Chandni's media blog 1

REPRESENTATION David Gauntlett- The front cover is extremely masculinity, all the aggressive verbs, Vin Diesel looking absolutely hyper masculine, blue black and grey colour scheme very traditional masculine colour. "Slay winter blues, why social's going mental" Relating to mental health- editors letter- talking about achieving happiness- not very hyper masculinity Marathon man feature- Old man read to some extend supports resilience and strength but also suggest an older men dealing with this situation and adjusting with what he can achieve bell hooks- men have unrealstic expections- "slay winter blues" diffrent type of masuclity, achiving happiness is the most imporatnt thing in the editors van Zoonen-  Front cover- Vin Diesel- absolute picture of strenght and power. Air brushed- Vin Diesel is clealy photoshop to ephaisise his physique. Language used . ------------------------------------------------------------------------------------------------------

1)  Advertising: Introduction - narrative in advertising 2)  Advertising: persuasive techniques 3)  Advertising: the representation of women in advertising 4)  Advertising: Gauntlett - Media, Gender and Identity reading and questions 5)  Advertising: Score case study and wider reading 6)  Advertising: Maybelline case study and wider reading 7)  Advertising: Assessment

Assessment David Gauntlett has argued against the idea that masculinity is 'in crisis’. To what extent do you  believe masculinity is 'in crisis'? In your response you should refer to your Advertising and Marketing Close Study Products: the Score  hair cream advert (1967) and the Maybelline ‘That Boss Life’ YouTube advert (2017). [20 marks] Masculinity is not in crisis because now the stereotypes have been subverted between women and men and women are now becoming more powerful and strong and men are becoming more emotional and open. This is a progressive step because of the change in roles people are less restricted now The generational difference between the older generation which prefers men to be masculine by being strong, hardhearted and resilient whereas the new generation believes men can now be vulnerable, caring and elegant. The change between the past and the present can be clearly seen through the Score hair cream advert and the Maybelline "Th

1) Narrative & genre: narrative theory and sub-genre Bell Boy Narrative Seen has on trend with "gender politics" As he isn't represented someone from the outside(not in the beauty influence world) but yet still has a interest in the product as seen later on(subverts classic male stereotypes). The bell boy conforms to traditional beauty standards for the industry and is designed to appeal to a wide female audience there is some potential for him to be objectified flipping the male gaze. Using Propps theory, the mascara is essentially  the hero and is presented as a wand that will fix anything. Th The helpers would be Manny and Shayla and the princess would be the audience. 2) Cinematography: camera shots and movement The extreme close up is very important as it is a key moment where we see "vlog like" transition (can be seen via the slow-motion). This highlights the hybridity of this advert and how different it is to the taboo beauty adverts we normal