Research Create a blogpost called 'Magazine practical task research' and complete the following tasks: 1) Use your lesson notes on magazine genres and conventions to view a range of potential magazine covers. Create a shortlist of three potential magazines and embed an example front cover from each one. 2) Select your chosen magazine to create a new edition for and explain the thinking behind your choice. Vogue because they are a very classy and more modern. They always have a certain theme when looking at their magazine covers. 3) Find three different front covers for your chosen magazine and embed them in your blogpost. Analyse the fonts, colours and typical design. What is the language or writing style? How are the cover lines presented? You need to become an expert in the design and construction of this magazine and its branding. Planning Create a SEPARATE blogpost called 'Magazine practical task planning' and complete the following tasks: 1) Plan your main flash - this is the main cover story that links to your central image. 2) Plan the image you will need for the cover - model, costume, make-up, lighting etc. At this point, simply describe the image you need to capture. Model- Julia & Andi Costume- Julia: black shirt, Andi : cream Harrington jacket, black and white shirt. Make-up: Simple makeup for Julia Lighting: There is going to be a high key lighting. 3) Write the cover lines and any additional text you need for your magazine cover.
Who are they? Get to know inside the magazine.
BIGGER THAN THE KARDASHIANS!
LIMITED edition spring collection.
4) Sketch out your cover on plain A4 paper using your written planning. Take a photo of your sketch and embed it in your blogpost.
Photoshoot The photoshoot will take place on Monday 13 May. Make sure you have everything you need for the lesson - model, costume, make-up etc. Photoshop design You will have the photoshoot lesson and one additional single lesson to design the front cover on Photoshop. Use YouTube tutorials to help introduce Photoshop if you haven't used it before - this one is a complete guide to creating a magazine cover. Publication to blog and analysis Create a blogpost called 'Magazine practical task evaluation' and complete the following tasks: 1) Save your finished Photoshop magazine cover as a JPEG image and upload it to your evaluation blogpost.
2) Write an evaluation of your work: have you succeeded in your brief to create a new, original edition of an existing magazine? I feel like i have succeeded in getting a new original edition of an existing magazine. This is by having all the key factors that a magazine in vogue would have. 3) Put your cover alongside a couple of genuine covers of your chosen magazine. How professional is your work alongside genuine examples?
I feel like there could be some improvements in my work i could have experimented with the background and the cover lines a little more. It is professional to some context such as the key factors are included but i could have experimented more with theme colours a little bit more. 4) What is the strongest aspect of your work? I feel like the strongest aspect of my work is the key elements is including everything an original front cover of vogue would have is included in mine. Which includes front cover lines, a model and the title of the magazine.
5) What is the weakest aspect of your Photoshop magazine cover? I feel like the weakest aspect is i could have made the text stand out more than the background which could attract Vogue audiences. 6) What would you do differently if you completed this assignment again?
I think one thing i could do differently is have a different background which would help me in choosing a suitable format and colour for the text.
1) Type up your feedback in full (you don't need to write the mark and grade if you want to keep this confidential). WWW: EBI: 2) Read the whole mark scheme for this assessment carefully. Identify at least one potential point that you missed out on for each question in the assessment. 3) On a scale of 1-10 (1 = low, 10 = high), how much revision and preparation did you do for this assessment? 7 and I revised from my notes. 4) Look at your answer and the mark scheme for Question 1. What aspect of technical film language (camerawork, mise-en-scene etc.) or advertising persuasive techniques do you need to revise to improve your response to this kind of question in future? The mise-en-scene, camerawork, lighting and other advertising key words that can come in handy hone analysing a figure. 5) Look at your answer and the mark scheme for Question 2. What aspects of the cultural and historical context for the Score hair cream advert do you need to revise or develop in future? The 5 stages of masculinity in Gelfer's stage, hypermasculinity and Judith Butler's idea of gender. 6) Now look over your mark, teacher comments and the mark scheme for Question 3 - the 20 mark essay question on David Gauntlett and masculinity 'in crisis'. Write a completely new paragraph for this question based on the suggested theories/answers in the mark scheme. Make sure it is an extensive, detailed paragraph focused on the question and offering examples/textual analysis from the Advertising CSPs. I agree that masculinity is not in crisis. For this an example of this could be the the advert for Maybelline with Shayla and Manny. Manny influences other men to open up about their sexual preferences. Manny had also responded to the trolls after the advert saying that "men don't have to be tough and strong" . This shows how society is equal with the men but less traditional of the stereotypes of men. Which shows that masculinity is not crisis but is just less traditional from the past.
