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Advertising: Introduction to advertising

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1) How does the Marmite Gene Project advert use narrative? Apply some narrative theories here. The Marmite Gene Project advert by Marmite uses a mock-documentary narrative to turn a simple taste preference into a dramatic discovery about identity. Following Todorov’s theory , the advert begins with normal life (equilibrium), introduces the “gene” idea as disruption , and ends with a resolution when participants learn whether they are “lovers” or “haters.” It also uses Barthes’ enigma code , as the audience waits to see the test results. The narrative is playful and postmodern, exaggerating science to make the product feel important and personal. 2) What persuasive techniques are used by the Marmite advert? The advert uses humour, parody and emotional appeal to persuade the audience . By presenting taste as something genetic, it uses scientific referencing to make the brand seem credible, even though it is clearly exaggerated. It also reinforces Marmite’s famous “love it or hate...
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MIGRAIN: Final index

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1)   Introduction to Media: 10 questions 2)  Media consumption audit 3 )  Semiotics blog tasks 4)  Language: Reading an image - media codes 5)  Reception theory - advert analysis and factsheet 6)  Structuralism : Factsheet and analysis  7)  Genre: Factsheets and genre study questions 8 )  Narrative: Factsheet questions 9)   Audience: classification - psychographics presentation notes 10)  October assessment learner response 11)  Audience theory 1 - Hypodermic needle/Two-step flow/U&G 12)  Audience theory 2 - The effects debate - Bandura, Cohen  13)  Industries: Ownership and Control 14 )   Industries: Hesmondhalgh - The Cultural Industries 15)  Industries: Public Service Broadcasting 16)   Industries: Regulation 17)  Representation: Feminism - Everyday Sexism & Fourth Wave MM article 18)  Representation: Feminist theory 19)  Representing ourselves: Identity in the o...
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MIGRAIN: Ideology

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Part 1: Media Magazine reading 1-  argues that The Hunger Games presents a dystopian society where media and propaganda are used by those in power to control ideology, suppress rebellion, and maintain inequality. 2-  The films present capitalism as exploitative and unequal, benefiting the elite in the Capitol while the districts suffer poverty and oppression. Wealth is shown as being built on the suffering of others. Consumerism and spectacle distract people from injustice. 3-  films suggest the media is extremely powerful in shaping beliefs, emotions, and political loyalty. Through propaganda, editing, and spectacle, the Capitol controls public opinion. Even resistance movements must use media strategically to gain support. 4- Yes, I think the media strongly influences how we see the world, especially through repetition and normalising certain ideas. News, social media, and entertainment can shape what we think is important or acceptable. However, audiences can sti...
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MIGRAIN: Collective identity in the online age

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  Task 1 1)  Who are you? -  I think, therefore I am It outlines how identity used to be seen as fixed and determined by social structures such as class, gender, religion and family roles. From citizen to consumer This section describes how advertising and consumer culture encouraged people to see themselves as consumers whose desires and identities could be shaped and satisfied through products. The rise of the individual Here the article argues that late-20th-century individualism promoted the idea of a fragmented self, with people using products and images to express an “ideal” version of themselves. Branding and lifestyle This section explains how brands sell lifestyles and personalities rather than products, creating the illusion of individuality while actually encouraging conformity. Who will we be? The final section explores how social media, avatars and data mining allow identities to be packaged, monitored and sold, turning self-image into a commodity. ...
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MIGRAIN: Feminist and gender theory

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Media Magazine reading - two articles on feminism and theory 1) Pan Am (TV series) + Beyoncé – “Why Don’t You Love Me?” 2)  These texts do not show that feminism is no longer needed; instead, they present sexism in a different form. While the women appear empowered and confident, their bodies are still central to audience pleasure. This reflects post-feminist ideas, where sexualisation is framed as choice, making inequality less obvious. As a result, the male gaze continues in a more subtle way, suggesting feminism is still relevant. 3)  The male gaze is a theory by Laura Mulvey which argues that media texts are created from a heterosexual male perspective, positioning women as objects of visual pleasure. Post-feminism refers to the idea that gender equality has been achieved, often shown through “empowered” but sexualised female images. Objectification is when women are valued mainly for their appearance rather than their abilities or individuality. The Theory Drop: Gender...
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MIGRAIN: Introduction to feminism

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Everyday Sexism 1- This is because during one week, 18 months ago she was sexually assaulted in public 3 times. This led for her to start to, 'Everyday Sexism Project' so that she could help others who have shared the same experiences as her.  2-  The Everyday Sexism project highlights the ongoing, often subtle, forms of gender discrimination that women face daily, showing that inequality persists despite claims of gender equality. This links to post-feminism, which suggests that feminism’s goals have largely been achieved and that women now have freedom of choice, often downplaying systemic sexism. The project challenges this notion, illustrating that feminism is still necessary in Western societies to address structural and cultural inequalities, not just overt discrimination. 3- it provided a platform for people to share their experiences widely and instantly. Social media and online tools allowed the project to reach a global audience, collect thousands of personal st...
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MIGRAIN: Introduction to Representation

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  1) Why is representation an important concept in Media Studies? Because everything in the media is a re-presentation of reality, shaped by producers’ choices. Studying representation helps us understand how media construct meanings, communicate values and ideologies, and influence how audiences see people, groups and events. 2) How does the example of Kate Middleton show the way different meanings can be created in the media? The article shows how photographs of Kate Middleton are selected, cropped, captioned and placed in context by gatekeepers. The same image can create positive or negative meanings depending on editorial choices, demonstrating how representation is constructed, not neutral. 3) Summarise the section 'The how, who and why of media representation' in 50 words. Media representations are constructed through choices made by producers, shaped by audience, genre, narrative and institutional aims. Meaning is created through selection and omission. Repeated represe...
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