nea: modern advert
All posts by Charlie Wilson
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nea: reactionary advert
Male gaze / laura mulvey
Male Gaze:
In feminist theory, the male gaze is the act of depicting women and the world, in the visual arts and in literature, from a masculine, heterosexual perspective that presents and represents women as sexual objects for the pleasure of the heterosexual male viewer.
The Male Gaze describes the practice in which where media is filtered through the lens of heterosexual men. In other words, the viewpoints of the heterosexual men is accepted as the norm, whereas the perspectives of all others are largely ignored.
Some examples of the male gaze in media include: Extraneous nudity by female characters. Slow camera pans of women’s bodies. Women wearing tight or occasion-inappropriate clothing when male characters are appropriately dressed.
Laura Mulvey:
Laura Mulvey is a British feminist film theorist. She was educated at St Hilda’s College, Oxford. She is currently professor of film and media studies at Birkbeck, University of London.
Laura Mulvey is a feminist film theorist from Britain, best known for her essay on Visual Pleasure and Narrative Cinema. Her theories are influenced by the likes of Sigmund Freud and Jacques Lacan whilst also including psychoanalysis and feminism in her works.
physcographic profiles
Quantitative:
My product is for ages 12+ and for a person who has an average income that they can afford to spend £60 on a pair of sunglasses. The main target consumer for my product is a middle aged person (male or female) who are in the need of a good pair of sunglasses.
Qualitative:
My product can be linked to The Explorer. This is because the person who buys a pair of the sunglasses could wear them whilst exploring, discovering new things, setting new challenges and when adventuring outdoors.
advert plan
- Style model – Gucci sunglasses
- Reactionary print advert will involve a girl wearing sunglasses in a more feminine theme of sunglasses
- Historical print advert will include a male model. Then I will edit the photo to make it seem older and more historical
- Product – sunglasses
statement of intent
My intent is to create an advert on a pair of sunglasses. I am going to take a photo of the sunglasses in a bright location to represent the sun. After taking the photos I am going to import the multiple photos and pick which I believe is the best to edit and add effects. The name of my product will be called Shades. The dominant signifier in my ad is going to be the product (sunglasses). My product will be for any gender. My target audience will be any person above 12 (any gender) that is willing to spend £50 – £100 on a pair of sunglasses.
The radical advert will involve 2 male models both wearing the product in a bright, sunny location. The male models are used to create a counter typical representation to usual adverts on sunglasses which mainly a female model is used. The slogan I will use is going to be “Think Sunglasses” which I believe is more of a modern slogan. This advert will be targeted towards ‘The Mainstreamer’ and those who earn slightly above the average wage due to this product being sold in a mid-end fashion shop.
My reactionary advert will be set in he 1990s period. This advert will not include any models. I will take photos of the sunglasses on a white background and in many different positions to see which I think looks the best. These photos will be taken with a bright light above them to help represent the sun and make the sunglasses look good quality. After taking the photos I am going to choose 3 images I believe will work the best for this advert. With my 3 images I am going to display them in with each photo on top of each other and add a title named ‘Shades’ and a slogan ‘Think Sunglasses’. Due to this advert being reactionary I intend that my target audience will be for older consumers such as people aged from 30 – 60. I believe that my advert could be presented in a magazine such as ‘Adweek’ which was a famous woman’s magazines from the 1990s period.
maybelline
“Manny Gutierrez Is the First Man to Star in a Maybelline Campaign, and It’s a Huge Deal”
The Maybelline 2017 advert presents the mascara, by if you apply it the wearer, male or female, is instantly changed into a person with a life surrounded by finer things. In the advert the two people are shown to be in a nice New York hotel room, with glamorous clothes and a lot of confidence about there looks.
Notes:
- This ad is very unique compared to others because it is an advert about makeup and has a males actors wearing makeup involved. Also the two main actors in the ad are a different race which is not very common in adverts.
- At the end of the ad the actors change into glamourous clothing which could highlight the feelings of those buying the product. They seem to gain a lot of confidence as if they were a changed person.
- The product can be viewed as the ‘finishing touch’ for looking the part.
- Manny Mua being male, can show that Maybelline is targeting their product to a wider demographic.
- The mascara is viewed as the one thing missing in our lives, which is the ‘golden ticket’ to living like they do.
- The ad shows the company supports the gay community and race.
csp 3 – score
In this advert you can see:
– 5 woman who seem to be attracted to the man
– a man who is being carried on a platform
– everyone is dressed in a safari styled outfit
– the man is carrying some sort of gun
– fake plants to make it seem they are in a jungle
– the women are wearing revealing clothing and the man isn’t
– a strapline (get what you’ve always wanted)
Textual analysis:
Brand – score
Medium – Magazine print advert
Name of product – Score Liquid Hair Groom
Type of product – hair gel
Strapline – get what you’ve always wanted
Semiotic signs:
Signifier – strapline and main image of man
Signified – the meaning is that if you use the Score hair product you will instantly attract any woman
Index – the woman to help promote the product
Icon – the image of the hair gel
Symbol – the gun – used to help the man look more masculine
Narrative:
The narrative being told in this advert on Score Liquid Hair Groom, is that man who didn’t use ‘Score Liquid Hair Groom’ was on a low level in society and woman didn’t find him attractive until he used the hair gel, making him instantly attract any woman and giving him whatever he wanted.
USES AND GRATIFICATIONS
| RESEARCH PRODUCT 1 (eternity calvin klein) | RESEARCH PRODUCT 2 (dyson vacuum) | MY PRODUCT (sunglasses) | |
| UNDERSTANDING SELF | a fragrance that attracts woman | a vacuum that sucks but in a good way | protects your eyes from the sun |
| ENJOYMENT | receive compliments on your good smell | you can feel happy after your house is clean | typically worn when going out |
| ESCAPISM | hides your body odour | hides dirt which you may of felt trapped in | gives you better vision on a sunny day |
| KNOWLEDGE ABOUT THE WORLD | stereotype that woman will be instantly attracted to you | ||
| SELF CONFIDENCE, SELF ESTEEM | you can feel confident about your good smell | the hoover makes you feel confident and boosts your self – esteem due to how clean your house is | can make you feel more confident about your looks |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | can be given as a present to friends or family | can make your family and friends come round more often because of the clean house | could be given as a present to family or friends |
| ANY OTHER CATEGORY OR THEME |
THEORIES AND APPROACHES
Who? – Dyson
Says what? – if you buy the new Dyson hoover it will make your house spotless and do a good job
Channel – This advert was featured on a billboard located in the UK
To whom? – This advert would be targeted at any adult who see the billboard and that are in the need of a new hoover, most likely a parent with enough money.
With what effect? – This advert would make the customer want to purchase the hoover in order to have a clean house or building.