Media Blog 1 (Frankly)

  Factsheet #188: Close Study Product - Advertising -  Score:  1)  How did advertising techniques change in the 1960s and how does the Score advert reflect this change? The 1960s ushered in an age of new and pioneering advertising  techniques. According to AdAge (adage.com), advertising agencies  in the 1960s relied less on market research and leaned more toward  creative instinct in planning their campaigns. “Eschewing 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 photo

1) What examples are provided from the two texts of the 'male gaze' (Mulvey)? The two texts provided as examples of the 'male gaze' are Pan Am and Beyonce.  2) Do texts such as these show there is no longer a need for feminism or are they simply sexism in a different form? Texts such as these show that there is a no longer a need for feminism due to the representation of women being independent and working in jobs that are aspirational to some of their audiences however, these texts are mainly sexism in a different form as in Pan Am we still see the sexualisation and reinforcement of the male gaze which contradicts to this sense of feminism as in Pan Am the women use their looks and donning their uniforms to gain access to places they want to be, in addition in Beyonce's music video we see her appealing to the male gaze by objectifying herself for the camera and the dress codes being highly sexualised.  3) Choose three words/phrases from the glossary of the article

Part 1: BBC Question Time analysis 1) What examples of binary opposition can you suggest from watching this clip? In this clip we see certain examples of binary opposition such as:  -Pro vs Anti immigration -Rich vs Poor  -Left wing (Brand) vs Right wing (Farage)  2) What ideologies are on display in this clip? In this clip we can see certain ideologies on display such as:  -Taxing the rich: bankers bonus -Lowering immigration  -Immigration being the reason as to why the UK's economy is doing bad.  -UK's economy doing bad due to big banks and corrupt politicians and accountants.  Part 2: Media Magazine reading Page 34: The World Of Mockingjay: Ideology, Dystopia And Propaganda 1) Read the article and summarise it in one sentence. In the Hunger Games series there is a dystopian representation of a capitalist society. The mockingjay story revolves around organising and connecting in other ways, such as citizen journalism, social media, and use of symbols.  2) What view of capital

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 identities? Providing us with models of identity

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 calcula

Ofcom review of PSB in Britain In 2020 Ofcom published its findings from a five year review of public service broadcasting in Britain. Read the introduction to their report - pages 3-7. You'll need your Greenford Google login to view the document. 1) Look at page 3. Why is it a critical time for public service broadcasting?  Because audience viewing habits continue to change rapidly and competition from global content providers is ever-increasing. People are watching the PSB channels less, as they are no longer the only or necessarily audiences’ preferred source of content that ‘informs, educates and entertains’. 2) Read page 4. How has TV viewing changed in recent years?  Live broadcast viewing has declined, as audiences increasingly choose to view content at a time that suits them  on global online and on-demand content services. 3) Still on page 4, what aspects of PSB do audiences value and enjoy?  Informing, educating, and entertaining aspects. 4) Look at pages 4-5. Find and no

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. Todorov's equilibrium theory :  disequilibrium -  showing that Marmite solves that  disequilibrium  which then turns into the new  equilibrium. 2) What persuasive techniques are used by the Marmite advert? Slogan, emotional appeal, repetition. 3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’? "All 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 themselves as they will become if they buys the