Advertising and marketing

• It was created in 1967
• It has a reactionary representation of men and women.
• About hair cream
• It is a sexist advert

Media language

Mise-en-scene analysis: This is a French term which translates to “setting the stage”. It talks about focusing on set design, lighting and actors. The female actors in this advert are surrounding the one Man who is holding a gun, with bushes around them wearing safari clothes.

Production values and aesthetics: It has and exotic aesthetic as it has a jungle setting. The outfits used reinforce this as they are safari type clothes.

Semiotics: how images signify cultural meanings: The short clothes could suggests that the women are to be seen in a sexual way. This helps gain the male gaze. The jungle theme would be unfamiliar to the audience so it may intrigue them.

How advertising conventions are socially and historically relative:

The way in which media language incorporates viewpoints and ideologies: – Laura Mulvey – Male Gaze Theory

Narrative

Jean Kilbourne

• Talks about how woman have been overly sexualised in advertising over the years.
• Says that it gives both men and women an unrealistic depiction of women.
• Companies sexualise children as well in a less serious way however it still happens.
• Advertising makes it seem like aggression towards females is okay when its not
• “Our need for social and personal change and power is often co-opted and trivialized into an adolescent and self-centered kind of rebellion.”