identity

Pot Noodle Advert: Slag of all Snacks 

- Establishing shot is of a Stereotype middle class couple, supported by middle class mise-en-scene 
- We can also see a big garden which suggests they're wealthy 
- Kate is a wealthy respected women 
- The pot noodle is shown as an affair 
- The sandwich is a representation of sex 
- A slag is extreme term for someone that is sexually active 
- The part of London is soho 
- the mise-en-scene of red is sex 
- The product of an advert is portrayed as filthy
- Misogyny advert shown hate towards women 
- This advert reinforces extreme negative stereotype of women, reinforce that women only has one job in society is to please men 
- Men are represented negatively, reinforce they're lying cheaters. The only way they could be married to a nice women is by cheating

We can define ourselves by:
  •  Personality/Interests 
  •  Ideology
  • The way we present ourselves 
  • Religion 
  • Clothes
  • Taste in films/music 
Key Theorist: David Gauntlet-Theories of Identity:
Gauntlet believes that we can construct our own identity through media (e.g tv, internet, social media)
He believes there are more way to represent gender than the traditional gender binary. 
 
Stereotypes of Men and Women
Men:                                                                             
Dominance 
Strong
Make money 
Wears Trousers in the family   
Emotional reserved 

Women:
Cook & clean 
Please Men
Should be Mums 
Lady-like 
Shouldn't have own "voice" 

This stereotypical roles may come from religions, media, society.
Representation is a construction of reality. 

The purpose of a charity advert is to guilt trip the audience to donate money to their cause. The mode of address is directed to the audience, so it's a direct mode of address.

NSPCC - Open Your Eyes 2000:
-Positioned as the abuser, for example looking underneath the table and looking for them and not helping the children.
- It shows that it is our fault that the child is abused. 
- The mood of the advert is guilty and sad. The mise-en-scene of the music is depressing 
- The colour used is very dull and colourless which suggest how sad the child's life 
- The logo is in green which shows aid and help 
-The voiceover anchors the editing               
- Emotional exploited
- Desensitised to the advert after a while  

Wateraid:
-Established in 1981
-Response to a united Nation Campaign for clean water 
-Organisation 37 Africans, Asian, Central American  
-Patron is Prince Charles Since 1991

Claudia represent the stereotypical representation fo women, by collecting water. This advert reinforces gender roles. Even though the producer probably didn't want to represent this way. 
 Doesn't fit the agenda of what Africa is thought of people, the stereotypes.

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