Media Blog 1 - Mr Bush

1) The examples that Gauntlett provides of the ''decline in tradition'' as the traditional view of women has changed and now women are seen as being independent and assertive as a result of more opportunities in jobs and there is no expectation of them staying at home and cooking and cleaning. he claims that now icons of girl power are being seen which highlight the fact that there is greater diversity and a alternative is seen as a result. This can link to the Maybelline advert as there is a different view of masculinity and Manny Mua is presented with make up on and constructs a different view of masculinity identity. This could link to the score hair cream advert because women are shown in more of a sexual way making them seem more assertive about what they have. 2) Gauntlett suggests that the media helps influence and construct our identity by providing us with information that is not talked about that much in reality. These may be things like gender, relationships

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) 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. It shows the problems people in London face when it comes to sport. Action codes are used with the sporting equipment. It also uses props character types, where everyone is seem somewhat as a hero. Also a villain character is suggested in the "Peckham" segment of the ad where you have the bike enthusiasts questionably harassing the girl. There is no new equilibrium, but there's constant disruption in every new scene.  2) Read this  BBC feature on some of the people in the advert . How does the advert use celebrities and less well-known people to create stories in the advert? It's for younger audiences to be able to feel a more direct appeal towards the advert. The use of celebrity endorsement, especially the younger ones who feel excitement when seeing their favourite rapper/celeb. It also includes less

1) Narrative & genre: narrative theory and sub-genre 2) Cinematography: camera shots and movement 3) Mise-en-scene: costume & props 4) Mise-en-scene: actors, setting, lighting and colour 5) Editing: pace, transitions and visual effects 6) Graphics: text/graphics on screen 7) Sound: dialogue, music and sound effects Maybelline 'That Boss Life': wider reading Read the following articles on this campaign: Glamour:  Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal Your Story:  Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand Adweek:  Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star Complete the following questions/tasks: 1) Why was this campaign such a landmark for beauty product advertising? 2) What do the articles suggest regarding the changing representation of sexuality and masculinity? 3) Read this WWD article:  Maybelline Taps Digital Makeup Influencers for New Mascara Ca

1) What year was the advert produced and why is the historical context important? The score advert was produced in 1967 and this time was period of change with th e  role of women  in society, the advert may refer to a time that is fearful of change and is attempting to reinforce the  typical stereotypes . One may also infer that due to colonies gaining independence, the Score advert may allude to  imperialist traits , such as the exotic location and the notion of conquering a particular piece of land, or in this case a woman. A case of 'lost empire complex.' 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? The man's clothing suggests he is a hunter, or possibly a predator for the women. This is reinforced by the positioning of the women and the man, this indicates the  power dynamic  at play as the women are below the man and are even carrying the man. This shows the  male dominance

1) How does Mistry suggest advertising has changed since the mid-1990s? Women where used to advertise many products, explicitly using their bodies as means of getting the product across to men 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? House wife stereotypes emerged due to the economic boom and an increase in house hold products, which lead to advertisers targeting women in particular as they where assumed to be the ones who'd buy these products. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? Women where then shown with make-up and the sense of clothing also changed, this further objectified women to the point of being purely sex objects.  4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey came up with the idea of a "Male Gaze", and it refers to the objectification of women in advertisement as they began bei