Shaan A-Level Media ; Exam💕

  Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. 1) What examples does Gauntlett provide of the "decline of tradition"? The knowing construction of identity, the idea of 'role models', masculinity in (possible) crisis, 'girl power', popular feminism, diversity of sexuality, gender trouble, media power, contradictions and change. 2) How does Gauntlett suggest the media influences the way we construct our own identities? The media constructs our own identities because the media does not doubt that anyone needs to make choices of identity and lifestyle, so they can therefore be themselves.  3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values? The Sco...

1) Why was this campaign such a landmark for beauty product advertising? This campaign was such a landmark for beauty product advertising because international cosmetic giant Maybelline used a gay YouTube star to represent their brand, making Manny Gutierrez their first male model. 2) What do the articles suggest regarding the changing representation of sexuality and masculinity? For years makeup ads were limited to women, however beauty brands are becoming more aware that makeup isn't just for girls. This challenges the hypermasculine standards that society have previously placed on men due to makeup being viewed as feminine. It is significant that both men and women are able to celebrate beauty. For this specific campaign, Manny's encouraging everyone, no matter their gender, to "lash like a boss." Meaning that regardless of how you identify makeup is for you. 3) Why do you think Maybelline chose to use  MannyM...

  1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? In the 1960s, advertising agencies relied less on market research and leaned more toward creative instincts when it came to creating their campaigns.  The Score hair cream advert reflects this as the image was clearly taken in a studio using actual people as the main subjects, this adds to the realism as they all have different expressions and posses. 2) What representations of women were found in post-war British advertising campaigns? Advertising in the post-war period was illustrated by campaigns that undoubtedly reinforced the idea that a had to adopt and expressive role. Women had to be a passive nurturer, providing emotional support in the private sphere, being responsible for the well being of family members and the socialisation of their children. 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene i...

    1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid-1990s, advertising has employed images in which the gender and sexual orientation of the subjects are ambiguous. Also, there is an increased number of homosexual images being shown. This is all a device used to satisfy the masses. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? The stereotype that was commonly found in advertising was that women had to keep the house clean, take care of the husband and raise the children. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? It led to the idea that the representation of women should be as decorative (sex) objects. 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? Laura Mulvey → The male gaze suggests that images of women are made to be looked at (sexually) by men. 5) How did the representation of women change...

an swer the following questions on your blog: 1) What does John Berger suggest about advertising in ‘Ways of Seeing’? Berger suggests that "all publicity works on anxiety." By this, Berger claims that advertisements make us feel dissatisfied with ourselves in the present in order to make us predisposed to wanting a product. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? The idea of making audiences see 'better' version of themselves after using a certain product.. This could connect with endorsement, bandwagon and emotional persuasion. 3) How was Marmite discovered? The result of a by-product yeast which was needed for a paste supplied by a Brewery. 4) Who owns the Marmite brand now? Unilever currently owns Marmite. 5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to? Marmite used TV characters like Zippy or Paddington bear in order to a...

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert. > Todorov →  Throughout the video there is a repetitive change from equilibrium (the person who is shown doing their sports) to disequilibrium (another person saying that their sports is harder) to new equilibrium (the person who said their sports is harder is then shown doing their sports).  > Propp →  Throughout the video, everyone is a  hero  and they create a new equilibrium (by doing their own sports). However, they can also be seen as  villains  because they create complications for the previous hero (when they say that their sports is harder)  > Barthes →  Action codes are shown throughout the video where each clip transitions to a new person with a new sport each time.  2) Read this BBC featur e on some of the people in the advert. How does the advert use...

    Regulation refers to the  whole process of control or guidance , by  established rules and procedures ,  applied by governments and other political and administrative authorities to all kinds of media activities . Media industries need to be regulated  to provide rules and regulations to ensure that organisations operate fairly. 2) What is OFCOM responsible for? They are responsible  to monitor the way that their industries work. 3) Look at the section on the OFCOM broadcasting code. Which do you think are the three most important sections of the broadcasting code and why? Sections 2, 5 and 6. For sections 5 and 6, impartiality in politics is incredibly important to democracy and for section 2, media that could cause harm and offence is needed in order to not cause outrage and spread hate. 4) Do you agree with OFCOM that Channel 4 was wrong to broadcast 'Wolverine' at 6.55pm on a Sunday evening? Why? I don't think it was wrong because in the r...