Essay Title
The portrayal of women in Coca Cola print advertisements and the comparison between a 1930's ad and a 2008.
Introduction
-The Gaze itself and how it impacts advertising
- How advertising uses the 'male gaze' to produce effective ads.
References
John Berger 'Ways of seeing'
R. Coward 'The Look' Article
L. Mulvey "Visual pleasures and narrative cinema'
Monday 24 January 2011
Monday 10 January 2011
Essay proposal
- Woman in the media- The Gaze
- How women are portrayed in advertisement.
- I want to look at different eras, for example comparing posters from the 1930s, art deco, art nouveau style, till now and the relationship between the two.
- How they have changed but the idea of women that are subject to the male gaze.
Methodological approach- 'Freudian theories of psychoanalysis'
Scopophilia- the pleasures of looking at others, bodies as objects
Laura Mulvey- Woman in film exist as 'Sexual' objects to be looked at.
'Visual and other pleasures'
- How women are portrayed in advertisement.
- I want to look at different eras, for example comparing posters from the 1930s, art deco, art nouveau style, till now and the relationship between the two.
- How they have changed but the idea of women that are subject to the male gaze.
Methodological approach- 'Freudian theories of psychoanalysis'
Scopophilia- the pleasures of looking at others, bodies as objects
Laura Mulvey- Woman in film exist as 'Sexual' objects to be looked at.
'Visual and other pleasures'
Using women to advertise drinking.
Women in coca cola ads. This one is from the 1930.
2007