Representation of Age in 'The One That Got Away' by Katy Perry

Representation of Age in 'The One That Got Away' by Katy Perry - Rhys Wallett

In the music video for 'The One That Got Away' by Katy Perry, there is a rife representation of age, be it of youth or the elderly, which can form either positive or negative view of how these communities can be represented.

If we are to start with the Elderly and how they, as a community are represented, we can use the first opening scene which the mise en scene shows a long shot/ panning shot of a modern looking house, with rectangular and line design. In addition, the beauty and upkeep of the house, along with the view of the garden trail and patio, suggest wealth and comfort. This means that the elderly couple who live in the house have obvious money and superiority regarding real estate, due to their hard work and money they received in their youth. This, while linking to the stereotype that the Elderly are rich and comfortable, does not portray the Elderly in a negative way; it simply means that they are further along in life than those who are younger, which is true.

However, in the next scene where we see a long shot of the Elderly couple which the mise en scene shows them wearing monotone colours of black, white and grey. This colour rule of three can have connotations of bleakness and boredom, therefore it allows a negative representation of the elderly to be conveyed as it creates the regressive ideology that the Elderly are boring and lifeless. Plus, there is an obvious tension between the elderly couple as Perry provides a bleak answer of "It was fine" to his question while still using indirect mode of address, almost as if he doesn't deserve her attention. This, alongside with when the man sighs and rolls his eyes complainingly, suggests that their relationship has worsened with age, which can be a play on the belief that relationships don't last as we age, showing how the Elderly turn bitter as a community, which is a regressive representation as the Elderly are not portrayed as joyous as people once in the video, be it due to the dead ex-lover or a consequence of ageing.

Furthermore, when we are to look at the scene where we see a long shot of the considerably aged star vehicle who shows to be caressing the spot next to her which is to be a motion for where her deceased lover should be, we get a feel of sadness and misery emanating from the scene. This can show how the Elderly community are generally disconsolate and dismal, which is a negative representation as it could be suggesting that you don't get to love life when you're old. Your time in the spotlight has long since faded, which we as a society know to be untrue.

Yet this can also be a hint towards co-dependence regarding the stereotype as a stereotype regarding the Elderly is that they will leech off their younger family until they pass away, which could be shown here as older Perry is reliant on his memory and is not shown to be independent at all.

Now to look at how the youth are represented. The first time we see young Perry, it is in a long zoom shot of her with her (who we assume) boyfriend, which the mise en scene shows her wearing a man's shirt and her sketching, in a minuscule flat. The connotations here are prevalent in an abundance, with the decision to be in a small flat is a connotation of being cheap and scarce of money; they can afford only this titchy flat. This links to the 'independent teenager' stereotype, which is that a young person/couple will rent out a way too small apartment as it is all they can afford and they struggle to make ends meet during the time they are in their studies or have left them to enter the real world. This doesn't necessarily portray young adults in a negative light, however, it just explains that it is unlikely someone so young, especially sketchers who make minimal money, would have access to glorious and lush living which the Elderly couple do: Your accommodation will improve with age, which is fact nowadays.

Moreover, when we are to consider the appearance of Perry, we can form a judgement of wealth, such as how at her flat she wears her supposed boyfriend's shirt and from what we can tell nothing waist down. This has connotations of laziness and content; she is so used to living with her Boyfriend that she doesn't care to dress up for him anymore. However, as this can also have connotations of love, it allows the positive ideology that the young can be loving and sweet, which allows a more heartfelt representation to be had. Yet when she leaves the house to attend what seems to be a wedding, the mise en scene shows her wearing a salmon pink dress with a veil, which can have connotations of wealth and class as she is looking made up and as a result, beautiful. Thus, showing how the youth can have style and fashion, which shows that they can wear nice clothes, subverting the stereotype that the youth have a poor sense of fashion, making this positive. 

