene of the man as he looks to be celebrated for killing what we can assume is some sort of cat animal as that is what his carriage is draped in. This could have been done to present the idea of bravery and boldness, which is commonly linked with being masculine.
3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces?
Some of the stereotypes from 1967 which are presented in this advert include:
- Women being clumsy, as portrayed by the state of their clothes as they are all torn up
- Men being heros and being brave- he has the gun etc,
- Heavy sexualisation of either gender, minimal clothing of the females, also it can be said that his rifle is a phallic object.
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?
Preferred Reading: It is a hair cream advert for men, designed by men
Opposition: It is a partially sexist advert- suggesting that only men can use the product- also objectifying women, also there is hyper masculinity evidence as it is suggesting that use of the product will make you straight.
5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant?
The backgrounds of each of these people is evident as Manny is openly gay, meaning that the idea of masculinity is arguably reverted, going against what the designers of the Score hair cream advert's values of being a male.
6) What is the narrative of the Maybelline advert?
The narrative of this advert i that the pair of beauty influencer are in New York and are trying to get "Bossed Up," by using the Maybeine mascara. The narrative is that after using thi product they go from normal people to bosses who are very important, as the advert is trying to suggest through the heavy use of gold and such.
7) What does the article suggest the Maybelline advert's message is?
That if you use the product, you will become bosses and that gender does't matter, as Maybeline go against the status quo by using a male a the star of the campaign, which had not been done before. They are trying to communicate the message that makeup is for both genders and such. Doing this was a bold move by the brand to try break down gender barrier.
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 between 1967 and 2017?
The score hair cream advert suggests that masculinity is being surrounded by beautiful female, killing a wild animal in the name of bravery and impressing women, whereas, Maybelline suggest that masculinity is being comfortable with your gender and sexuality, enough to go against the status quo and perform your gender role how you feel appropriate.
Representation of women in advertising
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.
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 has a 'fair maiden' which is using the product then leading to being with a man which then is revealed to be a dream, this hows that it is a dream that a woman has, and may get using the perfume.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
The theorist Laura Mulvey had come up with the 'male gaze', the idea that adverts of women are used to be passively observed by men as they find a sense of enjoyment, the idea shows the male empowerment that is seen by companies and how they can be attracted towards a product.
5) How did the representation of women change in the 1970s?
The representation of women changed in the 70's when there was a new idea in place of men having the power to look upon women how they wanted to, the idea to advertisers to use women to appeal to them was seen as a way to market to them.
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
This is due to the deconstruction of an advert that was done in which was concluded that the woman is shown confidently stepping forward in a office but is not working rather the men who are working are looking at her being distracted by their work. Suggesting that women are the man's biggest distraction and that they may not be suitable for office work.
7) What does Barthel suggest regarding advertising and male power?
Barthel suggests that women in the modern day are able to bypass these walls being set by society without offending the male counterpart, as there is no difference happening genetically but only the change of people and their attitudes to one another and their views.
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 has a 'fair maiden' which is using the product then leading to being with a man which then is revealed to be a dream, this hows that it is a dream that a woman has, and may get using the perfume.
4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?
The theorist Laura Mulvey had come up with the 'male gaze', the idea that adverts of women are used to be passively observed by men as they find a sense of enjoyment, the idea shows the male empowerment that is seen by companies and how they can be attracted towards a product.
5) How did the representation of women change in the 1970s?
The representation of women changed in the 70's when there was a new idea in place of men having the power to look upon women how they wanted to, the idea to advertisers to use women to appeal to them was seen as a way to market to them.
6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?
This is due to the deconstruction of an advert that was done in which was concluded that the woman is shown confidently stepping forward in a office but is not working rather the men who are working are looking at her being distracted by their work. Suggesting that women are the man's biggest distraction and that they may not be suitable for office work.
7) What does Barthel suggest regarding advertising and male power?
Barthel suggests that women in the modern day are able to bypass these walls being set by society without offending the male counterpart, as there is no difference happening genetically but only the change of people and their attitudes to one another and their views.
1) What was the Protein World 'Beach Bodies' campaign?
The campaign was to promote weight loss and a healthy lifestyle.
2) Why was it controversial?
Because the figure that is shown and promoted was very sexualized and was not a realistic target for women, furthermore the advert was also body shaming as the figure shown was made to seem like the perfect, ideal way a woman should look.3) What did the adverts suggest to audiences?
The advert suggested that you had to look a certain way to be classed as healthy and beautiful, also it suggests that you have to look like a model to be valued.4) How did some audiences react?
Audiences reacted negatively and were outraged and wanted the advert to be taken down.5) What was the Dove Real Beauty campaign?
