Media Representation

– Links to CSP 1 (Tomb Raider) = women are wearing minimalistic clothing which is following the dominant ideology

– It is a reactionary piece of media that follows the dominant ideology of how people saw males and females during the 1960s, which was known as the “swinging 60s”

– Male dominance is shown through the mis-en-scene: the females are gazing at the male figure, he is placed higher, possibly showing he is the main subject and the man is carrying a what looks like a gun, showing male dominance as only the male figure has the gun. The male figure being raised above the females suggest that males have more power over females.

– Since this is from 1967, it is very different to the adverts we see today because it follows the dominant ideology of females wearing minimalistic clothing and being seen as a sex symbol towards males.

– The women are wearing loads of make-up, which sexualises them and can link to Laura Mulvey’s theory of the male gaze, because the minimalistic clothing and heavy make-up would make the females attractive for males.

– The setting of the jungle suggest that the male with what looks like a gun is the hero because we typically associate the jungle with danger. Presenting the male as the hero associates with the dominant ideology of men being the risk-taker.

– The placement of 1 male character surrounded by 5 female characters is attractive for males and will tempt them to buy “Score” because it is presented that by wearing “Score”, females will be attracted to you.

– The Slogan we see in the top right hand corner (“Get what you’ve always wanted”) suggests to males that by buying “Score”, they will be like the male we see in the advert: surrounded by woman and powerful. This will entice males to buy “Score” because in the 60s, men were seen as more powerful over women.

Media Representations

– It is clear that the creator of this CSP is trying to present males as a more powerful figure than females.

– Mulvey’s male gaze can be applied to this CSP because the females in minimalistic clothing and lots of make-up will be attractive to males because they are lead into a reality that by wearing “Score”, females would be attracted to them

– Voyeurism can also be applied to this CSP because the females are presented as sexual objects, and this will make men attracted to the females in the advert and the men will have a sexual desire to these women due to the defining of their body from the minimalistic clothing.

– Van Zoonen can be applied to this CSP. Van Zoonen believed that the way females were presented can reinforce views in society. This links to this CSP because in the 60s there wasn’t much gender equality and females being presented as sexually attractive towards males and the male figure carrying a gun presents the male as the dominating figure in society, while the females are just seen as a sexual pleasure for males.

– bell hooks explored inequality and how people who weren’t white skinned, male or upper class were discriminated and weren’t represented truly in the media

Jean Kilbourne

– TEDx Talk = The Dangerous Ways that Ads See Women (2014), transcript = https://singjupost.com/jean-kilbourne-on-the-dangerous-ways-ads-see-women-full-transcript/

– Kilbourne is a public speaker, writer, filmmaker and activist who is internationally recognized for her work on the image of women in advertising

– “Women’s bodies are dismembered in ads, in ad after ad, for all kinds of products, and sometimes the body is not only dismembered, it’s insulted.”

– “advertising has become much more widespread, powerful, and sophisticated than ever before. Babies at the age of 6 months can recognize corporate logos, and that’s the age at which marketers are now starting to target our children.”