TrushiMedia:Exam

1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? In the 1960s, advertising techniques have changed where  advertising agencies relied less on market research and instead emphasized creative instinct in planning their campaigns. The Score advert exemplifies this approach by portraying a patriarchal dynamic, depicting men as superior and dominant over women. 2) What representations of women were found in post-war British advertising campaigns? Campaigns in the 1960s very effectively reinforced the idea that a woman's primary place was within the home. Ironically, during the Second World War, propaganda posters had encouraged women to take on roles in farms and factories while men were away fighting. The prevalent portrayal of women in 1960s advertising was 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 may wish to link this to relevant conte

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 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. 2) How does Gauntlett suggest the media influences the way we construct our own identities? Popular media fosters the desire to create new modes of life - within the context of capitalism. Whether one is happy with capitalism, or seeks its demise, it must surely be considered  good if modern media is encouraging the overthrow of traditions which kept people within limiting  compartments.

  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? Mistry suggest that advertising has changed as gender and sexual orientation are more ambiguous and also has risen the homosexual images. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Feminist had this idea of going to work and creating careers for themselves but were instead made guilty for leaving there homes and claimed that it was dangerous for the home. And in the 1950s the idea of ‘feminine mystique’: the idea that a women’s worth was based solely  of the fulfilment of her femininity   3) How did the increasing influence of clothes and make-up change rep