media score csp

talk about score hair creme advert

Published in 1967,

representation reinforces negative gender stereotypes, powerful and dominant man who conquers the passive and subservient women

lots of women in the jungle carrying and admiring a man, being held by all of them, gun in hand

semiotics analysis for score

if you want to get the girl, the buy this hair creme

rule of thirds, man is at the top of the picture connoting higher status, god like

rifle is propped in his arms, obvious connotations of violent power and adventure

male gaze: short skirts and matching shirts, revealing as much skin as the regulators in the 1960s might permit

propps character types

man is hero

representation theorist

van zoonen

feminity in the media is traditionally represented as passive and subservient

stuart halls three decoding positions for score

prefered reading: audience are positioned to admire the man and consider buying the grooming product to emulate his power

negotiated reading: wifes want to buy the product for their husbands

oppositional reading: sexist

when was it created

1967

tag line at the top

“get what you always wanted”

positions audience as needing/ wanting something

what year was homosexuality decriminalised

1967

why is heterosexualuality being decriminalised relevant

steroetypes and gender roles are trying to be reinforced in order to keep those that didnt agree with homosexuality calm, the advert could be signilling anxiety

what does gillian dyer suggest

strategies used to engage the audience and called these advertising tricks lines of appeal

what line of appeal does score use

uses images of beautiful people to appeal to the audience’s vanity, creating a false consciousness that men and women should look just as attractive as these models, and if you buy this hair creme then you will

what does van zoonen argue about femininity

femininity was traditionally represented as passive and subservient – the women in this media text certainly reflect that identity