Test paper question

Figure 1: How do the representations in Figure 1 position the audience to desire the Patek Phillipe watch? [8 marks] In figure one's image it has a large box that has an image of a watch which states "You never actually own a Patek Phillipe. You merely look after it for the next generation." Suggesting that the black and white imagery of the man with his son could be a development of bond and care the child will have for generation of growth towards understanding life. It could also symbolise to the audience how males are supposed to pass down an expensive, worthy or memorable heirloom to their children as they are the 'next generation' after their parent. Perhaps the watch is a sign of love and respect that men are now showing more of in 2014 when it was published, possibly because of equal gender roles, for example men doing childcare just as much as women within families or couples. The image positions the audience to see men as responsible in today's day and age as the watch could reference how significant the male figure is to a child. The representations in figure 1 position the audience to desire the Patek as a special item of responsibilty or trust, indicating males responsibility towards their children which is modern and not common prior to the equal rights act. How are representations of masculinity shaped by cultural and historical contexts? Your answers should refer to the Patek Phillipe advert (Figure 1- published 2014) and your Close Study Product, the Score hair cream advert (Figure 2 - published 1967). [12 marks] In figure 2 masculinity is represented as superior, culturally white and histoically patriachal. The caption at the top left hand corner stating "Get what you've always wanted" suggests a male assertive figure is what females always wanted, but now that The Women's Liberation act had started to rise it could mean that women choose to have dominant men rather than be chosen by them. This can be seen through the male above multiple females whilst sitting on an animal and having females look up and try to reach for him. Signifying his superiority and how much control he has over them. The image could also suggest that the 'hair cream from a liquid' is a way to symbolise his attractive hair, wealth and power which are charms that have attractive characteristics to lure females into his control. The culture in the image being white could highlight the dominance not only being male but also racially white as racism was also an issue during the 1960s, and it was rare to see a black male or group of females star in an advert. In the image the man is focused on the picture not paying attention to the females looking at him, trying to get his attention which shows he doesn't have to make an impression his gender/ culture will give him power as well as women idolising him. In contrast the Patek advert is perhaps showing a connection between the modern male figure and his child, that isn't idolised for doing what should be normal as oppose to the Score hair cream advert which is showing a previous period in time of patriachal control and exploited women. Differences between publishing times could also highlight the change within gender such as men being preiviously idolised and desirable to now being more equal and responsible to women.