Sophia Media Studies

Like A Girl Campaign 1.) How does the ad position the reader? ( Stuart Hall) The ad is trying to show that women don't have to be a fragile and act how people perceive them to be. this shows that girls at the age of 10-12 are being perceived to be as something that is classed as an insult. 2.) How does it suggest narrative? (Narrative theories) 3.) How does it employ persuasive techniques? Lynx Advert 1.) How does the ad position the reader? ( Stuart Hall) this ad is trying to say that if you use this body spray and body wash that you will be very popular and get the girls as seen in the background. also that you will smell perfect all day so the fame will last all day. 2.) How does it suggest narrative? (Narrative theories) 3.) How does it employ persuasive techniques? Samsung Poster   1.) How does the ad position the reader? ( Stuart Hall) it is trying to say that you don't have to be skinny or model like to be beautiful and tha

Advertising: Maybelline case study and wider reading  Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert. This gives us an opportunity to explore the idea of  gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here: Gender fluidity Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years. Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression. You can  read more on this view and gender fluidity in this CNN article here . Maybelline 'That Boss Life Pt 1' The Maybelline 'That Boss Life' advert is part of a digi

My  version of the score hair cream AD. What is the product being sold?   a  hair  cream for men How does this advert create desire for the product?  it shows that if you use this cream then you will get all the hot girls. What is the idea being sold?   the idea is that the product is a liquid hair ream with a masculine sent and a masculine look. How does  Score  construct a narrative which appeals to its target audience?   "if you haven't been getting all you want from a liquid hair groom, get new score liquid. gives you the great smoothing action of a cream. thats because new clear score liquid is made by men who make  clear  score hair cream. so your getting great grooming action, and you also get scores famous greaseless look, scores famous masculine scent" How is this reinforced through Mise en Scene? this is renforced by the way the people have been positioned, where the male is being lifted by the women

Gelfer: Five stages of Masculinity Gelfer suggests there are five stages of masculinity – how people perceive and understand what it means to be a man. Stage 1: “unconscious masculinity” – traditional view of men Stage 2: “conscious masculinity” – as above but deliberate Stage 3: “critical masculinities” – feminist; socially constructed Stage 4: “multiple masculinities” – anyone can be anything Stage 5: “beyond masculinities” – it doesn’t exist  Media theorist David Gauntlett has written extensively on gender and identity. He disagrees with the popular view that masculinity is ‘in crisis’: “Contemporary masculinity is often said to be 'in crisis'; as women become increasingly assertive and successful… men are said to be anxious and confused about what their role is today.” Instead, Gauntlett suggests that many modern representations of masculinity are “about men finding a place for themselves in the modern world.” He sees this as a positive thing.

Advertising: Score case study and wider reading  We have already studied the changing representation of women in advertising but there is no doubt that the portrayal of men and masculinity has also changed significantly too. Our first advertising CSP, the 1967 Score hair cream advert, provides a compelling case study for the representation of both men and women. Notes from the lesson and the blog task are below. Hypermasculinity in advertising Hypermasculinity is defined as: a psychological term for the exaggeration of male stereotypical behaviour, such as an emphasis on physical strength, aggression, and sexuality. Advertising in the 1950s-1980s often featured a hypermasculine representation of men – and some representations in the media today still continue this. Gelfer: Changing masculinity in advertising Joseph Gelfer, a director of masculinity research, suggests that the way masculinity is represented in advertising is changing. Looking at advertising over the last 20 y

POSTMODERNISM Jean Baudrillard. PASTICHE – Means to combine multiple elements.  In  postmodern media this can be a homage or a parody of past styles. It can often reference pop culture as part of the narrative. Postmodern productions often blur the lines between good and evil, light and dark for both viewers and characters.  HYPER REALITY - is a condition in which reality has been replaced by simulacra. SIMULACRA - an image or representation of someone or something. "Give examples of Billie Jean aligning with Baudrillard " In Billie Jean, an example of simulacra is when Jackson is presented as untouchable and more powerful than the media. An example of postmodernism in Billie Jean is when, Jackson is portrayed as a hero  by giving money to a homeless man. The hyper reality moment in the video, is helped via the use of editing, everything Jackson touches 'turns to gold'. The pastiche moment in Billie Jean is the similarities of the video to

Advertising: Persuasive techniques Adverts - both print and moving image - use a range of persuasive techniques to try and positively influence their audience. We need to learn a range of these techniques and later apply them to the two CSP adverts we need to study for the exam.. Persuasive techniques Advertisements are generally trying to persuade their target audience to: ·                 Buy a product or service ·                 Believe something or act in a certain way ·                 Agree with a point of view There are many persuasive techniques used in advertising. A selection include: ·                 Slogan – a catchy phrase or statement ·                 Repetition – constant reference to product name ·                 Bandwagon – everyone is buying it ·                 Testimonial/association – e.g. celebrity endorsement ·                 Emotional appeal – designed to create strong feelings ·                 Expert opinion – ‘4 out of 5 denti