For my print advert I plan to use a can of Lynx. I will use a black can for the modern ad and a white can for the old ad, by doing this I’m attempting to demonstrate the progression of racism since the 60’s. In other words, I plan to do one ad representing a modern outlook and the other being an ad with more outdated values. I intend to make both look professional by using style models for similar products that were/are used in the time which both ads are set. The ads will be aimed at a younger male audience, being between ages 12-25.

Focusing more on the semiotic aspect of it, I can use my style model (Calvin Klein DEFY) to distinguish the signs and conventions which are used in professional print products to therefore improve my product by making it look more professional. By attempting to look at the print as a potential consumer I can immediately spot a paradigm of blue/denim imagery which emphasises the colour of the aftershave

patriarchy, dominant ideology, hegemony, audience positioning, P+N stereotypes.

David Gauntlett: Fluidity of identity constructed identity.

In 2017 Maybelline made a male model the face of their brand. Just a decade ago, modelling was a field that fared poorly in terms of diversity and inclusion. ‘Tall, white and skinny’ was the description that would fit most models. But, now, with black and Asian supermodels, along with the popularity of several plus-size and transgender models, modelling has become a much more inclusive space. Now pushing the frontiers further, a gay YouTube star has become the first male model for international cosmetic giant Maybelline. With over three million followers on Instagram and over two million subscribers on YouTube, Manny Guiterrez is already extremely popular. Manny tweeted, “Can’t believe Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!”

https://yourstory.com/2017/01/manny-gutierrez/amp

“Maybelline New York is available in over 129 countries. Founded in 1915 by an American chemist on behalf of his sister Maybel”

 “In 2020, an estimated 4.48 million people used Maybelline eye make-up”

“The brand’s personality and voice is all about masculine supremacy and self-belief, and is heavily reinforcing stereotypes of a patriarchal society”

“The tone of the campaign is exciting, upbeat and of its time. It is easy to see why Maybelline New York chose the pair for the campaign. Manny and Shayla have strong, fun personalities; they have grown their own star image through vlogging beauty tutorials so have a clearly defined youth audience. Both emphasise how important it is to be comfortable with yourself and ‘live like a boss’, a positive mantra that is already well used and ingrained in everyday vernacular, especially with the younger generation. The mode of address of the whole campaign is youthful and empowering. Slogans like ‘let’s get bossed out’ suggest a positive and powerful mindset that can be achieved with just the flick of a mascara brush.”

Textual Analysis:

In this ad the viewer can see a man sat on a Sedan chair, being held up/carried by 5 objectively attractive women. By their clothing the viewer can be left to assume that this ad takes place in a jungle, since jungles are humid this conveys the message that the hair product can withstand humid climates. Furthermore, the clothing can also be seen to explore the idea of a sexual nature.

Semiotics:

-Sub text “get what you’ve always wanted” to show that this was his fantasy and it came true all because of this product.

-Dominant signifier (Male in the top, centre)

-Paradigm (Collection of woman to show off the male)

-Anchorage (Collection of woman carrying the male)

-Code (Paragraph shows how this man has ended up being worshipped)

-Reactionary (At the time, it was a patriarchy, so the man is being carried above everyone else and is being praised)

Representation:

This ad represents men heterosexually and that their main objective is to be popular with woman above all else. It also implies that woman have to/should serve men, which in the 60’s was true in the patriarchal society where the collective identities within society were much more narrow

Quantative- statistical data, numbers

Qualitative- Opinions, statements.

Quantative:

• social class: Technical middle class – Established Middle Class
• Income: £46,000-70,000
• Education: Fairly good education -Above Average(GCSE’s, A-levels)
• Age: 18-40

Qualitative:

• Psychographic Descriptor: The mainstreamer

Quantative:

• Social Class: Established Middle Class
• Income: £50,000-70,000
• Education: Above Average (GCSE’s, A-Levels
• Age: 20-40

Qualitative:

• Psychographic Descriptor: The Mainstreamer

Quantative:

• Social Class: Emergent Service Workers- New Affluent Workers
• Income: £12,000-30,000
• Education: Average or Student (GCSE’s or studying A-levels or University)
• Age: 12-25

Qualitative:

• Psychographic Descriptor: The Resigned, The Explorer

	RESEARCH PRODUCT 1 (Calvin Klein Defy)	RESEARCH PRODUCT 2 (‘This is an ad for men’ L’Oreal Paris)	MY PRODUCT (Lynx)
UNDERSTANDING SELF	Choose how you want to smell	Choose how you want to look	Choose how you want to smell
ENJOYMENT	Usually used on a special occasion	Usually used on a special occasion
ESCAPISM		possibly could be able to feel like someone else
KNOWLEDGE ABOUT THE WORLD
SELF CONFIDENCE, SELF ESTEEM	smelling good boosts a persons self esteem and or confidence.	looking the way you want to will boost esteem and confidence	smelling good boosts a persons self esteem and or confidence.
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS
ANY OTHER CATEGORY OR THEME	May be expensive.	The brand indicates a premium quality which implies a high price tag	Low price tag due to the target demographic

Two Step Flow of Communication (active consumption)

At the same time Paul Lazarfeld recognised that a simple, linear model may not be sufficiently complex to understanding the relationship between message sent > message received. As such, in 1948 he developed the Two Step Flow model of communication, which took account of the way in which mediated messages are not directly injected into the audience, but while also subject to noise, error, feedback etc, they are also filtered through opinion leaders, those who interpret media messages first and then relay them back to a bigger audience.

As Martin Moore suggests, ‘people’s political views are not, as contemporaries thought, much changed by what they read or heard in the media. Voters were far more influenced by their friends, their families and their colleagues’ (2019:124).

Think for example, of the role of the journalist or broadcaster whose job it is to inform the public. Think further about the role of key individuals in society, teachers, doctors, trade union leaders, your boss at work, parents, friends and family all of whom are capable of exerting an influence on the process of communication, making it subject to bias, interpretation, rejection, amplification, support and change.

What is significant here is that this theory suggests that the audience are ACTIVE NOT PASSIVE, in that audience consumption is based on consideration of what others think not a PASSIVE process of unthinking

Hypodermic Model – Passive consumption

Harold Lasswell – 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, Lasswell, 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