Assignment Two

Compare and contrast the form and content of ads for the same product (or a closely-related product from the same manufacturer) which are aimed primarily at women with those which are aimed primarily at men.

Guidance

For general guidance see the guidelines for writing essays and reports.

What Key Features Do I Look For?

  • Familiarity with relevant texts
  • Evidence - the stronger the better
  • Argument - coherent and balanced
  • Theoretical discussion - relation to relevant theories
  • Understanding of relevant concepts
  • Reflexivity - reflections on methodology
  • Examples - insightfully analysed
  • Style - readability and effective presentation

Please remember to avoid footnotes and to include an alphabetical list of 'References' which have been cited in the text (not a Bibliography of anything you have read for the essay). This list should include author's names, date, book titles (in italics), place of publication and publisher. Within the text always cite author's surname, date and page number. Double-space your text and number your pages. For more detailed notes on writing essays in this department, click here. For examples of essays by UWA students click here.

Advice for this particular assignment: I'd prefer you to consider only one product sector (e.g. alcohol, chocolate, cars, fragrances - or your own choice). However, you do not have to stick to one manufacturer. You may perhaps need to consider a 'related product' rather than an identical one in order to find an equivalent for men or for women. Be sure to compare like with like in terms of the apparent demographics of the target market (other than sex) (e.g. if one is 'upmarket' they should both be). You may discuss print ads and/or TV commercials. Note that there is some tendency for gender differences to be blurred in more upmarket contexts (gender-bending and blurring may flatter the intelligence and sophistication of the consumer). The choice of examples is of the utmost importance but it is ultimately down to your judgement. Consider both visual practices and rhetorical appeals. We have already covered Goffman's detailed observations on gender stereotypes in the 'body language' represented in ads; show your understanding by alluding to such observations where appropriate (note that in my lecture slides, most of the relevant page numbers in Goffman's book are included in the corresponding 'notes' at the bottom of each slide within Powerpoint's editing mode). Comparisons between ads are often more fruitful than analyses of single ads in isolation. Careful and detailed comparisons and contrasts are expected. Focus on detailed analysis rather than on broad generalisations. My notes on the analysis of ads may help you to notice differences. However, do not simply answer the questions listed in those notes: focus very closely on the way the current assignment has been framed. Relate your account to any relevant existing studies. If you are looking at TV commercials you are very strongly advised to consult Chandler and Griffiths (2000) - see Suggested Reading (below); this paper outlines key differences in production techniques between male- and female-targeted commercials and so you have a published framework for the kinds of differences to look for (you may cite this paper where appropriate). Do not slip into a naive gender essentialism (do not equate sex and gender). This is not a matter of 'political correctness' so it won't help to replace all references to 'sex' with references to 'gender'. If you mean 'male/female' or 'men/women' then say 'sex'; if you mean 'masculine/feminine'/'masculinity/femininity' then say 'gender'. For instance, if you are talking about how advertisers target males and females then you may refer to the sexes. If you are talking about how certain traits tend to be associated with masculinity and femininity (such as dominant notions of masculinity as 'active' and of femininity as 'passive') then you should refer to 'gender stereotypes'. Consult the relevant Powerpoint slides for the lectures touching on issues of gender. Back up all claims about gender with whatever relevant academic studies you can locate. While acknowledging the widespread recognition of gender stereotypes in ads and in culture generally, do not appear to blindly endorse gender stereotypes. Note also that this is an assignment for which the inclusion of relevant pictorial illustrations is important. Ads should, wherever possible, be dated and sourced (e.g. in which magazine(s) did the ads appear?). If you discuss commercials, submit a CD containing those discussed (keep a copy because CDs are retained). It is also advantageous to include a 'shot-by-shot summary' for each commercial in an Appendix. If you include print ads, these should be scanned and inserted as Figures within the text or in an Appendix. In the case of commercials, selected stills should also appear in the main text as Figures; these should then be explicitly referred to and discussed within the text. In the case of print ads, you are strongly advised to included cropped details from the ad in order to help you to make particular points of comparison. For guidance on capturing stills, click here.

Some suggested reading

Note: Treat with extreme caution sources labelled with this symbol!

Relevant Weblinks

Key Module Links

Assignment Deadlines Archive of Student Essays for This Module MCS Archive of Student Essays
Semiotics for Beginners Assignment Feedback Form General Criteria for Assignments General Guidelines for Writing Essays


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