Adverts & Ideologies : wider contexts of MEST 3

As preparation for the issues dealt with in MEST 3 examination, we need to look at wider contexts around texts and their construction.  To begin with,  I want you to read the following and then complete the two tasks for Home Study this week [you have 2 hours additional time this week as 2 lessons have had to be cancelled] .  Write the answers in your exercise book.  

Work due in for Friday 27th September


The Prada Agency Miu Miu Fashion Campaign 2011

Prada advertising agency’s 2011 campaign for Miu Miu featuring young actress Hailee Steinfeld was subject to an ASA ban.  The advert, showing the 14-year-old True Grit star sitting on railway tracks and crying, was captured by renowned fashion photographer and film maker Bruce Weber.  The image and ‘ideology of the advert was slammed by critics and branded as 'irresponsible advertising'  The Advertising Standards Authority (ASA) banned the advert.

Prada defended the advert, claiming the image was “part of a serious, high-fashion campaign”, which was “based on the set of an imaginary film” The Prada campaign was the latest in a string of fashion and fragrance adverts in 2011 banned by ASA including a Marc Jacobs advert featuring  Dakota Fanning, claiming that the Lolita-style advert sexualised children, and a Lynx campaign featuring Lucy Pinder.

                                        Click on image to enlarge

TASK:

[1] How is the brand representing itself – how is the campaign placing the brand with its target audience?  [You might wish to consider choice of model; the ‘narrative’ of the advert etc] 300 words

[2] What issues does the banning of this advert bring up regarding censorship and public perceptions of adverts?  This advert, unlike the Jacobs and Lynx adverts was not accused of sexualising its product but was still felt to be exploitative – How far do you feel advertisers are responsible for the content of adverts that might be ‘misinterpreted’ by the wider public?  500 words

Dear all

Lessons Monday and Tuesday are cancelled as I am at meetings or moderating examinations.

[1] ensure your blog is up and running [it is your milestone assessment for the first month]

[2] ensure that you have used the blog to tell us of your research area

[3] Upload some of your early research activities and any useful ideas you have found

studying film

You will notice a few changes have happened.  Use the tabs across the top of the page to navigate around the blog to find what you are looking for.  the latest addition to the pages is the WJEC Film page where we will be posting details about the course and the WJEC examination for those of you who have selected to be entered for the AS examination this year

Dear all

Welcome back to Media Studies A2.

The idea of A2 media is to build on the skills learned, honed and utilised in AS media and to drill deeper into the issues of the role and impact of the media in the 21st Century.

We know, as ever, that you will bring a great deal to the debates and discussions over the next few months and by the end of it we are certain that you will have developed the skill set necessary for success in the final assessments but also for the wider notion of becoming a good citizen.

We begin with modules on representation and the impact of technology and the initial work on your independent research study.

good things