Her Theory:
The theory that i focused on is the Male Gaze. This is how males Gaze at females that are represented through the media negatively. For example, the females will be Objectifed for sexual imagery, like Sex Objects. This can be done through the type of clothes the female is wearing and the type of pose is used. Also she can be objectified by the use of products she is advertising, for example perfume bottles can be shown as a Phallic Object; this is when an object has the same feature as a male 'penis'.
This can lead to males gaining pleasure out of looking, the term for this is Scopophilia. There is no reason why females are always seen as sex objects, there is also a term called the Female Gaze, this is when females look at males as sex objects. Females are more often found to be sex objects as within films a Misogyny is formed. This is when the hatred of females is produced and that fema;les are worthless, the use of females in films are not to cause a mend in the storyline, it is so that men can feel arowsed.
How it is linked to my study:
Looking at laura mulveys theory, i had used the Male Gaze to relate to my text, as within Xmen3, females are shown as inferior, they are there to be looked at, the key term is the Misogyny. The films shows male more powerful and show a Patriarchal society. a more male domonant societ and the hatred of females.
"Women In Advertising Conclusion"
Looking at all the advertisments, depending on the product advertised relates to the representation of the females and males, for example looking at the diet coke advert, the product is aimed at females, so the advert entices the female audience by producing a male as a sex object.
Looking at the chewing gum advert, the product is aimed at all ages, mainly teenagers as they would eat the product, but within the advert they use a hetrasexual couple. The advert can;t use a female as a sex object to persuade people to buy the product, as the advert may be viewed before the 'Watershed'.
Overall, depening on the product will relate to how the individual will be represented.
Looking at the chewing gum advert, the product is aimed at all ages, mainly teenagers as they would eat the product, but within the advert they use a hetrasexual couple. The advert can;t use a female as a sex object to persuade people to buy the product, as the advert may be viewed before the 'Watershed'.
Overall, depening on the product will relate to how the individual will be represented.
"Women In Advertising"
Puffa Puffa Rice Advert Late 60s LOLZ
In this advert, the female is represented as a type of sex object, the use of editing from the cereal product, they do a straight cut to the female dancing now and then. The reason for this is to show where the product is from. Also, looking at the male when he is advertising the product, he is in his swin suit which also relates to him being a sex objective, he is half naked etc. Although a female is represented negatively, so is a male.
In this advert, the female is represented as a type of sex object, the use of editing from the cereal product, they do a straight cut to the female dancing now and then. The reason for this is to show where the product is from. Also, looking at the male when he is advertising the product, he is in his swin suit which also relates to him being a sex objective, he is half naked etc. Although a female is represented negatively, so is a male.
"Women In Advertising"
Chewing Gum Advert Late 70s
In this advert, it focuses on a chewing gum product. It contains a male and female couple which also relates to hetrasexual couples. This portrays the two as a 70s couple spending time together at the end. Looking at how they are adresses, the female is complete positively shown compared to the late 80s coke advert. Looking at how females began to be objectified, looks like it began in the 80s.
In this advert, it focuses on a chewing gum product. It contains a male and female couple which also relates to hetrasexual couples. This portrays the two as a 70s couple spending time together at the end. Looking at how they are adresses, the female is complete positively shown compared to the late 80s coke advert. Looking at how females began to be objectified, looks like it began in the 80s.
"Women In Advertising"
Diet Coke Advert Late 80s
Looking at this advert from the late 80s, the female is represented as a sex object, looking at the last shot of her emerging from the water, the fact she is all wet connotes a sex symbol. The male chses ehr through the town and find her in the end. Laura Mulveys theory of the male gaze relates to this advert as she is seen as a sex object by males watching it and by the male within the advert.
Looking at this advert from the late 80s, the female is represented as a sex object, looking at the last shot of her emerging from the water, the fact she is all wet connotes a sex symbol. The male chses ehr through the town and find her in the end. Laura Mulveys theory of the male gaze relates to this advert as she is seen as a sex object by males watching it and by the male within the advert.
"Women in Advertising"
Diet Coke Advert
Looking at this advert, the females are represented completely differnt compare to males are. for example, looking at Laura Mulvey's theory of the male gaze, within the advert, the male is objectified as the sex object. its more like the 'Female Gaze'. This hsows that not only females are there to look at, but males are too.
Looking at this advert, the females are represented completely differnt compare to males are. for example, looking at Laura Mulvey's theory of the male gaze, within the advert, the male is objectified as the sex object. its more like the 'Female Gaze'. This hsows that not only females are there to look at, but males are too.
10 Key Words
Celebrity - The celebrities within xmen3 can be affected through by the media newspapers etc and otehr films they are in.
Cultivation theory- theory constructed by George gerbner which states that the media can change the audiences’ views even in the real world.Content Ananlysis - The representation of each character within the film, how they are portrayed and the differences between them.
Femininty - Feminsim fight for their rights and are against male dominance and the patriarchal society. I can link this to the feamles within xmen 3.
Gender - can show how characters are labels and represented within xmen 3.
Genderered Consumptions - The way the gender in xmen 3 affects the audiences consumptions of the media.
Genre - How the genre of xmen3 affects the female representation.
Hollywood - Hollywood films and mainstream films, how genders are shown and the affect of the overall hollywood anme upon it.
Ideology - the new ideologies past and sent through the media to the audince, how it affects people and their reactions.
New Man - how the new man is shown within society and how xmen3 reflects from this.
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