Task 3 - 16/10/17

Task 3 - Rhys Wallett

a)

"Should've gone to Specsavers" - Specsavers

"Passion for life" - Renault 

"Always giving you extra" - Halifax

"Have I got PPI?" - PPI.co.uk

"Here when you need us." - Screwfix

b)

This driving safely advert has used shock tactics effectively as in it, when studying the mise en scene of the piece, we see a close up of the driver with her phone, then immediately get a medium close-up  tracking shot of the car crashing and tumbling down the road, with your only forewarning as an audience being a mid shot of a stop sign before we see a truck smash the car, with key iconography being used for the stop sign to alert an audience that the purpose of it is essential for your safety. 

This is effective as it does alert an audience of the atrocity of a car crash and shows how menial distractions such as texting can have a life -costing consequences. Therefore it does fit into the 3 purposes of an ad, which is to inform, persuade and sell. It proves to inform with the end shot which shows white text that reads "IF YOUR'E  TEXTING, YOUR'E NOT DRIVING.", telling us as an audience that they wish to inform us about the dangers of texting and driving. For persuasion, they have used dramatic shock tactics like the sudden collision, the girls flying about and panning shots of the car hurling across the road, gripping the audience's attention as that tangles with our innate response as humans to aid fellow humans, especially youth in danger. Finally, as it trying to sell an ideal and form of discipline, this can be shown by the tomfoolery of the girls, and how karma results in the girls being punished, thus showing harrowing consequences sells the ideal to behave appropriately on the road.

c)

When applying Maslow's hierarchy of needs to this advert, there is evidence that this is appealing to two categories: Esteem needs and Self-actualization needs. The advert fits into the Esteem needs category with examples as to how in the second shot, the mise en scene shows the models walking away from the cameras laughing, with a low angle shot being used. The connotations of both the broad smiling and the low angle connote joy, confidence and just generally a success. Thus they have been represented as being aspirational to a mass audience, especially a mainstream audience, meaning that they will purchase products from Boohoo to be like said girls.

And it fits into the self-actualisation needs category as it links to a key part of the category: Achieving one's full potential. This can be shown with how long shots of the models at the pool, for example, looking beautiful and confident, can show how they have reached their full potential as women: to be beautiful and desirable, which is a very regressive represnstaion. Plus the end shot shows a long shot of the girls with it turning into a tilt shot as we get a view of an urban city at the end, which has connotations of wealth and success. Therefore, this plays with an audience's view of success, prompting them to purchase Boohoo's products.

d)

In this instalment called "Pals" for Nationwide's "Voices Nationwide" campaign, there are many stereotypes, especially regarding gender shown here. For starters, the stereotype that men must be controlling and dominant over women has been subverted as in it, they show to be fairly equal and how he says "She has stolen 6 of my T-shirts this year, and she thinks I don't know" which shows acceptance and lack of aggression towards Laurie, which is a definite advancement towards feminism as back in the 1940's for example, if a woman ever attempted to do that with her husband's clothes, she could expect to be abused, harassed and shamed. If you look at the trailer for the 1951 adaptation of A Streetcar Named Desire, we can see that Stanley Kowalski is very abusive towards Stella and the protagonist Blanche Dubois.

When comparing the Nationwide ad to the trailer for A Streetcar Named Desire, we can see a definite advancement in equal treatment and a decrease in aggression and a 'primal' outlook if you will. In addition, there is also the stereotype that women are weak and require male support, which is still enforced in the Nationwide advertisement when Laurie says "He always checks I get home safe." which could be argued both ways as while it is regressive as she is almost dependant on his care to ensure her safety, it can also be argued to be a kind gesture, which society would deem as noble as he is showing care and consideration, and would be considered by society a noble and moral action. Is it promoting sexism or good ethics?

e)

f) 

In Media advertisements or film, music can be used in genres like horror to add fear to their trailer, creating a theme of shock and worry. For example, in the trailer for Annabelle, towards the end, we hear a non-diegetic sound and a jack in the box being winded up, but alongside with the horrors on screen, makes the childish sound worrisome and scary, contributing to the paralytic fear the movie hopes to achieve.

