Unit 2.1 Femininity

• Engels
• Middelbare school
• vwo
• Leerjaar 5

Goals today: 10th Sept 

You can analyse a number of texts that are linked through the theme of femininity. 

You will analyse a advertisement 

Unit 2.1 Femininity 

Learning objectives 

assignment 1.1 

Assignment 1.2 

Assignment 1.3 - answer in your exercise book or in class notebook. 

Man 

Woman 

nurse

flight attendant 

hairdresser 

doctor

professor 

security guard 

pilot

grade school teacher (primary school)

plus-size model 

Goals today: 14th Sept 

You can analyse a number of texts that are linked through the theme of femininity. 

You can recognise stereotyping in language 

You can recognise stereotyping in images 

Unit 2.1 Femininity 

assignment 1.3 

answer the questions in your class notebook

loaded language (emotive language =words, phrases,  verbal and written communication that elicit a strong emotional response from the reader or listener). 

a) The advertisement is aimed at mothers and housewives. This can be seen through the use of the address "Mother"and  "Mom's on the warpath"and the depiction used in the images of a stereotypical "housewife" in an apron. 

b)Use of alliteration to draw the reader's attention to the properties of the product: "lovely lather", "cooling caress". Use of flattery to persuade women that they are "delightfully dainty again". (alliteration) 

c) Warpath = connotation that the person "on the warpath' is unreasonable, unbalanced and to be humoured. "Mother" in this context appears to be condescending and to  

associate the woman to her role rather than 

addressing her as an individual. 

d) Women (housewives) should always be 

positive and amenable towards their husband and children."Soak your grouch away". In order to be that it is necessary have an afternoon bath and to use Ivory soap. 

e) panels, images, foreground, background, emanata, negative space etc ( pg 27) 

f) stereotype: Mothers are irrationally angry and need help so that they can be pleasant and friendly. 

Unit 2.1 Femininity

Homework  

assignment 1.4

Look carefully at the text 2.2 on page 94. Answer these questions: 

a) Who is the target audience? How do you know that? (give evidence) 

b) What is the purpose of these images? (evidence)

c) What is the context of composition? (evidence)

Stereotypes 

Are built through association. Our stereotypes are unconsciously built through, amongst others, symbols, facial expressions, body language, captions, diction and other stylistic and structural devices. For IB we are interested in questioning stereotypes and how texts construct them. 

Who is the target audience? How do you know that? (give evidence)

What is the purpose of these images? (evidence)

What is the context of composition? (evidence)

Unit 2.1 Femininity 

assignment 1.6 

Answer questions a - h in your class notebook 

Classwork

The questions focus your analysis skills. They draw your attention to target audience, language , use of ethos, image & layout. 

Which areas of analysis have not been addressed? 

Ideas to consider pg 93 ex 1.6

• The target audience is married women. The initial headline, "How to please a husband", capitalised and in bold font, is used to grab the attention of the targeted audience and to draw them in to read the answer to that statement. 
  
• The image shows a man, presumably a husband, smiling as he pours the ketchup. His smile is a reflection of the initial statement and shows how a husband should look if he is pleased. The implication is that the ketchup makes him happy, pleasant to be around and supportive to his wife 

Ideas to consider

• The copy attempts to persuades the targeted audience, who are married women, that it is not necessary to prepare from scratch overly complicated or expensive meals and condiments in order to please their husbands. The suggestion is that there is resistence to buying ready-made products because this may reflect badly on the skills or commitment of the targeted audience. Think of context of composition. 
  
• One technique to persuade is the use of ethos. This requires that the targeted audience trusts the professionalism and integrity of the advertiser and company behind the advertisement. 

Ideas to consider

• By focusing on the process and the products, the reliability and professionalism of the company is emphasised, and the targeted audience is more likely to be moved to action.
  
• The targeted audience is women. The assumption, due to the context of composition, is that women buy the groceries for their husbands. Therefore the advertising company need to persuade the target audience to buy the product for their husband's well-being.
• The quotation and the signature add to the reliability and trustworthiness of the company. This is further use of ethos. 

Ideas to consider

• One of the 57 varieties is the slogan used by Heinz to identify its products. Although there were originally more than 57 Heinz products, this strapline is not used for accuracy but is used to highlight the number of successful products that Heinz produces, and to highlight the breadth and success of the company. 
  
• The bottle is depicted twice to draw attention to the product being sold. The bottle next to the strapline is shown completely so that the target audience knows what the product looks like on the shelf and recognises the correct product.  

Ideas to consider

Additionally, the placement draws the eye to the final strapline which emphasises the amount of ketchup sold, thus increasing the trustworthiness of the brand. 

Unit 2.1 Femininity 

assignment 1.7 

Answer questions a - d in your class notebook 

Use of inclusive pronouns 

"that husband of yours" 

"while you think of it" 

"your family" 

"you're ready for fun" 

"you're delightfully dainty" 

"is a vocation with us" 

"we have a group of employees" 

In the early 20th century good mothers and wives were seen as ...

Both then and nowadays, good mothers and wives are seen as ...

Nowadays, good mothers and wives are seen as ... 

Unit 2.1 Femininity 

pg 97 assignment 1.9 

write your definition of feminism on the post-it given to you.

answer questions

a , c, e

Feminism means ...

Unit 2.1 Femininity 

pg 97 assignment 1.10 

complete the answers a - d in your class notebook. 

to argue           to explain 

to evaluate      to persuade 

to instruct        to entertain 

to inform          to describe 

to analyse         to recount

Propaganda poster campaign 

Style similar to Russian constructivism (Soviet propaganda poster art) Simplified lines and over-stylised representations. 

Yellow: positivity, clarity & energy 

Symbols: Blue collar (boiler suit) hard, physical work. Working class. Bandana: association with kerchiefs worn by cowboys. Symbolism: physical work. Association to the fashion and practicalities of teh work. 

Parody 

Pg 97 assignment 1.11 

You will be given a number which corresponds to a parody in Teams => term 1 => files

Answer questions a - d in your class notebook for your parody. Feedback to the class. 

Unit 2.1 Femininity 

pg 98 - pg 99  assignment 1.12, 1.13 & 1.14 

1.13 complete questions a - d 

1.14 complete questions a - d 

Write your answers in your class notebook

The procedure is actually quite simple. First you arrange things into different groups. Of course, one pile may be sufficient depending on how much there is to do. If you have to go somewhere else due to the lack of facilities, that is the next step; otherwise, you are pretty well set. It is important not to overdo things. That is, it is better to do too few things at once than too many. In the short run, this may not seem important but complications can easily arise. A mistake can be expensive as well. At first, the whole procedure will seem complicated. Soon, however, it will become just another facet of life. It is difficult to foresee any end to the necessity of this task in the immediate future, but then one can never tell. After the procedure is completed one arranges the materials into different groups again. Then they can be put into their appropriate places. Eventually, they will be used once more and the whole cycle will then have to be repeated. However, that is part of life. (Bransford and McCarrell 1974)

What is this text about? Is it easy to understand and remember? 

How to do the laundry. 

Does this information make it easier to understand and remember? 

Try reading it again with this information in mind. 

What have we learned about context?