Representations and media language in score advert
-women wear revealing outfits
-represented as sexually active
-females fawning over the man- appeals to young men who aspire to have the same status bestowed on him.
-women are like servants and are seen as insignificant as they are carrying the man
-the man is holding a gun showcasing he is a “hunter” potentially hunting women. ( hunter-protector of his “tribe”)
-showing off biceps
-James bond
-showing off expensive watch
-man above women showing his authority and power over them (god-like superiority, king of the jungle)
-“get what you’ve always wanted” -bold persuasive text
-post-colonial
Theorists in score advert
-bell hooks- uses the term “white supremacist” (dominant male)
-Judith butler- both female and male are performing roles as their biological sex
-van zoonen- argues that visual and narrative codes are used to objectify the female body
-laura mulvey- male gaze as women as sexualised through media
Women during world war
- advertisement reinforced that a women’s place was at home. During the Second World War, posters convinced that a woman’s place was on farms and factories while men was fighting.
Women in 1960s
-sexism in the 1960s was on a much greater scale.
-adverts showcasing women’s inability to open a bottle of ketchup.
-advertising industries were predominantly male institutions.
-women in this error were seen as domestic servants or sex objects.
-“The good wife” often portrayed as a bimbo was the most common representation for women.
Women in 1970s
-By the 1970s the women’s liberation movement began to evolve and advertisers attempted to lead the way with a more progressive gender representation.
-Achieved through role reversal adverts were men were seen undertaking house hold chores such as cooking and cleaning.
-This did not last long due to a large response of female audience as females as preferred to see themselves as the housewife.
-Feedback also suggested that they portrayed men as “wimps” and women “lazy”
What year was score advertised?
1967.
Key words?
-Post-colonialism- questioning unfair stereotypes and power imbalances that still are evident in films, news, and Tv.
-Voyerism- gaining pleasure from watching other people without them knowing. Audiences being positioned as the “watcher”
-Performative- done to be seen rather than it being genuine.