In addition, music can also be used to add a groove to the piece, such as how the song "Papapapa" has been used in the Boohoo ad makes us as an audience feel confident and empowered, which will help prompt an audience to purchase Boohoo products.

Furthermore, music can also be used to add a sombre theme, which would be common in charity ads. Typically this involves sad, a depressing piano which makes an audience feel upset and empathetic, prompting them to donate towards the cause.

Plus,  if a company creates their own trademark 'song'  then that can be used to promote their brand image, such as how a general mainstream audience would be familiar with the GoComapre man and song, which will trigger a memory lapse in an audience, which will persuade them to try it out.

g)

Wynne Evans - The GoCompare man

Representation of Ethnicity in 'Unbreakable Kimmy Schmidt' and 'Popchips'

Representation of Ethnicity in 'Unbreakable Kimmy Schmidt' and 'Popchips' - Rhys Wallett

In the trailer for Netflix's Unbreakable Kimmy Schmidt, there is a very peculiar representation of race portrayed for all races. Let's start with the representation of black people, with the primary representation of the race being embedded in Titus Andromedon, in which he is portrayed as excessively homosexual and 'fabulous' per se. This is shown in the duo shot of Kimmy and Titus which the mise en scene shows Titus going "Ooh"! with a sassy tone, wearing a rainbow headband (which is iconography for the LGBT community) and wearing a tank top which we can see the top right of a love heart in the mid shot. This is interesting as this definitely subverts numerous stereotypes regarding coloured people such as how they must be, stereotypically, boring, have an accent and engage in criminal activities and instead, Netflix has decided to make Titus a gay icon, with evidence such as how he says "It is, girl.",  breaks into dance sporadically dressed as a Roman and possess a generally effeminate posture when confronting Kimmy about why she is "scared of velcro.". Yet this can be open for debate as while it does provide a progressive representation of different ethnicities, can the same be said for sexuality? On a side note, you could argue that how they have shown Titus, a 'fabulous' homosexual, this is regressive for the LGBT community as it can create the ideology that if you're gay, you're extravagant, which we know is now true.

In addition, there is also a minor reference to the Spanish Culture and ethnicity, but it isn't necessarily progressive. We see this in the first which the mise en scene shows a long shot of 4 females, 3 Caucasian and one of Spanish ethnicity surrounding a Christmas tree in a bunker. The shot shows Donna wearing a purple unflattering dress, with next to all of her flesh being concealed and singing along. A critic may argue that this lack of skin shown, which prevents Laura Mulvey's theory from being prevalent, could be because that Netflix is attempting to prove an idea that no one wants to see a person of Spanish heritage as 'sexy'. They must be dressed fully and unflatteringly and as she has no individual voice, could suggest how she must conform, obey and remain silent in society, which could be considered hugely regressive. In addition, when looking at the mise en scene of the women, the 3 Caucasian women (Kimmy, Cyndee and Gretchen), they have more of a 'Hollywood' body, with skinny waists, long hair and white skin. This could suggest how Unbreakable Kimmy Schmidt may be showing that only those with white skin can be 'sexy' per se as they have body types ideal for modern beauty, meanwhile, Donna has a bit more cellulite and has a more of a plump figure, which society would find less attractive.