Read this extract from Media, Gender and Identity by David Gauntlett. This is another university-level piece of academic writing so it will be challenging - but there are some fascinating ideas here regarding the changing representation of men and women in the media. 1) What examples does Gauntlett provide of the "decline of tradition"? How can we link our advertising CSPs (Score hair cream and Maybelline 'That Boss Life') to this idea? 'Modern media has little time or respect for tradition. The whole idea of traditions comes to seem quite strange.' Score hair cream is an advert that re-enforces the stereotypes of the male and the female. These ideas then do not 'decline' the tradition. On the other hand, Maybelline in regards to Gauntlett's idea does provide evidence of the 'decline of the tradition'. 2) How does Gauntlett suggest the media influences the way we construct our own identities? 'Your life is your project - there is no escape'. The media provides some of the tools which can be used in this work. 3) How do the two CSPs reflect the generational differences that Gauntlett discusses? Is it a good thing that the media seems to promote modern liberal values? I feel that it is a good thing because this makes the society a more accepting place for people who are gay by having a gay influencer be their brand ambassador. 4) Why might Manny and Shayla be a good example of the role models that Gauntlett discusses - and also demonstrate how those role models have changed in recent years? Manny and Shayla are a good example of the role models that Gauntlett discusses because by having influencers like this allows people to form groups online that represent their share identity. 5) Why does the Score hair cream advert provide such a good example of traditional masculinity? How can you link this to Gauntlett's discussion of whether masculinity is in crisis? Score hair cream adverts provides a good example of traditional masculinity by having a lot of ideas that connote the man being more superior than the women. Linking this to Gauntlett's discussion the man is holding a gun the gun connoting a body part of a male. Could suggest him being gay. In that period of time they were not accepting of gay people. 6) Gauntlett consistently argues that masculinity is not in crisis. Can the Maybelline 'That Boss Life' advert be used as evidence of this? Yes because this shows that men can come out more about their sexuality and be more accepted in society. 7) Does advertising still reinforce the "conventionally rugged, super-independent, extra-strong macho man" that Gauntlett discusses? Offer examples for both sides of the argument from the wider advertising industry. Yes in adverts such as gym shark and other fitness adverts. 8) Gauntlett discusses the idea of 'girl power' and offers examples from music and film. Does advertising provide evidence to support the idea of 'girl power' or is the industry still reinforcing traditional representations of men and women? Yes in this period of time the girl power is more shown to a wider audience an example of this could be 'This Girl Can'. The adverts hows that women can do all the things can do maybe even better. 9) Do you agree with Gauntlett's argument under 'Popular feminism, women and men' where he suggests that younger generations are not threatened by traditional gender roles and are comfortable with social changes? Does advertising (and our CSPs in particular) provide examples either reinforcing or challenging this idea that younger generations are more comfortable with changing gender roles? I feel like that in this generation the younger generations is not really bothered with the changes that are happening in the society. I feel like some adverts do show that as some adverts that have gay people in the adverts. Some advertisers may get complains because of that and they are most likely to be from an older and more homophobic people. 10) How do the two advertising CSPs show the changing 'diversity of sexualities' that Gauntlett suggests? In the older generations the sexuality of gay peopel was more hidden because of it not being accepted in society but in this time period it is more open in the adverts and it clearly is being shown in the adverts. 11) What examples from advertising does Gauntlett provide for the changing nature of gender in society (from the section on Judith Butler's Gender trouble)? 'The binary division of 'male' and 'female' identities should be shattered, Butler suggested.' 12) How can the Maybelline 'That Boss Life' advert be applied to Judith Butler's work on 'gender trouble'? ("The binary division of 'male' and 'female' identities should be shattered, Butler suggested, and replaced with multiple forms of identity...") Maybelline has done that by having a gay influencer in their very own advert and be their first male brand ambassador. This creating a new identity. 13) How can our two advertising CSPs be used to argue that power has shifted from media institutions to audiences? (Clue: how did Manny and Shayler from the Maybelline advert first become famous?) 14) Why is advertising such a good example of the 'contradictory elements' that Gauntlett discusses with regards to the mass media? In other words, how does advertising continue to both reinforce and challenge gender stereotypes? 'Individuals are encouraged to 'be yourself', and to be creative - within limits - about the presentation of self.' 15) Finally, Gauntlett makes a clear case that things change and modern identities are increasingly fluid. How do our advertising CSPs demonstrate the changing attitudes towards gender and sexuality in society? They are more accepting of gay relationship in the society making them more 'normal' in this time period.
