'Score' CSP print advertising
Print Advertising
'Burberry Brit advert'
- old fashioned - black and white theme - conveys traditional values
- background - town and old car - model standing in front of car - almost as if she's guarding the expensive Rolls Royce car - famous British car
- model's pose unnatural - legs and arms in unusual positions - confident, holding umbrella with matching pattern/ colour scheme of perfume bottle
- clothes - scarf matches pattern of perfume bottle - promotes bottle further
- bare legs - revealing however covered on top and wearing coat due to weather
- facial expression -
-sophistication, luxury and class
- logo 'Burberry Brit' on centre bottom of page
- serious policeman - typical British icon - vs model's expression - binary opposition
- 1960's - 'swinging sixties' - short skirts etc. - commonly associated with this era, black and white film
- skinny stereotypical female figure - still stuck in these ideologies - psychologically unhealthy
-Goffman's gender representations theory - advertising often uses codes and conventions in portrayal of women:
* 'superiority, domination and body language' (men shown in dominant positions and appear to be reflective of thought and intelligence, women are physically portrayed in sexual reclining poses with blank or inviting expressions)
*'dismemberment' - on females, parts of body e.g. legs, chest etc are used rather than full body - often applied to sell products which aren't related to the body e.g. mobile phones
*Voice-over authority - in moving image advertisements, male voices are used as voice-overs in commercials rather than females
Score advert CSP (media representation & media language)
-pre-1970 historical artefact
-explores gender roles, sexuality and advertising techniques in 1060's
-correlation between the rights of women and how they were represented back then with this advert and what it suggests about women
Advertising techniques:
-relies less on market research & focuses more on creative aspect when planning campaigns
-TV (large visuals and minimal copy for dramatic effect, new editing techniques)
-posters (realistic look, relying more on photography than illustration)
Gender roles in 1960s advertising:
-1970's - women's liberation movement tried to be more progressive with representation of gender - role reversal adverts - man seen to do household roles - experiment didn't last long! - adverts portrayed men as 'wimps' and women as 'lazy' - females preferred to see themselves in role of housewife - could be argued reason why females are stereotyped in this way is because they allowed it to happen not because advertising agencies prevented it
Target Audience:
-young male adults, 18+
-can relate to issues relevant to advert in society, must be intelligent enough on psychographic scale & to understand the cultural significance of the ideologies and the relevance to society and the 1900's
How and why audience responses to the narrative of this advert may have changed
over time
-ideologies of gender, sexuality etc. change over time and should improve the way these topics are represented in today's society
-1967 - male audience may read the narrative as ironic and humorous (dominant reading?) but it's unlikely they would challenge underlying ideology implied in advert
-females (though not target audience), may read gender representations in oppositional way but at same time accept its representation of a patriarchal society as normal or inevitable
-modern audiences/ students of media - likely to reposts in different way - aware it's sexist narrative is outdated and actually offensive for some
-However, the fact that some advertisers still use a similar technique to sell deodorant to teenage boys, it could be argued that younger male audiences wouldn't view this narrative as problematic
How does this advert create desire for the product
-suggests if people use the hair product, it will attract the opposite sex and may gain relationships or even just attraction, may improve people's attractiveness in general
-Liquid hair tonic - product of American Bristol-Meyers Company - like many large companies in area they paid more attention to building.a distinctive character for brand - brand message is clear - to present a product as grooming production for a 'real' (masculine) man
Techniques of Persuasion:
-"Get what you've always wanted" - persuasive language, 'get' = command word, typical view that women always want a man and are driven by sexual drive/ needs
-persuasive techniques used in the advert and issues surrounding brand values, brand
message, brand personality and brand positioning should inform the analysis:
* 'score' - suggests once you use the hair product, you may be a high standard in regards to beauty and cleanliness, score = results, winning etc - brand name is very deliberate & has obvious connotations/ sexual?
