Blog tasks: Representation of women in advertising

1) How does Mistry suggest advertising has changed since the mid-1990s?

Advertising has increasingly employed images in which the gender and sexual orientation of the subject(s) are markedly (and purposefully) ambiguous.

2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?

Soon after 1945, women were made to feel guilty by warnings of the 'dangerous consequences to the home' that had begun to circulate. The creation of 'feminine mystique' encompasses the fulfillment of their own femininity. 

3) How did the increasing influence of clothes and make-up change representations of women in advertising?

Women were portrayed as 'decorative and empty objects'. The idea of a 'fair maiden' was created. This is when a female longs to have their self actualisation unlocked by a typically represented man. This is usually in the form of intellectual and sexual inferiority. 

4) Which theorist came up with the idea of the 'male gaze' and what does it refer to?

Laura Mulvey contends that scopophilia (the basic human sexual drive to look at other human beings) has been 'organised' by society's patriarchal definition of looking as a male activity, and being looked at as a female 'passivity'.

5) How did the representation of women change in the 1970s?

The idea of a 'New Woman' was being created. Van Zoonen says this included  'changing reality of women's social position and of the influence of the women's movement'

6) Why does van Zoonen suggest the 'new' representations of women in the 1970s and 1980s were only marginally different from the sexist representations of earlier years?

Some images lead us to believe that they incorporate feminist ideals, but are actually 'used in such a way as to empty them of their progressive meaning'.

7) What does Barthel suggest regarding advertising and male power?

'today's young women can successfully storm the bastions of male power... without threatening their male counterparts' providing we can reassure them that, underneath the suit, we are still 'all woman', that 'no serious gender defection has occurred'

8) What does Richard Dyer suggest about the 'femme fatale' representation of women in adverts such as Christian Dior make-up?

He says that such images are something of a misrepresentation of women's liberation: '[advertising] agencies trying to accommodate new [feminist] attitudes in their campaigns, often miss the point and equate "liberation" with a type of aggressive sexuality and a very unliberated coy sexiness'. 


Media Magazine: Beach Bodies v Real Women (MM54)

Now go to our Media Magazine archive and read the feature on Protein World's controversial 'Beach Bodies' marketing campaign in 2015. Read the feature and answer the questions below in the same blogpost as the questions above.

1) What was the Protein World 'Beach Bodies' campaign?

The advert – featured a tanned, blonde female in a full-frontal pose – it generated so much controversy that in July 2015 the UK’s Advertising Standards Authority waded in.

2) Why was it controversial?

It deliberately shamed women who had different body shapes into believing they needed to take a slimming supplement to feel confident wearing swimwear in summer.

3) What did the adverts suggest to audiences?

The idea of the 'male gaze' was not intended but the prospect of getting females to like the advert went really wrong - it promoted ideals that are outdated and are idealistic.

4) How did some audiences react?

Some people signed a petition to take all the adverts in the US down whereas others campaigned by filming themselves in their own bkinis next to the billboard.

5) What was the Dove Real Beauty campaign?

The campaign employed an FBI-trained sketch artist to draw women twice – first based on their own self-perception, and then based on that of a stranger.

6) How has social media changed the way audiences can interact with advertising campaigns? 

We have the opportunity to voice our opinion on certain matters more than we used to.

7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?

We can apply van Zoonen's theory of 'the female being a spectacle' to this because we see how women a=can be presenetd as idealistic and perfect but it can also challenge dominant and stereotypical patriarchal images of women. 

We can use hegemonic, negotiated and counter hegemonic readings to show how the adverts that are supposed to empower women sometimes do the opposite.

8) Through studying the social and historical context of women in advertising, do you think representations of women in advertising have changed in the last 60 years?

Yes because they have gone from being pets to men to being at the forefront of the world. They have utilised their influence and their lack of privilege before to convey to people that they deserve better.

MIGRAIN Assessment 3 - Learner response

1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential).

17 - A

Both fantastic responses which confidently analyse the 'unseen' media product applying and evaluating key theories that comment on gender representations within the media.

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.

7/8 - more media terminology needed 
10/12 - discuss other campaigns against point

3) For Question 2 on the social and cultural contexts of gender representations, identify three potential points in the mark scheme that you didn't include in your answer.

