All posts by Isabella Da Silva

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maybelline

Manny Gutierrez is the first man to star in a Maybelline campaign. Manny is a highly followed influencer who has spoken about dealing with homophobia ” I’ve gone through all of it, I’ve literally heard every single name in the book be told to me,” he recalled. “So, don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing.”

Using Manny in their Maybelline advert promotes diversity and breaks the stereotype that makeup is only for women.

As Manny is a highly followed influencer with over 4 million followers, this will help Maybelline as many of his fans will want to buy this product as he promotes it.

They use a catchy slogan “Let’s get bossed up” which can be easily remembered.

The advert is based around a luxury lifestyle with the New York apartment, gold clothing and gold suitcase. The product is also in a gold mascara tube.

RESEARCH PRODUCT 1 (Foundation)RESEARCH PRODUCT 2
(Highlighter)
MY PRODUCT
(Lipgloss)
UNDERSTANDING SELF
ENJOYMENTCan find your perfect shade as they have a large range of colours.
ESCAPISM
KNOWLEDGE ABOUT THE WORLD
SELF CONFIDENCE, SELF ESTEEMBuyer will feel more confident and have a good self esteem.Model looks confident and glowy. Makes them want to buy the product and feel more confident.
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDSHas different shades so everyone can get one.Product comes with a few different colours, can share with family depending on their preference
ANY OTHER CATEGORY OR THEME

audience theory

 Hypodermic model (passive consumption)

Harold Lasswell developed the theoretical tool of ‘content analysis’ and in 1927 wrote Propaganda Technique in the World War which highlighted the brew of ”subtle poison, which industrious men injected into the veins of a staggering people until the smashing powers . . . knocked them into submission”.

Lasswell's Communication Model - Businesstopia

statement of intent

For my video game cover, I have made a game cover based in the Alps which includes violence. The background will have a mountain with the main character. My main character is inspired by the ‘winter solider’ but instead she is a female and her body is full metal. She will be portrayed as a strong character which goes against the stereotypical weak female character. My character has a wider and muscular body frame a rather than the ‘small waist’ stereotypical slender frame.

8 quotes

“Only solutions to kill the damsel to protect her”

”Young, white, straight male”

“As a girl growing up playing games I was always like, why do I have to play as a boy?”

”Make them exude sexuality for the entertainment of the presumed straight male player.”

“Only solutions to kill the damsel to protect her”

“The Damsel in Distress predates the invention of video games by several thousand years”

“Most games feature white protagonists”

“The gruesome death of women for shock value is especially prevalent in modern gaming”

REPRESENTATION

The male gaze is how women are objectified. The ‘male gaze’ is women looked at as sexual objects which make men feel empowered.

Laura Mulvey was a British film theorist who tackled the centrality of the male viewer and his pleasure. She called this ‘The Male Gaze’. She wrote ‘Visual Pleasure and Narrative Cinema’ which showed all her findings and opinions.

John Peter Berger was known for his ‘Ways of Seeing’ This highlighted ‘The Male Gaze’.

key terms: representation

Male gaze-the perspective of a notionally typical heterosexual man considered as embodied in the audience or intended audience for films and other visual media, characterized by a tendency to objectify or sexualize women.

Voyeurism –  an interest in observing unsuspecting people while they undress, are naked, or engage in sexual activities.

Patriarchy-Society in which men are dominant and hold power and women don’t.

Positive and negative stereotypes- encourages a certain attitude on how we see things and how things are accepted on not accepted.

Counter-types- a positive stereotype and emphasizes the positive features about a person.

Misrepresentation – The action or offence of giving a false or misleading account of the nature of something.

Selective representation- when groups of people/ things are represented/highlighted more then others.

Dominant ideology- values and beliefs in a group or social majority.

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-Audience positioning refers to the techniques used by the creator of a text to try to get the audience to understand the ideology of the text.

Constructed reality – The term social construction of reality refers to the theory that the way we present ourselves to other people is shaped partly by our interactions with others, as well as by our life experiences.

Negotiated identity–  refers to the processes through which perceivers come to agreements regarding the identities that targets are to assume in the interaction.

Collective identity– refers to all the affective aspects deriving from belonging to certain groups with which adolescents identify themselves and which place them within certain social categories such as ethnicity, nationality, or gender.

Fluidity of identity– Having a fluid identity means having the ability to change how you see yourself, the world, and your actions.

Constructed identity– individuals’ sense of belonging to a group.

Definitions

Semiotics

  1. Sign – Stands in for something else
  2. Code – Symbolic tools used to create meaning
  3. Convention – Accepted ways of using media code
  4. Dominant Signifier – The main representative
  5. Anchorage – Words with an image to provide context

Ferdinand de Saussure:

  1. Signifier – Stands in for something else
  2. Signified – Idea being evoked by signifier

C S Pierce:

  1. Icon – A sign that looks like its object
  2. Index – A sign that has a link to its object
  3. Symbol – A sign that has a more random link to its object

Roland Barthes:

  1. Signification – Structural levels of signification, meaning or representation.
  2. Denotation –  The most basic or literal meaning of a sign.
  3. Connotation – The secondary, cultural meanings of signs; or “signifying signs,” signs that are used as signifiers for a secondary meaning.
  4. Myth – The most obvious level of signification, but distorts meaning by validating arbitrary cultural assumptions in a way similar to the denotative sign.
  5. Ideology – codes that reinforce or are congruent with structures of power.
  6. Radical – Something that challenges dominant ideas.
  7. Reactionary – Something that confirms dominant ideas.
  1. Paradigm – A collection of signs that all have some sort of connection.
  2. Syntagm –  How signs and things are put together and fitted together.