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bombshell

Summary- Women who work at Fox News, which is based in the US, make attempts to expose CEO Roger Ailes for sexual harassment.

Roger Ailes was an American television executive and media consultant who was the chairman and CEO of Fox News. He resigned from Fox News after being accused of sexual harassment by several female Fox employees.  He abused his power which went unnoticed or unpunished for a while due to the fact that he had such a high position.

You can understand misogyny (the poor representation of women in the media) in the same way you can understand racism, homophobia, ultra-nationalism and other forms of casual stereotyping, bias and prejudice, that is, through TEXTUAL ANALYSIS and the notion of REPRESENTATION.

As such, this film provides a narrative of INSTITUTIONAL SEXISM, in the same way that we could look at other stories that are concerned with other institutional prejudices – racism, homophobia, Islamophobia etc. In other words, this film presents a version of the story of INSTITUTIONAL SEXISM and MISOGYNY. It suggests a link between the presentation / representation of the female form and the ideas of a ruling patriarchy (Fox News, specifically Roger Ailes) and perhaps explains why we are presented with the stories we are presented with and how those stories are presented to us.

the movie helps to explain the ideas of Louis Althusser in that the ruling ideas emerge from elements of the Ideological State Apparatus (look at the connection between Roger Ailes, Rupert Murdoch, Donald Trump etc) and those ideas shape who we are, what we could be, want to be etc by a mechanism that he calls INTERPELLATION. For a visual representation of this watch the sequence in Bombshell where we see how the presenters are encouraged to dress and the way in which the choice of camera angles are used to reinforce this particular dress code.

Judith Butler describes gender as “ an identity instituted through a stylized repetition of acts ”. In other words, it is something learnt through repeated performance 

How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?

Most people believe gender is distinguished as just male and female however Butler says that it is played out and sometimes that causes misrepresentation like in the score advert women are sexualised and objectified however in the maybelline “boss up” advert there is a variety of identities. Butler is a gender theorist and says that gender is a performance where everyone is performing their own gender and that it’s a fluid of identity which David Gauntlett coined for his own. The use of identity isn’t based upon gender and I am going to discuss the representation of gender and identity in the Score and Maybelline adverts. 

In contrast to Butler, Laura Mulvey identifies the sexualisation of femininity and female characters compared to the male character that we identify with due to the lack of sexualisation and the addition of development and characteristics shown to deepen their character, in a lot of games and movies, Mulvey stated female characters are forced to identity with passive objects to be looked at and desired compared to men’s representation which is more focussed on how the characters body language reinforces the features they have- e.g. an assassin moving sneakily. She also has the idea that the majority of movie directors, game developers, big artists and key people in the media are men therefore we view media in a mans view hence the male gaze, an example would be in a film panning the camera on a sexualised female scene or in a media game exaggerations of female body parts overlooking how they’re actually meant to walk to show more depth to the character. This doesn’t mean male characters can’t be sexualised either- there’s just a stronger amount of female sexualisation- someone replaced popular oversexualised female poses with a boy doing it but that would still be viewing it in the male gaze. The male gaze supports the idea that a sexualised way of looking empowers men and sexualised women. 

The Score hair cream advert is an historical artefact from 1967, as such it can be examined productively by considering its historical, social and cultural contexts, particularly as it relates to gender roles, sexuality and the historical context of advertising techniques. 1967 can be seen as a period of slow transformation in western cultures with legislation about and changing attitudes to the role of women and men  in society, something that the advert can be seen to negotiate. The first wave of feminism can be described with a quotation ‘ sexism was coined by analogy with the term racism in the American civil rights movement in the early 1960s. Defined simply, sexism refers to the systematic in which men and women are brought up to view each other antagonistically, on the assumption that the male is always superior to the female.  The Score advert can be similarly linked to this idea because we can see a total of five female figures holding up the male figure giving us the assumption that the male is superior to the females. 

