Problematising advertisements Q Block cover work

Previously we have explored how bell hooks argued that feminism is a radical reaction to issues that people of all genders face as a result of women being oppressed and subjugated by patriarchal hegemony. She argued we should even question seemingly positive and welcoming media products as reinforcing negative stereotypes and causing societal issues.

Similarly, Paul Gilroy argued that certain groups in the UK, for example black people, travellers, queer people and women are routinely othered, or 'made different' by representations in media products.

You are going to look for issues in the three case study adverts: Tide, Super.Human and Kiss Of The Vampire. 

Task - problematising the case studies 

Find the three above case studies on the blog. Copy and paste them in to your PowerPoint or whatever you are completing this work in. Then answer the following questions FOR ALL THREE Adverts. You can either write in bullet points or full sentences, but PLEASE use the textual analysis toolkit and use media words to back up your points. 

For each advert... 

What issues are there with the representations?

Who created this advert and why? 

What assumptions are being made about gender? 

What groups are being othered (made different) and how? 

Who benefits from these representations? 

How can it be 'fixed' and made less problematic?