Guantlett: Gender, Identity and advertising

1.
Gauntlett says that the traditional views of women as house wives or low status workers have been kick boxed out of the picture. The Score hair cream advert reinforces this traditional view thus putting the male in the dominant position, however, in the Maybelline advert, we see a much equal representation of the 2 genders where both Manny and Shayla subvert stereotypes.

2.
We as audiences no longer strive for the traditional views therefor going for a change where we want to experiment with our lives. The media allows us to do this by allowing us to find so many different things on the internet and on social media where we can also meet new people.

3.
The generational difference between the 2 adverts is very clear. The score hair cream advert reinforces traditional stereotypes where it was seen as the norm during the 1960s. The Maybelline advert on the other had has subverted the stereotypical/ traditional of genders and race. This shows how time has changed the way society presents gender and race.

4.
Both Manny and Shayla have a large number on followers on social platforms which allow them to guide people to see a particular side of their life. This lets some audiences to see them as role models in which result in them aiming to be like Manny or Shayla in terms of what they do.

5.
The Score hair cream advert shows a very heterosexual white male put in a dominant position with a number of females who lift him up and one who tries to reach out to him which shows how much females wat him.

6.
This can be related to Gauntletts discussion of masculinity being in crisis. The Score Hair Cream Advert was made to reinforce the traditional views and stereotypes of males. As time goes on, the decriminalisation of homosexuality came in ad views of gay men shifted. The Score Hair Cream advert ended up being just a sign of masculinity in the past.

7.
I think that the Maybelline advert is able to support this because the 'That Boss Life' advert shows 2 representations of men where most traditional values of masculinity are subverted, however, there are still some aspects of traditional masculinity within the advert.

8.
I think that this depends on the product being sold. For products such as expensive and more luxurious perfumes, the advert tends to show the 'conventionally rugged, super-independent, extra-strong macho man' who gets his desires satisfied with a spray of perfume. There are other brands/ products that have changed ways of advertising like the Gillette advert where they want to send a different message out to their audiences.

9.
Adverts that reinforce traditional representations of men and women have significantly decreased over time and many brands have started to challenge these traditional views by using female 'power icons'. An example of this could be the Dove's real beauty advert.

10.
I agree with the argument because younger generations are growing up in a world where older traditional representations have less of an impact on them through advertising, films, dramas etc. There are also many opinion leaders who subvert traditional views of their race and gender which allows younger generations to be exposed to a wider range of diversity and views.

11.
In the score hair cream advert, very traditional views of genders are represented. As time moved on, depictions of sexuality changed and different messages were being sent out to audiences. The Maybelline advert although subverts stereotypes of traditional masculinity but it does reinforce the stereotypes of gay men. This may send a message to audiences that it doesn't matter if you are a heterosexual or gay male or female, you can still be in adverts considered mainstream.

12.
Calvin Klein advert and Kronenburg Lager.