- Companies are being more racially diverse within their adverts which gives them a better representation for who and what they support.
- The influencer Manny spreads the positivity of using makeup on either gender with the tag, “lash like a boss”
- The influencer, Shayla spreads the idea that its difficult for different races to wear different makeup due to tones and shades being different, Maybelline fixes this issue with their new product
- The ads background presents the idea that it is an expensive product, however it is advertisement is implying the product is luxury but affordable.
- The slogan displayed for the video is a catchy, inspirational moto.
- Maybelline makes (USD)$146.82 million a year in sales with 4.48 million people using Maybelline eye products in 2020.
- Founded in 1914, New York, United States.
- The characters in the video are shown to be confident and good looking to imply that if you’re a different race, sexuality or gender it doesn’t matter and you can do whatever you would like and be great at it.
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SCORE CSP
Textual Analysis:
- Big slogan above the copy paragraph.
- 1 main male, showing off his clean shave with the product.
- 5 main female models, in awe at this man, supposedly because of the product.
- Leaves around the models, trying to identify and show that they are in “Africa” to allow the female models to wear the skimpy clothes they are wearing.
- “Get what you’ve always wanted” text to attract customers attention.
Semiotic Analysis:
- Dominant signifier (Male in the top, centre)
- Paradigm (Collection of woman to show off the male)
- Anchorage (Collection of woman carrying the male)
- Code (Paragraph shows how this man has ended up being worshipped)
- Reactionary (At the time, it was a patriarchy, so the man is being carried above everyone else and is being praised)
Representational Analysis:
- The idea of the male being above the women and dominating the scene would have been a normal reactionary look on ads and thing within the advertising world in the 1970s. At the time men were above woman and woman were fighting for their rights.
- In addition to this all the characters are white within the advert which relates to how race diversity and equality wasn’t fully supported and in motion for companies and the general public.
- Furthermore the advert uses thin, curvy females which displays how body equality was not fully supported and that men and woman had a certain way they needed to look and a certain role they needed to fit. Where men were the workers of the house and they earned the money, and woman were staying at home, being submissive, doing whatever their husband requests or needs for them.
The Narrative:
The narrative behind the scene is the idea that the man before hand was not using “Score Liquid Hair Groom” therefore he was with everyone else, and wasn’t worshipped. However he then used “Score Liquid Hair Groom” which put him above everyone else and he was worshipped by everyone and carried by woman. The strap line “Get what you’ve always wanted” implies that every man wants this idea of being above everyone else and being more attractive/better than others. The advert implies the woman that are carrying him are going to take him somewhere to indulge in adult activities with him. This shows how the advert is directly targeted towards men because as well as the idea of being better than everyone, the strap line also implies the product “gets you what you’ve always wanted” which is sexual activities with one or more attractive woman.
Audience:
Desire: The product appeals to men’s attention because of the female models.
The brand: The brand values the idea of many sales and goes along with the ideal male world. The message that goes with the product is the idea that if you use it, you get what you want.
Audience over time:
QUANTITATIVE AND QUALITATIVE
Invictus QUANTITIVE:
- Middle class.
- income being from around £25,000 – £70,000.
- passed GCSES and has qualifications.
- 20-45 years of age and having a well paid job where you can afford a mid-range expensive aftershave that’s worth the price.
- Targeted towards people who go out often and see others to impress them.
Invictus QUALITATIVE:
- The Aspirer – The confidence from others compliments.
- The Mainstreamer – The idea of having an everyday smell that people identify you by.
Rolex QUANTITIVE:
- Upper Class
- Income being from £300,000 and up.
- 40 and upwards looking to get another thing to show off, they’ve gotten cars and a house already, time to get an expensive bit of jewellery
- Targeted towards people with a lot of money looking to show off or collect.
Rolex QUALITATIVE:
- The Aspirer – The view of others being impressed or jealous by your new Rolex.
ADVERTISING WORK
Textual Analysis:
– Background of people, all watching in awe at this amazing man.
– Big font (Invictus).
– Clouds behind main character, showing he’s heavenly.
– Main model in the middle displays that having this aftershave makes you as amazing as him.
– Lighting is focused on the main character, showing him off.
Semiotic Analysis:
– Dominant signifier (Male in the centre)
– Paradigm (Collection of clouds to represent heaven)
– Icon (Crowd in the background)
– Anchorage (Clouds that signify the male is in heavan)
– Reactionary
Representation Analysis :
– Voyeurism
– Dominant Ideology
– Constructed Identity
– Patriarchy
– Negative Stereotype that strong, toned males attract everyone.
GRATIFICATION TABLE
INVICTUS AFTERSHAVE | ROLEX | SEKONDA WATCH | |
UNDERSTANDING SELF | Helps you discover what you would like to smell like | Helps you discover what jewellery you would want to wear | Helps you discover what jewellery you would want to wear |
ENJOYMENT | You have a nice aroma which you and other people can enjoy. | You can read the time and see a beautiful bit of machinery. | You can read the time and see a beautiful bit of machinery. |
ESCAPISM | Helps you escape being smelly. | N/A | N/A |
KNOWLEDGE ABOUT THE WORLD | N/A | N/A | N/A |
SELF CONFIDENCE | Confident about his smell, attracts people. | Confident about the smartness of the watch and proud of what he’s wearing. | Confident about the smartness of the watch and proud of what he’s wearing. |
STRENGHTEN CONNECTION OF FAMILY AND FRIENDS | can be bought as a gift to strengthen the relationship. | can be bought as a gift to strengthen the relationship. | can be bought as a gift to strengthen the relationship. |
ANY OTHER THEME | N/A | N/A | N/A |
INVICTUS AD INSPECTION
AUDIENCE THEORY – ALEX HENRY
Notes:
-The Hypodermic model: Telling someone to do something and they listen through media.
