Qualitative Research in Gender Advertising
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Questions and Answers

What is the focus of the interpretivist approach?

  • Understanding social phenomena through statistical analysis
  • Studying the historical development of social theories
  • Examining economic factors affecting social behavior
  • Understanding the subjective meanings that shape perceptions of social phenomena (correct)

    • Qualitative research is primarily concerned with numerical and statistical data analysis.

    False

    What kind of methods does the project aim to use for analyzing Gillette's portrayals?

    Qualitative methods

    The qualitative approach aligns well with the ontological stance of __________.

    <p>social constructivism</p> Signup and view all the answers

    Which of the following is NOT a focus of qualitative methods, according to Blaikie & Priest?

    <p>Analyzing large data sets</p> Signup and view all the answers

    Match the following methodological concepts with their correct descriptions:

    <p>Interpretivism = Focus on subjective meanings and social phenomena Hermeneutics = Interpreting phenomena through language and signs Qualitative Research = Producing rich, discursive descriptions Quantitative Research = Primarily concerned with numerical data</p> Signup and view all the answers

    The portrayal of masculinity in Gillette's ads is considered a constructed social reality.

    <p>True</p> Signup and view all the answers

    What kind of dataset do Gillette’s ads constitute?

    <p>Rich qualitative dataset</p> Signup and view all the answers

    Which author focused on the construction of gendered images in advertising, particularly of women?

    <p>Goffman</p> Signup and view all the answers

    Research has predominantly centered on male portrayals in advertising.

    <p>False</p> Signup and view all the answers

    What is the primary concern of feminist critique in gender and advertising studies?

    <p>Unfair depictions of women and their roles as nurturers or objects of beauty.</p> Signup and view all the answers

    The historical influence of __________ thought has significantly shaped gender advertising research.

    <p>feminist</p> Signup and view all the answers

    Match the authors with their contributions in gender and advertising studies:

    <p>Goffman = Gendered images and femininity Artz et al. = Focus on women's visual portrayals Eisend = Critique of negative portrayals of women Grau &amp; Zotos = Reinforcement of feminist critique</p> Signup and view all the answers

    What trend has overshadowed the study of male portrayals in advertising?

    <p>Emphasis on women's stereotypical representations</p> Signup and view all the answers

    Some studies suggest that portrayals of women in ads have become less negative over time.

    <p>True</p> Signup and view all the answers

    According to the literature, which figure is often perceived as subordinate in advertisements?

    <p>Women</p> Signup and view all the answers

    What was a significant change in the portrayal of masculinity during the late 1990s?

    <p>The male body became eroticised and objectified.</p> Signup and view all the answers

    Which value is NOT typically associated with traditional masculinity?

    <p>Vulnerability</p> Signup and view all the answers

    Gillette's ad promotes a homophobic view of masculinity.

    <p>False</p> Signup and view all the answers

    The remix of Sia's song for the Gillette ad retains the original phrase 'I'm unstoppable today'.

    <p>False</p> Signup and view all the answers

    What does 'queering' of male heterosexuality refer to in the context of masculinity?

    <p>Challenging traditional notions of masculinity and the distancing from homosexual men.</p> Signup and view all the answers

    What traditional narrative does the Gillette ad acknowledge while also challenging?

    <p>The Best a Man Can Get</p> Signup and view all the answers

    The ad features scenes of athletes showing ______ and hardship.

    <p>emotions</p> Signup and view all the answers

    The male body was increasingly displayed in _________ or objectified forms during the late 1990s.

    <p>eroticised</p> Signup and view all the answers

    Match the following elements with their respective themes:

    <p>Sia = Feminist influences Pusha T = Hip-hop culture and masculinity Ning Zetao = National pride Gillette's slogan = Traditional masculinity</p> Signup and view all the answers

    Which character trait is emphasized in the portrayal of masculinity in Gillette's ad?

    <p>Heterosexuality</p> Signup and view all the answers

    In the context of the ad, what does the imagery of Ning Zetao on the Great Wall of China represent?

    <p>National pride</p> Signup and view all the answers

    Match the following characteristics to their respective portrayals of masculinity in the late 1990s.

    <p>Hegemonic masculinity = Strength and control Metrosexuality = Fashionable and self-caring Queering = Challenging traditional gender norms Objectification = Viewing bodies as erotic subjects</p> Signup and view all the answers

    The Gillette Fusion ad predominantly focuses on modes of sound and appearance.

    <p>True</p> Signup and view all the answers

    The Olympics serves as a platform for showcasing individual masculinity as well as collective national identity.

    <p>True</p> Signup and view all the answers

    What aspect of masculinity does hip-hop often emphasize, according to the content?

    <p>Strength, dominance, and success</p> Signup and view all the answers

    What traditionally male-dominated field is referenced in Gillette's ad as part of the masculinity portrayal?

