Savannah's A-Level Media Blog - Exam

  Advertising and Marketing index 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

  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 in th

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 the "co

The representation of women in advertising Mistry suggests that advertising has changed since the mid-1990s. Over recent years, there has been an increase in advertising that includes gender and sexual orientation that is marked as ambiguous. She also suggests that there is an increase in the number of homosexual adverts and images. A plethora of stereotypes are seen in advertising in the 1940s and 1950s, these stereotypes consist of:  Women are required to stay at home  Its the woman's responsibility to look after the children Its a woman's responsibility to serve men  Clothes and makeup have a large influence on the representations of women. The accessive amount of makeup along with the minimal and revealing clothing objectifies women. This materialization of women demonstrates women as being a prop or an accessory in the advertising. The theory of the 'Male gaze' was created by Laura Mulvey. Mulvey suggests that many ways that media products are made are strategicall