Advertising and marketing index:

1) Introduction:narrative in advertising

2)Advertising persuasive techniques:

3)Advertising: 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 and reading questions

gender identity and advertising blog task:

1) The examples that Gauntlett provides of the ''decline in tradition'' as the traditional view of women has changed and now women are seen as being independent and assertive as a result of more opportunities in jobs and there is no expectation of them staying at home and cooking and cleaning.
he claims that now icons of girl power are being seen which highlight the fact that there is greater diversity and a alternative is seen as a result.
This can link to the Maybelline advert as there is a different view of masculinity and Manny Mua is presented with make up on and constructs a different view of masculinity identity.
This could link to the score hair cream advert because women are shown in more of a sexual way making them seem more assertive about what they have.

2) Gauntlett suggests that the media helps influence and construct our identity by providing us with information that is not talked about that much in reality. These may be things like gender, relationships and sex. This means that the media provides certain tools and utensils that we can use and apply to ourselves as the uses and gratification theory may also suggest that we are able to build a personal identity and relationships.

3) The score hair cream advert and the Maybelline advert reflect the generational differences as Gauntlett suggests by some people having more of traditional view of these adverts and some people having more of a liberated view. the score hair cream advert presents us the ideology that men are seen as more dominant and they have all the power through this product to achieve such escapism therefore this means that men will have more of a narrow minded view of certain things than young women. This is because the media is trying to disseminate modern values but because there is more of a opposition from women than men a generational gap is reinforced.

4)The role models Shayla and Manny are good role models because their identity, attitudes and behaviour is something that the audience does not expect which means it is opposite to what individuals actually are. This helps shape a personal identity for individuals and gives hope to what they want to do does not always have to fit in with society so these role models provide a steer to their own personal routes for life.

5)The score hair cream advert provides a good example of masculinity because it reinforces a dominant representation of a man being above all especially women in this scenario providing a ideology that males are more in control over women. It represents traditional values as he is being held and women are looking up towards him. This can link to masculinity being a crisis because this advert is reinforcing these values upon men so there is a strong stigma attached to what expectations are held of men as there is roles they have to fulfil to fit into society and he suggests that masculinity is a social construct.

6)David Gauntlett argues that masculinity is not a crisis and this can be linked to the maybelline advert because Manny has reinforced a different construct of masculinity by reinforcing a image of a gay male which means that there are certain things that suggest masculinity is transforming and not always a construct of society as a result.

7)I believe that advertising reinforces the conventionally, rugged, super independent, extra strong Macho man  only to some extent because even though alternative representations of men are being made there is still a traditional culture that males inhabit. However, there are arguments that may suggest that now masculinity is less of a pressure in the male identity as males are seen as doing things that you would not expect like the gay male representation that Manny presents in the maybelline advert.

8) Advertising is providing ideas that support girl power to some extent as girls are shown as independent and strong as Gauntlett suggests that women are shown as strong and powerful whilst they have make up on which may also contradict the real confidence of women that is actually being portrayed. Angela Mcrobbie also highlights the fact there is a 'dynamic of generational antagonism which has been overlooked by professional feminists' which alludes to the fact that there is a opposition to how women were initially represented.

9)I agree with Gauntlett that now there is more gender fluidity between cultures because there is less pressure put upon males and females to fit into the societal construct. This is because the internet is helping to diversify these changes as people now negotiate amongst them. There may be representations that have not changed but the majority of them have as Gauntlett claims as a result there is more complex and broad positive role models.

10)The maybelline advert links to Gauntlett's notion of diversity within sexuality because Manny Gutierrez is presented as a Gay male and reinforces his sexuality as not conforming to the specific gender roles and Gauntlett suggests that now there is more tolerance of this than before. This is because of the media helping to bring out the different sexuality.

11)The examples that Gauntlett provides for the changing nature of gender in society is that the different adverts for example the CK fragrance for man and women and kronenbourg which go against these heterosexual ideas of gender by emphasising the androgynous characteristics.

