YEAR 13 LESSON THIRTY-TWO [24th Jan 14]: Homework

The aim of today's session was to introduce students to a whole range of texts that could be used as examples of SHOCK ADVERTISING. Class discussion considered how the nature of the institution can determine whether textual content is relevant and may influence any decision made by the ASA. Discussion considered why the NHS and a charity such as Barnardos can produce such shocking and confrontational media. The discussion then evolved to consider the SHOCK ADVERTISING produced by private profit-motivated institutions. BENETTON and the work of OLIVIERO TOSCANI was the focus for an excellent class discussion relating to how and why Toscani used shocking and confrontational images to promote the products of a clothing company. TOSCANI's attitude towards advertising is an area that students should research. His work and his attitude is worthy of further investigation.
The lesson then shifted to consider the promotional material used by Ryanair, Reebok and Lynx deodorant. These texts were linked to the objectification of women and the need for media regulation. THIS WAS A MASSIVE LESSON becausese we discussed so many issues and considered so many questions that are at the very heart of the media studies course:
If the media is not influential why do we have to have media regulation?
Do private companies have a moral responsibility to produce media that is not morally offensive?
Does TOSCANI'S attitude suggest that he believes Marxist Theory to be the most significant theory when considering the impact of media influence?
Is there a link between the objectification of women in the media and negative attitudes toward women? Can the shocking domestic violence figures be linked to media influence?
Can eating disorders be linked to the idealised body images constantly offered to the audience by the media?
Who decides which texts need regulating?
Should a devout Christian be allowed to regulate media that will be received by a secular audience?

AFTER A SLOW START I THOUGHT YOU LOT WERE EXCELLENT IN TODAY'S SESSION. Below are all the resources used in the lesson. Feel free to revisit the texts.

Shock Advertising:
http://fishymediaresources.blogspot.co.uk/2013/02/resources-for-year-13.html

EllE article related to Benetton:
http://elle.co.za/benetton’s-ad-campaign-love-hate/

Barnardos defends shock tactics. BBC article:
http://news.bbc.co.uk/1/hi/uk/1385881.stm

RYAN AIR ADVERTS:
http://fishymediaresources.blogspot.co.uk/2012/02/ryanair-adverts-banned.html
Ryanair advert banned:
http://m.bbc.co.uk/news/uk-17036830

REEBOK:
Easy tone American advert:
http://www.youtube.com/watch?v=iPfby-vdXSo
Banned Easy tone advert:
http://www.youtube.com/watch?v=pbiCFUdAUVo
Reason for advert being banned:
http://www.drapersonline.com/news/young-fashion/news/reebok-easytone-ad-banned/5019907.article
Banned LYNX advert:
http://www.youtube.com/watch?v=cs0Rbx49XMA

HOMEWORK: Students need to be considering their coursework focus. When we meet on Tuesday I want some concrete ideas as we need to start constructing coursework asap.