The ‘Good girl’ / ‘Bad boy’ campaign that strongly reinforces classic gender stereotypes
contrasts with recent campaigns such as Gillette’s ‘Boys will be boys’ advert that went viral

for attempting to challenge toxic masculinity.

The campaign reinforces Judith Butler’s work in Gender Trouble – particularly the idea that
gender is culturally and socially constructed – not ‘natural’. The construction of the adverts
supports Butler’s idea that we are conditioned to adhere to social norms – both in terms of

gender roles and heterosexuality.

relation to figure 1:
The Carolina Herrara advertising campaign reflects a more traditional approach to
representation than found in many modern campaigns. This perhaps reflects the recent
cultural backlash against ‘woke’ or ‘PC’ (politically correct) causes as evidenced by right-wing

political campaigns such as Trump or Brexit.

4) Having read the whole mark scheme, pick out one media theory that you didn't include in this assessment and summarise it briefly here so you can use it confidently in future.

Butler's Gender Trouble - our gender identity is constructed socially and culturally, also through micro-rituals.

5) Based on your experience in this assessment, identify three aspects of Media (e.g. skills/particular theories/examples) that you need to work on for your next assessment.

I need to work on semiotics and how to FULLY read and analyse an image.

Butler's Gender Trouble is a theory I forgot to add as I didn't thunk that it reinforced dominant patriarchal and heterosexual stereotypes.

For Q2 I could have added real life examples/initiatives that go against the idea of equality such as Brexit, Trump or Gillette.

Advertising: Persuasive techniques blog task

1) What does John Berger suggest about advertising in ‘Ways of Seeing’?

Advertising offers the chance to see an improved version of ourselves regardless of our gender.

2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to?

We create a vision of ourselves living this idealised lifestyle as portrayed in the advert, and then behave in ways that help us to realise this vision constructed by the company. We can link this to Bandwagoners and Solgans as they can make people think differently about their lives and how a particular product can change them.

3) How was Marmite discovered?

German scientist Justus von Liebig discovered that brewer’s yeast could be concentrated,bottled and eaten.

4) Who owns the Marmite brand now?

Unilever

5) How has Marmite marketing used intertextuality? Which of the persuasive techniques we’ve learned can this be linked to?

They use Zippy from the children TV show Rainbow which is a clear example of association. Marmite has also used Paddington to advertise Marmite as he 'switched from Marmalade sandwiches to Marmite' this is another example of association as well as bandwagoning as we can see here how a controversial action can gain a lot of coverage and an increase in sales.

6) What is the difference between popular culture and high culture? How does Marmite play on this?

Pop culture is to do with things that are new and exciting whereas high culture is to do with the more traditional, less techy and modern approach. This is good because it evokes a sense of patriotism in British buyers. It also evokes emotional appeal as well.

7) Why does Marmite position the audience as ‘enlightened, superior, knowing insiders’?

Because postmodern audiences arguably understand that they are being manipulated by marketing, Marmite makes their customers think that they know that they aren't being preyed on by marketing boffins but in fact they are. This makes the customers think that the can trust Marmite and think that Marmite is a safe and trustworthy brand.

8) What examples does the writer provide of why Marmite advertising is a good example of postmodernism?

The #Marmiteneglect campaign is rooted in the ‘reality’ that jars of Marmite often remain unused in the backs of cupboards (as identified by consumer data from market research). This ‘real-life concern’ is then positioned within a narrative of social neglect, and exploits the conventions of misery-memoirs, as read in true stories’ such as A Child Called It. Postmodern advertising, like the postmodern humour of programmes like Life Is Short, may transgress boundaries of taste in order to make audiences question notions of what is real and of value in society.

Narrative in advertising: blog task

1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert.

The boy in the school uniform has to walk a lot and uses the Nike equipment to show that it can be use for long journeys and is comfortable enough for a person his size.

The lady has to run away from people in Peckham which shows the speed of the Nike products and how she doesn't get hurt due to the Nike products being there to support her. 

The skinny bodybuilder who turn into a big monster represents how Nike can make you invincible and stand out from your opponents.

2) Read this BBC feature on some of the people in the advert. How does the advert use celebrities and less well-known people to create stories in the advert?

It uses famous people to use a strong and clear sense of star power - making the brand seem very recognisable and easily endorsed. 

It uses less known people to emphasis that this includes all of London and not just a specific group. It shows how Nike wants their brand to promote inclusivity rather than many price barriers.

