IO Preparation

P&G 

How is the identity of a woman shaped in mainstream media?

Authorial & editorials choices: 

Typical & untypical of text type: use of conventions

 

  • Thematic ad.: One with a theme, belongs to one thematic campaign 
  • Tactical ad.: one throwaway issue (Nike – just do it), product improvement, exclusive deals, partnership, seasons (e.g. Christmas) 
  • High Profile ad.: e.g. Superbowl, F1 – tackling only one major event   

 

Brand loyalty: 

  • Digital integration: e.g. #likeagirl, forces people to go online and talk about the topic, redefinition of the term

 

1st shots: 

Text (macro)

  • The audience is men (super bowl)
  • Awareness of the issue
  • Brand trust

 

Text (micro) 

  • Director is not in the foreground
  • Fram within the frame, by divided frame (Created her own frame, framed in from the men) 
  • Lexical elements: brand, always #likeagirl
  • Visual & lexical interactions, frame shows a working woman 
  • Main colours: Blue and white 
  • Rules of thirds: Crew member and woman in the same positions 
  • Where there is a woman there is a man, opinion of men, perspectives of men
  • Typography
  •  Fond of the brand: always → feminine but not pink (move forward) 

 

2nd slide of shots:

 

Text (macro)

  • The contrast between older girl and younger girl 
  • Daughters, girlfriends (emotional bond, concrete)

 

Text (micro) 

  • Women are always in the centre
  • Full shot, story of the girls, full-body ( older girl: delicate, girly perception → curly hair, heels (running); little girl: more normal but still curled hair, dependent on her on, comfortable)
    • Narrative: difference before and after puberty 
    • All American girl: blond, white, American flag on her jeans, southern look 
    • Little girl: rainbow (equality flag), are not forced into fem/masc 

 

3rd slide show:

 

Macro

  • Equality, perspective of men
  • Emotional bond (sister) 
  • Questions themselves
  • The analogy between the generations, an identical set of mind between generations  

 

Micro

  • University guy, younger brother 
  • Boyfriend of the girly girlfriend → all American guy: tall, buff, football player, 
  • Are men also forced into a box? Guy is the representation of all American guys 
  • Younger guy: represents the change, emotional bond, young boy is cute, innocence 
  • Older guy: represents narrow minds, can’t change his mindset 
  • Matching colour of green, no colours of the brand, contrast 
  • Older guy, older girl are in the same spot, younger girl and boys are in the same spot, a little off-centre
  • Young kids: more comfortable 
  • Both wearing green: Older guy is the future of the younger guy 

 

Close-ups

 

Macro:

  • Focuses on the eyes 
  • Shows confidence 

 

Micro:

  • Face in the middle 
  • Visual and lexical: Girl: typical girl, makeup;
  • Bith changing perspective of their view on #likeagirl 
  • Movement of camera, shows women body 

 

Last shot:

  • Focus on the brand and the slogan
  • Arches point towards it (shape of a pad) 
  • Arches, writing etc is curved 
  • Colours of the brand, blue as gender-neutral 
  • Power of three, linguistic tool of repeating three 

*Mainstream Media vs. Mainstream Novel*

Mainstream Media:

 

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