Thanks Q block for the excellent work!
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hegemonic expectations, 2016, 1964, no paid ads, commodity fetishism, sexism, not-for-profit, anti capitalist, anti consumerism,
WOMAN
• advert for soap presents a sexualised representation of women - MES of hair and makeup presents the ideology that men will find them attractive if they use the product, anchored by lexis, "darling" could be men speaking to them, reflects the patriarchal society at the time it was made
• model on the front cover wears a traditional, floral dress and is wearing makeup - reinforces hegemonic expectations of how women should look, not trying to inspire women to branch out, reflects the historical context as women were expected to look a certain way
• lexis in soap advert represents women as delicate - "gentlest lather", emphasised by feminine gesture
• the importance of makeup is reflected throughout the magazine, the max factor advert especially shows its importance - mid shot of woman smiling at her makeup whist ignoring the man behind her shows its importance because it is worth ignoring a man for, "beauty as a moments notice" tells audience how easy it is to put on, therefore, there is no excuse not to be wearing it, this ideology reflects the historical context of 1964 as it was a hegemonic expectation to wear makeup
• cultivation theory (gerbner) that women should wear makeup - no images of women without it, even in makeup advert she is wearing it before putting more on
ADBUSTERS
• audience isn't given the whole image of the model, it is covered by image of refugees - presents the ideology that the model isn't important, which is very unconventional for a magazine, reflects the historical context as women are not only included for audience gratification (criticises male gaze theory)
• image of woman in bath is very different to woman magazine - she is hunched over and has tattoos, audience can mainly just see her hands and knees, not sexualised at all
• binary opposition between previous image and the zuccetti tap anchores the audience to not see her in a sexual way, instead the tap is sexualised - dutch tilt connotes mystery and drama, water is glamourised/commodified, reflects the historical context where everyone is looking for cultural capital
• MES of angry gesture and army jacket is symbolic of anarchy and destruction - reflects historical context as magazine was released in 2016, not long after Trump was elected, demonstrates a left-wing ideology
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Woman
- 1964
- offers singular and straightforward representations of women
- targeting a basic, mass market audience
- Women's liberation movement - object to the ideology presented in this magazine
- Challenging hegemonic expectations
Adbusters
- 2016
- Subversive - breaks rules of magazines and in society
- Adbusters hates adverts - 0 ads in the magazine. Non profit
- Typically 1/3 of a magazines typical revenue comes from advertising
- Adbusters costs £10.99
- Anti Capitalist
- Anti consumerist
Breeze Advert - Woman
- Genre Conventions - Woman's lifestyle magazine
- This advert aims to sell a lifestyle that can only be achieved "with breeze". Makes audience feel like they're missing something
- This advert is aspirational - presents idealistic body image and makes women feel inadequate about their bodies
- Mise En Scene -
- Costume - naked woman, dry hair, full makeup, overall pampered look to her - unrealistic for bath setting. Presents an unrealistic image of women and the female body
- Font -
- Sans Serif font - informal - creates the idea that this is one woman talking to another
- Anchorage -
- "Because you're a woman..." Anchors audience to be a woman and reinforces the idea that this is what women should look like
- Patriarchal hegemony and expectations of beauty at the time
- Language -
- Soft words - "gentlest lather", "kindness" & "please" - clearly aiming for a female TA
- Use of ellipses - very airy and spaced out - soft tone
- Almost like reading an actual conversation - appeal to TA of working class women
- Mode of Address -
- Direct mode of address - use of words e.g. "you're","Darling", "please"
- Codes -
- Gesture code - quite promiscuous and racy
- Just about covering herself - appeal to secondary TA of men who buy this soap for their wives
- Proairetic codes - "please, bath with breeze" - slightly sarcastic tone - attacking women who don't use this soap, makes them feel like they're unhygienic
- Images -
- Mid shot of woman - she has been sexualized. Audience can see a naked woman in bath
- Voyeuristic
- Layout -
- Main image dominates this advert - her beauty is most important
- Caption underneath image for anchorage - and to sell the product
- Colour -
- Limited colour - typical of magazines at the time
- Ideology -
- Women need to be pretty and take care of themselves in order to appeal to men
- This woman is hegemonically/stereotypically attractive - selling a dream to audience - she is an aspirational figure and this is true femininity
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1964 - Woman Magazine
- 1964:
- Woman still stereotypically were expected to be a housewife
- Women were still being oppressed
- Women's Liberation Movement
- Offers singular and straightforward representations of women
- Hegemonic expectations are challenged with the imagery of the woman teaching her son to cook
- Background = Purple, connotations of romance
- sans serif font = women aren't highly educated, a more casual form of address
- Only cost 7 cence - very cheap can be sold as a weekly edition
- Very subtle makeup - suggests she is quite plain and uninteresting of which allows the audience to identify with her
- The mature woman pictured on the front cover suggests this magazine is aimed at a more mature audience
- The lighting is delicate an bright which suggests women should be delicate, bright, optimistic and pretty
- Seven star suggests that women need to improve the home, they are currently inadequate, not even a 5 star one
- The models teeth have been airbrushed white, this makes them stand out and makes them want to be like the perfect woman
- Her clothes are traditional and feminine, this reinforces hegemonic rules about the way the women dress
- the women looking straight at the audience is a mode of direct address , suggest a friendship like approach
2016 - Adbusters Magazine
- 2016:
- Breaks every rule of magazines and society
- Hate adverts
- Doesn't have any paid adverts - This is why adbusters cost £10.99
- Not for profit
- Anti-consumerism, anti-commodity fetishism
- Sans serif font with title covered up suggests they do't care for brand identity
- No anchorage of the main cover image - audience is forced to find their own meaning to it
- Black, green dark coloured colour scheme suggests themes of violence
- Guy with fist clenched - proairetic code of violence
- The layout is very bold and there is a very strong central image - it appears to be making some kind of political statement
- The line 'Post - West' could symbolise the post western world, in particularly America
- The image suggests they are excited by war, this implies that modern society gets excited by war and that it is woven into our society and that this magazine rebels against that
- This suggests is not a conventional magazine, you have to know about Adbusters to buy it
- The masthead is plain white sans serif font of which looks deliberately bad - the black background is deliberate to create an anarchist message and it's own brand identity
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