The guy known as 'Darnz' is an example of Nike getting someone a lot of recognition and now he has over 4k subscribers so he gets a lot of recognition forb what he featured in.

3) Read this AdWeek feature and interview on the Nike London advert. [Note: this may now be behind a paywall - you can find the text from the article here]. How did the advert use technical codes (camerawork, mise-en-scene, editing etc.) to help create narratives that could connect with the audience?

The advert used quite a lot of different soundtracks for different people. This was said to have created a 'medley of London sound'. 

The characters cut into others speech - creating a sense of comedy and fast paced action of London. This also shows how Londoners are very diverse.


4) What representation of London does the advert offer?

The advert is supposed to show the various ways in which Nike can be adapted in everyday London life. It shows everything from professional tennis players to schoolchildren. The dominant representation is that all Londoners are different in their own way whereas an alternative representation of London is shown. London is sometimes said to be quite a posh place but the advert covers some of the grittier and rougher parts of the capital.

5) Why might this advert appeal to an audience?

This ad shows Nike as a versatile and popular brand in London. The fact that it's set in London makes people think that if it's being used in one of the richest cities on the planet then it's a good brand to buy. The brand also encourages empowerment through wearing the product so this could attract people who are shy or lack slef-esteem.

Final Index

Introduction to Media: 10 questions
Media consumption audit
Semiotics blog tasks - English analysis and Icon, Index, Symbol
Language: Reading an image - advert analyses
Reception theory - advert analyses part 2
Genre: Factsheets and genre study questions // Second part to Genre task
Blog feedback and learner response
Narrative: Factsheet questions
Audience: classification - psychographics presentation notes
October assessment learner response
Audience theory 1 - Hypodermic needle/Two-step flow/U&G
Audience theory 2 - The effects debate - Bandura, Cohen
Industries: Ownership and Control
Industries: Hesmondhalgh - The Cultural Industries
Industries: Public Service Broadcasting
Industries: Regulation
Representation: an introroduction and MM article
Representation: Feminism - Everyday Sexism & Fourth Wave MM article
January assessment learner response
Representation: Feminist theory
Representing ourselves: Identity in the online age - MM article & Factsheet
Ideology: BBC Question Time analysis and MM articles

Ideology

Video



1) What examples of binary opposition can you suggest from watching this clip?

From here we can see many ideologies. Rich vs Poor which is reinforced when they are talking about wages. Homed vs Homeless which is shown by the housing debate. National vs Immigrant showsn by Farage's rant about controlling numbers. Capitalism vs Socialism and that's shown by the contrast between Brand and Farage.

2) What ideologies are on display in this clip?

We can see anti-immigrant ideologies here from Farage as he explains that the less able and non-British residents are the main cause for the UK's steep decline in the quality of life of the nation. 

The dominant ideology of how Farage is a racist and gets away with scapegoating reinforces the divide between capitalists and socialists. The disabled man shows how people that Farage targets can also be blind to his discrimination and therefore provides an alternative ideology.

Finally, we can see how the working class has been hit the hardest by immigration. The dominant ideology that they 'take all our jobs' could be applied here as they have caused tension within the communities and of course, taken up some jobs.

1) Read the article and summarise it in one sentence.

It displays a big divide between the power of the rich and poor.

2) What view of capitalist ideology is presented in the Hunger Games films?

Using Marxist theories here, we can see how the working class is kept under control by 'peacekeepers' which show how the top people in the media think that poor people aren't as good as rich people/

3) What do the Hunger Games films suggest about the power of the media to shape and influence ideological beliefs?

The powerful, rich people still hold power, even if the working class think they have some - they don't have any at all.

1) Read the article and summarise it in one sentence.

the hegemonic view is that money will bring happiness and a fulfilled life - the producer conveys that we all blindly follow this rule.

2) What are the four accepted ideological beliefs in western societies highlighted by the article?

 Money = Happiness
• Consumer goods = Fulfilment
• Marriage/Family/Children = Happiness
• Obedience/Work= Fulfilment

3) What does Gramsci's theory of hegemony suggest about power and ideology in society?

People with power maintain their position through consent, not through force. He argued that the power of ideology derives primarily from ideas and structures which support, and thus serve the purpose of, an elite social group which is able to dominate through ideas, rather than militaristic strength or fear.

