Explore the ways in which stereotypes can be used in advertising material both positively and negatively. Make reference to the theatrical poster to the New Zealand vampire mockumentary What We Do In The Shadows, and the theatrical poster to Kiss Of The Vampire (1963), which you have studied in class (15)
Kneejerk reaction
Gender is represented in completely different ways in these two posters. In KOTV we see simple and stereotypical representations of men and women, while in WWDITS, we see less stereotypical and more complex representations of gender.
What kinds of representations can we find in media products?
In A-level media studies, we have looked at a range of representations. Ultimately, however, these representations can be split in to two categories: typical, and atypical
So, arguably, we can break down your potential arguments in to two categories: 'this product is stereotypical and straightforward' or, 'this product is challenging and subversive'
1 - Simple, straightforward, stereotypical (Tide, Woman, KOTV, Attitude, Zoella, LNWH)
2 - Subversive, complex, not stereotypical representations (Riptide, Les Revenants, Humans, Attitude, Adbusters, I, Daniel Blake
So, when you're in the exam, no matter what film poster comes up, you will need to make a rapid judgement on whether the poster is typical or atypical in terms of its representations!
Plan
Masculinity
Contrasting media language
Hypersexualisation
Pale skin
Heavy makeup
Paradigmatic conventions
Target audience
Vampire genre
women costume sexualised
Intertextuality
Previous vampire films
Producer is a man!
Representation of men
Exclusion of women
Relaxed facial expressions
Binary opposition
Light and dark
Binary opposition in costume
Comedy conventions
Typical conventions vs atypical conventions
In what ways is the WWDITS theatrical poster atypical?
- A range on non-stereotypically attractive characters that challenge hegemonic expectations of male beauty
- Smiling, friendly vampires clearly a subversion of typical genre conventions
- Film makes a point of its New Zealand origins, confirming it's niche target audience
- Composition of character's stances is extremely casual, forming a binary opposition with KOTV
- Use of low key and drab colours typically not very exciting, reinforcing a niche audience
- Challenges stereotypes of men. with non threatening, non aggressive representations of men
- A range of men from different eras of vampire films is highly atypical and novel