Many people can voice their views and opinions on adverts and can cause big changes to adverts in case they have shown something disrespectful or insensitive.7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
They can show reactions to different things and why people react the way they do to the media.8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
Because the figure that is shown and promoted was very sexualized and was not a realistic target for women, furthermore the advert was also body shaming as the figure shown was made to seem like the perfect, ideal way a woman should look.3) What did the adverts suggest to audiences?
The advert suggested that you had to look a certain way to be classed as healthy and beautiful, also it suggests that you have to look like a model to be valued.4) How did some audiences react?
Audiences reacted negatively and were outraged and wanted the advert to be taken down.5) What was the Dove Real Beauty campaign?
Dove Campaign for Real Beauty – one of the most successful of the digital age. The campaign features real women with real bodies of all races and ages. Dove created an interactive Ad Makeover campaign that put women in charge of the advertisements,
6) How has social media changed the way audiences can interact with advertising campaigns? Many people can voice their views and opinions on adverts and can cause big changes to adverts in case they have shown something disrespectful or insensitive.7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?
They can show reactions to different things and why people react the way they do to the media.8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?
I think the representations have changed a bit as women are a lot more independent and empowered in advertising however there is still a slight imbalance between males and females in the way they are portrayed.
Advertising: persuasive techniques
1) What does John Berger suggest about advertising in ‘Ways of Seeing’?
Berger suggests that our lives without the product being advertised are worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
Berger suggests that our lives without the product being advertised are worse than it actually is, trying to make us feel dissatisfied and the product being advertised will give us a better life.
2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?This is when we subconsciously refer to lifestyles, that we find attractive and we try to make our lives similar to that. This can be linked to repetition as that lifestyle is always on our minds as that is what we are trying to be like.
3) How was Marmite discovered?
Marmite was discovered when a German scientist Justus von Liebig discovered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which I linked to bandwagoning as everyone I did it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign,
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite was discovered when a German scientist Justus von Liebig discovered that the extraction of yeast can be bottled and eaten.
4) Who owns the Marmite brand now?
Marmite was bought by Best Foods in 1998- which is also now owned by Unilever.
5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?
Marmite have used intertextuality by referencing other texts that the audience would be using on a day to day basis, mainly newspapers. Also, they have linked all of the people trying the Marmite test together in the advert, which I linked to bandwagoning as everyone I did it. Also, the use of the words "love" and "hate" are directly linked to their slogan, another technique which referenced constantly throughout the advert in this campaign,
6) What is the difference between popular culture and high culture? How does Marmite play on this?
Marmite play on high culture and popular culture by mixing the two when we see the high brow couple trying what seemed to be a popular product that everyone is trying, which I linked to bandwagoning. Marmite do this by associating it with the likes of the Queen, someone who is evidently quite weel respecting in the British eye, therefore allowing the two cultures to mix.
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?
They position the audience in a position that allows them to display the different opinions of the product, placing them in a place of power as most companies assume that everyone is going to love the product, whereas, in actual fact, Marmite has taken advantage of the hating people of Marmite.
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Narrative in advertising
1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.
It uses Propp's theory of familiar character types portraying each person in the trailer to be a hero and all have their own goal which shows why there dream is harder then others because of the problems they have to deal with. Also Jonah Sachs narrative in adverts shows if a advert has a story
2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
The advert uses celebrities and less well-known people to create short stories in the advert to engage with the audience, they may find it easier to relate to someone of their standard instead of just being influenced by just celebrities. Obviously, the celebrities are used in this advert to promote the brand
3) Read this AdWeek feature and interview on the Nike London advert.[Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
It uses Propp's theory of familiar character types portraying each person in the trailer to be a hero and all have their own goal which shows why there dream is harder then others because of the problems they have to deal with. Also Jonah Sachs narrative in adverts shows if a advert has a story
2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?
The advert uses celebrities and less well-known people to create short stories in the advert to engage with the audience, they may find it easier to relate to someone of their standard instead of just being influenced by just celebrities. Obviously, the celebrities are used in this advert to promote the brand
3) Read this AdWeek feature and interview on the Nike London advert.[Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?
4) What representation of London does the advert offer?
It represents London as divided due to the fact of the many races and cultures shown. Also represents the people as hard working as they show off their struggles they go through on a daily basis.
5) Why might this advert appeal to an audience?
It would appeal to the young audience because it is Nike and it’s more of a sports ware for younger people and the people in the advert are younger people so it’s more easier for younger audiences to relate to them.
It represents London as divided due to the fact of the many races and cultures shown. Also represents the people as hard working as they show off their struggles they go through on a daily basis.
5) Why might this advert appeal to an audience?
It would appeal to the young audience because it is Nike and it’s more of a sports ware for younger people and the people in the advert are younger people so it’s more easier for younger audiences to relate to them.
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