Representation Analysis
Character Typing
In the 'Lynx Excite' print advert, there is great amount of character typing used. Water Lippman came up with the theory of character typing, which is when the media uses shortcuts to create characters with a certain meaning. The woman seen on the print advert is a 'stereotype'. This means that she is a shallow representation of a person based on her behaviour and appearance. It is an advert, so we know the photograph is staged, but the way that the image is framed and shown is put together to make the target audience want the product. Along with the picture, there is the caption 'The cleaner you are, the dirtier you get'. For a 2011 advert, the creators really haven't made the product thinking that it needs to be a product of its time. It creates a stereotype of women that doesn't put us in the best place.
In the film clip, character typing is used massively again. We can see this throughout the clip in all of the different characters, and not one stands out on its own. The woman is seen as PROPPS Princess ; a woman that needs saving by a man. Rambo is seen as the archetype hero that has been sent to restore the equilibrium. He is man
In the film clip, character typing is used massively again. We can see this throughout the clip in all of the different characters, and not one stands out on its own. The woman is seen as PROPPS Princess ; a woman that needs saving by a man. Rambo is seen as the archetype hero that has been sent to restore the equilibrium. He is man
Mulvey
The print adverts creators clearly haven't read Mulvey's theory on the male gaze, and if they have, then they have used it in a different way than that which it was intended for. She spoke about how in the media, women are seen as being sexual objects for the male pleasure. She described how the media industry uses the male gaze to gain bigger viewership of their products, and how the women are not just shown, but also displayed. We can see this in the 'Lynx Excite' advert in the most obvious way possible ; There is a very sexual image across most of the poster depicting woman in an extremely sexual manner.
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