1. Assessing Representation
To consolidate knowledge of age and gender representation in the media.

2. DCSE D (Denotation) → What do you literally see?
C (Connotation) → What does it mean / connote?
S (Signification) → How do you know this? How is the connotation communicated through our culture/general knowledge?
E (Effect on the audience) → What impact does this have on the audience?

3. Applying DCSE

4. Applying DCSE
The image of a red rose connotes love, affection, and a feeling of romance. A rose is usually given by a partner to express their love and attraction to another, either as a single flower or in a bouquet. Its red petals are soft and produce a sweet smell, though its thorns could be reminder that love can hurt. This image could further promote the idea of romance to adults, suggesting that gift-giving and materialism is a suitable replacement to showing affection.

5. Applying DCSE D = In the image… C = This connotes…
S = This signifies that… / This is shown because… / This is evident due to…
E = This could make the audience… / This might have the effect of… / This might cause…

7. How is age and gender presented in this advert?
Annotate the image using your knowledge of age & gender representation, and explain what each of the following connotes:
The young man’s face & look
The woman’s face & look
The young man’s body & clothes
The woman’s body, clothes & props
The physical contact between the young man & the woman

8. How are age & gender presented in this advert?
Answer the question by writing one paragraph on age presentation and one for gender presentation.
Remember to include:
DCSE structure for each paragraph
Stereotypes
Ideologies
Mulvey’s Male Gaze theory
#1 Paragraph: How are men and women shown differently?
#2 Paragraph: How are young and older people shown differently?
D = In the advert…
C = This connotes…
S = This signifies that… / This is shown because… / This is evident due to…
E = This could make the audience… / This might have the effect of… / This might cause…

9. Applying DCSE
This advert is trying to market a new toilet cleaning product by Ambi Pur. The main image consists of a middle-aged woman, dressed in a cleaner’s outfit, being hugged by a younger male, who is naked from the waist up. The difference in ages of the models connotes humour as it contrasts with stereotypical images of young desirable couples in the media. The look of each model, however, only reconfirms stereotypes of young people as physically beautiful and older adults as ugly and undesirable. Since the primary audience for this product is an older adult, they will feel privileged to purchase Ambi Pur as it will allow them to be in touch with their younger side. However, the advert seems to suggest that domestic activities, such as cleaning, is in the responsibility of adults and not the young.