Comparing the advert to Oh! because of the contrasting view of the adverts outdated feminine representation against the oh!’s modern take on female empowerment and feminist thinking.

‘Raunch culture is the sexualised performance of women in media that can play into male stereotypes of women as highly sexually available, where its performers believe they are powerful owners of their own sexuality’ – Hendy and Stephenson

^ raunch culture seen in the advert, woman very subservient to man in sexualised clothing, compare to magazine expressing the talents of women and current female empowerment, taking back ownership of bodies and stereotypes, while showing all that woman can do for themselves and men

critisicigng advert off feminist critical thinking

NO CHANGING TO MAYBELLINE ADVERT

Raunch culture

Judith butler – queer theory suggesting gender is fluid – gay man, not killed becuase of 1963

Laura Mulvey – 1975 thesis on male gaze – active male passive female – scopophilia – pleasure of looking

stereotypical

reinforce typical masculine traits after gays allowed – gun connotes/symbolic masc traits

selling product through appeal to men – male words like grooming and score woman – whereas Maybelline inclusive, showig poc woman and gay man, also the porter for product