Shania Media 1 - Mr Halsey

Introduction: narrative in advertising Advertising: persuasive techniques Advertising: the representation of women in advertising Advertising: Score case study and wider reading Advertising: Maybelline case study and wider reading Advertising: Gauntlett - Media, Gender and Identity reading and questions

Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. If you can't access David Gauntlett's website, the text is  also available here . 1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea? The traditional role of women as housewives or low-status workers has been overtaken by 'girl power' icons (spice girls). Score portrays the more patriarchal role, the traditional role of a man dominating the women or owning her by attraction has been thrown out by modern day representations of gender in the Maybelline advert. Manny Gutierrez, is the modern representation of how gender identity in society has changed and become more acc...

Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context. Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each: 1.  Narrative & genre: narrative theory and sub-genre Sub-genre: Romance (man and women starring in the advert) Jumping on the bed (defies the traditional scenes of sex) 2. Cinematography: camera shots and movement Close up of an eye and mascara to advertise the product Conventions of beauty blogging advertising because fans would be used to seeing them on a screen as that is their daily job 3.  Mise-en-scene: costume & props Colour scheme: mainly gold – prestigious, simplistic, luxury. Big change in terms of scenery and clothing after they put on the mascara Has a lot of luggage at the beginning which could connote they are going to a lot...

Score hair cream advert Answer the following questions to ensure you have a comprehensive textual analysis of the Score hair cream advert: 1) What year was the advert produced and why is the historical context important? The year that the advert was  produced in was 1967; its historical context is important because it is important we understand how gender roles and sexuality has adapted and slowly changed over the years up until the 21st century.  1967 can be seen as a period of change in the UK with legislation on (and changing attitudes to) the role of women – and men – in society. Produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act, the representation of gender could be read as signalling more anxiety than might first appear. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? Costumes: As you can see from the image, the m...

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll find  our Media Magazine archive here . Answer the following questions on your blog: 1) What does John Berger suggest about advertising in ‘Ways of Seeing  life'? ‘ All  publicity works on anxiety’ suggested John Berger  in his seminal book Ways of Seeing (1972).  Advertising offers us an improved version of  ourselves, whether we are male or female:  Publicity is always about the future  buyer. It offers him an image of himself  made glamorous by the product or  opportunity it is trying to sell. The image  then makes him envious of himself as he might  be. The spectator-buyer is meant to envy  herself as she will become if she buys the product.  She is meant to imagine herself transformed by  the product into an object of envy for others. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link th...

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 Todorov: The equilibrium here would be everyone just going about their daily lives. An example would be the boxer at 55 seconds. The disequilibrium then comes into play when she says that she has to fight her whole family. The new equilibrium would be the next person who has to say things about their problems and what they have to do to solve them. The narrative here is used to hook the audience to see the new equilibrium of the last person after being caught up in many narratives in 3 minutes. Propp: The hero here would be Nike, the brand gives empowerment to individuals who need them. The princess would be the person talking about what they have to do or telling their stories such as the person trying to make it being a professional footballer. The villain here would be the obstacles and the other people h...