Ehsans media blog 1 (Exam)

1)  Introduction: narrative in advertising 2)  Advertising: persuasive techniques 3)  Advertising: the representation of women in advertising 4)  Advertising: Score case study and wider reading 5)  Advertising: Maybelline case study and wider reading 6)  Advertising: Gauntlett - Media, Gender and Identity reading and questions

2) Cinematography: camera shots and movement : multiple instances of extreme close-ups of the actor's eyes, this is for two reasons, one is that the business is trying to put extra emphasis on the product; another reason would be that the business is trying to almost fetishize eyes for the advertisement to help promote the attractiveness of the product, along with this there were many mid shots used to help show the transformation of the main figures and to also help establish the scene. 1) Narrative & genre: narrative theory and sub-genre: Using Propps theory of narrative you can see that there are two heroes (Manny and Shayla) and a princess (the lady in the taxi), the two heroes then use the mascara to help 'save' the girl and get them into the apparent club.  3) Mise-en-scene: costume & props: There are multiple instances of mise en scene that help indicate luxury or high living standards there are multiple instances of gold being u...

1) What year was the advert produced and why is the historical context important? The advert was created in 1967, this means that feminism was a still-developing ideology. This advert would have been unacceptable in modern day society. 2) Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? There are multiple mise-un-scene instances that actively promotes male dominance; not only is the main figure within the advert male, but the man is also being lifted above the heads of the females, this makes the male seem not only above the females, but also makes the male seems as if he's being worshipped by the women within the advertisement, this idea is also supported by the reaching hands looks given by the women as well. The male figure is also fully covered while the women are not, this provides male gaze for the male audience while helping to continue over-sexualize women. The gun within the advertis...

How do the representations in Figure 1 position the audience to desire the Patek Phillipe watch? There are multiple ways as to how Patek Phillipe makes the audience desire their watch their watch, but the most prominent way is the use of portraying of success and how they're linking that success with the watch, e.g. the idea of owning a boat has always been linked to success, Patek Phillipe used this idea and linked it to their watch promoting the idea that  this watch will make their customers successful; along with this the man in the advertisement very accurately addresses the age demographic they are trying to advertise to by using a middle aged man dressed formally to advertise the watch, the two figures in the advertisement are also in an exotic location, something else also connected with success.  How are representations of masculinity shaped by cultural and historical contexts? Your answers should refer to the Patek Phillipe advert (Figure 1 – published 2014) and...

Advertising: The representation of women in advertising Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising: 1) How does Mistry suggest advertising has changed since the mid-1990s?: While previously the representation of characters in advertising was obvious since the mid-1990 's that representation is now far vaguer; not only this but there has been a new introduction of homosexuality in modern advertising aswell that was never in mainstream media before 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Some common stereotypes were that women belonged to their husbands, that they had to be housewives, and that if they did not fulfill their predetermined roles properly, they should feel guilty. These stereotypes were reinforced were the increased introduction of domestic products such as convenience foods and automatic washing machines. 3) How did the increasing influence o...

1) What does John Berger suggest about advertising in ‘Ways of Seeing’? John Berger- "All publicity works on anxiety", what this means is that through anxiety, we are always looking for ways to improve ourselves, to try our best to make ourselves better. Once an advertisement makes us feel that their product and or their service can make us better, we then have an urge to buy that product or service, that urge results into action. 2) What is it psychologists refer to as referencing? Which persuasive techniques could you link this idea to? Psychologists refer referencing as either Knowingly or Subconsciously, we refer ourselves to an idea that the product or service can change our lives, or make it better. 3) How was Marmite discovered? Marmite was discovered by a German scientist called  Justus von  Liebig, he had discovered that brewed yeast could be concentrated into an edible product. 4) Who owns the Marmite brand now? Marmite is owned by Unilever 5) ...

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. Todorov: There are multiple examples of Todorovs theory of equilibrium, one example that appears throughout  every narrative strand within the advertisement. Before a character expresses a form of difficulty, they are in a state of equilibrium , during the explanation of each narrative is the disequilibrium, and then the new equilibrium is once they have each complete the task, which will then move to another character starting a new disequilibrium. It's done this to help keep audiences to keep watching the advertisement , making them wanting to know how it ends. Propp : Propps theory of narritve states that in every narrative there are multiple key character types. In this narrative, Nike are the helpers, giving them the key to win, the characters themselves are both heroes and victims to their every day str...