Essay Plan

Essay Plan 

- What's advertising
- History of advertising 19th and 20th century - Modern
- The use of tips and tricks for food advertising such as:
* Tempting pictures
* Catchy jingles
* Labels on packaging
* Depicting fun
* Characters that appeal
* Tempting prices
* Slogans
* The use of photo editing is crucial for the product to be presentable as possible and to give it that luxury look.
- 'Advertising makes us feel that we are not good enough as we are'
- Use of attractive spokespersons/ models/ actores
- Childeren and advertising
- Subliminal advertising



References:

Ryans, C. (1996) Consumer Resources. Journal of Small Business Management, 34 (1996): 63-65. 

Kotler, P., and Armstrong, G. (2008)."Principles of marketing" 12th ed., Pearson Prentice hall, 396-398.     

Bell, D. (1976) The Cultural Contradictions of Capitalism. Basic books Inc., New York. NY. 

Marchand, R. (1985) Advertising and the American Dream: Making way for Modernity, 1920-1940. University of California Press, CA.

Will Rogers 

Victor Danciu Manipulative marketing: persuasion and manipulation of the consumer through advertising 

Sofo Archon The Negative Effects of Advertising on Society 

Tips and Tricks for food advertising - http://www.marketing-business-consulting.com/food-advertising.html

John L. McMullan & Delthia Miller All in! The commercial advertising of offshore gambling on television 

Blinde (2007) 172 - 174

Lavine, H, Sweeney, D and Wagner H Stephen 

Stephen Leacock

Dion, Berschied, and Walster 1972 

Allen Kanner and Renee Soule Effects of Advertising on Society

Josh Golin 

Rogers and Smith (1993)

Kelly and Kessler (1978)

Study Task 03 (SB2) 1

How does advertising manipulate society? 

1. Research question:

- TV advertising
- Posters
- Bilboards
- TV Shows
- Product labels
- Shop signs
- Newspapers


1a. Is it visible?

Ontology - , advertising and techniques, branding, manipulation
Epistemology - By watching advertisements, by finding advertising in magazines/ online/ shop signs
Methodology - By analysing different techniques used in advertising

2. Defining the design problem:

Creating proffesional advertisement with researched techniques to make a middle quality product to look luxury.

3. 'Client' need or requirments

- Daily consumers

4. Audience:

- The target audience would be 16 plus but mainly 18 plus
- Both genders

5. Mandatory Requirements:

- Must appeal to consumers
- Must appeal to supermarket brands
- Muts appeal to TV advertising brands

Study Task 02 - Parody and Pastiche

Fredric Jameson 

What is this about?

Parody-  A humorous or satirical imitation of a serious piece of literature or writing.
Pastiche- Imitating a design by not copying. 

What is Jameson's definition of parody and pastiche?

Jameson characterises postmodern parody as 'blank parody' without any political bite. 
Black Parody- straight copy of something. 

Parody- 'Ulterior motives' - challenging the establishment.  

Pastiche- 'Pastiche is, like parody, the imitation of a peculiar or unique, idiosyncratic style, the wearing of a linguistic mask, speech in a dead language. But it is a neutral practice of such mimicry, without any of parody's ulterior motives, amputated of the satiric impulse, devoid of laughter.' (Jameson, Postmodernism)


Linda Hutcheon 

What is this about? 

Postmodernism 

What is Hutcheon's definition of parody? How does it relate to pastiche? 

Parody- 'Parody—often called ironic quotation, pastiche, appropriation, or intertextuality—is usually considered central to postmodernism, both by its detractors and its defenders'. 

How does she criticise Jameson?

'Postmodernist recall of history is neither nostalgia nor aesthetic... It is true however that it does not offer what Jameson desires-'Genuine historicity'.

Jameson argues that in postmodernism 'Parody finds itself without a vacation'.

Study Task 01- Triangulation exercise

Visual Pleasure and Narrative Cinema – Laura Mulvey

What type of document is it? Who is the author?

Visual Pleasure and Narrative Cinema is a short essay written by Laura Mulvey who is a British feminist film theorist.

In summary, what is being discussed/argued? 

