Poster case studies: Kiss of the Vampire & Tide Flashcards
What’s cultivation??
Growing a representation or stereotype in the media!
What are 3 context points of Kiss of the Vampire??🧛♀️
- 60s Feminists campaigning for equal pay and legislation
- Sexualisation of women
- AIDS movement (developed vampires in the media) - referential code
How does Van Zoonen’s feminist theory apply to Kiss of the Vampire??🙆♀️
- Damsel in distress
- Women sexualised through clothing - objects
How does Stuart Hall’s representation theory apply to Kiss of the Vampire??
Stereotypical women and vampires
How does David Gauntlett’s Identity theory apply to Kiss of the Vampire??
The female vampire is still dressed up and has a well-looked after appearance
-> Maintaining beauty of standard
-> Keeping identity of women
(Also related to Butler’s gender performativity)
Give 3 context points for the Tide poster!🌊
- Post WW2 = economic & housing boom
- Families starting earlier (women adopted role of housewife)
- Women expected to do all house chores & look presentable/desirable
- Factories previously used for military equipment now used for domestic products (same with technology)
Which 4 theories most apply to the Tide poster??
- Van Zoonen (feminist)
- bell hooks (feminist)
- David Gauntlett (identity)
- Butler’s Gender Performativity
Why are the women in the Tide poster dressed presentably?👗
- 1950s idea of beauty
- Beauty was associated with value for women due to cultural discourse
What’s the reason behind the woman in the top right corner wearing tighter clothes?
Sexualisation (One of women’s main purposes)
Not for male gaze but rather for women to follow in those footsteps due to societal expectations
Why is the woman hugging the Tide box??🤗
Women should love and accept the role of housewife
How is the male vampire presented as in the Kiss of the Vampire poster??
- Male body is a spectacle
- Powerful
- Dominance
- Van Zoonen
How is the woman on the left sexualised in the KotV poster??
- Kneeling position
- Short dress
- High heels
- Exposing herself (leaning backwards)
How is the female vampire presented in the KotV poster??🧛♀️
- Against female stereotypes
- Femme fatale
- Still have glamorous appearance (David Gauntlett)
- Women have to be presentable
How is Laura Mulvey’s male gaze theory applied to KotV??
The women are dressed revealingly so as to attract men due to the female sexualisation.
There is also a victimised woman who is still looking glamorous despite looking vulnerable.