Media Language:
-aesthetically pleasing - females represented as objects of beauty and also with man's sleek hair
-overall image - consensual social attitudes towards gender in 1960's, mainly that male is dominant and female is obedient/ submissive
Mise-en-scene analysis:
-high-key lighting - positive, bright, advert trying to appeal to audiences by expressing their positive ideologies/ views onto society about hair product - if low key was used - advert may suggest product isn't beneficial or worth the money etc.
-greens, browns, creams, neutrals - warm toned colour scheme, old fashioned print colours - bad quality
-setting - jungle scene, khaki/ browns = army colours - no animals but just nature - simplicity, fresh, nature
-facial expressions/ body gestures
*man - smug, happy, attention-seeker, loves dominance, relaxed/ informal position/ posture
*women - submissive, desperate, happy, some straight faces, arms reaching up for man/ shows urgency/ flirtatious behaviour, beautiful, stereotypical women (idealistic figure), smiles etc., women all surrounding man and are below eye level which is where the man is standing
Production values and aesthetics:
-man casually holding gun, sat in relaxed way - looks unfazed by women/ loving attention
-women holding no props - useless, cannot be trusted to hold weapons/ fight
Todorov's Equilibrium theory - construct a narrative which appeals to its target audience
*equilibrium, disruption, realisation, restored order, new equilibrium.
*Score advert - aim to capture audience through advertising techniques and understand their views on ideologies in 1960's which was when the advert was based around
Propp's theory - characters in narrative
*man = 'hero' in narrative
*image infers that he is superior-protector of his 'tribe'
*affection & availability of females are the man's reward for masculine behaviours - appeal to younger males who would identify with male & aspire to share same status as him
Media Representations
Gender/ feminism
-processes which lead media producers to make choices about how to represent
social groups
-Score constructs representation of women typical of late 1960's and accepted as 'normal'
-females in scores - largely represented as sex objects or domestic servants
Butler's theory
-gender is socially not biologically determined, learned through society
-gender is performance - both males and females in advert are performing roles of masculine (man) and feminine (woman) that are assigned to biological sex
-reinforces binary opposition of gender roles
Zoonen's theory
-argues gender is constructed through discussion and its meaning changes according to cultural and historical context
-in mainstream media texts, visual and narrative codes are used to objectify female body
Hooks
-feminism should be seen as struggle to end patriarchal oppression and ideology of domination (and men need to participate in process)
Gauntlett's Pick and Mix theory
-all audiences affected by what they read and way adverts attract & represent audiences
-argues both media producers and audiences play role in constructing identities - role of producer in shaping ideas about masculinity is clear in Score advert
-1960's men would have used these ideas to shape their own identities and sense of what it means to be a main mid 20th century
-similarly women would have clear sense about their place in world despite man social changes that were leading to greater equality socially an sexually e.g. through access to contraceptive pill
Gilroy's Post-colonial Theory
*reference to colonial values can also be linked to social and cultural contexts of British Empire
*argues that despite the passing of empire, white western world still exerts dominance through cultural products
*Score advert follows similar narrative as white male(often American) plays hero who saves (dependent) world from disaster
Historical, social and cultural contexts
-The Score hair cream advert is an historical artefact from 1967 - can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
-1967 can be seen as a period of slow transformation in western cultures with legislation about and changing
attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate. -Produced in the year of decriminilasiation of homosexuality the representation of heterosexuality could be read as signalling more anxiety than might first appear
-The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire
-The advertising techniques of 50 years ago are fundamentally similar to today – if more explicit
-gender stereotypes more evident on late 1900's
'Burberry Brit advert'
- old fashioned - black and white theme - conveys traditional values- background - town and old car - model standing in front of car - almost as if she's guarding the expensive Rolls Royce car - famous British car
- model's pose unnatural - legs and arms in unusual positions - confident, holding umbrella with matching pattern/ colour scheme of perfume bottle
- clothes - scarf matches pattern of perfume bottle - promotes bottle further
