Media Blog 1

Cr eate a new blog post called ' Advertising assessment learner response ' and complete the following tasks: 1) Type up your feedback in  full  (you don't need to write the mark and grade if you want to keep this confidential). --> WWW: solid answers, with good fews on the questions. 2) Read the whole  mark scheme for this assessment  carefully. Identify at least  one  potential point that you missed out on for each question in the assessment. --> Increasing equality is impacting on men: women outperform men at every level of education; gender pay gap has almost disappeared for women in their 1920s. Traditional representation of masculinity more in keeping with 1960s or 1970s; in terms of Gelfer’s stages of masculinity: stage 2 “conscious masculinity”. Reinforces “glamorous James Bond” style of masculinity that Gelfer suggests has changed – this advert would oppose that view. Monochrome (black and white) – stylish, sophisticated, reinforces t...

Blog task: Score advert and wider reading Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising. 1) What year was the advert produced and why is the historical context important? This score cream advert was created in 1967. The historical context of this advert is important as it was created during a period of change in the UK with legislation on the role of women and men in society. The advert was produced in the year of decriminalisation of homosexuality and three years before the 1970 Equal Pay Act which saw changes in society and how women and men were represented and their role during this change. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? The advert contains a man on a pedestal that's being held up by various women who are either looking into the camera or reaching up to touch him. The positioning and body language of these w...

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? The decline of tradition, the knowing construction of identity, the idea of 'role models', masculinity in (possible) crisis, 'girl power', popular feminism, diversity of sexualities, gender trouble, media power, contradictions and change. 2) How does Gauntlett suggest the media influences the way we construct our own identities? The construction of an own identity has seen to become a requirement in society and people are expected to to make decisions on their identity and lifestyle that they choose to live. Even if their preferred options are rather obvious and conventional ones, or a limited due to lack of financial resources. Ulrich Beck has noted, "in late modern societies everyone wants to 'live their own life', but this is, at the same time, 'an experimental l...

That Boss Life' close textual analysis 1) Narrative & genre: narrative theory and sub-genre Typical narrative structure - Protagonist are seen to be boring and bland, after the use of the product they're glamorous. Todorov's theory of equilibrium, Disequilibrium the protagonists have arrived at the hotel without the make-up and the new equilibrium are the characters seen glamorous after using the product. The end shot of the bell boy seen using the product concludes the new equilibrium (peace is restored). Genres include: Romance and Adventurous, Suitcase is presented as a treasure chest with gold glow. 2) Cinematography: camera shots and movement Extreme close up shot of the eye and make-up being applied. Cinematography helps create glamorous reality. 3) Mise-en-scene: costume & props Gold clothes - prestige, high end clothing, royality Wearing casual clothes then seen wearing gold clothing - transformation after applying the product Suit case repres...