In this unit we discussed two main concepts, representation and identity. We looked at various text types including adverts, parodies of adverts, and movies. We explored the idea of representation through advertising comparing micro and macro elements of adverts. We focused on sexualisation in the media and the objectification of women as well as the subversion of societies stereotypes and heteronormative structure, reinforced through satirical parodies of adverts such as the work of Eli Rezkallah.
The original text is an advertisement produced by Hardee’s in 1940 in the USA. The audience for the original advert is presumably men. In the satirical parody created by Eli Rezkallah, Rezkallah attempts to subvert societies heteronormative mindset through the inversion of gender roles. In the satirical parody of the advert the tweak of the colour scheme to a baby pink theme exaggerates femininity. The male is presented as having stereotypical “feminine” attributes, combined with the inversion of gender this highlights the fact that society does not have to conform to binary norms. Furthermore, we are conditioned to view a male in a kitchen wearing the colour pink as slightly “strange” creating a sense of unease. This exaggeration critiques societies heteronormative values whilst simultaneously subverting the advertising the advertising industry, causing the audience to question societies values and drawing attention to the misrepresentation of gender in the media.
Key take-aways/questions from the unit:
- Does representation matter?
- How does representation effect identity?
- How are different identities represented in the media?