4) What does French theorist Louis Althusser suggest about ideology and consumerism?

His view was that ideology is the greatest material power and dominates our day to day lives through two key forms of control: 1: Repressive State Control which is through major institutions such as banks or the government - making the public scared of their power and control and ‘Ideological State Apparatuses’ through schools and hospitals which drives society for change 

5) Do YOU agree with the idea behind They Live - that we are unthinkingly controlled by the media which is run in the interests of the economic elite? These are the big questions of A Level Media!

I think that is mostly true. The media are everywhere and even when we don;t think we are being targeted by adverts, we are. The media wants to know more about its audience so that they can make products which are more likely to sell. 

We are approached with the idea of self-identity a=but we are only scratching the surface of the constructed personality the media had made for us - even  if we thought we made and developed it ourselves.

Collective identity and representing ourselves: blog tasks

1) Read the article and summarise each section in one sentence, starting with the section 'Who are you?'

We act like the person that we want to be seen as. 
Where you think yourself to be in society is what you think you are. 
Wanting something makes you like it.
You are your own and unique identity.
You associated yourself with a brand and agree with their outlook on society.
The internet influences various aspects of your identity.

2) List three brands you are happy to be associated with and explain how they reflect your sense of identity.

Omologato Watches - uniqueness and inclusvity

DRIVETRIBE - Expressing your interests.

Dr Organic - good for the environment


3) Do you agree with the view that modern media is all about 'style over substance'? What does this expression mean?

We are more drawn to things that are 'in fashion' rather than buying what we feel comfortable with.  I think this is true as more and more big retailers are using the idea that looks are better than quality to increase sales.

4) Explain Baudrillard's theory of 'media saturation' in one paragraph. You may need to research it online to find out more.

He states that "The media saturated society perceives the world through the spectrum of social media platforms" which softens the reality of what actually happens in real life. The media can construct hwo we see the world as a whole due to how dependent we are on social media and the internet. This can be done via news or spreading certain ideologies.

5) Is your presence on social media an accurate reflection of who you are? Have you ever added or removed a picture from a social media site purely because of what it says about the type of person you are?

No because i state on my socials to not take me too seriously so people would know when I am joking. It is usually constructed through products i consume online.

6) What is your opinion on 'data mining'? Are you happy for companies to sell you products based on your social media presence and online search terms? Is this an invasion of privacy?

Yes if it means that technology will be more accessible and easier to use as well as more suited to my preferences.


Task 2: Media Magazine cartoon

Now read the cartoon in MM62 (p36) that summarises David Gauntlett’s theories of identity. Write five simple bullet points summarising what you have learned from the cartoon.

- Mass media has opened us to a wider range of ways that we choose representing ourselves

- Audiences have become more active with the rise of technology
- people enjoy it when representations are flawed or misrepresented
- Gauntlett's theory doesn't differentiate from males and females
- technology makes us more self analytical

Task 3: Representation & Identity: Factsheet blog task (72)

1) What is collective identity? Write your own definition in as close to 50 words as possible.

2) Complete the task on the factsheet (page 1) - write a list of as many things as you can think of that represent Britain. What do they have in common? Have you represented the whole of Britain or just one aspect/viewpoint?

- London 
- Black cabs
- Union Jack
- Tea
- Crumpets
- The Royal Family

I think as a Brit I have included my own view as well as the view that non-British people have of the UK

I think I've just used more than one viewpoint as it;s not only my viewpoint

3) How does James May's Top Toys offer a nostalgic representation of Britain?

It was broadcasted on the BBC - Britain's oldest and most traditional PSB. It doesn't only focus on how the toys are made but he shows the history behind certain components of the toy such as the history of the race track.

It also makes older people remember their childhood when they had these toys which creates a collective identity - leaving all the people who didn't have the toy left out.

4) How has new technology changed collective identity?

It makes it easier for people to find things they would relate to and therefore establish a collective identity with it such as YouTube creators and their audiences.

5) What phrase does David Gauntlett (2008) use to describe this new focus on identity? 

"interpretive community"


6) How does the Shaun of the Dead Facebook group provide an example of Henry Jenkins' theory of interpretive communities online?

If one person learns a new word, they share it and other people relate with that person. This is an example of Jenkins' theory as it's like a networked connection between users to relate to thing they associate a collective identity with.