Kenian Media Exam Blog

  Media Factsheet - Score hair cream 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? -  According to AdAge (adage.com), advertising agencies  in the 1960s relied less on market research and leaned more toward  creative instinct in planning their campaigns. 2) What representations of women were found in post-war British advertising campaigns? - C ampaigns that very effectively reinforced that idea that a woman’s  place was in the home. Ironically, during the Second World War,  propaganda posters had convinced women that their place was on  farms and in factories while the men were away fighting. 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image ? You may wish to link this to relevant contexts too. - male is held above the women symbolising male superiority. - women dressed in revealing clothing to appeal to male audience. - background displays colonial

1) Type up your feedback in  full  (you don't need to write the mark and grade if you want to keep this confidential). - WWW: this is a sold assessment that shows good progress (up 12%) and also has the potential to go even higher. - EBI: organise your writing: paragraphs will help ensure you are addressing a range o points, avoiding repetition and also writing enough in terms of explanation and examples. 2) Read  the mark scheme for this assessment  carefully. Write down the number of marks you achieved for the two questions: _5/8; 5_/12. If you didn't achieve full marks in a question, write a bullet point on what you may have missed. - The costume of the man perhaps reflects David Gauntlett’s idea that masculinity is  evolving due to changing representations in the mass media. The lack of a tie and socks is a  more informal, modern interpretation of masculinity compared to traditional representations and perhaps suggests that Carolina Herrera as a brand is not entirely stuck 

A Critical Analysis of Progressive Depictions of Gender in Advertising 1) How does Mistry suggest advertising has changed since the mid-1990s? -  Mistry suggests that advertising has changed since the mid-1990s through companies increasingly adding more homosexual subjects and images. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s?   - 1950s - idea of "feminine mystique" emphasized a woman's main value and commitment should be embracing her femininity. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? - This has resulted in women being seen as objects and the perception of women as delicate and innocent. 4) Which theorist came up with the idea of the 'male gaze' and what does it refer to? - Laura Mulvey: she suggested that women are the bearer of meaning and not the maker of meaning. This means women are not placed in the role where they can take control of a scene, inst