Gender, identity and advertising: blog task
1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea? Gauntlett states that while tradition was an important factor 20-30 years ago and that traditional gender identity was an important factor for businesses to consider, but as societies begin to progress into a more liberal state of mind due to mainstream media, the idea of fluidity is beginning to become more popular, this is apparent with the Score advertisement compared to the Maybelline advertisement. 2) How does Gauntlett suggest the media influences the way we construct our own identities? As the media is a force of change, gauntlett suggests that due to this the media has an active effect on how we construct our identity, one way they do this is by actively challenging traditions, one quote from the summery " The traditional view of a woman as a housewife or low-status worker has be