All posts by Georgina Foord
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Qualitative and Quantative
Quantitative Data = Number based.
Qualitative Data = Interpretative.
Research product 1- Jasmin Noir
Quantative:
Targeted to those who want to be “that” woman and seen as brave/dangerous and bold. Someone who is expensive and wants to spend excessively- linking to Laura Mulvey with her theory of the “Male Gaze”.
This would usually be for people who are aged 25-40 and it also appeals as a great gift meaning that it has some appeal to men as well.
Research Product 2 – Dolce and Gabbana
Targeted to those from middle class and up. As they will have enough income to support their little shopping spree or impulsive buy.
This will be for people who want to be seen as impulsive or have a break from reality, maybe someone who is growing and altering their presentation/ identity. This will be for people of ages 25-50 as this is the age where people are entering the later stage of their life.
My Product: Jimmy Choo Perfume
My target audience is from 16-45 who will be learning to embrace themselves and their new identity due to the fact that society is constantly changing and their true selves may not have been accepted yet, but with the Jimmy Choo perfume they will learn how to and grow with confidence as they learn what it means to be feminine or masculine or both.
this is mainly aimed at the middle class however this perfume is inclusive to people of all classes.
Qualitive Data:
Research product 1- Jasmin Noir
The aspirer,
Research Product 2 – Dolce and Gabbana
The explorere, the aspirer, the mainstremer
My Product: Jimmy Choo Perfume
The mainstreamer, the aspirer
Statement of Intent
I intend to create two print adverts to promote a “Jimmy Choo” perfume, both with different representations; radical and reactionary. I imagine these adverts to be professionally printed in beauty catalogues/magazines such as Vogue. I will include iconic signifiers displaying the products, a dominant signifier of the model’s back profile in a mirror, anchorage to provide information about the product and indexical signs that sell the product based on feelings.
The reactionary product will be set in the 1960’s historical period. My model will be facing the camera and holding the perfume in her hand and spraying it onto her neck to make her seem even more attractive. She will be wearing a dress to represent her wealth and glamour which will be associated with the perfume. This links to the “Male Gaze” as as she will look expensive and attractive and her clothes will be planting the seed that her purpose is to attract men which is a reactionary representation of women as they are believed to be designed at a males disposal. my slogan is going to be “you’re not the same, be different” this gives the impression that by using this product you are of more worth and special; better then other women who are not using this perfume. This will go for both my adverts but convey different meanings based on the images. I intend for an older audience to buy this product ranging from the ages 25-45. This is designed for heterosexual women who are of an upper class who believe their wealth, desire and ability to pleasure men will come from buying this product.
My radical product will be a modern version. This will include my model’s face and and front profile. She will be wearing a suit which is quite controversial and challenges the dominant ideology of what stereotype women are usually seen wearing, to juxtapose ‘societal gender norms’. Also raising awareness that clothing is expressive meaning people should be able to wear what they feel comfortable in. This perfume is being used to advertise this which gives the connotation that it will give people the confidence to be themselves and be bold. The slogan is going to be “you’re not the same so be different” the “so” changes the meaning to embracing the differences within people in a healthy way rather then putting others down. I intend for an audience ranging from (18-45) to buy this product. Its designed for bold women who are learning to embrace themselves, the kind of women that inspire other women to be the better version of themselves; creating a positive and diverse representation of what it means to be a woman and femininity.
Maybelline
Representation- Maybelline introduced their first male representative – Manny Gutierrez. Breaking the stereotype of genders and what they can and can’t wear. Masculinities Façade is changing of what it means to be masculine. Inclusive of all sexualities – gay and straight. However it does play on the fantasy of having a “gay best friend” creating a positive and negative stereotype of gay men, positive being its being recognised that makeup isn’t just for women and negative because not all gay men are the “feminine gay”. Inclusive of races- white and black. Adding of diversity to appeal to a bigger audience which not only gives them a good reputation but also more sales for their product-business motive?
Semiotics- Strap line – “That boss life” is easy to remember and also makes the indexical link between using the product and being a boss. The advert is set in New York appealing to the fantasy of a rich glamourous life full of luxury. The colour of the bottle is also gold which has that symbolic sign of being rich and superior, convey the audience to think that they are more powerful and confident and will become successful if they use this mascara.
Csp 3 Score
Textual analysis- The guy is sat on a stretcher- looking seat wearing what looks like safari/hunter clothes surrounded by women with less clothing or altered clothing in a certain way to reveal cleavage, tummy, neck and thighs. The women also have ammunition as belts which could make them seem sexier as it implies they are bold and daring and plays along to a fantasy for some men. They are all conventionally attractive and all white. The guy is above the women and the women are all trying to touch him and look at him, almost as if worshipping him.