In addition, the idea of fluidity of identity by Gauntlett Fluid of identity is having the choice to change the way you come across however you like. If you don’t want to look a certain way, fluidity of identity creates the meaning of being able to change that and change how you perceive yourself as a person. Not only that Fluid of identity also means having the fluidity to change the way you act to something favoured or to something which can be categorised as normal. Fluid of Identity is the freedom to change who you are as a person from how you look to how you act if you prefer to-do that.. For instance, gender is fluid, you can have the choice who to identify as. This supports Butler’s theory, who quotes “ Biological anatomies do not determine our gender”. She concludes that masculinity and femininity are not naturally given states, but instead  are maintained by individuals through everyday acts meaning that an individual is not born neither male nor female, however your gender defines you through your actions everyday. Gauntlett commented on the changing of representation of men and women in mainstream media. For example the depiction of the passive housewife throughout the twentieth century was being increasingly replaced by images of assertive women taking control of their lives, epitomised by the “girl power” endorsed by the Spice Girls. The representation of men being active and confident was giving way to a more introspective and emotionally aware version of masculinity. Despite the old binary representations still finding their way to the front covers of magazines, now there is a “great diversity of identities”. In this way, we do not always have a fixed identity because we are willing to adapt to new cultural norms. 

This theory is not implied in the score advert, however it can be seen in the more contemporary modern advert from Maybelline, this is because in the Maybelline “boss up” advert we can assume the representation of the female gender has adapted over time, we can make this assumption due to the reason that the gender roles are are suggested to be more equal. Within the advert you can see a homosexual male celebrity with what is thought to be feminine characteristics, also in the advert there is also a female character who is depicted up feel like a “boss” after using the product, this is found towards the end of the advert. This can dispute the idea that there are fixed gender roles and the historical idea that men are superior to women. The theory of raunch culture is also demonstrated in this advert due because the female character is not being sexualised in any way within the advert. “Raunch culture is the sexualised performance of women in the media that can play into male stereotypes of women as high sexually available. 

The maybelline advert is seen to demonstrate the third and fourth wave of feminism. Third wave feminism was coined by Naomi Wolf as a response to the generation gap between the feminist movement of the 1960s and 1970s, challenging and re-contextualsing some of the definitions of femininity that grew out.  It saw women’s lives as intersectional and demonstrated a pluralism towards race, ethnicity, class, religion, gender and nationality when discussing feminism. It can be described as the rebellion of younger women against what was perceived as the prescriptive, pushy and ‘sex negative’ approach of older feminists. This concept is demonstrated by the Maybelline advert because of the female representation within the advertisement is not being sexualised or objectified in any way meaning that she opposes the stereotype of what the first wave of feminism suggests what it means to be a ‘female’. 

In conclusion, I believe that Butler’s description of gender as “ an identity instituted through a stylized repetition of acts ” helps people to comprehend how gender is represented to a more clear extent in the Maybelline advert in comparison to the score advert due to the fact that the score hair cream advert opposes the idea that gender is not determined by biological genders.

Judith Butler describes gender as “an identity instituted through a stylized repetition of acts”. In other words, it is something learnt through repeated performance.

How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?

Structure

  1. Introduce the overall aim and argument that you are going to make
  2. Establish your first main critical approach (I would suggest Gender as Performance by Butler, but . . . )
  3. Develop this approach by using key words, phrases and quotation (Mulvey, Kilbourne, Moi, Wander, Wollstonescraft, Woolf, de Beauvoir, Van Zoonen, Dollimore, Woolf, Levy)
  4. Apply your theoretical ideas to either or both of the set CSP’s
  5. Show some historical knowledge about societal changes
  6. Establish a secondary theme or idea that you wish to raise (1st, 2nd, 3rd or 4th wave feminism, Raunch Culture, Queer Theory, Intersectionality)
  7. Develop this approach by using key words, phrases and quotation
  8. Apply your theoretical ideas to either or both of the set CSP’s
  9. Show some historical knowledge about societal changes
  10. Establish a contradictory argument that shows your ability to think and engage
  11. Develop this approach by using key words, phrases and quotation
  12. Apply your theoretical ideas to either or both of the set CSP’s
  13. Apply your theoretical ideas to either or both of the set CSP’s
  14. Summarise your main arguments
  15. Ensure you have a summative, final sentence / short paragraph

