Advertising: Gauntlett - Gender, identity and advertising
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 and sex. This means that the media provides certain tools and utensils that we can use and apply to ourselves as the uses and gratification theory may also suggest that we are able to build a personal identity and relationships.
3) The score hair cream advert and the Maybelline advert reflect the generational differences as Gauntlett suggests by some people having more of traditional view of these adverts and some people having more of a liberated view. the score hair cream advert presents us the ideology that men are seen as more dominant and they have all the power through this product to achieve such escapism therefore this means that men will have more of a narrow minded view of certain things than young women. This is because the media is trying to disseminate modern values but because there is more of a opposition from women than men a generational gap is reinforced.
4)The role models Shayla and Manny are good role models because their identity, attitudes and behaviour is something that the audience does not expect which means it is opposite to what individuals actually are. This helps shape a personal identity for individuals and gives hope to what they want to do does not always have to fit in with society so these role models provide a steer to their own personal routes for life.
5)The score hair cream advert provides a good example of masculinity because it reinforces a dominant representation of a man being above all especially women in this scenario providing a ideology that males are more in control over women. It represents traditional values as he is being held and women are looking up towards him. This can link to masculinity being a crisis because this advert is reinforcing these values upon men so there is a strong stigma attached to what expectations are held of men as there is roles they have to fulfil to fit into society and he suggests that masculinity is a social construct.
6)David Gauntlett argues that masculinity is not a crisis and this can be linked to the maybelline advert because Manny has reinforced a different construct of masculinity by reinforcing a image of a gay male which means that there are certain things that suggest masculinity is transforming and not always a construct of society as a result.
7)I believe that advertising reinforces the conventionally, rugged, super independent, extra strong Macho man only to some extent because even though alternative representations of men are being made there is still a traditional culture that males inhabit. However, there are arguments that may suggest that now masculinity is less of a pressure in the male identity as males are seen as doing things that you would not expect like the gay male representation that Manny presents in the maybelline advert.
8) Advertising is providing ideas that support girl power to some extent as girls are shown as independent and strong as Gauntlett suggests that women are shown as strong and powerful whilst they have make up on which may also contradict the real confidence of women that is actually being portrayed. Angela Mcrobbie also highlights the fact there is a 'dynamic of generational antagonism which has been overlooked by professional feminists' which alludes to the fact that there is a opposition to how women were initially represented.
9)I agree with Gauntlett that now there is more gender fluidity between cultures because there is less pressure put upon males and females to fit into the societal construct. This is because the internet is helping to diversify these changes as people now negotiate amongst them. There may be representations that have not changed but the majority of them have as Gauntlett claims as a result there is more complex and broad positive role models.
10)The maybelline advert links to Gauntlett's notion of diversity within sexuality because Manny Gutierrez is presented as a Gay male and reinforces his sexuality as not conforming to the specific gender roles and Gauntlett suggests that now there is more tolerance of this than before. This is because of the media helping to bring out the different sexuality.
11)The examples that Gauntlett provides for the changing nature of gender in society is that the different adverts for example the CK fragrance for man and women and kronenbourg which go against these heterosexual ideas of gender by emphasising the androgynous characteristics.
12)The maybelline advert can be linked with Judith butlers idea of gender being replaced with multiple forms of identity because in this advert Manny Gutierrez is portrayed as a male who puts on make up and is gay allowing audiences to get a different construct of masculinity. The liberated forms of identity challenges the traditional understandings of gender as a result of this.
13)The close study products of the maybelline advert and score hair cream has suggested that power has moved from the media to audiences because audiences can have their own say because the internet is allowing them to choose what audiences are able to support what they want to. The maybelline advert has become popular because of Manny Gutierrez and shayla having a good amount of popularity in fan following.
14) Advertising is a good example of contradictory elements because the media may be providing challenges to certain stereotypes but the audiences are able to have their say which means that neither are that powerful but are allowed to have their opinion about certain things. There are challenges to the stereotypes because no there is no reinforcement of the construction of identity but its more liberated as a result it provides more of a indistinct image.
15)Both adverts provide changes in attitudes in gender and sexuality because the two adverts show a great difference in how gender used to be constructed and how it has changed. This is conveyed as the before there was a strong enforcement on gender roles as the score hair cream highlights as there is more of a traditional image of the male being shown as dominant and the girls carrying him. However now as time has developed there is more open opinion of identity and sexuality as Manny Gutierrez is conveying in the advert there is a transformation to a significant extent as he is shown to be putting on make up and not conforming to the traditional notion of masculinity.
