The MALE GAZE – Laura Mulvey – ways of seeing
Jean Kilbourne – looked at visual narrative media / culture, primarily in terms of advertising.
According to Barker and Jane (2016), third wave feminism, which is regarded as having begun in the mid-90’s.
60s – second wave feminism
Fluidity of identity – Having the ability to change how you see yourself and how men and women are represented in media, the world, and your actions. The “fluidity of identity” means that the person identity is always changing.
Constructed identity – Constructing identity involves life experiences, relationships and connections. People can now construct different genders and ideas to make an identity.
Negotiated identity – The processes where people reach agreements to determine who is who in a relationship or society.
Collective identity – Shared sense of belonging to a group, such as fitting into a group of people with common interests like friends, family, religion or gender.
The Leveson inquiry was published in November 2012, which reviewed the culture and ethics of the British media. Clive Goodman and private investigator Glenn Mulcaire were convicted of illegal interception of phone messages in 2007.
On 20 July 2011, Cameron announced in a speech to Parliament the final terms of Leveson’s inquiry, stating that it would extend beyond newspapers to include broadcasters and social media. He also announced a panel of six people who have been working with the judge on the inquiry. A 2000 page report was published on the 29th of November 2012.
AFTERSHAVE AD
For my advert, I would like to show the result of what the product would look like on someone. This product will ideally be only for men, and shows a reactionary view. It will have a reactionary view in the sense that the dominant signifier will be males that look smart, formal and smug, to create the desire for the product so that the buyer could look the same way to make the target audience buy it.
I will place the product along side the dominant signifier to show what its going to look like when bought. Its going to be highlighted in a outer glow to emphasize the product and how glorious it is. The model presented in the advert would have a index to the aftershave product and the product is a symbol to the model. The whole advert is a icon as it represents the whole product in one.
The name of the product will named in the language French to make it sound posher and further demonstrate how fancy it is.
In order to do this, I will be the model and dress up with formal clothes and shades to create a desire for the product.
Iconic, dominant signifier, reactionary, index, symbol, connotation, signified, ideology
David gauntlet – Constructed identity, collective identity
Constructed reality, Male gaze, positive and negative stereotypes, Audience positioning
The aspirer, The reformer.
Maybelline is known to many beauty enthusiasts as an iconic-yet-accessible brand that offers makeup for all genders.
Manny the youtuber has over 3 million followers, which has a impact on help selling the product. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
It appeals to many people such as gender, race and age, and has men featuring in it. This shows how much has changed because Ads always used to feature only women in the makeup ads as gay people weren’t as accepted years ago, unlike now. “After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too”.
The same year that MannyMUA Maybelline spent 291 Million dollars on advertising alone, showing not only their size but the budget they put into the AD with Manny in.
The advert was made in 1967 and can be examined by the historical and social values at that time.
Also the “Second wave of feminism” was going on during the time this advert was created. This movement created a larger acceptance of birth control, divorce, abortion and homosexuality.
However the score advert was created during the down fall of the empire so the representation of women may be used to help to link to the former values of masculinity and the man is in control. In the representation of women shows that the man is still very much in charge as they are holding him up and carrying him where he wants.
It represents women in a sexual manner, creating more people to buy because its linked to sex.
| Qualitative | Quantitative | |
| Research product 1(Gillette razors) | It needs to have good quality for the price, good enough not to easily cut men shaving. | It is to be produced in bulk and sold to a wide range of shops around the world. |
| Research Product 2(AfterShave) | Needs to have a decent quality to suit the user because of its type of smell. | N/A |
| My Product (Deodorant) | N/A | Needed for a large target market such as men. |
| RESEARCH PRODUCT 1 Gillette Razors | RESEARCH PRODUCT 2 Aftershave | MY PRODUCT Deodorant | |
| UNDERSTANDING SELF | lets you choose how you want to look for other people. | Choose how you want to smell. | Choose if you want to smell. |
| ENJOYMENT | N/A | Typically worn when going out. | Allows you to sweat less. |
| ESCAPISM | N/A | N/A | N/A |
| KNOWLEDGE ABOUT THE WORLD | N/A | N/A | N/A |
| SELF CONFIDENCE, SELF ESTEEM | Shaving your beard or moustache to make yourself look different which could give more confidence. | to make yourself smell nice for other people, which could boost your confidence. | Helps you not to smell bad and sweat. Makes you smell better. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | N/A | N/A | N/A |
| ANY OTHER CATEGORY OR THEME | Could have a modest price range. | Can be quite expensive. | fairly cheap. |