Advertising: That Boss Life

1. Judith Butlers idea was that gender is performed or performative.

2. The video challenges the idea because it is not stereotypical to one gender but both to widen the target market.

3. Developing technologies such as post production and different editing apps creating different types of advertisement where as previously it was just posters and propaganda.

4. Semiotics is the study of how images signify cultural meanings and was the theory Roland Barthes.  The mise en scene of the advert highlights this. For example the make up is represented as currency as it is presented in a case and the gold colours of it highlights the quality and value.

Representations of:	Score:	The Boss Life:
Gender:	Gender is a fixed construct in which the women are largely seen as a objects and the males are seen as powerful An example of this is seen through the use of mise-en-scene with the man being carried.	Gender is seen as more fluid and this creates a brand identity of freedom and self expression.
Age:	Age is advertised as the advert is from 1967. The older generation as they are fixed in their ways and believe they are the dominating sex. An example of this can be seen through the male actor is surrounded by many females.	This advertisement is aimed at the younger generation as they are more imaged based due to social media. Younger actors who will appeal to there audience. An example of this can be seen as they use famous YouTubers who are social media endorcers.
Ethnicity:	There is an exclusion of ethnic diversity. They aren’t trying to promote diversity and they’re solely based on sales. An example of this can be seen through only those of white ethnicity and a certain image  are shown.	Includes a variety of races and aren’t included specific races and sizes. Politically correct and aren’t solely based on sales to a limited audience An example of this can be seen through a black female and a gay male lead.
Lifestyle:	Portraying a particular lifestyle. An example of this can be seen through the scantly dressed women surrounding a muscular male.	Gay endorcer An example of this can be seen as the YouTuber is gay.