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 and sex. This means that the media provides certain tools and utensils that we can use and apply to ourselves as the uses and gratification theory may also suggest that we are able to build a personal identity and relationships.
3) The score hair cream advert and the Maybelline advert reflect the generational differences as Gauntlett suggests by some people having more of traditional view of these adverts and some people having more of a liberated view. the score hair cream advert presents us the ideology that men are seen as more dominant and they have all the power through this product to achieve such escapism therefore this means that men will have more of a narrow minded view of certain things than young women. This is because the media is trying to disseminate modern values but because there is more of a opposition from women than men a generational gap is reinforced.
4)The role models Shayla and Manny are good role models because their identity, attitudes and behaviour is something that the audience does not expect which means it is opposite to what individuals actually are. This helps shape a personal identity for individuals and gives hope to what they want to do does not always have to fit in with society so these role models provide a steer to their own personal routes for life.
5)The score hair cream advert provides a good example of masculinity because it reinforces a dominant representation of a man being above all especially women in this scenario providing a ideology that males are more in control over women. It represents traditional values as he is being held and women are looking up towards him. This can link to masculinity being a crisis because this advert is reinforcing these values upon men so there is a strong stigma attached to what expectations are held of men as there is roles they have to fulfil to fit into society and he suggests that masculinity is a social construct.
6)David Gauntlett argues that masculinity is not a crisis and this can be linked to the maybelline advert because Manny has reinforced a different construct of masculinity by reinforcing a image of a gay male which means that there are certain things that suggest masculinity is transforming and not always a construct of society as a result.
7)I believe that advertising reinforces the conventionally, rugged, super independent, extra strong Macho man only to some extent because even though alternative representations of men are being made there is still a traditional culture that males inhabit. However, there are arguments that may suggest that now masculinity is less of a pressure in the male identity as males are seen as doing things that you would not expect like the gay male representation that Manny presents in the maybelline advert.
8) Advertising is providing ideas that support girl power to some extent as girls are shown as independent and strong as Gauntlett suggests that women are shown as strong and powerful whilst they have make up on which may also contradict the real confidence of women that is actually being portrayed. Angela Mcrobbie also highlights the fact there is a 'dynamic of generational antagonism which has been overlooked by professional feminists' which alludes to the fact that there is a opposition to how women were initially represented.
9)I agree with Gauntlett that now there is more gender fluidity between cultures because there is less pressure put upon males and females to fit into the societal construct. This is because the internet is helping to diversify these changes as people now negotiate amongst them. There may be representations that have not changed but the majority of them have as Gauntlett claims as a result there is more complex and broad positive role models.
10)The maybelline advert links to Gauntlett's notion of diversity within sexuality because Manny Gutierrez is presented as a Gay male and reinforces his sexuality as not conforming to the specific gender roles and Gauntlett suggests that now there is more tolerance of this than before. This is because of the media helping to bring out the different sexuality.
11)The examples that Gauntlett provides for the changing nature of gender in society is that the different adverts for example the CK fragrance for man and women and kronenbourg which go against these heterosexual ideas of gender by emphasising the androgynous characteristics.
12)The maybelline advert can be linked with Judith butlers idea of gender being replaced with multiple forms of identity because in this advert Manny Gutierrez is portrayed as a male who puts on make up and is gay allowing audiences to get a different construct of masculinity. The liberated forms of identity challenges the traditional understandings of gender as a result of this.
13)The close study products of the maybelline advert and score hair cream has suggested that power has moved from the media to audiences because audiences can have their own say because the internet is allowing them to choose what audiences are able to support what they want to. The maybelline advert has become popular because of Manny Gutierrez and shayla having a good amount of popularity in fan following.
14) Advertising is a good example of contradictory elements because the media may be providing challenges to certain stereotypes but the audiences are able to have their say which means that neither are that powerful but are allowed to have their opinion about certain things. There are challenges to the stereotypes because no there is no reinforcement of the construction of identity but its more liberated as a result it provides more of a indistinct image.
15)Both adverts provide changes in attitudes in gender and sexuality because the two adverts show a great difference in how gender used to be constructed and how it has changed. This is conveyed as the before there was a strong enforcement on gender roles as the score hair cream highlights as there is more of a traditional image of the male being shown as dominant and the girls carrying him. However now as time has developed there is more open opinion of identity and sexuality as Manny Gutierrez is conveying in the advert there is a transformation to a significant extent as he is shown to be putting on make up and not conforming to the traditional notion of masculinity.
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