A Level Media 2 Mr Halsey

'That Boss Life' close textual analysis' 1) Narrative & genre: narrative theory and sub-genre In regards with Propps theory we can see how there are two heroes and a princess. The two heroes would be Manny and Shayla, the princess would be the girl in the cab. When applying the mascara on the princess we can see how she is 'saved' by having a make over transformation. Additionally, there are action and enigma codes. The enigmawould be the questions regarding the suitcase.- what's in the suitcase? 2 ) Cinematography: camera shots and movement In terms of camera shots there are many. There are lots of extreme close ups on the eye, so it shows what the mascara does, fetishisation. There are mid shots of the before and after of the transformation. There areestablishing shots of the skyline, iconographic, NYC is an aspirational place. The movements are also significant. There is a tracking in shot to the suitcase. this adds to the pace. 3) Mise-en-scene: co

1)  What year was the advert produced and why is the historical context important? The score hair cream advert was produced in 1967 and the historical context is important so we can find out more about the time era and what society was like at that time. 2)  Analyse the mise-en-scene in the advert (CLAMPS): how is costume, make-up and placement of models constructed to show male dominance? he Mise en scene in this advert is very crucial aspect of this advert as there are certain traditions and stereotypes that are reinforced to the audience through the costumes of the girls which highlight them as being very sexual and dependanton the male as they are reaching up to him and this suggests that he is quite superior. The idea that the women are placed beneath him and he is above also may be reinforcing the idea that he has the role of the leader who has the gun which is a phallic symbol which is used to convey that he needs this to gain something otherwise without this he is nothing.

1)  Introduction: narrative in advertising 2)  Advertising: persuasive techniques 3)  Advertising: the representation of women in advertising 4)  Advertising: Score case study and wider reading 5)  Advertising: Maybelline case study and wider reading 6)  Advertising: Gauntlett - Media, Gender and Identity reading and questions

Academic reading: A Critical Analysis of Progressive Depictions of Gender in Advertising 1) How does Mistry suggest advertising has changed since the mid-1990s? The increase in homosexual images in advertising that include the typical stereotypes of a topless camp man are seen less in advertising since the mid 1990s. 2) What kinds of female stereotypes were found in advertising in the 1940s and 1950s? After the second World War the increase in stereotypes about women were used to make women to feel guilty if they didn't follow societies rules and become a the typical housewife (raising kids and looking after the house whilst the man is at work). The introduction of washing machines in advertising aimed at women and housewives who could complete their domestic roles easier with the use of a washing machine. 3) How did the increasing influence of clothes and make-up change representations of women in advertising? Women were protrayed as innocent through the use of flowers and n

Advertisements are generally trying to persuade their target audience to: Buy a product or service Believe something or act in a certain way Agree with a point of view There are many persuasive techniques used in advertising. A selection include: Slogan – a catchy phrase or statement Repetition – constant reference to product name Bandwagon – everyone is buying it Testimonial/association – e.g. celebrity endorsement Emotional appeal – designed to create strong feelings Expert opinion – ‘4 out of 5 dentists…’ Examples: Slogan – Just Do It Repetition – Go Compare Bandwagon – Maybelline ‘America’s favourite mascara’ Testimonial/association – FIFA18 ‘El Tornado’ / Ronaldo Emotional appeal – WaterAid ‘Dig toilets not graves’ Expert opinion – Max Factor ‘The make-up of make-up artists’ Case study: Marmite   Marmite has a long history of unusual advertising based around the idea ‘You either love it or you hate it’. How many of the persuasive tech