That Boss Life

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That Boss Life


What is Judith Butler's idea?
That gender is performative.

Does this challenge or reinforce that?
It challenges that idea because it says that men and women can do the same thing and be equal without it being questioned.

How do developing technologies affect Media Language?
Now people can use videos to advertise instead of still pictures, which they can then add better lighting to and layer sound on top. They can also use better editing programs to make sure they have the correct shot and then the ideal advert.

 Semiotics is the study of how images signify cultural meanings. Whose idea was this? Can you use mise en scene to reinforce this idea? 
This was Roland Barthes idea. You can use mise en scene to reinforce this idea, for example the use of the the colour gold for the mascara can symbolise currency, meaning that this mascara is essential to live in todays society.



Representation of
Score
That Boss Life
Gender
Gender is fixed construct in which the women are largely seen as objects and that males are seen as   powerful hunters.
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 Band identity of freedom and self-expression.                   
An example of this can be seen through the male using a product that wouldn't usually be advertised to men.
Age
This is advertised at the older generation as they have a fixed mentality and believe they are the dominating gender.
An example of this is seen through the male being carried by females, showing that they are inferior to him.
This advertisement is aimed at the younger generation as they are more imaged based due to the use of social media.
An example is that they used popular YouTubers who are famous for their make-up videos to endorse the product, so they have a larger audience to sell their product to 
Ethnicity
The exclusion of black people shows that they are not tying to promote diversity and they solely care about the sales.
The advertisement includes a variety or races, includes controversial topics but still care   greatly about the sales. 
Lifestyle
It shows the stereotypical life of a bachelor, who is being carried around by a group of women, which is what most men would have wanted in that time period.
It shows a very carefree lifestyle of two people who live in a nice apartment, drive around in limos and get into nightclubs without having to queue up. 

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