Magazine 1 - Lesson 2

Woman Magazine - Contents Page

• 'Makeup to work miracles' - makes the assumption that women are not very attractive when they are not wearing makeup, it is a form of hegemony, as the suggestion, 'if you're not wearing makeup you're unattractive.'

• Emphasises that women are supposed to be mothers as there are lot of 'back to school' articles not for the reader but more aimed towards mothers which is another form of hegemony that there purpose is to be mothers and if they're not they may be classed as a 'disappointment' but there is no law against not being a mother.

1960's 

• Form of objectification saying that wives are only good for cooking and that they're clinging onto the men's back, as he's off to work being smart yet she is being silly clinging onto his back and wearing a chef's hat so she does look extremely silly.

• In 1960's a lot more women were attending higher education, so the aspirations and the ideas of what women can achieve are changing and they can chose what they want to do.

• The advertising changed to be more empowering to women and suggests more women have more power, and that they're going to work so they have money so advertisers take the women's side to appeal more to them in hope that they will support their product and/or service.

David Gauntlet - Key Theories

• Theories of Identity
• Audience's are NOT passive, and media products allow the audience to construct their own identities.
• By way of example, what subcultures exist around;
• genre's of music
• certain genre's of TV show (eg sci-fi)
• certain genre's of video game's (eg MMORPGs?)

• Pick'n'Mix Theory
• Audiences can pick and mix which ideologies suit them, and completely ignore the elements of the product which they do not agree with.

Key Theory - David Gauntlet - Theories of Identity

David Gauntlet - Theories of Identity

Gauntlet believes that despite many negative perceptions of the Media, audiences are capable of constructing their own identities through what they see on television. Additionally, he wrote there are now many more representations of gender than the traditional 'gender binary'.

• Budweiser Advertisement;
• The women are represented as sexualised through the outfits they're wearing, they're wearing tight swimming costumes and Budweiser is commonly a males drink so they are thinking that if they get this drink then they will get a girl like that as they will be drawn into the advertisement due to the image used and then they will get the false hope that you will receive this attention from buying and drinking this drink.

• Atra Advert
• The advert in this is trying to show that if you males shave using Atra then you will get the girl aswell, calling her as an 'advantage' so she comes with the razor, so giving the male a bit of false hope that if he shaves using this then he gets a girl aswell. 

• Action  Jeans Advert
• This advert is trying to say that if males purchase these jeans then they will be able to compete well in sports, as males are represented as the more sporty gender ecspecially in things such as martial arts which is being shown in this advertisement.