Advertising – Score and Maybelline

score	maybelline
myth dominant signifier hyperreality binary oppositions stereotypes dominant ideology male gaze voyeurism	myth dominant signifier hyperreality binary oppositions stereotypes fluid identity subversion intersectionality
– Indexical sign: ‘get what you’ve always wanted’ – implies by buying the cream the consumer can get anything they want – dominant ideology of the time, 1960s, therefore allowing the product to sell – women presented as submissive, man presented as dominant – Could be considered a misrepresentation of other ethnic identities and the LGBTQ+ community –presence of only white people suggests product is not fit for people of other ethnic groups; the way in which the ad suggests the product allows men to attract women suggests it’s ‘purpose’ is not fit for homosexuals	– Dominant signifiers: Manny MUA and Shayla – well known influencers gains more publicity for the product and therefore more sales. Their heavy influence will convince others that they also need this product, their expressings, pouting and winking, suggests product makes consumer more attractive – represents under-represented groups – gay people, black people – Glamour – By Erin Reimel, January 4, 2017 – ‘beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too’
Bathes: semantic code of gun: connotes to power, implying the male figure in possession of it is powerful Proairetic code: women surrounding man – suggests by using the product a consumer will attract women  Todorov: equilibrium – consumer is content but not completely fulfilled disruption – buys score new equilibrium – consumer ‘gets what they’ve always wanted’ ie female attention   Hall: stereotypes reduced the participants to few characteristics man reduced to his ability to attract women women reduced to their pleasing looks and sexual nature Butler: stereotypical gender identities Contradicts modern dominant ideology – stereotypical gender identities are depicted portrayal of women as an object of male pleasure to fulfil voyeuristic tendancies of patriarchy whilst men portrayed as dominant   Gilroy: reinforces colonial discourses through exotic setting which references colonialism when white people exploited and stole land from the black natives once again reinforcing the white supremacy ideology and that this product is not directed at black people Van zoonen: women are represented with ‘prudence’ and ‘compliance’ whilst the man is represented with ‘individualism’ and ‘ruthlessness’ reinforcing this notion of the patriarchy being the ‘natural order’ Hooks: enforces ‘white supremacist capitalist patriarchy’ – socially conditions audience to accept rigid representations of gender and race as dominant ideology   Gauntlett: conveys constructed identities as a result of 1960s gender expectations	Bathes: proairetic code – manny and shayla applying mascara sparks interest in audience semantic code – colour gold, sparkle sound effects suggests wealth and luxury Todorov: equilibrium – happy but not fulfilled with their lives disruption – find the mascara new equilibrium – lives have transformed and become more glamourous significance – materialistic ideology  Hall: Maybelline has made attempts to challenge these ‘inequalities of power’ by subverting traditional gender stereotypes Butler: Although shayla’s use of the product does suggests gender stereotyping manny’s does not – supporting butler’s notion that it is behaviour which reinforces your identity, not biology Gilroy: representation of black person dispels racial hierarchies constructed by colonial discources as it suggests they are worthy of being represented  Van zoonen: does not depict patriarchal society not such a society as the ‘natural order’ as there is both a male and female present and have equal responsibility within the narrative Hooks: does not reinforce ‘white supremacist capitalist patriarchy’ (apart from capitalist) – depicts member of the black community, as well as both female and male and therefore does not conform to traditional stereotypes Gauntlett: Presents fluid identity – whilst being male, does not fulfil masculine ideals as he wears make up

Feminist theories argue that in media women are typically represented through the eyes of the straight male. To what extent can this argument be applied to the advertising CSPs?

Van Zoonen explores the relationship between gender and power, whereby men control society and therefore society works in favour of men

media tend to represent patriarchal societies as the natural order