Advertising and Marketing index


  1. Introduction: narrative in advertising
  2. Advertising: persuasive techniques
  3. Advertising: the representation of women in advertising
  4. Advertising: Score case study and wider reading
  5. Advertising: Maybelline case study and wider reading
  6. Advertising: Gauntlett - Media, Gender and Identity reading and questions

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Advertising: Score case study and wider reading

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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 men and wo
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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
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MIGRAIN: Reading an image

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1) Analyse this RBK 50 Cent advert using the key media language you learned today: denotation, connotation, colour, pose, framing, composition, size, type of shot, subject matter, setting, lighting. This advert consists of two images; the first one being an image of a black male rapper, '50 Cent' who is wearing a hat slanted to the side, a chain and a vest top, which are items that you would typically associate with 'gangsters' and criminals. The message that Reebok are trying to denote to the audience with the use the quote is that there is no second chance, so give everyday 100% because there may not be a tomorrow. Also that they are trying to help people who are involved in gangs, turn their life around and make a better life for themselves. However, the audience can connate this advert completely differently; the use of a rapper who has previously been associated with crime and the second image of fingerprints could suggest to the audience that Reebok
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