Introduce the overall aim and argument that you are going to make

Establish your first main critical approach (I would suggest Gender as Performance by Butler, but . . . )

Develop this approach by using key words, phrases and quotation (Mulvey, Kilbourne, Moi, Wander, Wollstonescraft, Woolf, de Beauvoir, Van Zoonen, Dollimore, Woolf, Levy)

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.

“It is said that analysing pleasure, or beauty, destroys it.”

Apply your theoretical ideas to either or both of the set CSP’s

Show some historical knowledge about societal changes

Establish a secondary theme or idea that you wish to raise (1st, 2nd, 3rd or 4th wave feminism, Raunch Culture, Queer Theory, Intersectionality)


“Male and female identities are not naturally configured”
 – You can choose who you want to be (butler).

Popular culture within the process of constructing their sense of identity” – The general idea of genders is constructed by opinions and stereotypes.

“Audiences learn how to perform gender via the media.” – The media in today’s society constructs our own gender identity for us.

“Society constructs a binary view of gender” – A binary view is a social construct made up of two parts that are framed as complete opposites (e.g. male and female).

“Audiences realise they can change their identities”  – They can be whoever you want to be without being held back by society.

Develop this approach by using key words, phrases and quotation

Apply your theoretical ideas to either or both of the set CSP’s

Show some historical knowledge about societal changes

Similarly, feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes a greater acceptance of birth control and divorceabortion and homosexuality.

There was also the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) which led to the Chatterly trial. Nevertheless, as Johnathon Dollimore wrote: ‘all this should not be seen as a straightforward displacement of dominant conservative attitudes‘ (1983:59).

However, the Score advert was produced in the year of decriminalisation of homosexuality and as such, the representation of heterosexuality could be read as signaling more anxiety than might first appear. The reference to colonialist values can also be linked to social and cultural contexts of the ending of Empire.

Establish a contradictory argument that shows your ability to think and engage

Develop this approach by using key words, phrases and quotation

Apply your theoretical ideas to either or both of the set CSP’s

Summarise your main arguments

Ensure you have a summative, final sentence / short paragraph

feminist critical thinking

Feminist = a political position

Female = a matter of biology

Feminine = a set of culturally defined characteristics

First wave of Feminism

In the past men were regarded greater at creating literally pieces and writings then woman were. Virginia Woolf stating that simply if women were not stereotyped and given equal opportunities to men originally, then more literacy pieces would have been made. These opportunities being not regarded as worse or beneath men and given the correct education and same rights as men.

Mary Wollstonecraft: was an English writer, philosopher, and advocate of women’s rights. She was one of the first advocate for woman’s rights and created a piece in 1792 named “A Vindication of the Rights of Woman: With Strictures on Political and Moral Subjects” which is about as the name states, a moral and vindication of women’s rights.

SECOND WAVE OF FEMINISM

the feminist literary criticism of today is the product of the women’s movement of the 1960’s’ 

Indeed feminist critical thought became much more prominent and pronounced during the counter cultural movements of the late 1960’s and early 1970’s, which heralded, among other changes: the facilitation of of birth control and divorce, the acceptance of abortion and homosexuality, the abolition of hanging and theatre censorship, and the Obscene Publications Act (1959) – which led to the Chatterly trial. Nevertheless, 

This period is often termed second wave feminism – after the first wave of feminism, which was galvanised by organisations such as, the British Women’s Suffrage Committee (1867), the International Council of Women (1888), the The International Alliance of Women (1904), and so on who, in early part of the 20th Century, worked to get women the right to vote.   