In contrast, while there is an advantage to being Caucasian shown in the show, their representation as a race is far from perfect, with Kimmy and Jacqueline being key factors to this. If we start with the eponymous character  Kimmy Schmidt, we get themes of uniqueness, stupidity and joy. The theme of 'stupidity' can be shown in the very first scene when she is singing "Apocolypse, Apolcolypse, we did it with our dumbness." in the bunker, due to her being a member of a cult for 15 years which is laughable as she has been forced to believe the world died of an apocalypse because humans are dumb. This makes for humour when she is rescued, although when she is free, she still acts foolish such as how when the mise en scene shows a long shot of Titus showing Kimmy her living arrangements, a crappy wardrobe with failing walls, to which she says "I will be VERY comfortable here" which shows that her childish attitude allows her to be excited over what a general adult audience would find unsatisfactory and appalling as living arrangements. Plus when she proceeds to attack a man who is offering her her bag in the long shot, she proves to be funny as she is unaware that this social construct is considered polite and noble, therefore her incorrect response shows her confusion while adapting to modern society.

Plus, the character Jacqueline brings mostly negative representations for those of white ethnicity, as she proves to be excessively rich, ignorant and bossy with an example of when Jacqueline is interviewing Kimmy and says "Then get me up at 10, but don't wake me up." This confusing juxtaposition of a sentence can add humour as we know that said task is impossible as an audience, so we get a vaguely idiotic but highly snobbish theme from Jacqueline. Plus when she shows to offer water, to which Kimmy declines, she throws it in the bin, showing total ignorance to saving money, the environment and general intelligence which shows how she is stuck up. This could suggest that white people are stereotypically all rich, snobbish and ignorant, which is regressive as it creates an ideology that if you are white, you must be excessively rich and cruel.

And when we are analysing this Popchips advert, we can definitely emanate ethnic and racial representations which can be regarded as racist. For starters, they prove to almost glorify Indian ethnicity and use common stereotypes to appeal to the audience. A first example would be how the miss en scene shows a medium close-up shot with the man smiling broadly and raising his hands giving a thumbs up. This gesture is stereotypically loin med to those of Indian heritage and the Indian culture, as it can link to the stereotype of 'The Indian Cab Driver' which involved them smiling broadly and giving a somewhat foolish thumbs up when engaged in conversation and receiving tips. This hugely limiting and regressive stereotype which has been portrayed in the print ad portrays the Indian culture in a negative way, and tells a mainstream, audience, the majority most likely a Caucasian audience, that those of Indian ethnicity all act in this manner, which a post-modern reformer audience would consider tomfoolery.

Plus, we can use the title in the ad as evidence of potential discrimination of the Indian culture, as the noun "bombay" has been used in replacement of the noun "bomb", which is a commonly used phrase. Instead in some blatantly terrible way, they have made the phrase stereotypically "Indian" if you will. Plus, an Indian audience would most likely take offence to this as Bombay (now Mumbai) is a key and essential part to Indian culture, only to become now a form of marketing scheme.

Furthermore, the clothes he is wearing can be disrespectful as he is wearing clothes that would be traditionally worn in Bollywood culture, a beautiful dance essential to India's history. To now be the clothes of a 'cab driver' stereotype who is smiling to promote Popchips, can be considered highly degrading and offensive as they are mocking, twisting and glorifying India's rich history to promote their brand of chips. Overall, this ad is hugely regressive and there seems to be no progressive ideologies shown in this ad at all.

A look into Barnados: The Row

A look into Barnados: The Row - Rhys Wallett

I felt that this ad was a success regarding its primary purpose: to inform audiences of the psychological trauma domestic abuse can cause to youth. this is shown by a close up of the child who uses both direct and indirect mode of addresses to show signs of distress, which is effective as it feeds off the innate response in all of us to care for a child when we see said child in danger or distress, therefore every audience member will be emotionally moved by this, meanwhile the phrase "Give £2 a month..." is said twice throughout the advertisement which keeps the audience clearly on the primary objective: to sell their charity to help assist in the welfare of children. 

Advertising Campaign

Advertising Campaign - Rhys Wallett

An advertising campaign would be argued by many corporations, an effective way of portraying an ideal, dream or product. While the majority of advertising campaigns are used to portray a message, such as Dove's 2006 Real Beauty campaign, some companies such as Marmite have used an advertising campaign to respond to social criticism and ideas towards the company, while still cleverly selling their product. Below I will explain how this is achieved.

