All posts by Chloe Peddlebanks-wright

Filters

Author:
Category:
Advertising, Maybelline, Notes

CSP 4 : Maybelline

Leave a comment
Maybelline Boss It Up Mascara

Notes –

  • Adverts are starting to realise they need to add diversity and different races into their advertisement. This makes ads unique to the rest of them.
  • Influencer, Manny (An opinion leader) of 3 million followers inspires men and women to express themselves without being judged or slated for. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
  • The influencer, Shayla has 2.5 million followers and is trying to make mainstream makeup more diverse, due to different races having trouble with matching skin tones or even different colours for eye shadow.
  • The ads background presents the opinion that anyone of any social class is able to afford Maybelline’s mascara, as it isn’t a glamorous hotel but not too low priced.
  • The slogan displayed for the video is a catchy, inspirational moto.
  • Show the company’s support for race and the LGBTQ+ community.
  • Maybelline makes (USD)$146.82 a year in sales with 4.48 million people using Maybelline eye products in 2020.
  • Founded in 1914, New York, United States.
  • The posture in the video, shows confidence in themselves and the transformation from regularity to glamorous also presents the idea that anyone of any social class is able to suit a semi cheap product.
Advertising, Audience, Exam Prep, Representation, Score

CSP 3 : Score

Leave a comment

Textual Analysis : In this advertisement, there is a man on top of a form of platform who is being praised by five different women, who have been sexualised to be a submissive of the dominant signifier.

Semiotic Analysis : The dominant signifier is represented by a masculine figure, in the centre and the peak point in the advert. Anchorage is shown in this image through the strap line “Get what you’ve always wanted”, this corresponds with the women praising the man. Furthermore, this advertisement for hair cream is a reactionary view, due to this point in time where women were seen as being a necessity to a mans lifestyle.

Representational Analysis : The representational idea of different social groups in this photograph, is the idea that men are the dominant gender and women follow / are commanded by masculinity. As well, the idea of this product advertisement is to encourage men to purchase the product for the opportunity to have a swarm of women admiring them.

Narrative : The narrative being told is this product ‘Score Liquid Hair Groom’, whereby a man didn’t use ‘Score Liquid Hair Groom’ and was left behind in society, women didn’t find him visual appealing until he used this product that makes his hair less grease, giving him everything he’s ever wanted, admiration of white slim women. He soon gets carried to his desires, pleasantry exercises. The advertisement is set in the climax of the narrative.

Audience : The advert is manipulated to be desired as men wouldn’t be able to resist the sexualised appearance of the females in this advert, giving a sense of what the males can potential ‘get’, these persuasive techniques of temptation of women gives men the curiosity of buying the product. The audiences opinion of this advert has changed due to the change in society and the way society views ideas. Back when this advert was made, it was deemed normal for women to show skin and be the less dominant gender, and black men and women to not be in advertisement, however over the last few years, the change in society, diversity and the popular ideas have changed the way products are advertised. This is due to the recognition and understanding of sexism, racism and homophobia.

Advertising, Audience, Exam Prep

Audience Speculation

Leave a comment

Research Product Speculation – Dior and Chanel

  • Quantitative : The social class of my research products such as Chanel and Dior are in the class of upper and middle, they are pricey for the lower class but not too expensive for the middle class. The income that would be appropriate for people who buy these products, their yearly income would be £45,000 – £85,000. As well, the suitable education for the community who wear these products would be successful in a university of a sort and have succeeded with high grades. The age grouped aimed through the advertisement of these products are 20 – 40 years of age.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. The Aspirer would want this product to show off their income status and what sort of designer brands they own. The Mainstreamer would want these products to have a pleasant aura around them.