Our second Advertising and Marketing CSP is the 2017 Maybelline 'That Boss Life Pt 1' mascara video advert. This gives us an opportunity to explore the idea of gender fluidity in society and the media - plus compare the changing representation of masculinity in advertising. Notes from the lesson are here: Gender fluidity Gender fluidity is when gender expression shifts between masculine and feminine. Indeed, gender identity has become a major media and social issue in the last 10 years. Young (and some older) people are increasingly identifying as gender fluid – and some have credited the internet for this change. They suggest that millennials grew up with the internet so can easily find information on topics like gender expression. You can read more on this view and gender fluidity in this CNN article here.
Maybelline 'That Boss Life Pt 1'
The Maybelline ‘That Boss Life’ advert is part of a digital campaign for their ‘Big Shot Mascara’ product. The campaign is significant as it is the first time Maybelline has used a male brand ambassador and digital influencers. The use of YouTube stars Manny Gutierrez and Shayla Mitchell means the brand can reach their combined 5.1 million Instagram followers and 2.5 million YouTube subscribers. In addition, Gutierrez (‘MannyMua’) is Mexican-Spanish-American and openly gay, offering a very different representation of masculinity and sexuality to the 1967 Score hair cream advert.
Blog task: Maybelline 'That Boss Life' case study and wider reading Work through the following tasks to make sure you're an expert on the Maybelline CSP and particularly the wider social and cultural context. 'That Boss Life' close textual analysis Use your notes from class to write about the connotations and representations created by the following technical and audio codes. Write at least a paragraph on each: 1) Narrative & genre: narrative theory and sub-genre:
Equilibrium-classic advert narratives.
Propp-character types- hero:product?Manny?- bellboy: helper/donor. The bellboy's masculinity/sexuality, his masculinity very male stereotypical, his transformation reflects gender fluidity.
Barthes-Gold suitcase- action/adventure element to the prop.
Genre- intertextuality 'Sex in the city'.
2) Cinematography: camera shots and movement:
Product-extreme close up
Camera movement-zoom to bellboy transformation/ crane swoop to Manny and Shayla
3) Mise-en-scene: actors, setting, lighting and colour:
Used youtubers with already a big fan base.
1 bedroom hotel/New York -Setting
All colours are bright and when they put the mascara on everything gets shiny, glittery and yellow colours.
When the suitcases come in everything is white and black apart from one suitcase which is pink. Th odd one out.
Lighting from the sun.
Casual then all dressed up.
Creates feeling of NYC night out- but quite childish? Teenage audience-Youtube advert.
4) Editing: pace, transitions and visual effects
Visual effects- glittery suitcase full of mascara- tries to create connotation sod wealth and luxury.
A lot of slow motion- to make it look more glamorous- swoop to the bellboy at the end.
