Study Task 8

Final Outcome: Figure 1-4

After receiving feedback I’ve decided to produce a zine for my final outcome featuring illustrations addressing different stereotypes that are common within adverting today relating to both men and women as although companies are becoming more aware of stereotypes as discussed by Gauntlett (2008) in Media, Gender and Identity they are still very common as seen in adverts by companies such as Protein World and Calvin Klien. In relation to the issues stated in my original brief I’ve managed to engage students within Leeds through the satirical tone within the illustrations, as well as keeping the aesthetic of the zine simple and modern through the use of digital illustrations allowing the campaign to attract a youthful audience. Throughout the zine colour is used to additionally highlight stereotypes by using blue for female and pink for male as both men and women are equally effected by the ideals portrayed in advertising. Even though evidence discussed by Walter (2008) which suggested that men are increasing more effected by stereotypes  in advertising I wanted to target both men and women as I feel stereotypes for both need to be addressed equally as they cause similar issues for both men and women. Furthermore I feel this neutral approach to the campaign allows the zine to attract both men and women as each gender reacts to femininity and masculinity within advertising differently as discussed by Sheekan, K. (2004) in the Controversies in Contemporary Advertising. Overall I feel the zine effectively targets and engages students within Leeds as it will be distributed for free within student unions with the inclusion of stickers which students can place over certain stereotypes within advertising that effect them. However if I had more time I would produce working stickers to more effectively represent my idea. In relation to the layout of the zine the use of full page spreads for each illustration allows each stereotype to be conveyed clearly which is aided by the limited use of text thought the zine allowing students to come to their own conclusions about gender stereotypes within advertising which they can then express through the use of the stickers.

Figure 1

Figure 2

Figure 3

Figure 4