Chandni's media blog 1

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? Sexism in 1960s advertising was on a much greater scale – and continued this way for many years after. As Breena Fain argues (tintup. com) with adverts speaking to a woman’s inability to open a bottle of ketchup, it’s shocking any purchases were made in the 1960s until you consider that women earned far less than men. It is clearly the male breadwinner who was the target audience for these advertisements. 2) What representations of women were found in post-war British advertising campaigns? In the UK, advertising in the post-war period was characterised by campaigns that very effectively reinforced that idea that a woman’s the e was in the home. Ironically, during the Second World War, propaganda posters had convinced women that their place was on farms and in factories while the men were away fighting. * 3) Conduct your own semiotic analysis of the Score hair cream a...

1) What examples does Gauntlett provide of the "decline of tradition"? 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. Meanwhile, the 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. 2) How does Gauntlett suggest the media influences the way we construct our own identities? Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance' . 3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values? In the past, the audience was more conservatives and did not support or were not open to homosexuality however younger audience are more open. 4) Why does Gauntlett suggest that masculin...

1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid-1990s, advertising has increasingly employed images in which the gender and sexual orientation of the subject(s) are markedly (and purposefully) ambiguous. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?  Looking at women's magazines in the 1950s, Betty Friedan (1963) claims this led to the creation of the 'feminine mystique': 'the highest value and the only real commitment for women lies in the fulfilment of their own femininity. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? There was also a second major area of expansion in production/consumption - clothes and make-up - which led to women being increasingly portrayed as decorative (empty) objects 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey's (1975) theory o...

1) Type up your feedback in  full  (you don't need to write the mark and grade if you want to keep this confidential). WWW Very good knowledge and understanding of media theories and ability to explore language media products and how they create meanings to audience EBI Refer more to other campaigns and the Carolina Herrera when you are answering Q2. you do well to explain what the theorist believe but how does this relate to the media product and others. 12/20 c 2) Read  the mark scheme for this assessment  carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you  didn't achieve full marks  in a question, write a bullet point on what you may have missed. Question 5/8 Butler’s theory that gender is “a performance” – a pattern of repeated acts or rituals. Here, the expectation that women should be ‘good girls’ while men are allowed to be ‘bad boys’ reinforces the restrictive gender rol...

1) What does John Berger suggest about advertising in ‘Ways of Seeing’? Publicity is always about the future  buyer. It offers him an image of himself  made glamorous by the product or  opportunity it is trying to sell. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? Psychologists in the field call this referencing.  We refer, either knowingly or subconsciously, to lifestyles represented to us (through the media or  in real life) that we find attractive. 3) How was Marmite discovered? The product that was to become Marmite was invented  in the late 19th century when German scientist Justus von  Liebig discovered that brewer’s yeast could be concentrated,  bottled and eaten.  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? These adverts  continued th...