Explain how values and ideologies are communicated by media language used in the Close Study Product Score hair cream advertisement and That Boss Life.
This is a thoroughly informative and brief document exploring That Boss Life and Score Hair Cream CSPs applied to theorist thinking. These notes...
Explain how values and ideologies are communicated by media language
used in the Close Study Product Score hair cream advertisement and That
Boss Life.
THEORISTS
● Butler - gender performativity
● Bell hooks - European beauty standard, intersectionality, ‘emotional suicide’
● Van Zoonen - male gaze
● Todorov - narrative theory
● Propp - character archetypes
● Semiotics
● Barthes - mythology
● Gauntlet - fluidity of identity
INTRO: Views on gender and how they are not fixed.
- That boss life is targeted towards a more modern audience however 1967
Score is targeted to a more traditional older audience - different views on
gender and representations.
- Target audience of hegemonic men differs from a more feminine audience
THAT BOSS LIFE:
Manny a gay Latino (intersexuality - bell hooks) does not perform (butler)
typically masculine actions/traits ‘lets get bossed up’ (crouches and expresses
with his hands on face daintily) the way he says it is in a softer more chippy
pitched stereotypical feminine tone - oppositional to the deep rough tone for men
in the media
- Provides a ritual/ template for audiences to assume as socially acceptable
male identity. (butler)
- HOWEVER, Butlers ‘parodic representations’ Exaggerate reps of
homosexuality exaggerated masculine or feminine behaviours - overly
camp behaviours of Gay men.
- Shayla is given a dominant role - hand on hip and flips hair asserting
dominance as bell hop stole mascara, takes initiative in saying ‘lets get
bossed up’- challenging glare (direct gaze - bell hooks and slaves).
Subeverts Van zoonnes - ‘restricting females to secondary roles’
- HOWEVER, reinforcing narrow beauty ideals - shayla straightened hair to
conform to western beauty standard
SCORE:
- The man is held up with a litter - positioned at top of mise en scene =
higher status dominant power given ‘God-like’ status
- Show his muscular figure holding rifle connotes violent power and
adventure (provide rituals) hegemonically masculine - strength power -
someone who is ready to fight - the male body in westenused media allows
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