Subjects

Media Studies

Pop culture

Media Language and 1950s Ads: Fun Analyses and Examples

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Brand: Knowunity

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Media Language and 1950s Ads: Fun Analyses and Examples

Nima K

@nspidka480

331 Followers

Here is the SEO-optimized summary:

A comprehensive analysis of media language and representation in 1950s advertisements contrasted with modern advertising, focusing on Quality Street chocolate and This Girl Can campaign materials. The study examines the evolution of gender representation, societal values, and advertising techniques across different eras.

Key points:

Analysis of 1950s advertising art style and its reflection of post-war society
Examination of gender roles in 1950s media advertisements through Quality Street campaign
Comparison with modern inclusive advertising through This Girl Can campaign
Detailed breakdown of media language elements including typography, color, and composition
Critical analysis of representation across different time periods

7/1/2022

498

Media Language:
optimistic message
1950s post-war
1
group shot
sweets nave the
ability to unite
people
1950s
I
man in front
of women.
suit <

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Quality Street Advertisement Analysis (1950s)

This page analyzes the media language and representation in a 1950s Quality Street chocolate advertisement. The ad reflects post-war optimism and traditional gender roles of the era.

Key elements of media language:

Group shot composition emphasizing unity
Use of rule of thirds for visual appeal
Repetition of purple, gold and red colors connoting luxury
Typography and costume design establishing brand identity

Representation aspects:

Patriarchal society depicted through male dominance
Women portrayed as less powerful, positioned behind the man
Limited ethnic diversity, featuring only white individuals
Age range targeted young to middle-aged adults (25-40)

Highlight: The ad's tagline "What a delicious dilemma!" uses alliteration to create a light, upbeat tone reflecting 1950s optimism.

Example: The central positioning of sweets focuses audience attention on the product as desirable.

Vocabulary: Patriarchal society - A social system where men hold primary power and predominate in roles of political leadership, moral authority, social privilege and control of property.

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This Girl Can Campaign Analysis (2015)

This page examines the media language and representation in the 2015 "This Girl Can" campaign, funded by the National Lottery and Sport England. The campaign aims to change behavior and encourage women's participation in sports.

Media language elements:

Use of social media hashtag #thisgirlcan for engagement
Bold typography emphasizing the message over branding
Mid-shot framing to highlight the model's body language
Bright colors in costume design conveying confidence

Key messaging:

"Sweating like a pig, feeling like a fox" - uses simile to challenge beauty standards in sports
Emphasis on feeling good rather than looking good while exercising

Vocabulary: Verisimilitude - The appearance of being true or real, used here to describe the authentic representation of exercise.

Highlight: The campaign is part of a larger effort to change UK behavior towards women in sports.

Example: The model's sweaty appearance challenges traditional glamorized depictions of women in advertising.

The page also notes the inclusion of the National Lottery and Sport England logos, indicating the campaign's official backing and funding sources.

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Gender Representation in 1950s Advertisement

This page delves deeper into the representation of gender roles in the 1950s Quality Street advertisement, highlighting the stark differences between male and female portrayals.

Male representation:

Depicted as powerful, optimistic, and professional
Centrally framed, indicating control and dominance
Reflects the male-dominated society of the 1950s

Female representation:

Positioned below and behind the dominant male figure
Portrayed adhering to 1950s beauty ideals: thin, delicate, well-groomed
Depicted as reliant on men for success
Shown as loving chocolate, reinforcing traditional female stereotypes

Quote: "He has a choice of the women and the sweets"

This quote from the ad copy emphasizes the male-centric perspective and objectification of women.

Highlight: The advertisement reflects post-war feelings of opportunity and promise, but primarily for men.

Example: Women are shown reaching for chocolate rather than aspiring to higher achievements, contrasting with the "man reaching for the moon" narrative of the era.

The page also touches on the lack of ethnic diversity in the ad, noting the prevalence of white individuals and the underrepresentation of other ethnicities in 1950s mainstream media.

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Representation in This Girl Can Campaign

This page analyzes the representation aspects of the "This Girl Can" campaign, contrasting it with traditional advertising approaches.

Key representation elements:

Focuses exclusively on women, aiming to rebalance historical over-representation of men in sports media
Portrays women as confident, proud, and independent
Features average body types, challenging unrealistic beauty ideals
Includes diverse body shapes and sizes (mentioned in campaign manifesto)
Avoids sexualization or subjection to the male gaze

Definition: Male Gaze - A way of depicting women in visual arts and literature from a masculine point of view, presenting women as objects of male pleasure.

The campaign's approach to representation:

Subverts historical stereotypes about women in sports
Conforms to modern ideas of women's capabilities and roles
Challenges negative connotations associated with the term "girl" in sports contexts

Highlight: The campaign notably lacks male representation, as its target audience is specifically women.

