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Gender, Identity and Advertising

1)Gauntlett suggests that the "mass media is a force for change." This links with 'That Boss Life' by Maybelline as they use a man who uses makeup in the advert. Traditionally, people wouldn't usually associate men with makeup; stereo-typically, only women wore makeup. The advert subverts the traditional views.
2)Gauntlett suggests that "television programmes, pop songs, adverts, movies and the internet provide numerous kinds of 'guidance'" therefore, "we lap up this material because the social construction of identity today is the knowing social construction of identity." This means that we listen to the 'guidance' that is given to us through the media which changes the way that we our, forming our identities.
3)Both CSPs reflect the idea that "the twentieth century are less tolerant of homosexuality." In the Maybelline advert, one of the promoters is a famous homosexual man. It demonstrates how everyone is becoming more accepting in modern society. This contrasts with the Score hair cream poster as the male is surrounded my females that seem to be attracted to him. It suggests that the traditional way to be was heterosexual and it was 'normal'.
4)Manny and Shayla could be good role models as Gauntlett says that "we might expect role models to have an impact on individuals," furthermore, Manny could help the audience to identify with them and become more confident about being who you are without having to use a facade.
5)The Score hair cream advert provides a good example of traditional masculinity as the male is superior compared to the women featured in the advert. The fact that the man is physically higher than the women suggests that he is dominant and he attracts the women.
6)Gauntlett believes that masculinity is not in crisis. This is evident because, men who are gay and who subvert the traditional ideals of a man are accepted in modern society. In the Maybelline advert, Manny is used as an actor; people know him as an openly gay man who is famous for being a makeup artist.
7)Some people may believe that advertising still uses the traditional male stereotypes. Men are still presented as dominant; this is proof that people still follow the original stereotypes and believe that males are superior and above women within society. However, Maybelline subverts these kind of values as they use an openly gay man in their advert.
8)Female artists compose ad sing songs about their strength and independence therefore, they claim that they don't need a male in their life to do everything for them. This clearly subverts and goes against the old 'social boundaries'. These type of people influence women on a daily basis in order to build their confidence and courage to be an independent person. This is a heavy change from the past; women had to have a husband to 'look after the' while they had to stay at home and cook, clean and look after their children. The idea revolving around 'girl power' signifies the fact that women can unite and become much stronger.
9)Mc Robbie believes that the new generation of men are adapting to society therefore, they are more accepting. This suggest naivity within the younger generation as they don't follow traditional gender roles. In the past, there were certain gender roles; men were always the dominant hard workers in the family whereas women were always the maternal figure who cooked, cleaned and looked after the children.
10)Gauntlett says people within the LGBT community aren't represented enough in society. It reinforces the fact that some tradition is maintained in today's society. In the media, it is changing slightly. They now introduce people who are part of the LGBT community as characters. Manny, in the Maybelline advert, subverts traditional gender roles.
11)Gauntlett uses fragrance brands like Calvin Klein. This particular brand uses images to show that it can be used by male or female.
12)The fact that Manny is featured in a makeup advert (Maybelline), enhances the increasing acceptance in society. Also, they use a women aswell as a man; by doing this, it expands the audience as it is for both genders. It isn't gender specific.
13)These two people are extremely popular within the social media world; that is why Maybelline chose them to feature in their advert. Manny enables others to see a big expansion on masculinity and allows men to become who they want to be without being judged. The audience are probably more influenced by the advert as the main characters are globally famous.
14)Advertising is a good example of contradictory elements (Gauntlett) as the various messages that are communicated, fill in peoples societal expectations. Advertising no longer includes gender stereotypes- pretty much everything is gender neutral.
15)The Score advert symbolises the traditional version of advertisement and contrasts with the Maybelline advert; the transformation in advertisement over the years demonstrates how much society is changing and developing.




















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