Media And Culture It is important for us to understand how we, and our culture, are affected by the mass media. Throughout the year we will be discussing this issue!

Why? As IB Diploma students and world citizens it is important to understand the real dynamics behind our society, in order to: Understand ourselves more completely Make more informed decisions in our personal lives Change our World for the better

Assessment The ideas discussed in these classes can be used: a) in your next piece of coursework b) in your Paper 2 (“Media and Culture ALWAYS appears in this paper)

TAKE NOTES! Get into the habit of taking your own personal notes. In the IB, and at University, your teacher expects you to do this automatically.

What Does The Paper Two Ask? You have to answer ONE question from the Paper 2, EITHER about the literary options we study, OR the cultural options. The Media And Culture question normally asks about the role of the mass media: How it influences society, and whether this influence is positive or negative.

Media And Culture: Advertising Advertising is an important element in the mass media. Advertising forms an integral and highly apparent role in our society. We need to understand its impact on ourselves and our society.

Discuss in groups. Make notes in notebooks. a) To what extent do you feel you are personally affected by advertising? b) To what extent does advertising reflect the REAL world? c) Is advertising a positive or negative force in our world? d) To what extent should advertising be controlled?

Part Two: Representations Of Women

Discuss: 1. What do you notice about the different portrayals of women in the previous slides? 2. How do we account for this difference? 3. What effect can this difference have upon our society/lives?

Women! Better Appearance = Better Life Discuss What does the ad on the left actually ‘say’

Female as Domestic The domestic role for females in advertising is one that hurts society more than we think. Women are shown as the only ones who are able to manage the house, as well as children. With these ideas, it is hard for women to be able to have a career and a family because they are expected to be perfect at both.

Discuss 1.How does this woman feel? 2.What need is generated for the product? 3.What does she REALLY need?

Men in Advertising

Discuss We already looked at some examples and the effects of women in advertising. But what about men? Discuss 1. How are men portrayed in advertising? Can you think of any examples? 2. Why are they portrayed this way?

In many advertisements, men seem to have a more positive image about themselves. Instead of being passive and subservient as women are often seen as, they are strong and in control. While these are better attributes to strive for, it is highly looked down upon if you do not live up to these expectations.

Adverts Typically Depict Men In One Of The Following Ways: Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent Look At The Following Slides And Decide Which Category The Ad Falls Under

This ad was also run in a popular magazine which attracts both male and female adult readers. In this ad, the man is working to keep control of the boat and is seemingly successful. If just the picture was seen, it would be hard to tell that the ad was actually for a watch. The ad stresses more that if you wear this watch, you can be in control of things as big as the ocean. The ad is more focused on the man, the boat, and the sea, instead of the actual product. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

The man here is shown as a father figure. He is with his son as they both sleep. The slogan for the advertisement is "Looking out for the next generation", which is what the father is doing for his son in the picture. He is shown as caring and protecting. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

This advertisement for Honda's sponsoring of the Los Angeles Marathon was placed on the back cover page of a news magazine in March of You see how the man is winning the race, with a female close behind him and in order for him to beat her, he must gain some more speed. He is the hero because he triumphs over everyone and has the control of it. The woman's face in the picture does not show her as confident in winning it is shown by his expression. The comic book cartoon also gives one the sense of the man having super human power adding to the "hero effect".

In this advertisement, the man is shown that he is excited about his new camera. He is in the city, taking pictures of things that he loves. He is enjoying himself by being out and not stuck at home or in the office. With the idea that you can have more fun with a device more than your family, it makes men think that material items are more fun and exciting than his family. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

The family in the advertisement looks very happy and fulfilled with what they have. Their home is full of luxuries which could have only been earned through hard work. From the way the man and woman are positioned in the ad, the man seems to be the one who was able to provide these things for his family. He looks content with seeing his family happy and that he could provide for them. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

The focus of the advertisement is the man's body. The actual product is shown in the bottom right-hand corner and the name of the product is written across his chest, a place that draws attention to both the name and that area of the man. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

Cigarette advertisements are the most likely ads to show a person using the product. Here, you see the bartender at a fancy club of some type lighting a cigarette. He is smiling, so it seems that the product will make him happy. The words "Rich & Classic" are shown underneath the image of the man and next to the cigarettes. This positioning makes it hard to tell if it is the man who is rich and classic, the cigarettes, or both. The image of the working man is one that everyone is able to relate to which is why it is used often. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

In this ad, the model is not doing anything active. He is just standing there looking as if he is in deep thought. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent

The way to escape from the real world, according to the ad, by having this portable DVD player. If you buy this product, then wherever you go, you can have a break from the real world. If, for some reason, you do not have this, there is something wrong, like you are not paid enough to afford it. Man as the consumer ads give the impression to men that if you do not have this, you are not good enough. Hero, Outdoors Man, Urban Man, Family Man, Breadwinner, Man At Work, Erotic, Male Consumer, Quiescent