·    -  Mulvey argues that the popularity of Hollywood films is determined and reinforced by preexisting social patterns, which have shaped the fascinated subject.

·      - Hollywood narrative films use women in order to provide a pleasurable visual experience for men.

·      - Deology is involved in forming the subjectivity of the individual at the level of the unconscious - and that is how a female spectator, through borrowing the male gaze, takes the ideology of a patriarchal society, which is imposed. 

      J. Storey - Cultural Theory and Popular Culture  

     

     Who is the author? 

     J. Storey is an author. He has been writing books based on cultural theory and popular culture. He is also a professor of Cultural Studies and director of the centre for Research in Media and Cultural Studies. 

     In summary, what is being discussed/argued? 

     

     - The ideology of romantic love 

     - The Oedipus complex is a Freudian theory 

     - He references Mulvey in his book 

     - He explains the concept of the mirror phase 

     - Scopophilia and narcissism  




       R. Dyers - Stars 

Who is the author?

- Richard Dyer is an English academic.
       - He is currently holding a professorship in the Department of Film Studies at King's College London. 
       - Specialises in cinema (particularly Italian cinema), queer theory, and the relationship between entertainment and representations of race, sexuality, and gender.
       - He was previously a faculty member of the Film Studies Department at the University of Warwick. 
       - Written essays on race and culture.


What is being discussed? 


       - The relationship between stars and spectators.

      300 word summary triangulating discussed texts about what is argued and how they relate to each other. 

t

Laura Mulvey, John Storey they all discuss the role of gender in film and the way woman and men are portrayed. Laura Mulvey is a British feminist and is also a film theorist within her book 'Visual Pleasure and Narrative cinema she discusses the theory about the concept of scopophilia. This is deriving pleasure from looking. She also states that in film women are typically the objects, rather than the possessors, of gaze because the control of the camera comes from factors such as the assumption of heterosexual men as the default target audience for most film genres. Mulvey argues that the film is directed to play the 'Male Gaze' by presenting both a strong male character that viewers can relate to but also presenting a female who is presented as 'erotic object for the characters within the screen story and as erotic object for the spectator within the auditorium'. John Storey has a similar view to Mulvey on the 'Male Gaze' and he references the Freudian theory of scopophilia in his book 'Cultural Theory and Popular Culture'. He reference Mulvey stating 'She gives example of the showgirl who can be seen to dance for both looks. When the heroine removes her clothes, it is the sexual gaze of both the narrative and the spectator in the auditorium'. However Richard Dyer has a different view on 'Male Gaze'. Dyer criticises that the moviegoer is a heterosexual male, brining that the moviegoer may be homosexual or female. Whereas Mulvey and Storey both focus and assume that the moviegoer is a heterosexual male.

Session Notes

Harvard reference: Mulvey.L(2009[1975]) 'Visual Pleasure and Narrative Cinema' in 'Visual and Other Pleasures', Basingstoke, Palgrave.
Republished use [ - put the original date next to it in the reference.In your essay single quotation mark 'quote quote' (Mulvey 2009[1975]:7) only thing that will change is the page number.

5 contextual facts about Laura Mulvey - things that she's trying to relate to or say about this text.  Relevant stuff. Critical. Author subject position.

- She is a British feminist 
- She was educated at St Hilda's College, Oxford. 
- She was film theorist 
- She is currently a professor of film and media studies at Birkbeck, University of London. 
- She was influenced by Freud/Lacan - psychoanalysis. 


5 key points as you see it, reduce it down about what it's about. visual narrative

She's saying woman are objectified on and off screen. The character is used as a sexual symbol within the screen story and for the audience.

Scopophilia - visual pleasure. In a sexual way.  It ia s freud term. Pleasure gained through the act of looking. In this sense certainly sexual pleasure is what she is talking about. It looks at it in relation to film and it's audiences. How people and the world relate to culture. Not just about cinema. It's about something much broader than that, culture in general and the structures in culture and how they relate to art and design and how it reflects society and it's structures. Her thing is film but what she is talking about is gender inequality. 

Male is the active force and the female is the passive.

Patriarchy 

Woman as sexual objects. To be looked at. Is the light motif of erotic spectacle. Repeatedly no matter what you're looking at.

Male gaze.