5) Graphics: text/graphics on screen:
Logo- classy/NYC
Product-urban design-teenage design- yellow
6) Sound: dialogue, music and sound effects:
Music-urban/club
Sound effect (SFX)- used with visual effects
Dialogue
Maybelline 'That Boss Life': wider reading Read the following articles on this campaign: Glamour: Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal Your Story: Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand Adweek: Maybelline Recruits Manny Gutierrez as Its First Male Beauty Star Complete the following questions/tasks: 1) Why was this campaign such a landmark for beauty product advertising? This campaign was significant as it was the first time that Maybelline had used a male brand ambassador. 2) What do the articles suggest regarding the changing representation of sexuality and masculinity? Your Story: 'Cosmetics giant breaks gender stereotypes by choosing male model as a face of the brand'. Glamour:'writer David Yi over at Allure put it, the backlash "promotes the dangerous sentiment that men are supposed to adhere to hypermasculine culture."' Adweek:'To promote its golden-tubed Big Shot Mascara by Colossal, Maybelline is engaging in two firsts—working with beauty influencers, and using a man as the face of its campaign.' 3) Read this WWD article: Maybelline Taps Digital Makeup Influencers for New Mascara Campaign. Why might 'digital influencers' be so attractive to companies? This is because 'influencers continue to show their prowess in the beauty space'. 4) Why do you think Maybelline chose to use MannyMUA and MakeUpShayla in particular? I think because 'Gutierrez and Mitchell share a combined Instagram following of 5.1 million followers and a YouTube subscribership of 2.5 million.' 5) What does the WWD article suggest is the crucial factor for brands regardless of whether they use influencers or more traditional celebrities? 'The real power today is if you have somebody recognizable who is also socially effective' Media Magazine: The Changing Face of Masculinity Now go to our Media Magazine archive and read the feature 'The Changing Face of Masculinity' in MM63 (page 15). This will allow us to compare our two advertising CSPs - the Score hair cream advert and the Maybelline digital campaign. Answer the following questions: 1) What message does the article suggest the Score hair cream advert is trying to communicate to the 1967 audience? 'The advert is using female sexuality to show men they can have power: you can conquer, you will be desired.' 2) How does the article suggest the Score hair cream advert uses narrative to sell the product? The narrative is clear: the consumer can have everything they want in the world if they buy the hair product. 3) What 1967 stereotypes does the article suggest the Score hair cream advert reinforces? The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society. 4) Applying Stuart Hall's reception theory, what does the article suggest the preferred and oppositional readings could be for the Score hair cream advert? 5) Moving on to the Maybelline advert, why is the background of Manny Gutierrez and Shayla Mitchell significant? The brand's represented in a very classy and the product may be trying to attract an 'upper class' but failed in doing that. 6) What is the narrative of the Maybelline advert? 'The advertisement tells the story of two YouTubers, Manny Gutierrez and Shayla Mitchell checking into a New York hotel room with stunning views of the city. They open up a gold, glittery suitcase and out tumbles the product that everyone wants, the ‘Big Shot’ mascara. By simply applying the mascara, the wearer – female or male – is instantly transported to a more sophisticated cosmopolitan life surrounded by the finer things: a Manhattan hotel room, glamorous clothes and the promise of admission to the hottest clubs in the world’s greatest city.' 7) What does the article suggest the Maybelline advert's message is? That no matter what gender you are you should be confident and happy in your own skin. 8) The final section of the article focuses on masculinity. What do the Score advert and the Maybelline advert suggest regarding the changes in society and media between 1967 and 2017? 1967 gay people were not accepted in society but now in 2017 they are and it is clearly being shown by having a gay person in the Maybelline advert.
Complete the following tasks and wider reading on the Score hair cream advert and masculinity in advertising. Media Factsheet - Score hair cream Go to our Media Factsheet archive on the Media Shared drive and open Factsheet #188: Close Study Product - Advertising - Score. Our Media Factsheet archive is on the Media Shared drive: M:\Resources\A Level\Media Factsheets - you'll need to save the factsheet to USB or email it to yourself in order to complete this at home. Read the factsheet and answer the following questions: 1) How did advertising techniques change in the 1960s and how does the Score advert reflect this change? 1967 it would not be remarkable to see females as both subservient to men and wearing next to no dress – as saw in the Score advert. 2) What representations of women were found in post-war British advertising campaigns? Men were spoken to only as the provider and – as a general rule - mentally better than their female partners. 3) Conduct your own semiotic analysis of the Score hair cream advert: What are the connotations of the mise-en-scene in the image?
The man is above all of the women as seen in the image. This could show the connotation of the women being below men at that time period.
The women reaching out to him connotes that there may be a sense of desire.
There is a sense of male gaze with the women on the left.