Firstly, let's start with some essential context. Marmite is a very unique brand as their product is one that stereotypically people either 'love' or 'hate'; there's no grey area. As a result, it is often that people will argue about the taste of Marmite, and could lead to either an increase in sales as people will be keen to try out the hype or hinder their sales as people will get deterred by the negative criticism of the product. Which is why Marmite's 2017 "Lover or Hater" campaign was in my opinion, very clever thinking on Marmite's part and it calls out these stereotypes and uses them to sell their product.

Let's start with the TV advertisement called "Test Results". in the ad, we see 5 different family situations which the mise en scene shows each holding a yellow and black envelope giving results on whether they are marmite lovers or haters. However, they prove to blow this way out of proportion in all scenarios, in both comic and serious ways. An example of the comic ideal is in the elderly couple scenario at the dining table, in which the wife becomes furious when the husband says "I prefer jam" as if his hater result is no worse than murder. On a side note, Marmite has used very intriguing iconography in this advertisement as their "results" are portrayed as candour and trustworthy, not one family distrusts them, which could suggest how Marmite is pushing how they are honest as a company and are attempting to prove the genuinity of their product subconsciously. Yet as we continue with he elderly scenario, phrases such as  "Have you ever done it...here?" and "In this house?" with "on this table?!" give a definite sense that a normal audience would talk this away about adultery as this expression of speech and choice of words would be used by a wife if the husband was confessing about being unfaithful. This shows that Marmite is attempting to use the cliche and alarming situation of the truth being revealed of a mistress and attempting to transfer the intensity of the scene to their product, their product has a terrific impact on the relationship, and how the husband has been 'unfaithful' to Marmite per se, the wife now has similar anger as jam was another woman.

And that is just one example. We also have a father and son scenario, where the son confesses he's a marmite lover and the dad hugs him and says "We just want you to be happy." This with the way these expressions are said is an obvious link to the coming out cliche, the son is coming out to his dad per se but instead of being the expected about him being a homosexual, he is a fan of marmite. This is a more serious cliche for Marmite to use as it is definitely increasing in occurrences more recently as more teenagers feel more comfortable to confide in their parents as homophobia decreases, yet it is still effective as not only will it apply to a reformer audience who would be happy this is highlighting how this reaction is essential in the real thing, it adds an aura of comedy around it, while proving they support the LGBTQAI+ community, which will generally improve the brand image of Marmite.

And if we are to know look at the still image advert, which could be found on print texts anywhere, we also get a "Lover or Hater" theme, which is obvious from the masthead which says "WHO ARE YOU?" in bold sans serif font. In addition, a similar graphic feature has been used for both texts that say "I'm a LOVER" or "I'm a HATER" which the mise en scene shows are two love hearts, one with angel wings and one with flames. This is interesting as Marmite is using Christian belief and ideology to push their product, the "Lovers" are represented with a halo and wings, similar to that of an angel in the Bible, meanwhile, the "Haters" are represented with flames and abyss, likewise to the fire and chaos of Hell. This shows that marmite prefers those who love their product and as they obviously would to the haters, however, the ad is saying to go purchase their product and taste it to see which category they belong too, and as the haters are portrayed so negatively but subtly, Marmite are using human pride and arrogance to push their product, customers will be curious to see which one they are, and could be potentially offended with being a potential hater, which means a higher profit for Marmite.

A General Look at Gender Stereotypes

A General Look at Gender Stereotypes - Rhys Wallett

Throughout the years, the two genders (and all in between) have had numerous representations in the media, with some positive representations and some negative, and have morphed considerably throughout the ages. As a result, as representations and roles in society of the genders have changed, so have the stereotypes of the genders generally. However, while some stereotypes can be pleasing or non-harmful, there are lots of stereotypes that can be harmful to the views of the genders.