Semiotics- strap line-“get what you’ve always wanted” to show that this was his fantasy and it came true all because of this product. The dominant signifier is a masculine figure which is reactionary content for an advert that targets men. The connotations with the name of the product “score” could be that he “scored” women. That he is now winning in life.
Representation- He is sat higher up then the women to show his dominance over the women and that he is more superior. It oppresses both women and men as the woman only think he’s sexy because he’s used the product and objectifies women saying that this is what you will earn/own if you look after your hair. It has selective representation and conveys a certain attitude towards the people involved with making this advert. Appealing to the male gaze.
Narrative-The message from this advert is that this guy was nothing until he bought this hair cream. He was probably boring and average and then after using this product he became who he wanted and got what he wanted.
Context- The Score advert was produced in the year of decriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signalling more anxiety than might first appear.
Uses and Gratifications
| RESEARCH PRODUCT 1 (girl with lion- jasmin noir) | RESEARCH PRODUCT 2 (dolce and Gabbana) | MY PRODUCT | |
| UNDERSTANDING SELF | It briefly explains the idea of the product. | N/A | That anyone can use this product no matter of who they are, its about who they want to be. |
| ENJOYMENT | Enjoyed by people who desire feeling powerful because it helps their self-esteem and makes them feel successful. | It could be enjoyed by people who are spontaneous and live life by making the most out of it. Or maybe the exact opposite. People who are stuck in their day- to -day life and want something different. | It will be used for people who like a good time out, people who are considered wealthy and luxurious. Not necessarily in money but people who are expensive in a metaphorical way. |
| ESCAPISM | She seems fun. Someone people are drawn to and want to be around, they also aspire to be her. | Influences people to associate with holidays when they see this perfume. Making them believe that it’ll feel like they’re on holiday. Leading them to crave this product like they would with aw holiday. | Influences people to think of their desires to achieve or have a break with the perfume. A perfume to use for special occasions, nights you consider your best. |
| KNOWLEDGE ABOUT THE WORLD | she’s with a lion which typically comes from Africa, could influence people to think that she’s knowledgeable or more mature and encourage them to be like her. | The couple are in a sunny location alluding to “paradise” connotating the scent and the feel the perfume will enhance when being used. | N/A |
| SELF CONFIDENCE, SELF-ESTEEM | makes people feel powerful and fierce to be with a lion. Also making people feel more attractive if they were to wear this perfume. | Buying this perfume will enhance your self-esteem as you will become more attractive; this links to the theory of Laura Mulvey of the “Male Gaze”. They use the woman’s and man’s body in a seductive manner to appeal to the consumer of the product. | Learning how to embrace yourself and encouraging you to break the gender norms. |
| STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Its makes her seem more sexy because the lion and her are lying next to each other, making her seem bold and confident. The girl that everybody wants to date or be friends with. Inspiring people to become bold. | The advert is of a couple sat on what looks like a surf board on a paradise island- the effect of this shows that the perfume will bring people together and maybe even help someone find an exotic romance playing on the fantasy of falling in love with someone from another country. It also shows that by using this perfume it will make you more attractive and likely to have a partner. Others will be drawn to you as you will be a “breath of fresh air.” | N/A |
Audience Theory
Hypodermic model based on passive consumption which is significant to advertising. The idea of telling someone to do something and they do it.
Harold Laswell – Propaganda Technique in the World War “subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers… knocked them into submission”. As Martin Moore notes, Laswell, as a behavioural scientist researching areas connected with political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ in World War 1.
Shannon and Weaver in 1949, as the Transmission model of Communication, which included other elements, such as NOISE, ERROR, ENCODING and FEEDBACK.
In other words, there is the suggestion that the process of sending and receiving a message is NOT clear-cut, predictable or reliable and is dependent on a range of other factors that need to be taken into consideration.
Print Adverts
Textual analysis– brand (Killian) iconic sign of perfume, flowers and marshmallows.
Semiotic analysis- dominant signifier is also the iconic sign which is the perfume product itself. A symbolic sign could be the colour pink and marshmallows which gives a sweet and girly connotation which promotes the brand for women.
Representation analysis- reactionary representation for a women’s perfume. It is lying on a nest of petals to represent the romance and softness of the perfume and it is also surrounded by marshmallows and vanilla flowers which is a sweet scent and typically “girly”, connotating that if you use this product this is how you will be perceived. The petals show that the consumer will attract romance and maybe chivalry into their lives. The top of the lid and engraving is gold and that represents the expense and and a sense of sophistication that someone will possess if they buy this product.