- bare legs - revealing however covered on top and wearing coat due to weather
- facial expression -
-sophistication, luxury and class
- logo 'Burberry Brit' on centre bottom of page
- serious policeman - typical British icon - vs model's expression - binary opposition
- 1960's - 'swinging sixties' - short skirts etc. - commonly associated with this era, black and white film
- skinny stereotypical female figure - still stuck in these ideologies - psychologically unhealthy
-Goffman's gender representations theory - advertising often uses codes and conventions in portrayal of women:
* 'superiority, domination and body language' (men shown in dominant positions and appear to be reflective of thought and intelligence, women are physically portrayed in sexual reclining poses with blank or inviting expressions)
*'dismemberment' - on females, parts of body e.g. legs, chest etc are used rather than full body - often applied to sell products which aren't related to the body e.g. mobile phones
*Voice-over authority - in moving image advertisements, male voices are used as voice-overs in commercials rather than females
Score advert CSP (media representation & media language)
-pre-1970 historical artefact
-explores gender roles, sexuality and advertising techniques in 1060's
-correlation between the rights of women and how they were represented back then with this advert and what it suggests about women
-relies less on market research & focuses more on creative aspect when planning campaigns
-TV (large visuals and minimal copy for dramatic effect, new editing techniques)
-posters (realistic look, relying more on photography than illustration)
Gender roles in 1960s advertising:
-male - clear that man is main focus
-women earned less than men and still do now
-women seen in workplace more now and so have more of an optional income than woman in 1960's
-in UK, advertising in post-war period was characterised by campaigns - reinforced idea that the woman's place was typically to be in the home (cooking, looking after children, cleaning, other household/ domestic duties etc.), during WW2 - propaganda posters convinced women that their place was in farms and in factories while men were away fighting
-by 1967, it was more common to view women as submissive/ obedient to men and wore little clothing like in Score advert-1970's - women's liberation movement tried to be more progressive with representation of gender - role reversal adverts - man seen to do household roles - experiment didn't last long! - adverts portrayed men as 'wimps' and women as 'lazy' - females preferred to see themselves in role of housewife - could be argued reason why females are stereotyped in this way is because they allowed it to happen not because advertising agencies prevented it
Target Audience:
-young male adults, 18+
-can relate to issues relevant to advert in society, must be intelligent enough on psychographic scale & to understand the cultural significance of the ideologies and the relevance to society and the 1900's
How and why audience responses to the narrative of this advert may have changed
over time
-ideologies of gender, sexuality etc. change over time and should improve the way these topics are represented in today's society
-1967 - male audience may read the narrative as ironic and humorous (dominant reading?) but it's unlikely they would challenge underlying ideology implied in advert
-females (though not target audience), may read gender representations in oppositional way but at same time accept its representation of a patriarchal society as normal or inevitable
-modern audiences/ students of media - likely to reposts in different way - aware it's sexist narrative is outdated and actually offensive for some
-However, the fact that some advertisers still use a similar technique to sell deodorant to teenage boys, it could be argued that younger male audiences wouldn't view this narrative as problematic
How does this advert create desire for the product
-suggests if people use the hair product, it will attract the opposite sex and may gain relationships or even just attraction, may improve people's attractiveness in general
-Liquid hair tonic - product of American Bristol-Meyers Company - like many large companies in area they paid more attention to building.a distinctive character for brand - brand message is clear - to present a product as grooming production for a 'real' (masculine) man
Techniques of Persuasion:
-"Get what you've always wanted" - persuasive language, 'get' = command word, typical view that women always want a man and are driven by sexual drive/ needs
-persuasive techniques used in the advert and issues surrounding brand values, brand
message, brand personality and brand positioning should inform the analysis:
* 'score' - suggests once you use the hair product, you may be a high standard in regards to beauty and cleanliness, score = results, winning etc - brand name is very deliberate & has obvious connotations/ sexual?
