Learner Response Advertising assessment

-

 1) WWW: Well expressed with good use of terminology

EBI: Needs to be much more developed with more examples and information- Another page

2)

  1. Black tie as a phallic object-Mulvey. Snatched like a paparazzi shot (intertextuality)
  2. Diamonds advert: Representation of female desire arguably reflects female empowerment (Third-wave feminism) Score hair cream: Aggressively heterosexual representation perhaps showing male insecurity in light of the decriminalisation of homosexuality 1967.
  3. Gutierrez a digital influencer was selected due to his popularity this shows that at least the younger generation identities are becoming far more fluid then they once were. Identity is now a culture war (Left vs right) so it could be argued that an acceptance of liberal and fluid identities is still some way off.
3) For question 1 I could have talked about the Kilbourne's analysis of women in advertising as the female actors costume/clothing is barely visible and theirs a heavily made up face (Photoshop)

4) For question 2 I could have used Judith Butler's theory of gender performance as dominant/submissive views gender roles are being reinforced in the construction of this advert.

5) The 20 marker statement: "David Gauntlett has argued that identities are becoming more fluid, driven in part by a socially mass media" Two points in favour of this idea are

  • Van Zoonen argues that gender and the media is a process of negotiation. It is part of social discourse. This supports the idea of change and identities becoming more fluid.
  • The fact that so many companies are socially liberal companies demonstrates that companies see the future.
Two arguements against this idea are:
  • Despite some high profile exceptions (Gillette or Lynx), there are perhaps a lack of major advertising campaigns calling that seek to explicitly call out/challenge the traditional masculine stereotypes. Although it isn't as explicit today the media still largely reinforces restrictive gender stereotypes
  • Van Zoonen argues that media language constructs and that this largely reinforces traditional gender stereotypes. This suggests gender identities are still largely restrictive and not as fluid as Gauntlett may suggest

Comments

Post a Comment

Popular posts from this blog

Henry Jenkins: Fandom

-
Fact-sheet#107 Fandom 1) A fan is a person who has a devotion to a media text that goes beyond simply consuming the text that they consumed. Matt Hill believes it becomes a part of someones identity much like gender, class and age. 2) The different types of fans that are identified by the extract are: Hardcore/true Fan : They identify themselves as the "insiders" within any fandom. They spend a lot of time and often money in becoming hardcore fans. Newbie : These are new fans of a media text and don't have the same devotion as a hardcore fan. They are seen as the "out-group" within any fandom. Anti-fan : Those who identify with a media text but in a negative light instead. Unlike hardcore fans they form they're relationship with a media text at a distance rather then a close reading. Hill argues that the anti fan views a negative stereotype of a genre or text ("People who watch horrors are sick") 3) A fandom is typically a group of people fascinate
Read more

Oh Comely-Audience

-
 1) Oh Comely was started by three friends at Oxford University. They wanted to create the antidote to the women's magazines on the market. Iceberg press owns Oh Comely and they are an independent publishing company. 2) They're print circulation is around 10,000 copies and they have 30,000 subscribers. 3) The editor, Alice Snape, characterises the average Oh Comely reader as 18-35 year old creative, intelligent women who may or may not be settled into they're careers and are looking for inspiration from other women. 4) The magazines design reflects its words, Its clean and minimal layout allows its words to shine and be the main focus for they're readers. They don't use any photoshopping of they're photos to keep everything natural. 5) At Oh Comelys core they're a team of four women who all work part time on the magazine. However they also work with freelancers who are both women and men. They aim to make a magazine for women and made by women. Also they'
Read more

Mens health magazine industry

-
 1) Hearst communications is a multinational mass media and business conglomerate that owns several assets like Magazines (Men's health, Esquire etc), Newspapers (The Hour) and broadcasting networks (ESPN inc). Its based in the Hearst Tower in midtown Manhattan.  2) Hearst owns several assets within industries like Magazines (Men's health, Esquire etc), Newspapers (The Hour) and broadcasting networks (ESPN inc) 3) In 2019 the global revenue for Hearst communications was 11.4B. 4) Some of the other magazine brands that Hearst UK owns are: Cosmopolitan, Digital spy, Elle, Delish, Womens Health and several others. Interview 1) James Wildman's plan for Hearst UK is to grow share in print to stem decline, accelerate growth in digital, diversify revenues through events and partnerships and look at acquisitions. 2) The percentage of ad decline consumer magazines are facing is more then 10%. 3) Wildman thinks that premium content and paywalls need to be redesigned in some way.  4)
Read more