12)The maybelline  advert can be linked with Judith butlers idea of gender being replaced with multiple forms of identity because in this advert Manny Gutierrez is portrayed as a male who puts on make up and is gay allowing audiences to get a different construct of masculinity. The liberated forms of identity challenges the traditional understandings of gender as a result of this.

13)The close study products of the maybelline advert and score hair cream has suggested that power has moved from the media to audiences because audiences can have their own say because the internet is allowing them to choose what audiences are able to support what they want to. The maybelline advert has become popular because of Manny Gutierrez and shayla having a good amount of popularity in fan following.

14) Advertising is a good example of contradictory elements because the media may be providing challenges to certain stereotypes but the audiences are able to have their say which means that neither are that powerful but are allowed to have their opinion about certain things. There are challenges to the stereotypes because no there is no  reinforcement of the construction of identity but its more liberated as a result it provides more of a indistinct image.

15)Both adverts provide changes in attitudes in gender and sexuality because the two adverts show a great difference in how gender used to be constructed and how it has changed. This is conveyed as the before there was a strong enforcement on gender roles as the score hair cream highlights as there is more of a traditional image of the male being shown as dominant and the girls carrying him. However now as time has developed there is more open opinion of identity and sexuality as Manny Gutierrez is conveying in the advert there is a transformation to a significant extent as he is shown to be putting on make up and not conforming to the traditional notion of masculinity.

Blog task: Maybelline 'the Boss life' case study and wider reading

1) Narrative & genre : narrative theory and sub genre:

• Proppian Heroes: and the rescue roll within the advert which is when Manny Mua and Shayla Mitchell make the character in the cab appear more glamorous.
• she takes on the princess roll and gets this makeover which is traditionally presented in adverts.
• The bell guy who comes in with the suitcase takes the donor role as he delivers the mascara.
• The product also gives inter textual reference to money.

2) Cinematography: camera shots and movement:

• The product gives a fetishisation of the product as there is extreme close ups that convey this.
• The movement of the shots are faced paced at first when the product is being applied showing that it is easy to use.
• There are tracking shots also used which signify what is going to happen and adds to the pace of the shots and the audience are able to have a brand recognition with these shots as the colour is presented the most.

3) Mise-en-scene: Costume and Propps:

• establishing shots establishes the New York skyline offering the audience with certain iconographies.
• The mascara which appears to be like blocks of control comes in a shiny new suitcase.
• This makes the product seem desirable and their costume has a lot of colour which also bits of gold an this links in with royalty and making the product seem Prestigious.

4) Mise en scene:actors, setting, lighting and colour:

• In the advert a gay male is presented as portraying this product which is different as audiences would not expect this.
• Gold is used to attract the audiences as well and makes it appear more luxurious with the lighting.
• There is a treasury aspect from the suitcase which also makes the colour shine and appear more rich.
• It can also be argues that the colours that are used are gender neutral.

5) Editing: pace,transitions and visual effects:

• Slow paced editing is used to make the product seem more attractive.
• fast paced editing making it seem easy to use 
• Its Thrown into the air referencing the mascara to money.

6) Graphics: text/Graphics on screen:

• repetition of the graphics reflects synergy within the advert and promotes the product through social media.
• 'boss life' is presented repeatedly which appeals to a young adults.
• The slogan is repeatedly kept on the screen to reference the product making it appear more desirable.

7)Sound dialogue,music and sound effects:

• the dialogue 'lash like a boss' is quite catchy for this product making it seem appealing.
• music is very current to the audience makes the product seem much more luxurious and emphasised through sparkling noises.

Maybelline 'the boss life' wider reading:

1)This product was a landmark in beauty product advertising because this advert breaks the norms and values within society and goes with another concept of the societal concept. this advert features Manny Mua who conveys a new construct of masculinity which appeals to audiences because it goes beyond audiences expectations as make up is usually associated with females.

2)The articles suggest that now make up can be associated with any gender male or female and sexuality is presented as a positive thing as it gives a universal approach to beauty by hinting t
hat make up is not only for girls. This means that now representations of gender are changing to a
significant extent as there is more fluidity of gender.

3)Digital Influence's are attractive to companies because it helps celebrity endorsement and continues to convey the power of beauty. This helps to purchase the product and make loyal fans as a result and the product is being marketed through twitter and Instagram to consumers and this will make the product appear more desirable.