    <p>Fighter pilot</p> Signup and view all the answers

    What imagery does Gillette use to portray ideal masculinity in the 'Mach 3' ad?

    <p>A muscular fighter pilot</p> Signup and view all the answers

    The 'Mach 3' ad includes sound effects associated with action movies.

    <p>True</p> Signup and view all the answers

    What does the text 'MACH1' represent in the ad?

    <p>The first sonic barrier broken by the fighter jet.</p> Signup and view all the answers

    The razor is compared to Thor's __________ in the ad.

    <p>Mjöllnir</p> Signup and view all the answers

    Match the moment in the ad to its corresponding description:

    <p>Breaking the sonic barrier = Visuals of speed and action Fighter pilot shaving = Voice-over about MACH3 Shirtless pilot design = Ideal masculine representation Sound effects = Enhancing the dramatic impact</p> Signup and view all the answers

    What visual change occurs as the pilot breaks through each sonic barrier?

    <p>Parts of the jet fall off</p> Signup and view all the answers

    The woman in the background is actively participating in the shaving scene.

    <p>False</p> Signup and view all the answers

    What role does the voice-over play in the ad?

    <p>It introduces and promotes the MACH3 razor.</p> Signup and view all the answers

    What is the focus of the semester project titled 'Razor Sharp Shifts'?

    <p>The portrayal of masculinity in Gillette's advertisements</p> Signup and view all the answers

    The project was submitted by two students in the 2nd semester.

    <p>False</p> Signup and view all the answers

    In what year was the project submitted?

    <p>2024</p> Signup and view all the answers

    Gillette's advertising has evolved in its portrayal of __________.

    <p>masculinity</p> Signup and view all the answers

    Match the analysis to its corresponding year:

    <p>1999 = MACH 3 2006 = GILLETTE FUSION 2016 = PERFECT ISN’T PRETTY 2019 = WE BELIEVE THE BEST A MAN CAN GET</p> Signup and view all the answers

    What methodological approach was mentioned in the project?

    <p>Qualitative research</p> Signup and view all the answers

    The literature review includes a section on female representation in ads.

    <p>True</p> Signup and view all the answers

    What term refers to the dominant form of masculinity as discussed in the project?

    <p>hegemonic masculinity</p> Signup and view all the answers

    The project includes a comparative analysis of masculinity portrayals from 1989 to ________.

    <p>nowadays</p> Signup and view all the answers

    Match the ads from Gillette to the year they were released:

    <p>1989 = THE BEST A MAN CAN GET 1999 = MACH 3 2016 = PERFECT ISN’T PRETTY 2019 = THE FIRST SHAVE – THE STORY OF SAMSON</p> Signup and view all the answers

    Which of the following trends is NOT included in the literature review?

    <p>Digital marketing strategies</p> Signup and view all the answers

    The question posed in the project addresses societal expectations of women.

    <p>False</p> Signup and view all the answers

    What is the main goal of the project?

    <p>To explore how the portrayal of masculinity in advertising has evolved.</p> Signup and view all the answers

    The project discusses how cultural and social _________ influence men's societal expectations.

    <p>shifts</p> Signup and view all the answers

    Study Notes

    Semester Project Details

    • Project title: Razor Sharp Shifts: The Evolving Portrayal of Masculinity in Gillette's Advertisements and Its Reflection of Societal Change
    • Research question: How has Gillette's portrayal of masculinity evolved in its advertisements from 1989 to nowadays, and in what ways does this evolution reflect changing societal expectations of men?
    • Authors: Michelle Kofod Leidecker & Thea Juhl Larsen
    • Course: Global Processes
    • Degree: Culture, Communication, and Globalisation
    • Semester: 1st
    • Student ID - Michelle: 20241125
    • Student ID - Thea: 20241105
    • Submission date: December 18, 2024

    Methodology

    • Research strategy: Mixed approach (inductive and deductive) using Fairclough's three-dimensional model (textual analysis, discourse practice, and social practice)
    • Ontological position: Social constructivism
    • Epistemological stance: Interpretivist approach drawing on hermeneutics
    • Qualitative research method: Focused on meanings and interpretations rather than using numerical and statistical data
    • Case study research: Examining Gillette ads from various decades

    Key Concepts

    • Hegemonic masculinity: A dominant form of masculinity (the most socially valued). Usually associated with traits like strength, control, stoicism, and independence.
    • Metrosexuality: A relatively recent concept signifying men who are more focused on their appearance and self-care.
    • Toxic masculinity: Negative traits associated with hegemonic masculinity such as aggression and competitiveness.

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    Related Documents

    Gillette's Changing Portrayal of Masculinity (1st Semester Project) PDF

    Description

    This quiz explores the interpretivist approach and qualitative methods in analyzing portrayals of masculinity in Gillette's advertisements. It delves into key concepts and critiques within gender and advertising studies, emphasizing the social construction of gendered images. Test your knowledge on the historical and theoretical underpinnings of these analyses.

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