To negate any issues regarding access to devices in school, today's lesson is blogged only. All the information you need to complete today's revision is here. Email me if you experience any difficulties and have any questions. I will repond immediately.
SMART START
Let's see if you can improve on last week's Newspaper Technical Codes score. Did you achieve a higher score? Where are you consistently getting the wrong anwer? Use the information on our lesson blogs to fill these gaps in your knowledge (or the wall if you are in P5). Please notice that there are now some quizzes in the sidebar that can be used for regular self-quizzing revision.
Film Poster Task
To finish off last week's work on the use of media language in advertising print products, open your 'Burying the Ex' Google Assignment on Google Classroom and use the prompt questions to construct a concise response. Use the feedback from your 'Surf' assignment to inform your approach. Don't forget to focus on the use of media language (visual codes) to construct meaning.
REVIEW
Examine the feedback from last week's task. There were definite signs of improvement with some good answers. Thanks for providing me with evidence of your knowledge and understanding; that'll really help when recommending grades at the end of the course. I must particularly congratulate Tyler for presenting a near-perfect response that was well-structured and accurate. Today we are going to focus on achieving that structure whilst revising representation in advertising.
THE BIG PICTURE
EXPLAIN & MODEL
Key Points (Representation in Advertising & Marketing)
- Stereotypes work as they are recognisable to audiences, but they also tend to reinforce rather than challenge common representations.
- Stereotypes can be positive or negative.
- New stereotypes appear to reflect changes in society. In the past, it was women who were pressurised by the 'beauty ideal'; this pressure is now extended to men. This is apparent in the changing representations of masculinity in adverts.
- Representations are constructions and, depending on the product, may convey values, attitudes and beliefs about the world (ideologies).
- Representations in media products do not give a true version of reality; they re-present the world and mediate messages and meanings.
- Beauty and fragrance advertisments, both historical and contemporary, construct aspirational representations of gender that are not a reflection of reality but can be persuasive.
- The attitudes and beliefs of the society of the time will influence the construction of representations in media products. Tide and KOTV both convey messages about gender and as such reflect historical contexts.
- The dominant, powerful groups in society largely control what is producted. As a result, minority groups are marginalised. Consider the under-presentation and misrepresentation of minority ethnic groups advertising.
- Some advertisements, particularly those for beauty products, continue to reinforce ideas about how women should look and behave.
- Historical context may affect the representations in terms of a specific period or event. For example, the changing role of women in the 1960s is evidence in the representations in the KOTV poster.
Before attempting today's main task, start by revisiting the KOTV factsheet, focusing particularly on the 'representations' section. Now revisit the Tide factsheet, focusing on Part 2, representation.
LEARNING CHECK
Key Questions to Revise (You should have prepared answers for these questions in your head)
Having revised the factsheets, and before attempting to answer today's 'practise' task, you should make sure that you can answer the following questions. You may need to conduct research to identify examples (ones you can instantly recall when answering a question on this stuff - find examples and remember them, using them time and time again).
- How is media language used to construct representations of gender in the historic set products? Consider the process of selection and combination evidence in the products.
- How do gender representations in these historical set products convey the attitudes, values and beliefs of the world at the time they were producted?
- How do modern adverts illustrate the way the representation of gender has developed to reflect social and cultural changes? Can you think of specific examples? (find one & remember it)
- Is there any evividence of the continued existence of historic stereotypical representations of gender in modern adverts & film posters? Can you think of a specific examples? (find one and remember it).
- Do images in beauty product adverts reflect reality and real women? When analysing these products, always consider how media language is used to construct aspirational / unachievable representations.
PRACTISE (Structing a response)
Using the Kiss of the Vampire film poster and the Dior advertisment below, plan a response to the following question.
Compare the choices that have been made in the representation of gender in the film poster and the advertisement [25 marks]
- Present your plan on the 'Gender Representation Comparison' assignment on our Google Classroom. Do not write a full answer (yet) but construct a 'comparison structure' for your response. What will be your approach? Review KOTV in its entirety then compare to the Dior advert? Or take an element of one and compare to the other, bouncing between the texts as you go through your points? What will your points be? What evidence can you signpost (using media language)? How do this reflect an ideology? How does this link to our theoretical framework?You must decide on the best structure for this response! You could use the Unseen Text Analysis document to help you too (see resources in sidebar). Whatever your overall structure, each paragraph should adopt the following structure:
- Make your point.
- Signpost evidence in the media text (reference codes, described using media language)
- Link to a society or cultural ideology or message / meaning.
- Reference the Theoretical Framework
Provide me with your very best effort and check your work afterwards to eliminate small errors (spelling mistakes, etc). Good luck!