In contrast, ‘at the beginning of the 1970’s the Women’s Liberation Movement set great store by the process of consciousness raising’, ‘influencing everyday conduct and attitudes.’ and ‘exposing the mechanisms of patriarchy, that is, the cultural ‘mind-set’ in men and women which perpetuated sexual inequality’ . 

THIRD/ FOURTH WAVE FEMINISMraunch culture

‘rebellion of younger women against what was perceived as the prescriptive, pushy and ‘sex negative’ approach of older feminists.’ (344)Barker and Jane (2016 p. 344)

The third wave of feminism emerged in the mid-1990s. It was led by so-called  generation x who, born in the 1960s and ’70s in the developed world, came of age in a media-saturated and culturally and economically diverse milieu. Although they benefitted significantly from the legal rights and protections that had been obtained by first- and second-wave feminists, they also critiqued the positions and what they felt was unfinished work of second-wave feminism. Third-wave feminism began in the early 1990s, coined by Naomi Wolf, it was a response to the generation gap between the feminist movement of the 1960’s and ’70’s, challenging and re-contextualising some of the definitions of femininity that grew out of that earlier period. in summary is different from feminism of the 60s, its similar but different. it tries to embrace plural identities ( PLUARLISM ) this is shown in the maybeline boss up advert.

third wave feminism, which is regarded as having begun in the mid-90’s has following recognisable characteristics:

an emphasis on the differences among women due to race, ethnicity, class, nationality, religion

individual and do-it-yourself (DIY) tactics

fluid and multiple subject positions and identities

cyberactivism

the reappropriation of derogatory terms such as ‘slut’ and ‘bitch’ for liberatory purposes

sex positivity

Raunch culture is the sexualised performance of women in the media that can play into male stereotypes of women as highly sexually available, where its performers believe they are powerful owners of their own sexuality’ Hendry & Stephenson (2018:50)

According to Ariel Levy, in her book Female Chauvinist Pigs raunch culture is on the one hand, the idea of liberation involves new freedoms for sexual exhibition, experimentation and presentation ,and on the other, it may well be playing out the same old patterns of exploitation, objectification and misogyny?

3rd to 4th wave feminist critical thinking

The shift in critical feminist studies that reconciles exploitation against empowerment illustrates the shift in feminist thinking towards the 3rd Wave of feminist thought, see for example, groups such as Third Wave Foundation.

However, a 4th wave feminism also looked to explore these contradictary arguments and further sought to recognise and use the emancipatory tools of new social platforms to connect, share and develop new perspectives, experiences and responses to oppression, ‘tools that are allowing women to build a strong, popular, reactive movement online‘ (Cochrane, 2013). As such, from the radical stance of #MeToo to the Free the Nipple campaign, which Miley Cyrus endorsed and supported (which may encourage you to re-evaluate your initial reading of her video Wrecking Ball above), the use of new media technologies has been a clear demarcation for broadening out the discussion and arguments that are played out in this line of critical thinking.

Intersectionality:

‘In an attempt to understand what it means to be oppressed as ‘a woman’, some feminist scholars sought to isolate gender oppression from other forms of oppression’. Put another way, there was a tendency to be either ‘preoccupied with the experiences of white middle-class women or to ignore completely the experiences other women’ (Sigle-Rushton & Lindström, 2013, 129). It is from this that the development and articulation of intersectionality began to take shape. The early ideas around intersectionality can be traced to theoretical developments from the 1980’s, see for example, the work by Kimberlé Crenshaw (1989) or some of the propositions asserted around Queer Theory (see below) that brings together a set of complex ideas around the ‘multidimensionality of subjectivity and social stratification’ (ibid, p.131). In other words, you cannot ‘understand Black women’s experiences of discrimination by thinking separately about sex discrimination and race discrimination’ (ibid).

