1. Important Points to
Consider!
What kind of world/person is being created by the text?
Is it positive or negative?
How will audiences interpret this?
• This will depend on how the person sees the particular world,
person or celebrity and how they have been CONSTRUCTED
3. Celebrities as ROLE
MODELS
• Some adverts use
CELEBRITY ENDORSEMENT
to promote their products
• Others take it further by
having BRAND
AMBASSIDORS
• A BRAND AMBASSIDOR is a
long term employee who
embodies the image the
company wants to promote
08/05/2015 Term 2, Lesson 1 3
4. Dyer’s Star Persona
• Richard Dyer claimed
that Celebrities have an
image that is
constructed by the
Media
• Star Persona is what
appeals to an audience
to encourage them to
buy their products
04/09/2014 Term 1, Lesson 1 4
6. Masculinity and
femininity
Gender and representation of gender is
tied up with ideas of masculinity and
femininity.
Are the following ideas about the
representation of men and women
reinforced by what you found in the
magazines?
Develop
7. Masculinity in Adverts
1. Sporty
2. Powerful
3. Shallow
4. Outdoors Type
5. Undomesticated
1. Similar to Outdoors, rugged yet
groomed. Normally Celebrity and
focus is on manliness and
appearance
2. The dominant figure who is overtly
masculine
3. Young men who are shallow and
superficial trying to impress women
4. Typical male jobs that are physical.
Rough and ready apperance
5. In domestic situations, men are
shown as not knowing as much as
women08/05/2015 Term 2, Lesson 1 7
8. Femininity in Adverts
1. The Beauty Bunny
2. The Alpha Female
3. The Fashionista
4. The Perfect Mum
5. The Granny
1. Believes that, because of science,
beauty/health products will work. Buys
new products with enthusiasm if they
claim success
2. Powerful professional whose focus in
life is her career – not a mother, wife or
lover
3. Fashion Model type only interested in
her own looks (not beauty products as
she doesn’t need them yet!)
4. Biggest concern is children and family.
Mainly buys cleaning products or food
5. Perfect Mum but older – has few
interests outside grandchildren or family
08/05/2015 Term 2, Lesson 1 8
9. The Male Gaze
• Laura Mulvey created the
theory in 1975.
• She believes that audiences
have to ‘view’ characters
from the perspective of a
Heterosexual Male
• Thus all women are
objectified and inferior in
some way
08/05/2015 Term 1, Lesson 3 9
10. GENDERED Products
• Products can often be GENDERED through their advertising
• Look carefully at the list below and in your books can you
complete the table
• EXT: Can you add a column for Examples and name an advert?
08/05/2015 Term 2, Lesson 1 10
Product Advertised How
Beer
Chocolate
Cars
Washing Up
Liquid
Baby Food
11. Representations of
AGE
• Representations of AGE are common in a number of
adverts
• They are used mostly for HUMOUR or EMOTIONAL
RESPONSE although they can be used for other
aspects too
• Products that use AGE stereotypes are typically
targeted at those catergories e.g. Baby Food or
Denture Cream
08/05/2015 Term 2, Lesson 1 11
14. Disability
• In Advertising, the only images of
the disabled we tend to see are
those in charity advertisements,
and their disability is the main
focus of the representation.
• Often we are encouraged to pity
the person represented, or give
them support in another way
• Ideologically speaking, disabled is
not considered sexy, and does not
sell products.
16. Photoshop & Adverts
• The Issues of Photoshop
and advertising have
been around for a long
time
• The main argument is
whether it is fair for a
company to manipulate
an image to create a
new representation of
that person
• https://youtu.be/Q5qZe
dMTkkE?list=UU0uGC_E
BwAxw3ljqeGjy2qw08/05/2015 Term 2, Lesson 1 16
17. Example: Britney
Spears
• Britney Spears
felt strongly
enough about
the issue she
shared the
BEFORE and
AFTER photos
for her Candie
Perfume advert
online
04/09/2014 Term 1, Lesson 1 17
