This assignment will require you to sharpen your visual critical thinking skills. You will be asked to consider how the media uses visual techniques through advertising to define gender. In other words, how do advertisements tell us what it means to be a male or female in our society? Which qualities are presented as desirable or ideal for each gender? How are masculinity and femininity defined by the media?
Select an advertisement which uses the power of media to associate its product with a particular message or idea about being a male or a female. State which ideas are expressed through the advertisement, and how they are defined. You will need to take into consideration everything that is in the advertisement, including sound, lighting, costumes, scenery, setting, characters, text, etc. Also pay attention to the color, size, and shape of objects and how they are used to create specific effects. In order to explain how maleness or femaleness is defined in the advertisement, you will need to pay close and careful attention to all of the details that create the intended effect.
In addition, you will synthesize research into your paper that supports your analysis. You should have at least two sources. You may have more, but that is the minimum. The sources should be scholarly, which can be accessed through the library database. They can be both articles and books, including ebooks. Your research should focus on a topic which is relevant to your own analysis on gender. The topics may include: toxic masculinity, the sexualization of women in the media, rape culture, gender stereotypes, the discrimination of women in sports, etc. These are a few examples of topics that may be researched, but you may choose another topic on gender that is relevant to your essay, also.
The paper should be between 1500-2000 words and in MLA format. Be sure to state your thesis clearly, and support your thesis with specific, detailed evidence carefully selected from the advertisement. Use formal English, not everyday speech, and proofread carefully for grammar and mechanics.
Selected advertisement: https://www.youtube.com/watch?v=-p9putt0jwY
“Go on a Joyride with the new razr”
USE THIS OUTLINE as a guide
Razr is using Julia Garner and her female friends to define femininity as being fashionable, spontaneous and fun, and mischievous in their advertisement along with the use of upbeat music, sound and visual effects to support this idea.
Paragraph 1 Topic sentence:
The advertisement defines femininity as being nondiscriminatory when it comes to having friends. They use women of different ethnicities to portray this. The main character, played by Julia Garner, is perceivably White and her friends are perceivably Black and Latina.
Paragraph 2 Topic sentence:
At the beginning of the video the advertiser shows a well-dressed woman getting out of a very nice vintage car. Depending on one’s view on women this could imply that she either makes a lot of money on her own or that she is married to a very wealthy man in order to have the car. When it comes to stereotyping women
Paragraph 3 Topic sentence:
Julia Garner defines femininity as being sneaky and unapologetic by hacking her male friends garage code to borrow his cars and then lying to him about her being at work all day and having no idea that his cars were taken.
The advertisement defines femininity as being spontaneous and fierce by showing the women take a “Joyride” to the desert just to have a girl’s night and to drive fast cars.
The advertisement defines femininity as fashionable by having the main character, played by Julia Garner, and the other woman characters dressed in very stylish, nostalgic attire, makeup, and hairstyles.
Their outfits consist of very bright colors and statement pieces.
Paragraph 4 Topic sentence:
The advertisers use upbeat music, sound and visual effects to support their definition of femininity.
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