Media Blog 1 (Bradley)

  Media Factsheet - Score hair cream Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising -  Score . Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home  you can download it here  if you use your Greenford login details to access Google Drive. Read the factsheet and answer the following questions: 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? advertising agencies used to rely less on market research and focused more on "creative instinct".    Copy was still used to offer  an explanation of the product but the visuals  took on a greater importance. The “new advertising” of the  1960s took its cue from the visual medium of TV and the popular  posters of the day.  Print ads took on a realistic look,  relying more on photography than illustration, and TV spots gained  sophisti

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: This is a good lesson in skills we need to develop for the first two questions in Paper 1.  It may also be a lesson in revision and preparation EBI: There isn't enough depth to your analysis in either question (although I like the way you use the Under Armour advert as an additional example). Media theory is a weakness here so we should look to learn/revise this for future assessments. Handwriting is a concern: the examiner needs to be able to clearly read your responses. 2. For Question 1, I could have mentioned The verbal codes (text) reinforce the gender roles expected in society, supporting Judith Butler’s theory that gender is “a performance” – a pattern of repeated acts or rituals and that the use of the text ‘The new feminine/masculine fragrance’  reinforces the fact that people should should behave, look and smell a certain way to perform their ge

Gender, identity and advertising: blog tasks David Gauntlett: academic reading 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 rise of feminist and queer perspectives in popular culture as in recent years, feminist and queer perspectives have become more visible in mainstream media, challenging traditional gender roles and representations. T he rise of online communities and social media as the rapid increase in online communities and social media platforms have provided spaces for people to connect and express themselves in new and creative ways, challenging traditional gender roles and identities. 2) How does Gauntlett suggest the media influences the way we construct our own iden

    Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read  these extracts from an academic essay on gender in advertising by Reena Mistry . This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 1) How does Mistry suggest advertising has changed since the mid-1990s? Advertising has increasingly used images where gender and sexual orientation are become the subject of attention to viewers 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? 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 believes this led to the birth of the 'feminine mystique'. The highest good is keeping house and raising children. 3) How did the increasing influence of clothes and make-up change represen

Read ‘Marketing Marmite in the Postmodern age’ in MM54  (p62). You'll   find our Media Magazine archive here  - remember you'll need your Greenford Google login to access. You may also want to re-watch the Marmite Gene Project advert above. Answer the following questions on your blog: 1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here. By stating  a   disequilibrium   in their advert and then showing that Marmite solves  that   disequilibrium   which then turns into the new   equilibrium which follows Todorov's Equilibrium theory 2) What persuasive techniques are used by the Marmite advert? Repetition, slogan and emotional appeal. 3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’? Publicity works on anxiety. 4) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? The spectator-buyer is meant to envy themse