4)I think that this advert chose Shayla Mitchell and Manny Mua due to celebrity endorsement and make the product more pleasing and tempting as they have many fans that follow them. The fact that these two are well known in the media it will be a advantage in the media as the product will be seen more in the media.

5)The crucial factor for brands is that even when using any celebrities within adverts it is important that they have a good amount of social media following as if they are not recognisable then this wont be socially effective as a result.  

Media magazine: The changing Face of masculinity: MM64 pg15

1) The article suggests that the score hair cream advert uses female sexuality to convey men can have power through this as it alludes to a fantasy that claims you can conquer and as a result will be desired. This reinforces stereotypes about a patriarchal society as the product is only for men and also smells 'manly' and women are only present to fetishise it.

2)The article suggests that the score hair cream advert uses narrative by claiming a type of fantasy that was given to advertisers saying that they can achieve anything just with better hair giving a sense of diversion to the audiences as the gratification theory states and gives a sense of escapism.

3)The score hair cream advert reinforces stereotypes of the masculine identity because it is conveyed as dominant and to do with leadership by using women as subordinate and looking up the the male figure. This means that by highlighting the fact that it is made by men and only is convenient for men alludes to the advert saying that it wont feminise anyone reinforcing these stereotypical aspects of gender.

4)Applying Stuart Halls reception theory to the score hair cream advert it suggests that the preferred reading is that the male being represented in a superior way makes audiences percieve the image because it makes it alludes to this fantasy that the male figure can achieve anything with sex appeal and good hair.
This advert could also be given a oppositional reading as some consumers may believe that this advert could present is that the women could signified as being decorative and appealing but this may damage self esteem of males as guys become more conscious in achieving this good look just so they also live this fantasy in reality. This is because of macho laden ideals being presented within this advert.

5)The background in the maybelline advert is significant because it provides iconographies of the New York skyline which adds to the mise en scene makig the product appear more desireable and  hints to the audience that this is a well known American company.

6)The narrative of the maybelline advert is that Manny The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the
product that everyone wants, the ‘Big Shot’ mascara. This creates suspense for audiences as they wonder what will happen next and what kind of wonders this mascara actually does.


7)The advert suggests that maybelline message is that anyone can 'lash like a boss' no matter what gender they which means that there is a message that there is no need to conform to masculine or feminine ideals as these two characters are portrayed as very powerful.

8) The two adverts portray many different aspects of masculinity as the score hair cream advert provides more a traditional one but the maybelline provides more of a modern image of masculinity highlighting the idea that now masculinity is constructed in different ways.The maybeine advert supports the fact that there is more gender fluidity and the ideology of gender is begining to change and take a new perspective. This means that the Maybelline make up advert goes against the social norms and values in society and creates a new form of masculinity to impower other individuals.

Manny Mua presents these ideas of masculinity to challenge the stereotype and challenge what people think and after the comments he recieved were very gender biased and people questioned his upbringing  as they believed that it wasn’t done properly by a male figure which questions the way people are so stereotypical of such behaviours that they begin to be associated with specific roles all the time.

The score hair cream advert creates a traditional image of masculinity and what it should be like and this reinforces patriachal values within the advert as women are seen to be passive and thre are subliminal messages like using female sexuality to impower men which depicts the fact that males will remain superior.

Blog task: Score hair cream advert:

Score Hair cream Advert:
1) The score hair cream advert was produced in 1967 and the historical context is important so we can find out more about the time era and what society was like at that time.

2)The Mise en scene in this advert is very crucial aspect of this advert as there are certain traditions and stereotypes that are reinforced to the audience through the costumes of the girls which highlight them as being very sexual and dependant on the male as they are reaching up to him and this suggests that he is quite superior. The idea that the women are placed beneath him and he is above also may be reinforcing the idea that he has the role of the leader who has the gun which is a phallic symbol which is used to convey that he needs this to gain something otherwise without this he is nothing.

