AC's exam media

1) Advertising: Introduction to advertising 2) Advertising: the representation of women in advertising 3) Advertising: Gauntlett and masculinity 4) Advertising: Score hair cream CSP 5) Advertising: Introduction to Postcolonialism 6)Blog tasks: Sephora Black Beauty Is Beauty CSP

  Blog tasks: Representations of women in advertising The following tasks are challenging - some of the reading is university-level but this will be great preparation for the next stage in your education after leaving Greenford. Create a new blogpost called 'Representations of women in advertising' and work through the following tasks. Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising Read  these extracts from an academic essay on gender in advertising by Reena Mistry . This was originally published in full in David Gauntlett's book 'Media, Gender and Identity'. Then, answer the following questions: 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. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? Adver

Media Factsheet - Score hair cream Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising -  Score . Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets. If you need to access this from home  you can download it here  if you use your Greenford login details to access Google Drive. Read the factsheet and answer the following questions: 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? 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? Before the war, the normal housewife was portrayed, but afterward, women began to be hypersexualized and objectified in ads, 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of t

1 ) Look at the first page. What is colonialism - also known as  cultural imperialism?  The belief that native people were intellectually inferior, and that white colonisers had a moral right to subjugate the local populace as they were "civilising" them, trying to make them more like Western European society. 2) Now look at the second page. What is postcolonialism?  Refers less to a time period and more to critiquing of a school of thought that came before it.  3) How does Paul Gilroy suggest postcolonialism influences British culture? He suggests that because Britain had not fully accepted its history as a colonial power and had not fully come to terms with not being the world's dominant nation, there remained a desire to oppress people of other races, especially immigrants. 4) What is 'othering'? Is the phenomenon where we  identify  something as being different from, or alien to our  social identity. 5) What examples of 'othering' are provided by the a

David Gauntlett: academic reading Read  this extract from Media, Gender and Identity by David Gauntlett . This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. 1) What examples does Gauntlett provide of the "decline of tradition"? The traditional male values of toughness, stubborn self-reliance and emotional silence have been challenged by a renewed focus on men's emotions, advice seeking, and issues related to masculinity. 2) How does Gauntlett suggest the media influences the way we construct our own identities? Individuals have a particular perspective that they prefer to have reflected, and they will be affected by it if it appeals to them, regardless of who they are. 3) What does Gauntlett suggest regarding generational differences? Is it a good thing that the media seems to promote modern liberal values? He likes this change