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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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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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Advertising: Persuasive techniques

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 this idea to? Psychologists in the field call this referencing.  We refe
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