Kaya's media blog 1

  ‘The Theory Drop: Postcolonialism and Paul Gilroy’ in MM75  (p28):  1) Look at the first page. What is colonialism - also known as  cultural imperialism?   From the 16th  century onwards, European countries  effectively got into a race to see how  many undiscovered lands they could  conquer first, and by ‘undiscovered’ I  mean, ‘countries where the indigenous  population didn’t have good enough  weapons to fight back’. Countries like  France, Spain, the Netherlands, Portugal  and Britain effectively turned into the  seagulls from Finding Nemo, zipping  around, shouting ‘MINE’ at every new  piece of land they discovered. They  fought and conquered the native  populations, and often fought each  other for the rights to those lands.  With that came attitudes that are  now collectively known as ‘cultural  imperialism’ or ‘colonialism’ – the belief  that native people were intellectually  inferior, and that white colonisers had  a moral right to subjugate the local  populace as they were

Factsheet #188: Close Study Product - Advertising -  Score:   1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? The 1960s ushered in an age of new and pioneering advertising  techniques. 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. “Eschewing portrayals  of elitism, authoritarianism, reverence for institutions and other  traditional beliefs, ads attempted to win over consumers with  humour, candour and, above all, irony.” Copy was still used to offer  an explanation of the product - and to pitch to the consumer - but the  visuals took on a greater importance. The “new advertising” of the  1960s took its cue from the visual medium of TV and the popular  posters of the day, which featured large visuals and minimal copy  for a dazzling, dramatic effect. Print ads took on a realistic look,  relying more on photogr

  1) What examples does Gauntlett provide of the "decline of tradition"? The  traditional view of a woman as a housewife or low-status worker has been kick-boxed out of the  picture by the feisty, successful 'girl power' icons. Meanwhile the masculine ideals of absolute  toughness, stubborn self-reliance and emotional silence have been shaken by a new emphasis on  men's emotions, need for advice, and the problems of masculinity. 2) How does Gauntlett suggest the media influences the way we construct our own identities? Gauntlett makes this suggestion by quoting the ease of accessibility provided by the internet and the "greater variety of identities" that have emerged as a result. This is in line with the "alone together" theory, which holds that people are more comfortable sharing their identities on social media because others are able to support them in doing the same. 3) What does Gauntlett suggest regarding generational differences? Is it

  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 solid assessment that shows some clear analysis of the unseen text plus understanding of gender expectations in society.  EBI: In Q2 you need a little more focus on the question - gender in advertising. Detailed reference to the text is also essential to reach the top levels. Try and add media theory to your answer where possible.  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. Q1: The images on the ‘Good girl’ advert also reinforce traditional gender stereotypes. The woman is in a submissive pose on the floor (it appears between an unknown man’s legs). Her costume exposes her leg and extremely high heels are visible. The high heel can also be found in the pac

  1) How does Mistry suggest advertising has changed since the mid-1990s? Since the mid-1990s, advertising has increasingly employed images in which the gender and sexual  orientation of the subject(s) are markedly (and purposefully) ambiguous. As an ancillary to this,  there are also a growing number of distinctly homosexual images - and these are far removed from  depictions of the camp gay employed as the comic relief elsewhere in mainstream media. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Looking at women's magazines in the 1950s, Betty Friedan (1963) claims this led to the creation of the 'feminine mystique': 'the highest value and the only real commitment for women lies in the fulfilment of their own femininity. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? advertising and fashion had made connections between women's subordinate  role and the overdetermined

  ‘Marketing Marmite in the Postmodern age’ in MM54 (p62): 1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here . If we refer to Todorov's equilibrium theory then we can link that with the video an how the disequilibrium is when the people find out if they are a marmite lover or hater, another theorist we can apply to this is Propp's character theory and how we have the hero's represented as the marmite lovers and the villains as the marmite haters. 2) What persuasive techniques are used by the Marmite advert? They use typical and maybe "relatable" situations such as being cheated on and other things in a way in which they are related to them liking marmite or hating it. 3) Focusing specifically on the Media Magazine article, what does John Berger suggest about advertising in ‘Ways of Seeing’? He says that "we can see a improved version of ourselves whether we are female or male" 4) What is it psychologists refer