-Passive Consumption: The idea of people being drip fed an idea or belief to slowly change someone’s view on a subject over time through media.
-Simple linear process: Harold Laswell’s idea of the linear model of communication.
->WHO > SAYS WHAT > THROUGH WHAT CHANNEL > TO WHOM > TO WHAT EFFECT.
–Two-Step Flow: – The two-step flow of communication model says that most people form their opinions under the influence of opinion leaders, who in turn are influenced by the mass media.
–Active consumption: The idea that people engage with the media, causing them to purchase the product
GAME COVER RADICAL
SEMIOTICS ESSAY ANSWER
ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS:
In this essay I am going to compare the two CSP front covers of Metroid and Tomb Raider using semiotic analysis. I am arguing that both games present their main character to be objectified due to them being female, however both games explore this in different ways. Metroid displayed their character as a masculine strong character which implies that females are less superior than males and Tomb Raider displays their female main character to be oversexualised with poses and body parts.
In the Metroid front game cover the main character “Metroid” is displayed to be a large shouldered, large armed masculine character, however the person controlling the metroid suit is a actually a female character, called Samus, that is unfairly made to be masculine which implies that men are stronger and better at defending themselves than women are, it also implies that the male suit is to defend Samus because she cannot defend herself. In addition to this the character specifically is meant to meet the reactionary belief of what a strong, independent character should be, this is shown to be a male character. The idea of a woman being a main character of a large title video game is a big thing and it gives a good view on the company releasing the game, however there are other ways to go around it to avoid the reactionary, negative stereotype of women being oversexualised. ‘For every forward step however, there is often a reminder of how far is left to travel‘(From an article called “Diversity matters”) – This shows that no matter how much effort or help that a company can put in, there is always more to go, or more to do before people are happy.
Within the Tomb Raider front cover, the character Lara Croft is the dominant signifier and is displayed to be looked at by men. This is called the Male Gaze which is the idea that men look at women as sexual objects. The character Lara Croft can be seen in tight, short cut, shorts that show off the characters behind which fits the presumed straight males voyeurism. Furthermore the character is positioned in a pose that turns her in a way to be able to show off both the characters breasts and back end, this further shows the idea of the Male Gaze displayed within video games and how the character is oversexualised to gain more male attention and achieve more sales. ‘Woman displayed as a sexual-object is the erotic spectacle’ – displays how woman are treated unfairly within the media from Luara Mulvey, this fits with Tomb Raider as the main character is displayed to be looked at.
As well as that, the character Lara Croft is shown to be a strong, independent woman who can fight and defend herself. However Lara Croft can be seen to be in a strappy crop top and a small pair of shorts which specifically show off her curves which are unrealistically curvy and creates an unrealistic expectation for females from the male view which goes along with the idea of a patriarchal society. As Well as this, in other games male characters have full suits of armour that defends the character and doesn’t show off specific parts of the character but when it comes to a woman they don’t need armour and mostly all of their body is shown off. This further displays how the idea of the male gaze is dominant in the video games industry.
In conclusion, both characters from Tomb Raider and Metroid are unfairly treated because of their gender. We can see Samus being represented as the opposite of her gender to display the idea that she cannot defend herself, therefore she needs to be protected by a big suit of armour that looks masiculine on the outside and we can see Lara Croft being oversexualised to fit the male gaze and identify her as a sexual object for the presumed straight male sales and attraction.
essay prep – ALEX HENRY
I utilised a male in my front cover for a reactionary response as it aggress and goes along with the idea that men are typically soldiers in games.
I produced a Safari Warfare Game and I created a dominant signifying image that was a masculine soldier that fits with the reactionary idea and stereotype that men are soldiers in war. This goes against Toril Moi’s analysis of the distinction between female, feminine, feminist categories of representation (1987). Only in my production there is a clear focus on masculinity.
Further to this I have exaggerated the muscular attributes of my character by adding armour, overexaggerated arms, legs and chest. I also added a fighter jet and a attack helicopter that displays the on going theme of war, putting them behind the character, signifying his strength as a male leader. In some ways this inverts Laura Mulvey’s notion of the male gaze in that my main character is there to be objectified and looked at, in the words of Laura Mulvey he is a character “establishing ways of looking and spectacle” (Mulvey, p. 883, 1999). However, the notion of the male gaze is quite distinct as it relates to the sexualisation of the dominant signifier, which is not the case for my character.
However, I don’t think this is a positive representation of masculinity as I personally believe that the idea of a strong, leading soldier always being a man is wrong and incorrect in the current world where woman are coming to power and serving in the army. Perhaps inhabiting a range of signifiers that would connote a more feminine character, or a radical female character instead of the reactionary male character. I could do this by re-sculpting my character in terms of their physical appearance, their clothing, body shape and size, along with the hair. As such, I would be sending out a much more positive message (for me) about masculinity, ‘maleness’ one that used a positive countertype to present a radical and challenging representation which could help gamers to adopt a new ways of thinking about gender representation, with more positive role models for young people to aspire to. As Keith Stuart notes ‘the power of video games [is] a reflective, empowering and emotional influence on the lives of players’. (Why diversity matters in the modern video games industry, Guardian, 18 July 2017)