Let's start with the men. As humans have evolved, nature tended to favour men in the primitive times as they would provide for the women and child while the mother would care for the said child and be submissive to the man. Granted, its nothing like this nowadays but as a result, stereotypes linking to this have risen. The first is how all men are supposed to be strong. This originated in medieval times as if men were strong and valiant, they would receive eternal glory and would be heroines. As such, society began to believe that if you weren't strong like Hercules for example, you not in the real sense a 'man' and would be discarded and rejected by women for either wife's or otherwise. This is a total barbaric stereotype as not all men are strong, and this expectation to be 'masculine' has caused much emotional abuse and self-pity for men and as this can link to excessive straining exercise, or can even link to anorexia nervosa, which can cause both physical and emotional damage.

A second stereotype is that men must be in charge of the household. Now typically you would argue this is way worse for the women as they're submissive and were often abused by their husband's (See A Streetcar Named Desire starring Marlon Brando for evidence), but could this be unpleasant for the men?

As men are supposed to be the dominant figure, they are expected to be somewhat cruel and demanding and is plausible that said man would not wish to have this attitude as they would wish to be caring and love their wives. Moreover, they may not even desire a wife due to asexuality, homosexuality or any other logical explanation, thus this can also hurt men emotionally as this expectation to aspire to can cause self-hatred from the said male.

Now to look at the women. Unfortunately, women have a whole case study of regressive stereotypes that still continue to hold back women. One example is that women are expected to a) have children and b) care solely for them. this is again a very unpleasant stereotype as back in the old days, women's primary purpose for existence was to have kids and raise them (with a strong prejudice against female youth.) This provides little joy for women as this stereotype enforces how the men don't help, which means all the burden lies on their shoulder, which leaves little room for a career, social bonding and just generally a life. Plus as infertility amongst women has always been existent, this can result in emotional abuse being faced by the women either by themselves as they are upset they cannot bear children or from others, and in extreme cases can lead to physical abuse, with women being killed in ancient times if they could not give birth. Furthermore, even men can be affected badly by this as if the men wished to raise the child co-dependently and equally with the mother, or even raise the kids as a single dad, prejudice and criticism would be faced by the man.

A second stereotype is that women must always be beautiful. Now as the standards of beauty and ideal look for women have definitely changed over time, the expectation that women should always look their best has most certainly not. Now more than ever, women face criticism from the media and friends and family's to be 'beautiful' which can be very harmful as this can cause low self-esteem amongst women and can lead to many dangerous outcomes like anorexia nervosa, mutilation of bodies and putting dangerous chemicals on your body. This has been known to be a barbaric stereotype, especially due to Photoshop and to Hollywood's standards, actual 'beauty' is next to impossible.

In addition to this, there are many other stereotypes present to both genders which can influence people. For example, if we were to consider males you have the 'nerd' stereotype which typically involves a man who is not muscly and gifted, stereotypically wears glasses and is generally unsuccessful with women. And there is a definite emphasis on this stereotype today, with examples such as The Inbetweeners Movie starring James Buckley.

In this trailer, we can see clear evidence that these stereotypes are shown in the movie, and have been used for comedic purposes. For starters, alongside the nerd stereotype, we also have the idiot stereotype, which is their stupidity and lack of common knowledge is so laughable, their chances with women are as appalling as the nerds. This is shown with Neil in the coach scene where the mise en scene shows a mid shot of Jay and Neil telling Will about how they don't plan to see the Greek structures, to which Neil says "You can see that s*it anywhere" which is clearly a foolish remark as common knowledge tells us greek structures are in Greece only, therefore we can laugh at Neil's stupidity, while feeling sympathetic for him, which is what the director was attempting to do.

