Media blog 1 (Mr Halsey)

Score case study and wider reading  1) The advert was produced in  1967 and the historical context behind the picture was that the Equal Pay Act was introduced just 3 years later in 1970 meaning that the rights and presentation of females from then on would be equal with men and more importantly, the Equal Pay act allows women to be paid equally as men if they have the same job. 2) Costume: The man in the advert is wearing clothes that cover and do not show parts of his body however the women in the advert are have less clothes on them and have parts of their body revealed, this is done to appease men that are to view the adverts and also links to the idea of the female gaze. Make-up: The women in this advert are wearing smoky make-up to appear more seductive in order to please the man that are going to view the advert which creates the idea that women are there to please men and  inferior than men. Placement: The man in the advert is higher in height than the women

Representation of women in advertising 1) This 'commodified' woman is also used to sell products to men: 'the purchase of a commodity delivers the simultaneous acquisition of a female body' 2) "Feminine mystique", "Fair maiden". 3) This communicates the idea that women are 'objects' that exist for the pleasure of men; for example  the purchase of this Gucci perfume promises sex. 4) Laura Mulvey's (1975) theory of the 'male gaze'  Male power means that any social representation of women is constructed as a spectacle for the purpose of male pleasure. 5) Women were less sexualised and were starting to move away from the house wife representation. 6) "The roles that women take on in these advertisements appear to be progressive (the employee, the active woman)", however this is contrasted with the idea of a "A woman should look forward to dressing for the office." 7) "Barthel not

Advertising: Persuasive Technique s 1)  Publicity is always about the future  buyer. It offers him an image of himself  made glamorous by the product or  opportunity it is trying to sell. The image then makes him envious of himself as he might  be. [...] The spectator-buyer is meant to envy  herself as she will become if she buys the product.  She is meant to imagine herself transformed by  the product into an object of envy for others. 2) Referencing is when we subconsciously to lifestyles represented to us. 3) Marmite was founded by scientist Justus von Liebig in the 19th century. Marmite was invented by getting brewer's yeast and then making it concentrated and then bottling it making it consumable. 4) Marmite is owned by Unilever. 5) Marmite use the famous character Paddington Bear to appeal to families and younger children and also links to the idea of loving or hating as the parents would hate the film but the children would love it. 6) Pop-culture is gener

Narrative in Advertising 1) One of the ways the advert uses narrative is that it introduces a problem then shows how the person deals with it or overcomes it, this is shown in the many instances that characters within the advertising are introduced e.g the kid running with a bag, the female boxer, the skater etc. This can link to Todorov's equilibrium. Another way that narrative is used in the advert is by using familiar character types. The people facing the problems would be the heroes such as the female boxer, the skater, the swimmer. The villain would be the situations that act as an dilemma to the character, for the female boxer that would be her family, for the skater it would be the security guard and for the swimmer it would be the dangerous cold water. Another way narrative is used in the Nike advert is binary opposition This is shown in the first instance with the kid running to school who is contrasted to the teenager running who is seen running. 2) On