4) What does the factsheet suggest in terms of a narrative analysis of the Score hair cream advert? 5) How might an audience have responded to the advert in 1967? What about in 2019? In 1967 this would be seen normal as the advert connotes the idea of men being superior than a women but in the 2019 the women are now as equal as a man would be. 6) How does the Score hair cream advert use persuasive techniques (e.g. anchorage text, slogan, product information) to sell the product to an audience? The score cream advert does have anchorage at the top which is 'get what you've always wanted' this suggests to the male audience that if they use this product they will get what they want which connotes women. 7) How might you apply feminist theory to the Score hair cream advert - such as van Zoonen, bell hooks or Judith Butler? You can link Laura Mulvey's male gaze to this as that is in the mise-en-scene. 8) How could Stuart Hall's theory of representation and David Gauntlett's theory regarding gender identity be applied to the Score hair cream advert? You can link Stuart Hall's theory to this as he suggested the media actively constructs representations of our society rather than reflecting it back. This is clearly being shown that the women and men have a big diversity between them where the men are above the women in everything at that period of time. David Gauntlett suggested that the audience have more power and the mass media pick and choose for our own identity. This clearly shows the differences at that time period between the two genders. 9) What representation of sexuality can be found in the advert and why might this link to the 1967 decriminalisation of homosexuality (historical and cultural context)? The gun is a phallic symbol, the gun represents a male body part. In 1967 homosexuality was decriminalised so that meant any gay relationship was against the law. 10) How does the advert reflect Britain's colonial past - another important historical and cultural context? The advert could reflect the colonial past by showing a jungle theme background. This could be a reference to the colonialist values can also be linked to social and cultural contexts of the ending of an Empire. Wider reading The Drum: This Boy Can article Read this article from The Drum magazine on gender and the new masculinity. If the Drum website is blocked, you can find the text of the article here. Think about how the issues raised in this article link to our Score hair cream advert CSP and then answer the following questions: 1) Why does the writer suggest that we may face a "growing 'boy crisis'"? That now that there is more awareness of the female's being treated unequally in the past now in this time period the society is more accepting for a women rather than men. So now the the boy's are in 'crisis' which is increasing.As 'women are increasingly empowered, many men feel increasingly disempowered, accentuating these social problems'. 2) How has the Axe/Lynx brand changed its marketing to present a different representation of masculinity? They had a campaign called 'Find your magic', the deodorant brand has told men that it can help them get a girl. Or, as its ads show, several sexy women. Targeting teenagers with this idea has worked well, as sales have increased. 3) How does campaigner David Brockway, quoted in the article, suggest advertisers "totally reinvent gender constructs"? That they should 'dare to paint a world where boys like pink, don’t like going out and getting dirty, or aren’t career ambitious, for example'. 4) How have changes in family and society altered how brands are targeting their products? The roles of the male and female in families is becoming more equal or the same. So both the male and female and male roles are changed to an extent. 5) Why does Fernando Desouches, Axe/Lynx global brand development director, say you've got to "set the platform" before you explode the myth of masculinity? Fernando Desouches said "thathave our platform and our point of view, we can break the man-bullshit and show it doesn’t matter who you want to be, just express yourself and we will support that". Campaign: Why brands need to change Read this Campaign article on Joseph Gelfer and why brands need to change their approach to marketing masculinity. If the Campaign website is blocked, you can find the text of the article here. Think about how the article relates to our work on gender and advertising then answer the following questions: 1) What are two ways advertising traditionally presented masculinity and why does the writer Joseph Gelfer suggest this needs to change? This is 'either a glamorous James Bond-style masculinity that attracted ‘the ladies’, or a buffoon-style masculinity that was firmly under the wifely thumb'. As this will 'traditional masculinity causes problems, whether it be its impact on men’s wellbeing or on women and their equal representation in society'. 2) What are the five stages of masculinity?
Stage 1: "unconscious masculinity"- traditional view of men.
Stage 2: "conscious masculinity"- as above but deliberate.
Stage 4- "multiple masculinities"- anyone can be anything.
Stage 5- "beyond maculinities"- it does not exist.
3) What stage of masculinity do you feel you are at in terms of your views of gender and identity? You can read more about the five stages of masculinity here. I feel like i am at stage 1 because i have the traditional view of men.
4) What stage of masculinity was the Score advert aiming at in 1967? 5) Why are the stages of masculinity important for companies and advertisers when targeting an audience? The masculinity is important for companies and advertisers when targeting an audience because this will allow them and let them know what is appropriate for that type of audience and what should or should not be included.
