1. Magazine
Photo Life, January 2007
“The Art, Culture, and Science of Photography”
The lifestyle being portrayed is one of luxurious ease, depicting well-off single adults, who have access to unlimited commodities. There is an emphasis on ‘professionalism,’ innovative technology, nature, and obtainable perfection. One ad invites the reader into a world of narcissistic individualism with the line, “add your own special touch.”
The people in the ads are mostly women or just manicured hands holding photography equipment. The subject matter includes weddings, young children, and mothers photographing their children at the zoo. The only ad with a man shows a very expensive camera, a leather day planner and an expensive laptop showing an image of a man, alone, in his 20s or 30s leaning against his convertible sports car, “for those who appreciate excellence and demand performance.”
The ethnic groups depicted in the magazine are not diverse at all. They are all Caucasian except for one African American woman taking a photo of herself holding a microphone as her fans cheer for her.
The products in the magazine are being promoted by showing the equipment as something necessary for good photography. It would seem as though the magazine ads are geared towards women by the subject content.
2. Child-Oriented Website
www.YTV.com
The depiction of adults on this website (based on the television channel) is young, youthful, ‘role models.’ For example, one tv host for this channel is shown as a carefree, Peter-Pan type character whose age is undetermined and interests seem immature:
Name: Simon
Occupation: ZAPX host
Age: Old enough to see a PG movie!
Trademarks: Shaggy Hair, Goofy laugh, jumping over things
Or Ajay, who would miss his teddy bear if he were stranded on an island.
I was pleased with the portrayal of schools, libraries, and books on the website. After following a few links I found an advice column and one question was what to do about grouchy teachers, and the advice was to be well behaved! There are several links to reading game reviews and reading information on tv shows and characters. There are also promotional ads for an upcoming literacy event:
“Celebrate ABC CANADA Family Literacy Day, Saturday, January 27, 2007!”
Products being promoted to children included Chef Boyardee convenience food and
toys based on tv shows. The look of the site and content indicated to me it was more geared toward boys. The colours and shapes are loud and active, and there is only one female shown, yet several males.
3. Television Commercial
What product is being advertised? Subway convenience food
How is the product promoted? Interviews with ‘real’ Canadian people in the Subway store who testify to the quality and flavour of the sandwiches
What lifestyle is portrayed? Cape Breton easy-goingness, enjoying the taste of bacon
Gender roles: both sexes enjoy the “gigantic cornucopia of awesomeness” at Subway
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1 comment:
I totally agree with your post:
I was pleased with the portrayal of schools, libraries, and books on the website. After following a few links I found an advice column and one question was what to do about grouchy teachers, and the advice was to be well behaved!
Its amazing how much info for kids is presented to kids on how to deal with unruly adults in their lives. In the media ads I posted about the way adults are potrayed that they are in control but not happy. is interesting to see how on YTV.com they talk about grouchy teachers.
Maybe we should make a site called how to deal with grouchy kids...
oh wait I almost forgot, we're professionals...
B.
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