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.

Representation and Identity

Anchor Spreadable Butter Advert

• The groups represented in this advert are the elderly and the young, all in the same family. The boy monkey is a teenager and a the girl monkey is a pre-teen. 

• It also represents dementia, as its a stereotype of elderly people loosing their memory and forgetting everything. 

• It also represents grandmother and grandchildren relationships

• The grandma is Jamaican, stereotypes of these people is that they enjoy cooking, as they have a large food culture. 

• Her voice is very soft and makes her seem very chill, it empowers the stereotypes of jamaican's being so laid back. E.g Usain Bolt and Bob Marley. 

• The young boy is very sarcastic which empowers the stereotypes of teenagers. 

• The shot of the siblings is a mid shot so we can see the teenagers body languages. 

• Representation of a close family - we can see a photo of the kids on her fridge so the mise-en-scene suggests the closeness of the family. 

• The advert is being inclusive to attract potential customers attentions,so a more mass market will see this advert. 

Pot Noodle Advert

• Start off with establishing shot, to portray the group of 'messy teenagers', his room is messy he looks as if he is working class due to the state of his room, his walls are tatty. 

• His accent is from up north the stereotypes of this is that he is working class as Glasgow is one of the poorest cities in the country. 

• Family of 10 all sitting round a small table eating pot noodle, emphasises the working class, as they are having this for their dinner which is very cheap and not a full dinner. 

• We see a huge example of binary oppositions as we see the bleak and stripped colour of 'home' and then the vibrance and enhanced colour to vegas, showing the difference. 

• Our expectation is completely flipped, as we thought he was going to be a boxer but instead he comes out as a ring girl.

• When he comes out he is stereotypically dressed as a female, with his walk and the clothes that he is wearing.

• His family accepts him and are proud of him, while eating a pot noodle, so it shows 'with pot noodle you can do anything and be accepted' an idea of a changing generation. 

• The black guy looks like he is rich as he is wearing chains and chains could be associated with gangs/rap stars. This also stereotypes black people as sex obsessed, as he is licking his lips at him finding him sexually attractive.

How do we define ourselves?

• Our Hobbies
• What we wear
• Taste in music/film
• Where we live
• Accent/Language
• Ethnicity/Race
• Grades