3)The slogan is saying 'get what you've always wanted' which is the use of Direct mode of address which provides the audiences with a sense of desire and imagination of this fantasy that he has achieved through this product as this anchors the meaning of the slogan. This provides Diversion for the audiences and a sense of escapism. This reflects the  social and historical context because it reinforces the idea that a males are the leaders as there is representation of this hypermasculinity.

4)It is significant that the advert says that this product is ''made by men''  and has a ''masculine scent'' reinforces the idea that the males position was seen as dominant and superior which makes the product appear in a better light. Also the fact that it is important to have this scent so that you can also live this fantasy that this guy is living in this advert.

5)The representation of sexuality being presented to the audience is through the females having quite a sexual way of being represented and only being partially clothed where as the male is clothed fully which reinforces the idea that women are being represented as sexual objects within this. This means that the power dynamic is more focused on the males and the advert is very gratuitous as the image doesn't represent the product being presented.

6)The advert reflects the representation of masculinity very well because 50 years ago male were seen to be more dominant and superior just like he is portrayed in this advert as above the females as a kind of leader.

7)The representations of masculinity in my opinion have changed significantly than the past because now both sexes are equally sexualised and there is the idea of the female gaze as well as the male gaze so pleasures are constructed for both genders.

The Drum: This Boy can Article:
1)The writer suggests that we may be facing a growing boy crisis because of the fact that the wrong sex is being over powered and women are being given a subordinate position as a result. However the writer claims that we don't really tackle the issues affecting boys that much as there is a bias that they just need to man up rather than actually reveal any issues.

2)The Axe Lynx brand has changed the way it is being advertised as it presents more diverse definition of what a man actually is and how they are able to 'find their magic' in whatever way they oppose to which contradicts other representations of men.

3)David Brockway claims that advertisers ''Totally reinvent gender constructs'' which means that there are still stereotypes being portrayed of the masculine identity because males are not represented as liking pink or worrying about getting dirty whilst girls are so which why he says that advertisers are making adverts that suit society rather than offering alternative representation.

4)Changes in the family and society have led brands to alter the way they promote certain products because the internet is allowing the audience to have their say in certain things which is pursuing change in certain representations of brands.

5)Fernando Desouches Axe Lynx global brand director claims you have to set the platform before  exploding the myth of masculinity because the way certain looks and appearances are represented help to promote the product more by showing audiences the actual view of a male identity by putting these fake ones aside.

Campaign why brands need to change:
1) The two ways advertising traditionally presented masculinity is altruistic and self serving.

• Altruistic meaning that  traditional masculinity causes problems or represents women as being subordinate.
• The self serving reason is that masculinity is continually changing and shifting as brands are using this as a reason to promote their products which is increasing competition.

2)Joseph Gelfer suggests that this needs to change because the adverts are carrying on being repetitive and just portraying masculinity in a stereotypical aspect will only increase fewer justice and less diversity.

3)The five stages of masculinity:

• stage 1- ''unconscious masculinity''-traditional views of men
• stage 2-''conscious masculinity''-same as above but deliberate
• stage 3-''critical masculinity'' -feminists socially constructed
• stage 4-''Multiple masculinity''-anyone can be anything
• stage 5-''beyond masculinity''-It doesn't exist Gender fluidity

4)This was the result i received after doing the test and i partly agree with it even though some questions were not a good sources of measure as it can be difficult to make generalisations.

You are:

Stage 3 on The Five Stages of Masculinity. Remember, the stages are only indicative, and people can be on different stages for different aspects of masculinity that are not captured by this tool.

5)The stage of masculinity that the score advert conveyed was stage one has it reinforced a traditional view of men.

6)Each of these stages are significant as it gives a route to advertisers in what they should have within their adverts in order to improve diversity and give a different source of segmentation of men within adverts.

Representation of women in advertising:

1) Mistry suggests that advertising has changed since the mid 1900's there has been a change in how gender is represented and she states that now there is a new representation of homosexuality and how this is portrayed in the media.

2)The female stereotypes that were found in 1940's and 1950's were the traditional aspects that were shown regarding the dominance of masculinity over femininity. There was significance that was put on the male characteristics conveying them as the breadwinner. This had some change after 1945 as there was some importance given to careers of females however there was still a under representation as adverts still showed stereotypical aspects as what would happen to the home if women started to work and all these notions began to question the women's ideals.

