Savannah's A-Level Media Blog - Exam

Advertising 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). David Gauntlett has argued against the ideas that masculinity is in crisis. He believes that masculinity is more of a social construct than nature. Instead of viewing the concept of masculinity as something in  extremity, Gauntlet views it as something that goes through the process of change and progression. The varying in generations has an impact on this change which gauntlet often mentions. Generational differences affect the perception of what masculinity truly is;  is shown through the Score hair cream advert and the Maybelline 'That Boss Life' advert.  The Score hair cream advert (1967) is a great example of the per

Advertising and Marketing index My work on advertising and marketing for this month: 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

Blog task: Maybelline 'That Boss Life' case study and wider reading 'That Boss Life' close textual analysis Narrative & genre: narrative theory and sub-genre The advertisement follows a classic cosmetic advert where the main protagonist becomes glamorous and extravagant after using said product. The protagonists in this advert are Manny Gutierrez and Shayla Mitchell. In This advert, manny and Shayla are seen to be getting ready for a night out, that use the Maybelline mascara to achieve their desired 'bossed up' look. In terms of narrative theories, we could apply Propp's character theory to this advert. The Mascara would be seen as the helper as it aids them to reach their goals. In terms of sub-genre, it could be argued that the subgenre for this advert is an adventure. The opening of the suitcase with the bright, gold light reflecting on their faces is similar to scenes of opening a treasure chest in an Indiana Jones movie for example.  Cinematog

Blog task: Score advert and wider reading Media Factsheet - Score hair cream  Advertising techniques changed greatly in the 1960s. Instead of relying on market research, advertising agencies focused more on the creative aspects of advertising. Humour, irony and dramatic visuals were a few new and innovative techniques that agencies incorporated in their advertising, as they believed it would 'win audiences over'. Advertising in the 1960s took on a more realistic look.  This change in advertising techniques is seen in the Score Hair Cream advert as it includes real people, minimal illustrations and dramatic visuals that would appeal to the audience.  In post-war British advertising campaigns, representations of women enforce the idea that a woman's place is to be at home; completing house duties. Setting -  in an exotic jungle which evokes Britains colonial past. Costume -  Safari wear, worn by all characters to emphasise the location that the advertise set in. Women

Gender, identity and advertising: blog task Gauntlett provides different examples of the decline of tradition in his analysis of media, Gender and identity. Gauntlet states that 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. Gauntlett suggests the media influences the way we construct our own identities because the media provides us with tools to shape our identity. Gauntlett suggests that, in regards to generational differences, people born in this generation are more tolerant of homosexuality compared to people born in the first half of the twenty-first century. This is understandable as homosexual couples and same-sex marriages are being represented more frequently in media nowadays. Gauntlett suggests that masculinity is not in crisis and that it is just changing. he also states that masculinity is just all socially constructed. Advertising still reinforces th