Dishant Media 1 Blog (exam)

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

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? One of the examples which Guantlett provides for a "decline of tradition" is that there is now a chance that " masculinity in (possible) crisis".  He suggests that " 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." and is effectively showing that the world is changing from a traditional world, however this may sound like a bad thing when you first hear "decline of tradition" but I think that it is quite the opposite as he views the traditional opinions to be very narrow minded and suggests there is a positive change arising. We can link this to our CSP's as the first one being the score cream advert is shown to have much more traditional value

'That Boss Life' close textual analysis 1) Narrative & genre: narrative theory and sub-genre 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 transported to a new place it seems to be when they put on the mascara. propp's heros - The youtube stars are out heros and the women in the cab is the "princess" or the "damsel in distress" Action codes are that they know that they are going to apply the product to their lashes, where they have a shot of the lashes. The enigma codes are that we don't know exactly what is in the case when it is glowing on their face. 2) Cinematography: camera shots and movement Extreme Close Up of the eye as they are putting on the make up- convention of cosmetics adverts. There are repeated shots of the product which creates brand recognition. Tracking shots are used to focus on the pr

1) What year was the advert produced and why is the historical context important? The advert was produced in the 1960s and has very important historical context as it shows the different beliefs of what we have today and shows clear sexism and is a representation of how many other advertisements of this time were and what they represented. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? There is a jungle background and setting and shows the male being carried, which implies he is in a position of power and suggests that he is perhaps the predator in this situation or could even be represented as the king of the jungle. The male is fully dressed, where as the women are dressed in a very revealing way, which suggests that they are there for the male gaze and shows how men were not the ones which were objectified in this time and the female was there simply for people to look at, particularly ma

1)How does this advert persuade the audience to buy the product? It shows it as a necessary product and uses product inadequacy as it shows the product being advertised on the posters as well and implies that it can solve your problems. 2)How does this advert persuade the audience to buy the product? Repetition – they show many images of the product. Bandwagon - they suggest that everyone is buying it by making it very casual and promoting it on the walls of the advert and have some customers enjoying it. 3) Which of the persuasive techniques can you spot? • Slogan * • Repetition * • Bandwagon * • Testimonial/association • Emotional appeal • Expert opinion  

1) In contemporary 21 st century western media, are women still conforming to the ‘media-created woman’ for a man’s pleasure? I think that in contemporary 21st century western media women are no longer just conforming to the "media created women" for a mans pleasure as I think that things such as social media have changed how people represent themselves and people are almost competing with each other. I think that it now means that men also use social media in the same way and everyone is posting to hope that some certain people view their post as well but I don't think that this is a one way thing where only women conform to a certain way.   2) How were women represented in advertising in the 1950s? The 1970s? The 1990s? I think that women were shown to be more like possessions in the 1950s, as they are shown serving the male, and in the later years they are not seen as possessions as much however they are still clearly attempting to potentially make them more

1) How does Mistry suggest advertising has changed since the mid-1990s? She suggests that gender roles in advertising aren't as fixed as they once were back in the day in advertising, as in todays day and age there are many different things to the traditional times and things such as homosexuality are not made as deliberately obvious in such a way that they are shown to be extremely camp deliberately and often show a range of how people actually are and no the stereotypes of people. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? One of the main stereotypes in advertising in the 1940s and 1950s was the idea of masculinity being superior to femininity. This was seen as the norm for a very long time, of course there was eventually an uprising from women as they noticed this difference of gender roles in advertising. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? The incre