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David Gauntlets theory of identity

David gauntlets theory of identity David gauntlets theory of identity is where people have an idea about what they want to portray themselves as through media. For example, if someone sees something in a magazine or on television, they want to inspire to be like the person or group of people. Another part of his theory was that the way that women and men were stereotyped in the early days made things a lot simpler. This was in times where men were stereotypically the hard-working figure that went out and worked hard and earned money to supply food and goods for his family, while females were at home looking after the children and also cleaning and cooking. He now believes the way that gender is a presented is very different and has changed drastically. There is a difference between ender and sex, gender means what sort of characteristics a sex has, for example a man is thought to be masculine and a women is meant to be feminine. However how things are nowadays it is okay for
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Advert Comparison

Advert Comparison Lucozade advert This lucozade advert is from the I believe campaign, its part of a larger campaign featuring Gareth Bale. Gareth bale is a welsh international footballer that also plays for Real Madrid on a club basis. the campaign focused on on the idea that drinking lucozades helped improve sporting performance. Their was also a scientific claim from the company that the isotonic based sports drink hydrated you better than water, which led to the advert being banned. The camera shot used is a medium close up of Gareth bale staring deep into the camera. The  use of colour in this is a light blue background fading into a darker blue. In the right corner of the background Gareth Bale is pictured in an Adidas sports t-shirt, glistening with sweat, the bottle is below his face and also appears to be glistening with condensation. his eyes match the background colour of blue and his facial expressions show off a focused, determined look. The main emphasis of the advert
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dry your eyes mate

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Fatboy Slim- Ya Mama

Fatboy Slim also known as Norman Quentin Cook is a English DJ/Musician/Record Mixer who grew up in Surrey, London and started to DJ when he moved to Brighton and started to study a degree, he has won ten MTV video music awards and two Brit awards. The music video focuses on a tape of the song, which makes all the listeners lose control of their arms and legs and dance uncontrollably. the music video itself was produced by Traktor who have also worked with other artists such as Basement Jaxx, the prodigy, Madonna and Flaming Lips. There are cuts between shots that exaggerate the videos narrative. the music video itself is a narrative based video that tells a story. The music video starts off with a mid shot of an old television set playing tom and Jerry, which is a cartoon that was made for children that expresses violent behaviour between a cat and a mouse. this strangely relates to the music video as well because characters are given a childish representation, tom and Jerry is a s
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unfinished sympathy/ ya mama

Naturalistic- closely imitating real life or nature/ based on the theory of naturalism in art or literature. linear - progressing from one stage to another in a single series of steps 1) The song "unfinished sympathy" could be described as "naturalistic" because everyone that features in the video is acting very natural and getting on with their lives, even though the video was staged and all the people were actors and had roles to fulfil. the video was filmed in 1990 so the director's of the video would've had to get everything correct including the clothes, and scenery. the way all the people are so natural and going about their day sums up just what 'naturalistic' is. Fatboy slims "ya mama" is less naturalistic because so many out of the ordinary things are occurring, for example the fact that a dance tape is making people dance uncontrollably.  However Fatboy slim's "Ya mama" could be described as less naturalistic. on
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Dry Your eyes mate Video

https://www.youtube.com/watch?v=tfT_pjBNlkI
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Bruno Mars- 24k magic

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Bruno mars- 24k magic 1) In the video "24k magic" Bruno Mars is presented as a prosperous, care free man who is also arrogant. At the start of the video the first shot we see is a private jet outside the MGM grand hotel, this shows success and wealth. the video itself represents the controversy around modern day hip-hop videos, this is because of all the gold, money, cars and girls. the video is also shot in LA which is known as one of the wealthiest places worldwide. in the video there are many mid shots where bruno mars shows off the expensive jewellery and designer silk clothes. 2) in the video, girls are shown wearing barely any clothes or very little clothes, this could entail that bruno mars doesn't respect women. in the video most of the females are behind him and his friends, this could highlight the fact that Bruno believes that males are more important than females. in the music video most of the people involved come from a African American background, Bruno
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