In addition, if we are to look at how women are represented in The Inbetweeners Movie trailer, the stereotypes used still provide a negative light as the stereotype that women should be more no than sex objects is clearly used often. An example is how Jay says "two weeks of sun, sea, booze, minge, f*nny and sex." which is how Jay has described women. These rather offensive and degrading nouns which are colloquialisms for women show how the men, Jay, in particular, view women in an almost primal sense, objects of reproductive and sexual utility, and not much else, also portraying women in a negative way. In addition, the stereotype that women should conform to men's standards of beauty is also shown in the movie, when the guys have successfully engaged with the ladies and Jay says "I better not get the fat one." while addressing Jane, which shows how degraded women are portrayed in this movie. If a woman does not possess a body which fits Hollywood's beauty standards, they deserve to be criticised, scolded and degraded by men, is the ideal shown in this movie. Plus, it also shows how selfish, primal and Machiavellian men are, however, it is comedic as the trailer later shows a long shot where Jay is bored while in conversation with Jane, showing punishment on Jay's sake for being so offensive towards women. Therefore as there is the use of Schadenfreude in the trailer, the movie is allowed to use these regressive stereotypes as punishment has been given to these men, making it funny, rather than downright sexist.

A Critical Look into "Dear Future Husband" by Meghan Trainor

A Critical Look into "Dear Future Husband" by Meghan Trainor - Rhys Wallett

In the "Dear Future Husband" music video, the product has shown to be rife with representation of both males and females, and is a peculiar video to me personally as it fights feminism per se with stereotypes and regressive ideologies, thus it is controversial whether women and men are being represented in a positive light or not.

Female wise, you could argue that the video is in fact feminist using evidence such as how she states that "You work that 9-5, but baby so do I." which suggest how she works which can be considered as a feminist statement as she is breaking from the stereotype that women should be unemployed and be housewives. Moreover, later in the video, we see a series of mid shots of Trainor mixing Pastry batter in a bowl and close-up shots of apple pies being incinerated with the lyrics "so don't expect me to be home baking apple pies." which clearly subverts the stereotype that women are a) good bakers and b) spend the day cooking for their men when not cleaning. Yet while a feminist audience would agree for the most part that this is feminist, it does it very ironic as the mise en scene shows Trainer wearing an apron in the cooking scene, which has connotations of housewife, femininity and could create a regressive ideology. It is unfeminist feminism if you will.

However we can also use technical codes such as layout and design to form opinions of the piece, however, you would typically argue the layout typically creates a regressive rather than progressive ideal. One example would be at 1:46, where the mise en scene shows a long zoom shot where Trainor is kneeling on the floor washing the kitchen floor, with that and kitchen cabinets being the background. This is very regressive as it definitely links back to the stereotype that women stay at home and clean and do little else. plus it is obvious that due to her direct address and cleaning method, we can see that she is cleaning the floor poorly, little yield has been obtained from her method. This has been because Trainor's primary objective is not to clean the set, but to attract the typical males attention to attract a wider audience, which means Trainor is assisting in Laura Mulvey's Male Gaze and has allowed it to be prevalent in her video, which has been proven to generally disagree with a feminist audience.

Furthermore, you can also find anti-feminist content in this material by how the whole song itself is based on Trainor searching for her "Dear Future Husband" and how if a man fails, such as when male number 1 presents Trainor with a dainty meal which the mise en scene shows a close-up shot has been used and the contents of the plate includes a scallop, two grass blades and three very minor dabs of ketchup, Trainor refuses to eat it and this results in a huge "FAIL" image being slapped diagonally onto the screen, they are forgotten immediately. This can have mixed views as one critic could argue that this is regressive regarding female stereotypes as Trainor's sole purpose in this video is to find a husband, showing that while she is attempting to break stereotypes, she is just portraying herself as co-dependant and unconfident, thus suggesting that women can only be happy if they have husbands. However, another critic could argue that this is, in fact, feminist as the fact that she is in charge over who she gets married to suggests how she refuses to settle down and conform for males. She is the boss and she decides her match.