Media Language:
-aesthetically pleasing - females represented as objects of beauty and also with man's sleek hair
-overall image - consensual social attitudes towards gender in 1960's, mainly that male is dominant and female is obedient/ submissive
Mise-en-scene analysis:
-high-key lighting - positive, bright, advert trying to appeal to audiences by expressing their positive ideologies/ views onto society about hair product - if low key was used - advert may suggest product isn't beneficial or worth the money etc.
-greens, browns, creams, neutrals - warm toned colour scheme, old fashioned print colours - bad quality
-setting - jungle scene, khaki/ browns = army colours - no animals but just nature - simplicity, fresh, nature
-facial expressions/ body gestures
*man - smug, happy, attention-seeker, loves dominance, relaxed/ informal position/ posture
*women - submissive, desperate, happy, some straight faces, arms reaching up for man/ shows urgency/ flirtatious behaviour, beautiful, stereotypical women (idealistic figure), smiles etc., women all surrounding man and are below eye level which is where the man is standing
Production values and aesthetics:
-man casually holding gun, sat in relaxed way - looks unfazed by women/ loving attention
-women holding no props - useless, cannot be trusted to hold weapons/ fight
Semiotics: (how images signify cultural meanings)
-gun - violence, dominance, threatening behaviour towards females
-palm trees - tropical/ hot country - excuse for women to wear revealing clothes
-way in which media language incorporates viewpoints and ideologies
-minimal clothing - dominance of men, typical view of women being sexualised, Male Gaze theory
Narrative-minimal clothing - dominance of men, typical view of women being sexualised, Male Gaze theory
Todorov's Equilibrium theory - construct a narrative which appeals to its target audience
*equilibrium, disruption, realisation, restored order, new equilibrium.
*Score advert - aim to capture audience through advertising techniques and understand their views on ideologies in 1960's which was when the advert was based around
Propp's theory - characters in narrative
*man = 'hero' in narrative
*image infers that he is superior-protector of his 'tribe'
*affection & availability of females are the man's reward for masculine behaviours - appeal to younger males who would identify with male & aspire to share same status as him
Media Representations
Gender/ feminism
-processes which lead media producers to make choices about how to represent
social groups
-Score constructs representation of women typical of late 1960's and accepted as 'normal'
-females in scores - largely represented as sex objects or domestic servants
Butler's theory
-gender is socially not biologically determined, learned through society
-gender is performance - both males and females in advert are performing roles of masculine (man) and feminine (woman) that are assigned to biological sex
-reinforces binary opposition of gender roles
Zoonen's theory
-argues gender is constructed through discussion and its meaning changes according to cultural and historical context
-in mainstream media texts, visual and narrative codes are used to objectify female body
Hooks
-feminism should be seen as struggle to end patriarchal oppression and ideology of domination (and men need to participate in process)
Gauntlett's Pick and Mix theory
-all audiences affected by what they read and way adverts attract & represent audiences
-argues both media producers and audiences play role in constructing identities - role of producer in shaping ideas about masculinity is clear in Score advert
-1960's men would have used these ideas to shape their own identities and sense of what it means to be a main mid 20th century
-similarly women would have clear sense about their place in world despite man social changes that were leading to greater equality socially an sexually e.g. through access to contraceptive pill
Gilroy's Post-colonial Theory
*reference to colonial values can also be linked to social and cultural contexts of British Empire
*argues that despite the passing of empire, white western world still exerts dominance through cultural products
*Score advert follows similar narrative as white male(often American) plays hero who saves (dependent) world from disaster
Historical, social and cultural contexts
-The Score hair cream advert is an historical artefact from 1967 - can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques.
-1967 can be seen as a period of slow transformation in western cultures with legislation about and changing
attitudes to the role of women – and men – in society, something that the advert can be seen to negotiate. -Produced in the year of decriminilasiation of homosexuality the representation of heterosexuality could be read as signalling more anxiety than might first appear
-The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire
-The advertising techniques of 50 years ago are fundamentally similar to today – if more explicit
-gender stereotypes more evident on late 1900's
Comments
Post a Comment