Advertising: Narrative in advertising - Media Catch Up

1) How do the representations in Figure 1 position the audience to desire the Patek Phillipe watch?

The representations in figure 1 position the audience to desire the watches produced by Patek Phillippe as they are promoted as long lasted, which shows that they are of high building quality. The quote written at the bottom is "you never actually own a Patek Phillepe" which questions the audience as people would wonder what they mean as most people would begin to think that this is some sort of scam, however they turn this all around in the next line which is bellow it, which says "You merely look after it for the next generation" which shows off the build quality of the product and is suggesting that it will last such a long time due to the quality of the watch but also suggests that it will stay in style from generation to generations. I think that they display a father with his child on a boat as this instantly would suggest that they are a nice father and son and they are bonding and spending quality time together on this boat as in films and TV shows this is what is shown to us to be a family activity which is often carried out by father and son.

2) How are representations of masculinity shaped by cultural and historical contexts?

Representations of masculinity are shaped by cultural and historical contexts are very different as in the first advert it shows a very sexist image which shows the views of people in the 1960's and shows a bunch of women admiring and looking up to this man who they are carrying and trying to touch. It suggests that they are admiring him because of this hair cream, however in modern society there is many different situations which could be played out in today's day.

Honda advert 1967

The Honda advert uses narrative to communicate a message as it shows the female on the males bike and we can tell that it is his bike as he is wearing the helmet. It shows the man to be very surprised that she is sitting on his bike and I think that Honda are suggesting that the reason she is with him and is sitting on his bike is because it is a new Honda bike. 

The adverts reflect the social context of their time as it shows many bright colours and shows things which would have attracted people to buy these things as it would be trendy. 

The representations shown in the advert is that men were more dominant in the time as it is historical, which shows that the man is the one who is driving the vehicle, however it shows him being attracted to her which may be showing a change in the gender equality of this time.


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