print advertising





mtv -
bold
bright colours


buffy the vampire slayer -
font looks like blood


the walking dead -
sans serif font



Task -



picture of product, bottom right
black and white, established brand
Rolls Royce, signifies importance and status
old, traditional values
brit - Rolls Royce
british police man officer - hat
umbrella - signifies rain - Britain
cobbled streets
bottle - in colour


gender representations in advertising

Goffman - 

superiority, dominance and body language

dismemberment

the voice over authority - male voices are used in adverts rather than females




next CSP - score - hair creme for men

 1967 - historical



male is positioned higher than the women
man has a gun - shows 'superiority'
'get what you've always wanted'
non realist jungle setting
ad produced by men, for men


consumerist ideology


Stuart hall - scantily clad women are carrying a man

Barthes - the rifle is a signifyer of power, dominance and control - he has been hunting~(active)

Laura mulvey's male gaze

gauntlett -

john Berger - men act women appear

Gerbner - cultivation theory


 strapline/slogan - get what you've always wanted - anchors sexist stereotype


encourages a heterosexual lifestyle



 Why has the product made these choices about how to represent these social groups?

they have made these choices as that would be the most likely to appeal to their primary target audience of males.


humour involved - makes it seem like a lighthearted brand
women share a bond



patriarchal ideologies -  gender stereotypes 



how are representations of masculinity shaped by cultural and historical contexts?
(12 marks)

representations of masculinity have been shaped by historical contexts as it is no longer acceptable to be represent men and women in that way.