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Postcolonial Theory-Paul Gilroy

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What is a colony? a country or area under the full or partial political control of another country and occupied by settlers from that country. Gilroy believes that colonial discourses continue inform contemporary attitudes to race and ethnicity in  the post colonial era. Civilization-ism  constructs racial hierarchies and sets up binary oppositions based on notions of otherness. An example is the British empire, in 1913 the British empire held way over 412 million people,23% of the worlds population. Britain post-imperial postcolonial melancholia demonstrates its failure to let go of a long gone imperial past reproduces in the present imperial impulse. A target of impulse may be an immigrant.
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LouBoutin advert- ADBUSTERS

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this advert suggests: Black person, suggests that the person could be from Africa as the background is Barron, also an image of a Black African has the connotation of a poor and unfortunate, this is the opposite to the normal LouBoutin customers.      The Anti-capitalist view is shown through the inequality between the rich white shoes that LouBoutin normally sells shoes to, and the poor African who is wearing plastic bottles on their feet for protection. "Red soles are always in season" suggests that a persons feet in a poorer nation are always bleeding or blistered due to the lack of footwear, the red soles are associated with the LouBoutin range, it is almost a trade mark.  The use of the actual name of the product gives the advert a realistic and well known feel. Normal LouBoutin shoes cost around £400, the contrast is shown with the worthless plastic shoes. The audience is made to feel guilt and embarrassed. 
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Section A

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Compare how gender is represented in this Nivea advertisement and the Tide advertisement you have studied. In your answer you must include: • Consider the use of media language to convey meaning • Consider how the representations construct versions of reality • Consider the similarities and differences in how audiences are positioned by the representations In both adverts a strong sense of gender is presented by the editor of the adverts. Even though they are 50 years different in age, the core elements of the adverts show a gender focus element. Leibniz van Zoonen says that while adverts do portray women in a sexualised manner, often nude or with a limited amount of clothing on, the images are presented for the ‘male gaze’, while men are shown as a spectacle. In the Nivea advert the male is at the centre of the image and looks in control and showing off his stereotypical attractive male body. He is also looking and laughing at the camera, this is used to break the forth w
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