Planning & Structuring an essay

OUGD501 – STUDY TASK 5 – PLANNING & STRUCTURING AN ESSAY

"To what extent does advertising construct our ideas of gender?"

Which Academic Sources will you reference?

Include a Harvard Referenced bibliography of at least 5 sources.

1.- Sue Thornham (2007). Women, Feminism and Media. Edinburgh: Edinburgh University Press Ltd. 38-47.  2.- Myra Macdonald (1995). Representing Women: Myths of femininity in the Popular Media. London: Oxford University Press Inc. 74-100.  3.- Laura Mulvey (1986). Visual Pleasure and Narrative in Cinema. London: MacMillan. 14-26. 4.- David Gauntlett (1986). Media, Gender and identity. London: Routledge. 82-89. 5.- Jean Kilbourne. (2014). The dangerous ways ads see women.Available: https://youtu.be/Uy8yLaoWybk. Last accessed 26/11/2015. 6.- John Berger. (1972). Female Nude. Available: https://youtu.be/u72AIab-Gdc. Last accessed 26/11/2015.

What Graphic Design will you analyse? Include at least one piece of Graphic Design to analyse in depth (but no more than three)

- Introduction. This essay is one more evidence of how advertisement has defined the roles of gender in our society, specifically of how the concept of femininity has been constructed and why this is important to understand. (400 words) - Arguments of Laura Mulvey in her book 'Visual and other pleasures' about scopophilia and how women are psychologically required to meet masculine desires. (400 words) - Arguments of David Glauntlett in his book 'Media, gender and identity' about how genders has been used in advertisement. (400 words) - Arguments of Sue Thornham in her book 'Women, feminism and media' about how the concept of femininity has been established in the society through advertisement. (400 words) - Arguments of Macy Macdonald in her book 'Representing women: Myths of femininity in popular media' that complement Sue Thornman reflections on how femininity has been established. (400 words) - Analysis of Graphic Design. How Graphic Design principles have been used in this process of defining gender roles analysing 3 different images and linking those analysis with arguments previously exposed. (700 words) - Conclusion. How the same tactics from 80's are used nowadays (E.G: product makes you feel unique) linked with soap operas. How despite we see this problems as a thing of the past there is a lot of work to do yet. Companies affect roles, but people can affect ads too.. Feminism made change many ads because their old ads were useless or even counterproductive. Adverts are work like art from the past, and define gender as art used to do. Ads are the reflection of our society. Possible solution: stop targeting audience by genre. We don't even think in identifying audience by ethnicity. Very hard process to carry on now, as many actions are automatically associated to one genre.

Essay Map Using the Study Task Handout, construct an essay map outlining the FOUR main points of your argument. This essay map should include a sentence which states your thesis, and how it will be addressed. It should also include FOUR sentences, each outlining a different element of your central argument. You should also refer to how this essay map links to the key sources that you have highlighted and the example(s) of Graphic Design practice.

Peer Feedback – How could this Essay Map be refined / developed? Show this form to a fellow student. They should record their feedback in the box below