3) The changing representations of make up and clothes influenced how women were represented in the media because it led women being shown as objects which can be decorated with these products to give pleasure to the opposite sex and this is seen as 'using commodities to serve men' as Janice Winship claims..This means that women and men's sexuality is used to sell these products and this could also be linked the Mulvey's theory about the male gaze as this reinforces patriarchy is society today.

4)The Male gaze is a theory by Laura Mulvey who claims that men see women as sexualised objects and in advertising this is constructed for pleasure for the men. This leads to them being subordinate in society and viewed as passive as their appearance is given the most significance within adverts.

5) The representation of women changed in the 1970' because there was a change in women's social position within the media. As they were given a liberating view in society and their roles changed as they were more progressive and active.

6)Van Zoonen claims that the new representations of women were only marginally different from sexist representations from earlier years because it only undermines the traditional stereotypes of women in society by regarding it as superficial.This means that women are being represented in these progressive things in society but they are not being shown without a male colleague or them actually working which contradicts their representation.

7)Barthel claims that there is no actual threat to male power which means that even if a women is seen to be wearing a suit and working in something professional there is still a sense of power of a male over this presentation. This means that women are always unconsciously and consciously controlled whether they work or not.

8)Richard Dyer claims that there is a misinterpretation of women's liberty within the media as he states that there are women being represented like this due to the notions that feminism presents as when a women is seen as doing these things for adverts it gives them quite a independant and dominant portrayal but Dyer suggests this is just a women doing it for male pleasure even though she is not told this.

Media magazine:beach bodies v real women (MM54)

1) What was the Protein World 'Beach Bodies' campaign?                                          This was a advert that was launched to advertise a slimming down product with a model showing the ideal beach body and this created controversy amongst the public and was banned in the London underground.

2) Why was it controversial?                                                                                      This advert was controversial because as it was trying to promote this product it was also making other females more conscious about their bodies which changed perspectives of the body type type they had as it suggested that if you have this body only then u can wear swimwear in public.  

3) What did the adverts suggest to audiences?                                                      Audiences thought that this was unrealistic as the body of the model that was portrayed as deceitful for audiences because this wasn't a good representation of what women's body actually look like.  

4) How did some audiences react?                                                                           Some audience reacted to this advert by some women posing in bikini's in front of the advert and showing a genuine representation of their bodies. 

5) What was the Dove Real Beauty campaign?                                                            This campaign was representing real women with real bodies and of all races and ages and put them in a more dominant position of what they saw of their bodies and what they found beautiful.

6) How has social media changed the way audiences can interact with advertising campaigns?                                                                                                                 The social media has changed in numerous ways as now people are allowed to contradict these adverts with their own opinions and go against it if they are not happy with it. Social media now offers more consumer choice and they are able to talk about it through social media.

7) How can we apply van Zoonen's feminist theory and Stuart Hall's reception theory to these case studies?                                                                                                 Van Zoonen's feminist theory could applied to this as  the advert of the beach body is promoting this product through using a sexualised image of the women and how their appearance should be like as we can see from the model's image. She argues that the media helps construct these gender differences as the image could also be seen as giving in to the male gaze and offering a sense of pleasure of males.

Stuart Hall's reception theory could be applied to this because this theory states that media texts are encoded by the producer meaning that whoever produces the texts fills the products with values and messages. This can be applied to the Beach body advert as we can see that the producer has intended to promote this weight loss product by showing us what a women's body should look like which is the dominant reading, the negotiated reading is when audiences don't fully agree or disagree so they accept the advert but apply their own understanding to it so they would see the advert but not actually buy this product due to the image that is represented of the model. The audience may not have a same life experience which is why they may perceive it in this way which is the oppositional reading.

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?

I Believe that women's representation in advertising has changed to a significant extent because women used to be presented with traditional stereotypes in a house environment normally with a male figure. This has developed as now there is women being represented in more of a sexualised way independently and there is more of a liberating perspective that is given to their image.