Welcome to my blog!
Your aim today is: to apply theory to the analysis of print advertising.
TASK 1
Please follow the instructions below as you are about to complete a short quiz.
- Firstly I want you to log on to https://b.socrative.com/login/student/
- Your room number is 119554
- Please begin the short quiz (5 questions) to remind you about the theory of representation.
(You have 5 minutes to complete it.)
(Teacher notes - Mini plenary - go through answers if time.
If more time socrative would have included short answer questions - answers would be discussed)
Info doc
TASK 2
To work in pairs discussing the dominant/preferred, negotiated, oppositional and aberrant reading of what is being represented.
Analyse the following adverts relating to the theories covered at the beginning of the lesson.
1) Who/what is being represented?
2) Explain how it is a dominant/preferred, negotiated, oppositional or aberrant reading? Refer to Media terminology when explaining, how they do that. E.g. The close up of a man's tired worn dirty face, the image represents hardship, poverty, unhappiness related to the theme of desperation in the homeless campaign.
3) What stereotypes are being presented to the target audience?
4) Why are they representing it in that way?
- Optional differentiation is available if required.
An example of how an image can be misunderstood aberrant reading - In China, pots of baby food were pictured with the image below on a jar of baby food. Due to cultural differences they were used to seeing the content of the product pictured on the product and needless to say sales suffered as chinese audiences thought the product was made out of 'babies'!
Dominant/preferred, negotiated, oppositional and aberrant reading?
IMAGE 1
Emaciated Isabello Caro, who has been anorexic since the age of 13, has been shown on billboards across Milan as the Italian city celebrates its fashion week.
IMAGE 2
IMAGE 2
Shockvertising
In 1991 United colors of Benetton released an advertising featuring two women, one Caucasian and the other African American with an Asian baby between the two. At first it seems if they are promoting unity, but in reality they are conveying two things. What are the two things?
IMAGE 3
A hair salon promoting the importance of having a nice hair do, Edmonton, Canada. (The murder capital of Canada!)
Fresh milk made ice cream
IMAGE 5
'Emotional appeal' of water being on the rise.
Stretch and challenge
Why do producers try to enforce these dominant ideologies upon the audience. Can you relate this to a marxist/capitalist view (maintaining hierarchy in society for financial again of the few) or liberal pluralist view point (choice of freedom).
TASK
PLENARY
Feedback in your pairs, ask your partner what meaning your advert conveys, if they get it right you have created a preferred/dominant meaning! If not get some feedback as to what changes could be made to ensure you create a preferred/dominant meaning.
- Using images from the internet : plan a perfume or aftershave advert on Photoshop to demonstrate what images you would create/use to ensure you created a preferred meaning to a mainstream, highly educated audience aged between 25 and 30 year old middle class men and women, who had a large amount of expendable income due to their professional roles, single status and because they still live at home.
Feedback in your pairs, ask your partner what meaning your advert conveys, if they get it right you have created a preferred/dominant meaning! If not get some feedback as to what changes could be made to ensure you create a preferred/dominant meaning.
Homework : Read and make notes on the following theory - Male Gaze Theory
—The Male Gaze theory
—Further reading
—Objectification of college women
Feedback to the rest of the group.
(teacher info only: millere@turton.uk.com turtonschool)
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