Media Blog 1- Mr Halsey Julia

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: Q1 is a strong answer showing good analysis and knowledge of terminology. Now we just need to match that in Q2.  EBI: Social and cultural contexts: how do the adverts reflect society and culture? See mark scheme for more on this.  2) Read  the mark scheme for this assessment  carefully. Write down the number of marks you achieved for the two questions: _/8; _/12. If you  didn't achieve full marks  in a question, write a bullet point on what you may have missed. Q1: 6/8 - 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. Here,  the expectation that women should be ‘good girls’ while men are allowed to be ‘bad boys’  reinforces the restrictive gender roles that are set from childhood. This is then explicitly  reinforced in the text

Media Factsheet - Score hair cream 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? Advertising agencies in the 1960s relied less on market research and leaned more toward creative instinct in planning their campaigns. Steering clear of portrayals of elitism, authoritarianism, reverence for institutions and other traditional beliefs, ads attempted to win over consumers with humour, candour and, above all, irony.  Copy was still used to offer  an explanation of the product and to pitch to the consumer 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, which featured large visuals and minimal copy  for a dazzling, dramatic effect. Print ads took on a realistic look,  relying more on photography than illustration, and TV spots gained  sophistication as new editing techniques were mastered. The score advert reflects this chan

David Gauntlett: academic reading 1) What examples does Gauntlett provide of the "decline of tradition"? Today the traditional view of a woman as a housewife or low-status worker have been kick-boxed out of the picture by the emphasis that women are successful, independent and powerful. Meanwhile the masculine ideologies of toughness, stubborn self-reliance and emotional silence have taken a new form of emphasis on men's emotions, need for advice and the problems of masculinity.  2) How does Gauntlett suggest the media influences the way we construct our own identities? Since the social world is no longer confident in its traditions, every approach to life, whether seemingly radical or conventional, is somewhat risky and needs to be worked upon- nurtured, considered and maintained. Magazines, bought for a quick fix of glossy entertainment, promote self-confidence and provide information about sex, relationships and lifestyles which can be put to a variety of uses. Televis

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising 1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid 1990s  advertising has increasingly featured images in which the gender and sexual orientation  of the subject(s) are noticeably and purposefully ambiguous.  2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? In women's magazines in the 1950s, women were made to feel guilty due to them neglecting their role of being a housewife and having their own plans and careers which led to the 'feminine mystique' which is that the highest value and only real commitment for women lies in the fulfilment of their own femininity. Due to the 1950s boom in the economy, there was an increase in the production of domestic goods such as washing machines and convenience foods. It was presupposed that women would be purchasing these goods therefore advertising of these products were calcul

1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here. In the Marmite Gene Project advert we see the use of a multi-strand narrative as we see different families from different backgrounds each opening their results to find out whether they are a marmite lover or hater. We can also apply Todorov's Equilibrium theory to this advert as the advert starts off normally with each family eating their breakfast until the results come and everyone finds out if they are a lover or hater which then disrupts the equilibrium and causes a disequilibrium. We could also apply Levi-Strauss Binary Opposition theory as we see the conflict between the lovers of Marmite and Haters of Marmite unfold which causes arguments, anger, sadness.  2) What persuasive techniques are used by the Marmite advert? The Marmite advert uses emotional appeal, a slogan and repetition.  3) Focusing specific ally on the Media Magazine article, what does John Berger suggest about adver