Own Product Speculation – Swarovski Bracelet

  • Quantitative : The social class of my product such as a Swarovski bracelet is based in the upper and potential middle class. Meaning the fitting income range yearly would be 35,000+. On top of that, you could see people wearing Swarovski bracelets who have degrees, A-levels and middle way GCSE’s, around B’s and higher. The target market for Swarovski bracelets are 18 – 70 years of age, depending on the bracelet type.
  • Qualitative : The Psychographic Descriptor for these products would be ‘The Aspirer’ and ‘The Mainstreamer’. This is because the Aspirer would gain happiness from the posh, expensive, high end status by the crystal glass jewellery and the Mainstreamer would enjoy having a lavish item although it is not a necessity.
Advertising, Audience, Exam Prep, Notes

Gratification Table

Leave a comment
CHANEL PERFUMEDIOR PERFUMESWAROVSKI BRACELET
UNDERSTANDING SELFCan discover a persons personal scent/personal identity.Can discover a persons personal scent/personal identity.Understanding what sort of bracelets suit your person.
ENJOYMENTFeel happy with the aura that you give off.Feel happy with the aura that you give off.Once bought you get a feeling of happiness.
ESCAPISMN/AN/AN/A
KNOWLEDGE OF THE WORLDN/AN/AN/A
SELF CONFIDENCE / SELF ESTEEMGives a aura of the perfume behind you and feel like you smell good.Gives a aura of the perfume behind you and feel like you smell good.Can feel expensive or have a sense of wealth.
STRENGTHEN CONNECTIONS WITH FRIENDSThey can be bought for friends/family or partners as a gift and can strength their bonds.They can be bought for friends/family or partners as a gift and can strength their bonds.They can be bought for friends/family or partners as a gift and can strength their bonds.
ANY OTHER CATEGORY OR THEMEN/AN/AN/A
Advertising, Audience, Exam Prep, Notes

Audience Theory

Leave a comment

Notes:

– Passive Consumption : The slow forceful change of growing a belief or idea into someones thought process and perspective through media techniques.

– The Hypodermic Model : The telling of someone to do something and they follow the ‘command’.

– Harold Lasswell : Wrote Propaganda Technique in the World War in 1948. His theory was ‘the brew of subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission.’ Developed a linear model of communication.

– Lasswell’s Linear Model of Communication : Who (sender) > Says What (message) > Channel (medium) > To Whom (receiver) > With What Effect (Feedback)

– Two-Step Flow Model : The two-step flow model is the formation of opinions of products from the influence of opinion leaders.

– Active Consumption : This is an idea where the public engages with media communications.

Advertising, Representation

Advert Style Models – Perfume

Leave a comment

Dior

  1. Textual Analysis : The iconic sign shown is the brand Dior which is presenting a perfume to sell to women.
  2. Semiotic Analysis : Within the two images, the dominant signifier is the perfume being shown, one being advertised in a red circular bottle and another in a clear glass rectangular bottle. Additionally, the aimed audience for this product is women.
  3. Representational Analysis : The two adverts are reactionary due to the feminine style used, for example, the flower/s displayed on both digital prints assist in the stereotype of women and feminine products being ‘girly’. As well as giving the purchaser a floral scent.

Chanel

  1. Textual Analysis : The brand being shown is Chanel with their well know product, perfume for women.
  2. Semiotic Analysis : The clear dominant signifier is the celebrity known as Keira Knightly signifying women who purchase this product have the chance to be irresistible and luxury.
  3. Representational Analysis : The magazine type print is also a reactionary idea, from the slim, attractive young woman who holds the perfume. This gives the belief that the scent will provide an inviting, sensual feeling to the purchaser.

Gucci

  1. Textual Analysis : Gucci, the lavish, valuable and luxury brand is advertising their feminine perfume.
  2. Semiotic Analysis : The dominant signifiers are Evan Rachel Wood and Chris Evans. This is a radical idea as the woman is in a dominant position over the man, opposing the idea that men are the superior and powerful gender.
  3. Representational Analysis : In the ad, Gucci presents their actors in a seductive and submission manner to present an attractive smelling product that seduces men for women.

Calvin Klein

  1. Textual Analysis : Calvin Klein, the famous clothing and cologne brand shows their new 2021 aftershave for men.
  2. Semiotic Analysis : Here the dominant signifier is actor, Richard Madden, presenting the reactionary ideal position and gestures for men.
  3. Representational Analysis : The digital print displays Madden in a masculine and vigorous manner, to advertise the opportunity for men to show their masculinity off. As well, due to Calvin Klein choosing good-looking models, this gives the sense that women will be charmed by the smell of the cologne.
Essays, Semiotics

Semiotics Essay Answer

Leave a comment

Analyse the relationship between signifiers and signified in the two CSP game covers.

