Shreyam's Media Exam Blog 1 - Mr Bush

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? Themes such as the sexualisation of women were used more ironically and the Score advert shows this by exaggerating the fact that women will want you if you use their hair cream 2) What representations of women were found in post-war British advertising campaigns? Originally, they represented women staying at home . Afterwards, they changed to women finding their place in the domestic workforce. 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image ? You can link this to relevant contexts too. Costume - They are wearing jungle outfits, representing the British empire in Africa Props - The man has a gun, which represents a phallic symbol Settings - They are in a jungle, representing British colonies in Africa 4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert

1) What examples does Gauntlett provide of the "decline of tradition"? Twenty or thirty years ago, analysis of popular media often told researchers that mainstream culture was a backwards-looking force, resistant to social change and trying to push people back into traditional categories. Today, it seems more appropriate to emphasise that, within limits, the mass media is a force for change. The traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the picture by the feisty, successful 'girl power' icons. Meanwhile, the masculine ideals of absolute toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on men's emotions, their need for advice, and the problems of masculinity. Although gender categories have not been shattered, these alternative ideas and images have at least created space for a greater diversity of identities. 2) How does Gauntlett suggest the media influences the way we co

1) How does Mistry suggest advertising has changed since the mid-1990s? Advertising has increasingly employed images in which the gender and sexual orientation of the subject(s) are markedly (and purposefully) ambiguous. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Prior to the war, feminists had been articulating the idea of women having their own plans and careers; but soon after 1945, women were made to feel guilty by warnings of the 'dangerous consequences to the home' that had begun to circulate. Looking at women's magazines in the 1950s, Betty Friedan (1963) claims this led to the creation of the ' feminine mystique ': 'the highest value and the only real commitment for women lies in the fulfilment of their own femininity. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? it led to women being increasingly portrayed as decorative (empty) objects 4) Which the