Gender, identity and advertising: blog task
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 says that women are traditionally viewed as the house wife with no job and dependant on their husbands income seeing as they do not have their own job however in modern day women are seen as more independent and taking on roles that wouldn't be stereotyped with women and men are traditionally viewed as the bread winners and strong but in modern they are more emotional. We can see this in the advertising CSP's seeing as in the Score advert the man is presented as a God to the women and they seem to be praising him and treating him like a king, however the women are sexualised and made to wear much less clothes then him and they were all white young females however in the Maybelline advert Manuel Gutierrez is made to seem much more feminine and even his appearance is different seeing as he has a full face of make up, one other difference is that they used a black make up artist as well (Makeup by Shayla).
2) How does Gauntlett suggest the media influences the way we construct our own identities?
- He suggests that the media uses capitalism to reinforce new traditions.'Television programmes, pop songs, adverts, movies and the internet all also provide numerous kinds of 'guidance'.'
3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values?
The two CSP's show different tradition. In the score advert it reinforced patriarchy and shows the fact that men were superior to women however in the Maybelline advert their is a homo sexual influence which lots of traditional people will go against
4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years?
Manny and Shayla are good examples of role models because they don't tell people how to behave or what beliefs to have but they're good examples of someone other people may look up to or want to be. They're good role models because they portray modern beliefs and they challenge societies traditional beauty expectations.
5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis?
The score hair cream advert highlights how men are on top and women are at the bottom serving the man while looking preety and thats all they have to do.
6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this?
The message of the maybelline advert is that it's okay to be and wear whatever you want. Wearing mascara or conforming to the "lash like a boss" statement doesn't make you any less of a man, Manny isn't claiming to be a woman, he's just saying it's okay for boys to wear make up and society need to be okay with it too.
7) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry.
Yes, I believe that the media still reinforces the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses. Men are consistently advertised as having extreme muscles and are often sexualised together with women. They are also represented as 'strong' and are expected to have certain 'male skills', such as the ability to play football.
8) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women?
I believe that adverts support the idea of 'girl power' to some extent. There are many adverts that promote the idea that women should be themselves, confident and independent. Examples include the Always 'Like a girl' campaign. However they are still wearing only underwear.
Yes I agree with Gauntlett's argument that younger generations are not threatened by traditional gender roles and are more comfortable with social changes. This is because they have grown up in a world where men are equal with women, where the LGBT community is continuously praised and supported.
10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests?
In the Score hair cream advert, a highly heterosexual image of men is created and the consumers are reassured that using the cream won't make them any less masculine ('made by men'). However, the Maybelline advert takes a totally different approach to sexualities. They chose a gay man to feature in their advert and he is just as enthusiastic about the mascara as Shayla is.
11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)?
CK One fragrance 'for a man or a woman'
Kronenbourg lager
Impulse deodorant
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'?
The Maybelline adverts supports Judith Butler's idea that "The binary division of 'male' and 'female' identities should be shattered, and replaced with multiple forms of identity..." because the male and female in the advert (Manny and Shayla) both have a common interest with makeup and their gender isn't stopping them from doing this.
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayla from the Maybelline advert first become famous?)
12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'?
The Maybelline adverts supports Judith Butler's idea that "The binary division of 'male' and 'female' identities should be shattered, and replaced with multiple forms of identity..." because the male and female in the advert (Manny and Shayla) both have a common interest with makeup and their gender isn't stopping them from doing this.
13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayla from the Maybelline advert first become famous?)
When the Score hair cream advert was published in 1967, advertising companies controlled and dominated the media. There wasn't much room for audiences to come forward and debate the ideas that the media was conveying because social media didn't exist.
Advertising challenges traditional gender stereotypes because of its continuous representation of gender as fluid and non-binary. However, it also reinforces traditional stereotypes by always sexualising both men and women and representing them in a way that fits their corresponding gender roles.
15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society?
The Score hair cream advert reinforces traditional views of gender and sexuality whereas the Maybelline advert offers a contemporary and new approach to gender and sexuality. The 50 year gap between the two adverts illustrate how much things can change over time.
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