Skip to main content

Gender, identity and advertising: blog task

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 "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett has discussed. This depiction of males is still seen to be circulated in mainstream and popular media. Men are still seen to be sexualised and portrayed to be dominant in order to attract the attention of the audiences. 

 Advertising has changed its approach to how they depict men and women. In most adverts, the ideology of girl power is being shown. An example of this is many dove adverts. however, the sexualisation of women is still seen in some mainstream media. 

I agree with the statement that younger generations are not threatened by traditional gender roles and are comfortable with social change. Younger generations are more exposed to new lifestyles through media, which makes them, considerably, more open-minded compared to people from older generations who are seen as conservative and traditional. 


Gauntlettprovides examples of changing nature of gender in society, these consist of: 

  • Impulse deodorant 
  • CK one fragrance
  • Kronenbourg lager




Advertising is a good example of 'Contradictory elements' that was discussed by the gauntlet. Modern media challenges certain stereotypes and gender roles through advertising. Women empowerment is often seen in some adverts which is very beneficial for progressing the feminist movement. However, advertising is also seen to reinforce stereotypes and gender roles by sexualising both men and women. 


Ultimately, I believe that the media certainly reinforces changing attitudes towards gender and sexuality. In recent years, the mindset of people towards different sexualities and genders have become more positive and accepting. This has been illustrated through modern media as we see many media products that represent different sexualities and genders.

Comments

Post a Comment

Popular posts from this blog

Advertising: Score Hair Cream advert 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 se...
Post a Comment
Read more

My Media Consumption.

My media consumption. Newspapers I do not read newspapers regularly. When I do, I turn to the pages that are featured n the front cover. I usually do not read sections that include the UK government. I usually read stories about crime or tragedies, I find it very interesting and I get engaged in the stories. The newspapers I read are usually free ones that you can pick up. I do not look for online versions of newspapers online.  Magazines I do not buy magazines regularly. The last time I bought a magazine for myself was over 2 years ago. However, I have read magazines that my mum has brought home. When I would read them, I would read the celebrity section or news section. I don't usually avoid sections.  Television I do not watch television often but if I do, I would only spend 10.5 hours a week and 1.5 hours a day watching it This is because the only time I watch it is at dinner time with the family; which is usually around 5;30/6 pm. I rarely watch TV alone. The best program...
Post a Comment
Read more

Magazine practical production: tasks

Magazine practical production: tasks Research The main branding logo is written in a san serif font to make it seem as if it is almost hand written. However, the cover lines are written in a serif font to portray the magazine as more sophisticated. In Allure magazines, the brand logo colour typically matches the models clothing or the background and i will incorporate that in my final piece  Planning 1) On a Word or Google document, plan your  main cover line  (also called the 'main flash') - this is the main cover story that links to your central image. Main cover line:  The Best of Beauty  The Beauty of Diversity  The Hair issue  Image plan: Model: Rhea Vagarwal  Costume: high turtle neck with necklace  Makeup: full coverage makeup  Lighting: natural day light Coverlines:  Tips for glowing skin  Makeup above the mask  10 things to do to keep glowy  Photoshoot Date: 7/05/21 Time: after school  Model: Rhea Vagarw...
Post a Comment
Read more