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Levenson 10 years on
The Leveson inquiry was a judicial public enquiry into the culture, practices and ethics of the British press, following the News International phone hacking scandal, chaired by Lord Justice Leveson, who was appointed in July 2011
The Levenson study was created to reveal all of this corruptness and how the media needs to change, this was 10 years ago and the world has hardly changed.
advert
statement of intent
For this advertisement, I intend to present a perfume as admirable through clever persuasion, through media. Written in a golden font the phrase ‘Be desirable, wear Gucci” suggesting a reactionary approach. This is due to the idea of perfume adverts usually inflicting the idea that wearing perfume will mean you are admired and wanted all of a sudden. I have used a women’s magazine as a prop, identifying the audience positioning of the perfume to be those who choose to wear a female scent. I envision the magazine to be casually positioned, with the perfume standing upon it. The magazine features a model on the front due to her article being published in the magazine. With my product being next to it, the elegance of a model wearing it could possibly be inferred.
The colour of my product, red, is sharp and mysterious. This adds a sense of richness, possibly identifying the target audience as aspirers and those willing to spend more on perfume, additionally. I want my advert to have a golden toned background reflecting against the gold font on the product. The metaphor of royalty is almost suggested through this, demonstrating my product as expensive. I also do not wish to feature additional pictures or text as I am taking a simple approach to the advert, portraying the minimalism of the scent and the perfume itself.
The text ‘Wear Gucci, be desired’ signifies the message that perfume adverts try to influence over consumers ‘ wearing the product will increase attractiveness’. I have chosen a gold coloured font to match with the gold font already present on the original Gucci product, making it more realistic.
I did not use any sexualising marketing techniques with intention. However, the magazine of which is seen to be present in the advert reads sexual language. This language relates to connotations of femininity so links with my ‘female targeted’ product. The patriarchy and drive for male gaze is not something that I believe is pronounced through this and is a misrepresentation of what I target to promote.
Manny MUA and Maybelline
With a large company such as Maybelline, highlighting a male star for the advertisement, other companies could potentially be influenced to collaborate with this diversity. Manny wrote “Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”, in his YouTube profile. The public opinion and cliché ideas following who can represent a brand is the only thing stopping more people like Manny to have their debut of talent shown off. Despite this, the backlash of which could come with casting a male makeup representative, should be ignored and those who do objectify should be educated on the importance of equality. Manny also stated he was “Thrilled to be able to work with a global brand like Maybelline that is recognizing male influencer talent and is willing to shine a spotlight on it.” Manny’s supporters praise his work and are sure to be a suspected target audience of Maybelline’s new product.
In the beginning, the advertisement is seen to set the scene in an apartment, located in New York. The symbolism of the advert taking place in New York, creates a metaphorical representation of money and luxury, something this mascara brings. Manny and Shayla are dressed in average, day-to-day clothing, and a bell boy of whom is additionally dressed plainly, representing a classic view of a person who does not have the ‘Big Shot Mascara’ in their possession yet.
maybelline
Maybelline’s collection ‘That Bold Life’ features the advertisement of their new ‘Big Shot Mascara’. Maybelline’s first-ever partnership with a male as the star of a campaign sparked interest and applause due to the stereotypes of a typical female being the star, being cast aside. Manny Gutierrez, makeup guru and icon, has following of over 4million. This suggests Maybelline’s
copy
– 1967 advertisement
Arguable due to the sexist approach of the male be admired by females around him. ‘Get what you always wanted’ simplifies the idea that all males wish to be paraded through the jungle by females dressed in minimal clothing, when in fact a bottle of hair gel cannot achieve that. When mentioning the minimal clothing, the idea of a sexualised view of women selling when it comes to advertisement is only emphasised. Laura Mulvey’s theory of the ‘male gaze’ links to this due to a group of four females lifting him above them. Infatuated by his appearance and masculinity of carrying weaponry, of which was potentially used to shoot his prey.
The male directed product includes the mentioning of it smelling of ‘the male scent’, not justifying what that exactly is. No mention of a unisex approach to the product is included, suggesting the time and lack of knowledge, when it comes to targeting a large audience.
qualititive and quantitive audience
| Gucci Rush | Nivea Anti – Age Cream | Maybelline fit me3 concealer | |
| Quantitive | Social Class – New affluent workers, Established middle class Income – Average = RRP £55.00 Age – 16+ | Social Class – New affluent workers, Established middle class Income – Average = RRP £10.50 Age – 25+ | Social Class – Traditional Working Class – New affluent workers Income – Average = RRP £5.99 Age – 12+ |
| Qualititive | The aspirer – Fashion Designer – Victoria Beckham | Mainstreamer – Daytime TV Presenter – Lorraine Kelly | Mainstreamer – Daytime TV Presenter – Lorraine Kelly |
advertisement table
| Gucci Rush | Nivea Anti – Age cream | Maybelline fit me concealer | |
| Understanding self | Go to fragrance, of which can be purchased time and time again | Self care, look after skin | Makeup skill, preferences with your appearence |
| Enjoyment | Receive compliments on the fragrant smell, affordable but luxury | Feel confident, noticeable beauty | Confidence, easily applicable |
| Escapism | Creating an aroma around you of which smells of this luxurious fragrance | Hide true body development, preventing older features appearing | Hiding insecurities |
| Knowledge about the world | Floral fragrant, exotic taste in fragrance | n/a | n/a |
| Self confidence, self esteem | smell nice, give confidence | Remove wrinkles, make you look younger | hide insecurities, fresh look |
| Strengthen connections with family, friends | Present for family/ friends – positive reactions | n/a | n/a |
| Any other category or theme | n/a | n/a | n/a |
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