Exam question example: Butler (Score and Maybelline)

Judith Butler describes gender as 'an identity instituted through a stylised repetition of acts'. In other words it is something learnt through repeated performance. 

How useful is this idea in understanding how gender is represented in marketing and advertising products? Refer in detail to the Close study product Maybelline 'That boss life part 1' and Score hair cream advert. 

Judith Butler's theory suggests gender is something learnt through repeated performance. In both CPS score hair cram and Maybelline, Butler's theory is useful for understanding CPS.

'Scores hair cream' slogan is 'get what you've always wanted' with an image of a toned man in Khaki, cameo styled outfit holding a gun between his legs. The slogan suggests the man is a stereotypical  mans presentation of what they would want to be in 1967 (when the AD came out). The man plays on this and sets a lifestyle (by the use of a desired, attractive, powerful man). The gun between the mans leg created a phallic image of the man being attractive and desired by the women around him. To a man this would be persuasive as the advert sells the hair cream to do this for them. 

The year the Score AD was released was the same year that the law against homosexuality was abolished. However being homosexual was still frowned upon. Score is in line with Gelfer's masculine theory and refers to hyper masculinity. By placing the man in a circle of women who's attention is focused on him suggests traditional masculinity is desirable in the eyes of women. 

However the woman who's focus is on the camera could hint towards homosexuality as she is not his interest. It also reflects the social standing of some women 3 years after the score ads release and Equal Pay Act was enforced. the women could represent the strong independent woman who's focus is not a man by potentially a career 

Maybelline's 'That Boss Life' reflects gender fluidity as the main male figure is gay and of ethnic minority decent who is placed as the focus rather than a white heterosexual male. This challenges masculinity with the coverage of  gay people in the media. By placing 'MannyMua' with a female, black lead 'makeupbyshayla' encourages cultivation theory- the more people see it the more socially acceptable it becomes. 

Like 'Score', 'That Boss Life' is selling a lifestyle for the consumers. the advert is set in a NY hotel room which reflects sophistication. The mascara packaging is gold and shiny which suggests wealth and power. The producers are showing how this product can bring wealth and power to your life- you can live lavishly in an expensive apartment with a butler. 

Mark Awarded- 16/20 

Trailer coursework (2nd draft)

https://youtu.be/KPDCwbmI_fo

Semiotics: icon, index, symbols

One key aspect of our introduction to A Level Media Studies is developing the language to analyse media products.

Semiotics: the study of signs.

Semiotics: icon, index, symbol notes

These terms were coined by the American philosopher and scientist Charles Sanders Peirce in the 1800s.

An Icon has a physical resemblance to the signified, the thing being represented. A photograph is a good example as it certainly resembles whatever it depicts.

An Index shows evidence of what’s being represented. A good example is using an image of smoke to indicate fire.

A Symbol has no resemblance between the signifier and the signified. The connection between them must be culturally learned. Numbers and alphabets are good examples.

Source of these definitions: Vanseo Design Blog

A brief introduction to icons, indexes and symbols:

 https://youtu.be/0JtJu9HdQVM

Icon, index, symbol: blog task

1) Find three examples for each: icon, index and symbol. Provide images or links.

Icon: photo of a dog 

Index: smoke represents fire 

Symbol: has no resemblance between the signifier and the signified. The connection between them must be culturally learned. Numbers and alphabets are good examples. There’s nothing inherent in the number 9 to indicate what it represents. It must be culturally learned.

2) Why are icons and indexes so important in media texts?

its a way of straight forward communication without actually speaking 

3) Why might global brands try and avoid symbols in their advertising and marketing?
Global brands may try to avoid symbols in their advertising and marketing as symbols are things that are culturally learned, for example numbers and alphabet. This means that global brands would avoid using symbols as different countries may have different meaning for different symbols- this may cause confusion and prevent a direct message from being correctly understood. 

4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media product fail? (This web feature on bad ads and marketing fails provides some compelling examples).

This media text is very controversial as it seems to be sexualising women and uses some sort of sexual humour. The icons in this media text are the woman and the burger. The index in the text is the copy which can be viewed as sexual humour, mainly sexualising women in a disrespectful manner- linking to the image portrayed. The icon shows the woman with her mouth wide open supposedly about to take a bite from the burger however this image can be seen in a sexual manner, degrading and sexualising women. The copy on the text both in the centre and at the bottom of the ad can be interpreted in the wrong way as it uses a sexual pun which could be interpreted as referring to the central image. The symbol on this print advertisement is the burger king logo.This advertisement was supposedly meant to come across as humorous however this media product has failed in doing so as it comes across as degrading towards women as it sexualises them in a negative light. This advertisement is also sexist.

5) Find an example of a media text (e.g. advert) that successfully uses icons or indexes to create a message that can be easily understood across the world.