Learner Response Advertising assessment

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 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

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