Advertising Assessment - Learner Response

 

Learner Response

1) WWW = Good comparisons of the two texts.

    EBI = Relevance and discussion of the "socially liberal media".

2) Question 1 = Black tie as a phallic object (Mulvey) – being grabbed by female model.

    Question 2 = Armani advert arguably reflects the ‘crisis of masculinity’ some refer to – assertively

                           heterosexual, perhaps reflecting the struggle men face to find their place/role in the 21st

                           century. Armani captures the way men wish to see the world.

    Question 3 = Van Zoonen argues that gender and the media is a process of negotiation – it is part of                                   social discourse (part of discussion and debate in society). This supports the idea of                                     change and identities becoming more fluid.

3)  . Stereotypical ideals of beauty – slim, twenty-something, white.

     . Promise of irresistible appeal – ‘sex sells’ (common narrative in men’s grooming; Barthes’

       action code).

     . Costume barely visible for female models – flesh on display. Heavily made-up faces –

       constructed/Photoshopped image. Links to Kilbourne’s analysis of women in advertising.

4)  I need to revise :  .  Context of life in 1960

                                    .  Gauntlett

                                    .  Judith Butler

                                    .  Equal Pay Act

5)   For - The fact so many major corporations are running socially liberal campaigns demonstrates                         that companies see future or acceptance of identity fluidity.

             - Digital technology is allowing individuals to identify with different interpretations of

                masculinity or indeed reject the concept of masculinity entirely. Maybelline campaign

                reflects this.

      

       Against - Van Zoonen argues that media language constructs gender and that this largely reinforces

                        traditional gender stereotypes. This would suggest gender identities are still largely

                        restrictive and not as liberal as Gauntlett may suggest.

                     - Identity is now a ‘culture war’ issue divided on partisan lines. Therefore, it could be                                  argued that an acceptance of liberal and fluid identities is still some way off.