Media blog 1 - Mr Halsey

1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea?  one of the examples guantlett provides is that the traditional house wife role or idea has been "kick-boxed out showing that traditional vaules have changed and are not what they once were, we could link this to the maybelline "that boss life" advert with manny and shayla, as the traditional role of the man being very masculine and stern has been stripped and re invented as the views of society have changed, in the advert you initially see, manny guiterezz a famous gay male youtuber, visually excited about a golden suitcase full to the brim with maybellines top brand mascara as him and shayla throw it onto the bed.  Gauntlett suggests that media influences the way we construct our own identities through the use of Magazines, bought on one level for a quick fix of glossy entertainm...

Hypermasculinity in advertising Hyper-masculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality. Advertising in the 1950s-1980s often featured a hyper-masculine representation of men – and some representations in the media today still continue this. Gelfer: Changing masculinity in advertising Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the last 20 years: “Previously, masculinity was mostly presented in one of two ways: either a glamorous James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely thumb.  Thankfully, and somewhat belatedly, things are beginning to change.” (Gelfer, 2017) Gelfer: Five stages of Masculinity Gelfer suggests there are five stages of masculinity...

1) Introduction: narrative in advertising 2) Advertising: persuasive techniques 3) Advertising: the representation of women in advertising 4) Advertising: Score case study and wider reading 5) Advertising: Maybelline case study and wider reading 6) Advertising: Gauntlett - Media, Gender and Identity reading and questions

1) What was the Protein World 'Beach Bodies' campaign? It featured a tanned, blonde female who was marketing supplements for Protein World. The text said 'Are you beach body ready?'. It then showed the supplements to lose weight or look like the model in the ad. These were called, 'the weight loss collection'. 2) Why was it controversial? It was suggesting that women would have to look like the model in the photo. The main argument is that the photo was  body shaming  women and tap into their insecurities to make them feel that they have to buy the supplement to look like this to go to the beach. 3) What did the adverts suggest to audiences? It suggests that it you have to look like the female in the photo to be ready to go to the beach and to have the perfect 'beach body'. It's implying that you have to be thin to go to the beach. 4) How did some audiences react? 71,000 women had signed a petition on change.org for the ASA to take ...

Maybelline 'That Boss Life Pt 1'   The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product. The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars  Manny Gutierrez  and  Shayla Mitchell  means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers.  In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert. Blog task: Maybelline 'That Boss Life' case study and wider reading Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context. 'That Boss Life' close textual analysis Use your notes from class to write about the connotations and representations created by th...

Advertising: Persuasive techniques blog task (MM54 (p62) -  February 24, 2018 1) In 'Ways of Seeing', John Burger suggests  "all publicity works on anxiety" . Berger suggets that advertising makes buyers contemplate their future. It offers them a glamorous image made by the product, the image then makes him envious of what he sees. The buyer is meant to image themselves transformed by the product into an object of envy for others. 2) we create a vision of ourselves living this idealised lifestyle, and then behave in certain ways that help us realise this vision. You could maybe link 'Bandwagon' to this idea. This is because they may see others buying it and aspire to look like them. You could probably link 'Emotional appeal'because it creates strong feelings for the buyer. 3) Marmite was founded in the late 19th century by German scientist Justus Von Liebig. The ...

Nothing beats a Londoner 1) Todorov: equilibrium Throughout the clip we see how  Todorovs theory  has been used. The  equilibrium  would be how everyone gets on with their daily routine, and them slowly the  problem develops . It is clear that the problem is causing a  barrier between what they want to achieve  (disequilibrium). However, these different characters are able to reach a  new equilibrium  because they  restore order  by being  determined  on reaching their goal. Barthes: enigma and action codes We can also see how  Barthes theory  has been applied. One obvious  enigma code  would be at 55 seconds where the girls says that she has to  "fight her family".  This will leave the audience pondering why. Also, an action code would be when the young boy at 12 seconds says that he has to  "run two miles just to get to training" . This makes the audience in  question...