In this essay I will be analysing two close study products (CSP) game covers such as Tomb Raider and Metroid to discuss the relation of oversexualised female characters in video games, versus how women are treated and viewed in society. 

For example, in the front cover of the well-known video game, Tomb Raider, Lara Croft, the dominant signifier is presented as a sexualised adventurer who is put into dangerous situations regardless of the non-appropriate type of clothing in which she has been designed as. I feel that most games involve sexualising the female characters to attract attention for the presumed average straight masculine player, as well as giving the company and game a significant amount of income and recognition. This can be proven by Samus Aran, the dominant signifier in Metroid being displayed in a manly suit of armour, which demonstrates that women need to be visible in a masculine manner to be able to survive, due to men being seen as the stronger and protective gender. This is a reactionary attitude. Although, behind the vigorous depiction, Samus is presented in a tight clinging blue body suit to show her feminine features such as her curves and other feminine aspects. This can become a dominant view for men to expect women to have larger features, providing more pressure on the presumed average female.

The representation of women in this form can impact men’s visual representation and mental representation of women in society by leading an effect on males to treat and view women as an object. Women are typically viewed as the weaker gender and have a higher percentage of rape or any sexual abuse or harassment in society. The explanation for this could be how men have seen women in video games and even pornography to deliver the belief that women should be treated and seen as what males have experienced on a screen, more of a pleasurable desire and expectation. 

Furthermore, the objectification of women is also known as the ‘male gaze’, which has been incorporated by Laura Mulvey in her ‘Visual Pleasure and Narrative Cinema’ notion. The male gaze is the act of depicting women and the world through visual arts and literature from a masculine perspective which represents women as sexual objects to pleasure any heterosexual male viewer. This relates to Tomb Raider and Metroid in which both women have specifically been designed to obtain the attraction and attention of the opposite gender.

Additionally, other theories on the ‘male gaze’ are from Sigmund Freud and Jacques Lacan which interpretate ‘scopophilia’, meaning the pleasure of looking. This is similar to the ‘male gaze’ however the contextual meaning of ‘scopophilia’ proposes the wish for pleasurable looking through a cinematic experience in which someone is considered aesthetically pleasing. The significance of ‘scopophilia’ can be revealed on the front cover of Tomb Raider by the way the camera angle has been set out, for instance the angle of the camera appears to show Laura Crofts behind whereas most dominant male video games, suppress the characters rear end.

In conclusion, I believe society as a whole needs to re-evaluate how designers and companies present women on a daily basis in cinemas, video games and more, to prevent the idea of women being identified as a sexual object to heterosexual men. The two close study products have a negative representation on equality and fairness to women in society by objectifying and sexualising them.

Exam Prep, Representation

Key Definitions – Representation

Leave a comment
  1. Male gaze – The male gaze is an objectification of and towards women.
  2. Voyeurism – an interest in observing people while they are undressed, naked or engaged in sexual activities.
  3. Patriarchy – A society in which men hold the dominancy and women are excluded from this power.
  4. Positive and negative stereotypes – When a group of people are widely fixed to a particular idea of a person or thing and receive negative or positive feedback.
  5. Counter-types – An opposite view to a stereotype.
  6. Misrepresentation – Giving misleading information/fact made by a party to affect other party’s.
  7. Selective representation – Only showing parts of some events or conflicts.
  8. Dominant ideology – This is the ideas, attitudes, values, beliefs and culture of the dominant/ruling society.
  9. Constructed reality -A way of advertising that allows media to be seen as a reality.
  10. Hegemony – The leadership or dominance by a state or social group.
  11. Audience positioning – The techniques used to apply the understanding of the ideology of the text to the audience.
  1. Fluidity of identity – The ability to change how to see/view the world, yourself and actions.
  2. Constructed identity – An identity formed by personal and others perceptions interests.
  3. Negotiated identity – Agreements/discussion on a persons identity with another persons.
  4. Collective identity – An identification which is shared between groups and individuals.