Media blog 1 -Mr Bush

Gender, identity and advertising: blog task 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? "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." "masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, need for advice, and the problems of masculinity" these ideals can be link to the CSP's as the ideals of a low-status worker and submissive, fragile etc.. is reinforced in the score hair product as the women presented are seen as worshipping the older male figure and are seen as slave like objects that wait on the men hand and foot. however in the "That Boss Life" , as guantlett said, this view of weak women "

 Score hair cream 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? the adverts in the 1960's focused on humour, irony and honesty to engage their consumers instead of the marketing aspect of things. The score hair cream reflects this as we see an older men being carried by young women in a jungle in which the women are barely wearing any clothes. 2) What representations of women were found in post-war British advertising campaigns? women were supposed to be at home , being domestic and serve their husbands and cook , look after children etc.. aswell as maintain a beautiful appearance 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image? the text on the advert "get what you have always wanted"- has sexual connotations which is reinforced by the interactions of the characters on the image, also it plays on a hunters language  the

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?  Advertisements use the idea people have of themselves as always needing improvement in order to sell us products to better our lives  2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? Psychologists suggest that consumers see the better and new/improved version of themselves in the product that is being advertised to them. Persuasive techniques such as emotional appeal could link to this . 3) How was Marmite discovered? Marmite was discovered as it was the by product yeast needed for paste supplied by a brewery  4) Who owns the Marmite brand now? Unilever 5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to? marmite has used intertexuality to broaden and popularize the product. Some other media products used to promote marmite include: Zippy from the children’s television

1)How does Mistry suggest advertising has changed since the mid-1990s? mistry suggests that we have moved on ,in the 90's,  from an ambiguous way of advertising/representation to a more androgynous and less gender conforming one.   2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? -men are the only ones who can provide any sort a pleasure in a women. - women were useless without a male figure. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? makeup and "looking nice" introduced the enhancement of a 'male gaze' and women were alot more sexualised and seen as sex objects.  4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura mulvey came up the idea of a 'male gaze' which suggested that women were seen purely through a sexual viewpoint to purely pleasure men. 5) How did the representation of women change in

1) How does the advert use narrative?  the advertisement uses narratives that all connect together. The narrative suggests that London has a lot of diversity. Diversity is a topic closely linked to Nike as they promote a lot of it through their adverts and products 2) How does the advert use celebrities and less well-known people to create stories in the advert?] The use of celebrities make the advert popular , but the fact of the use of less well known people suggests that Nike wants to show that not only celebrities can wear their products but also normal everyday people can too the use of less well known people allows an element of realism to be introduced and the audiences can feel welcomed  3) How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience? the advert uses multiple camera angles such as hand held shots, low and high angle shots to create a huge sense of realism aswell w