Example: The use of "girl" in the campaign title plays on and subverts phrases like "throw like a girl" that have historically mocked female athletic ability.

The page also notes that while the campaign is progressive in many ways, it still underrepresents certain groups, such as women of color in sports media.

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Subjects

Media Studies

Pop culture

Media Language and 1950s Ads: Fun Analyses and Examples

Nima K

@nspidka480

331 Followers

Here is the SEO-optimized summary:

Key points:

Analysis of 1950s advertising art style and its reflection of post-war society
Examination of gender roles in 1950s media advertisements through Quality Street campaign
Comparison with modern inclusive advertising through This Girl Can campaign
Detailed breakdown of media language elements including typography, color, and composition
Critical analysis of representation across different time periods

7/1/2022

498

11/10

Media Studies

Quality Street Advertisement Analysis (1950s)

This page analyzes the media language and representation in a 1950s Quality Street chocolate advertisement. The ad reflects post-war optimism and traditional gender roles of the era.

Key elements of media language:

Group shot composition emphasizing unity
Use of rule of thirds for visual appeal
Repetition of purple, gold and red colors connoting luxury
Typography and costume design establishing brand identity

Representation aspects:

Patriarchal society depicted through male dominance
Women portrayed as less powerful, positioned behind the man
Limited ethnic diversity, featuring only white individuals
Age range targeted young to middle-aged adults (25-40)

Highlight: The ad's tagline "What a delicious dilemma!" uses alliteration to create a light, upbeat tone reflecting 1950s optimism.

Example: The central positioning of sweets focuses audience attention on the product as desirable.

Vocabulary: Patriarchal society - A social system where men hold primary power and predominate in roles of political leadership, moral authority, social privilege and control of property.

This Girl Can Campaign Analysis (2015)

Media language elements:

Use of social media hashtag #thisgirlcan for engagement
Bold typography emphasizing the message over branding
Mid-shot framing to highlight the model's body language
Bright colors in costume design conveying confidence

Key messaging:

"Sweating like a pig, feeling like a fox" - uses simile to challenge beauty standards in sports
Emphasis on feeling good rather than looking good while exercising

Vocabulary: Verisimilitude - The appearance of being true or real, used here to describe the authentic representation of exercise.

Highlight: The campaign is part of a larger effort to change UK behavior towards women in sports.

Example: The model's sweaty appearance challenges traditional glamorized depictions of women in advertising.

The page also notes the inclusion of the National Lottery and Sport England logos, indicating the campaign's official backing and funding sources.

Gender Representation in 1950s Advertisement

This page delves deeper into the representation of gender roles in the 1950s Quality Street advertisement, highlighting the stark differences between male and female portrayals.

Male representation:

Depicted as powerful, optimistic, and professional
Centrally framed, indicating control and dominance
Reflects the male-dominated society of the 1950s

Female representation:

Positioned below and behind the dominant male figure
Portrayed adhering to 1950s beauty ideals: thin, delicate, well-groomed
Depicted as reliant on men for success
Shown as loving chocolate, reinforcing traditional female stereotypes

Quote: "He has a choice of the women and the sweets"

This quote from the ad copy emphasizes the male-centric perspective and objectification of women.

Highlight: The advertisement reflects post-war feelings of opportunity and promise, but primarily for men.

Example: Women are shown reaching for chocolate rather than aspiring to higher achievements, contrasting with the "man reaching for the moon" narrative of the era.

The page also touches on the lack of ethnic diversity in the ad, noting the prevalence of white individuals and the underrepresentation of other ethnicities in 1950s mainstream media.

Representation in This Girl Can Campaign

This page analyzes the representation aspects of the "This Girl Can" campaign, contrasting it with traditional advertising approaches.

Key representation elements:

Focuses exclusively on women, aiming to rebalance historical over-representation of men in sports media
Portrays women as confident, proud, and independent
Features average body types, challenging unrealistic beauty ideals
Includes diverse body shapes and sizes (mentioned in campaign manifesto)
Avoids sexualization or subjection to the male gaze

Definition: Male Gaze - A way of depicting women in visual arts and literature from a masculine point of view, presenting women as objects of male pleasure.

The campaign's approach to representation:

Subverts historical stereotypes about women in sports
Conforms to modern ideas of women's capabilities and roles
Challenges negative connotations associated with the term "girl" in sports contexts

Highlight: The campaign notably lacks male representation, as its target audience is specifically women.

Example: The use of "girl" in the campaign title plays on and subverts phrases like "throw like a girl" that have historically mocked female athletic ability.

The page also notes that while the campaign is progressive in many ways, it still underrepresents certain groups, such as women of color in sports media.