Textual Analysis- brand (Chanel) iconic sign of perfume and ants.
Semiotic analysis- dominant signifier is also an iconic sign which is the perfume product itself. The picture also shows a trail of ants running towards the perfume. A symbolic sign could be the colour pink which gives a “girly” connotation promoting the brand for women.
Representation analysis– reactionary representation for a women’s perfume because it uses the colour pink which is seen as a female dominant colour. The perfume has been given the allusion of looking like a syrup like honey which gives the effect of a heavily sweet scent. the ants can be seen running towards the perfume which shows the strong attraction the perfume holds, making the consumer feel powerful and in control.
Textual analysis-Brand (Miss Dior )- iconic sign of perfume and a woman.
Semiotic analysis– Dominant signifier is a woman behind the perfume to show the hierarchy of what the audience should be focusing on. The symbolic sign of the bow in her hair and the bow around the bottle lid gives the impression that women who use this product will become like her (sexy, confident, maybe have the desired body type)_. The name of the brand is “Miss Dior” which roughly translates from French into English meaning “Miss Golden” giving the indexical sign that this perfume is associated with wealth.
Representation- reactionary representation for a women’s perfume as it uses the colour pink which connotates as a female dominant colour. It also uses a woman’s half naked top body to appeal to sexual attraction; women wanting to be considered or feel sexy. It also shows her as vulnerable which is a negative stereotype of femininity.
Textual analysis- brand (Jasmin Noir) iconic sign of woman and a lion.
Semiotic Analysis- Dominant signifier is a woman holding a huge version of the perfume to show the purpose of the advert. It also shows the significance of the perfume and its importance in a woman’s life. The perfume was placed in front of the woman’s breasts in a seductive manner to draw the attention of the viewer to the perfume. The iconic sign of a lion which is a dangerous, beautiful and rare animal gives the impression that women who use this product are bold and one of a kind, maybe wild and unattainable too. (sexy, and confident)
Representation- reactionary representation for a women’s perfume as it uses a woman with no clothing on which encourages the objectification of women and also appeals the male gaze; that women exist for male pleasure. It shows the illusion of “beauty and the beast” connotation that this perfume will attract a masculine man which encourages toxic masculinity and a negative stereotype of men. It also shows her as vulnerable which is a negative stereotype of femininity.
15 definitions
- Male gaze- encourages the sexual politics of the gaze and suggests a sexualised way of looking that empowers men and objectifies women.
- Voyeurism – invasive of people’s private lives.
- Patriarchy- a society controlled by men.
- Positive and negative stereotypes- encourages a certain attitude on how we see things and how things are accepted on not accepted.
- Counter-types- representation that highlights the positive features of a person or group..
- Misrepresentation- false or misleading account of the nature of something.
- Selective representation- when groups of people/ things are represented/highlighted more then others.
- Dominant ideology- The ideas, attitudes, values, beliefs, and culture of the ruling class in a society.
- Constructed reality- the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.
- Hegemony- leadership or dominance, especially by one state or social group over others.
- Audience positioning- the relationships between the audience and the text, how an audience receives, reads and responds to a text.
Identity:
- Fluidity of identity- having the ability to change how you see yourself, the world, and your actions.
- Constructed identity- the way that we construct our own identities through experiences, emotions, connections, and rejections. They constantly change.
- Negotiated identity-
- Collective identity- the shared definition of a group that derives from its members’ common interests, experiences, and solidarities.
Essay prep
I produced a police detective game and I created a dominant signifying image that was essentially masculine. This corresponds to 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. This can be identified in the physique that I created for my main character, it was bug muscles in the arms, chest and legs which when I tested it on my target audience they recognised as “the standard for male body types!”.
Further to this I have exaggerated the muscular attributes of my character with clothes that fit perfectly, which is also clothing that was police-like and confrontational. 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.
Nevertheless, I believe that it is generally accepted in society that masculinity is seen as much more aggressive, confrontational and violent than femininity. So in this sense my product is a reactionary representation of masculinity.
However, I think this is a positive representation of masculinity as I personally believe that an over-aggressive (toxic) masculinity is not healthy for males to aspire to, which mine is not. As such, if I was to create this product again, I would avoid the stereotypical representation of an over-muscular, over-physical detective and look to create a character that was more radical in representation, maybe a female or eben non-binary person. Perhaps inhabiting a range of signifiers that would connote a more feminine (ie less masculine) character. I could do this by re-sculpting my character in terms of their physical appearance, their clothing and their posture. 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)