Moreover, when we look at male representation in "Dear Future Husband", the feedback is not much better in terms of objectifying. An example of this can be when there is a scene in a bedroom, where the mise en scene shows Trainor laying in the bed seductively (Again enforcing a sexual image that women belong solely in the kitchen and bedroom) and 4 men wearing pink shirts, braces and straw skimmer hats. This can be taken in many ways as due to the men wearing an iconic, slightly more effeminate look, you could argue that the men are solely there to enforce Gamman and Marshment's Female Gaze which will help attract more of a typical straight female audience, and potential homosexual male audience. However, if you wish to be truly critical, as all these men proceed to do their moves in unison, you could argue that this is because men have no say and are in fact controlled by Trainor, showing how men have lost their power and independence.

Plus, how men are admitted and discarded by Trainor suggests how their vital purpose is to be test subjects for Trainor and have no other purpose other to serve Trainor, suggesting a sense of not feminism, just reverse sexism in a manner.

A Look into Cross-Platform Advertising

A Look into Cross-Platform Advertising - Rhys Wallett

      Plan

• An example of the usefulness of cross-platform advertising
• Analyse it's effective and its potential cons (e.g: costs more to promote)

The definition of Cross-Platform advertising could be defined as a form of advertisement, usually for a product or organisation, which has been shown on a number of visual, audio and/or physical products. It is generally considered by companies to be an advantageous form of advertisement as said ad could be available to a mass audience, for example, youth audiences could view online ads on social media (e.g.: Instagram) and elderly audiences could see the same ad in a newspaper.

To identify how useful cross-platform advertising is by having a primary purpose to reach a larger mass audience, we can use Danone's 'Light and Free' Lemon Greek-style yoghurt advertisement. We can use this as it has been found on the Spotify website, a hub for music and audible entertainment which is used by mainstream audiences. In addition, it can also be found on the radio, particularly Radio X. This is useful for Danone as advertising on Spotify will allow said ad to reach a typically younger audience due to Spotify's primary audience being a younger audience, while adverting on the radio will allow a more grown-up audience to hear the ad, as they are stereotypically more expected to listen to the radio rather than Spotify. This results in more audiences knowing about the new product, thus a higher audience to purchase the product, resulting in more profit for Danone.

In contrast, Danone could also backfire from using this cross-platform advertising as this means Danone has had to pay more money for their ad to be on 2+ platforms, therefore, more investment equals less profit obtained from the ad in theory. and if we were to consider the advert's as unsuccessful in the premise that they attract either no or less than the desired amount of new customers, then this can result in the experiment becoming a failure.

However, if we were to use a secondary example, we could find different pros and cons of the ad. Another example would be for the Government's "THINK!" advertisement, accessible on Television, Transport and Radio. On TV, the ad shows a man about to go into cardiac arrest telling the audience how he was thinking of "going out for a pint with the lads" or going home to his family before he collided with a vehicle on the road. The Transport ad, which can be found on the insides of some trains shows a long shot of the victim, with the logo "THINK!" shown in yellow, decorative font, while the Radio advert is the audio of the TV ad. I feel that this is effective as the makers of the ad are a non-profit organisation, therefore the lack of income from this ad is irrelevant. Moreover, it has achieved its primary task of alerting and informing a mass audience of the issue of bikers watching out for cars while on the road which has been assisted by the cross-platform advertising as the TV ad would generally target stay at home audiences, who would watch this regularly, while the transport ad would be useful as it would appeal to a working audience, typically for those on the commute to work and the radio advert would apply to drivers in cars, FM listeners and generally a more aged audience, therefore the triple threat of using 3 different types of ad has been very effective in this scenario as it has been able to express its desired ideology to 3 very different audiences.

Overall, I believe that Cross-Platform advertising can be an extremely effective way of selling your product/ideal to help reach a wider audience, but you must be vaguely wary when selling a product and the ad is not for a non-profit organisation as there is a chance your investment will outweigh your profit.