Van Zoonen

Similarly, Lisbet Van Zoonen also highlights the idea that the concept of ‘woman’ is not a homogenous, collective noun. That students need to be aware of the differences between women, that ‘gender is not the defining quality alone for women, and intersects with race, sexuality and class.’ (Hendry & Stephenson 2018:52). Van Zoonen, develops and applies ideas of cultural hegemony (GRAMSCI) and interpellation (ALTHUSSER) towards feminist studies, which are explored in this blogsite on these pages: link1link2). Van Zoonen, prioritises the realm of popular culture as the site of struggle, where identities are continually being reconstructed.

Hook: Multicultural Intersectionality

As Barker and Jane note, ‘black feminists have pointed ot the differences between black and white women’s experiences, cultural representations and interests’ (2016:346). In other words, arguments around gender also intersect with postcolonial arguments around ‘power relationships between black and white women’. So that ‘in a postcolonial context, women carry the double burden of being colonized by imperial powers and subordinated by colonial and native men’ (ibid).

As a way of exploring this notion of intersectionality ie the idea that an approach such as feminism, is NOT UNIVERSAL, SINGULAR or HOMOGENEOUS as this is a REDUCTIONIST and ESSENTIALIST way of seeing the world. Rather intersectionality highlights the way ideas and concepts such as ‘female‘, ‘feminist‘, ‘feminine‘ (Moi 1987) intersect with other concepts, ideas and approaches, such as, sexuality, class, age, education, religion, ability. A way of exploring these ideas is through the work of bell hook.

bell hook (always spelt in lower case – real name: Gloria Jean Watkins) advocates media literacy, the need to engage with popular culture to understand class struggle, domination, renegotiation and revolution. Put another, encouraging us all to ‘think critically’ to ‘change our lives’.ethnicity and race, see for example here work ‘Cultural Criticism and Transformation

Queer Theory

In the UK the pioneering academic presence in queer studies was the Centre for Sexual Dissedence in the English department at Sussex University, founded by Alan Sinfield and Johnathon Dollimore in 1990 (Barry: 141). In terms of applying queer theory to feminist critical thought, Judith Butler, among others expressed doubt over the reductionistessentialist, approach towards the binary oppositions presented in terms of: male/femalefeminine/masculineman/woman. Arguing, that this is too simple and does not account for the internal differences that distinguishes different forms of gender identity, which according to Butler ‘tend to be instruments of regulatory regimes . . . normalising categories of oppressive structures‘ (14:2004).

judith butler

  1. Gender and identity is represented in many ways in which are communicated by us subconsciously all the time. Depending on your gender and how you wish to be represented, we undertake specific actions physically, verbally and non-verbally to communicate our gender and identity automatically.
  2. For example, as a male you could represent your gender by dressing in a more masculine way, having facial hair or even by the way you smell.
  3. By doing these different actions, society puts you into these constructed identity groups.
  4. Judith counter-types these ideas that of gender representation. She doesn’t believe that certain actions should factor into how your gender is represented, such as why is body building regarded as a male thing to do? She thinks that these stereotypes and identifications are not fixed or definite states.
  5. However Judith is implying that there is no “repetitive” acts that can depict who you are, its all a false idea created by humanity because that’s what is normal, however as we move and and as me mature we realise everyone does what they want and people don’t live by what others think or depict of them. Some people are born a gender but then change because they feel that isn’t who they are, and as the days go on, that is more and more publicly accepted by humanity and people will not need to put on a particular front to be a certain way in order to fit in.

Judith at home notes

Judith illustrates and creates the idea that there arennot specific aspects or qualities that make you your supposed gender, gender is a title and has nothing to do with the how you behave. You can choose and change your gender, be yourself and choose what person you want to be and whatever you do will not change who you are and who you identify yourself as. Judith Butler writes to identify and break the idea that genders have stereotypes and specific acts they carry out like football for men, netball for woman, pints for men and wine for women.

Judith Butler: ‘gender as performance’

identity can be a site of contest and revision

Butler (2004:19)

In many ways Judith Butler counterpoints earlier ideas of gender representation, for example, some of the ideas presented by Laura Mulvey seem to suggest that gender is fixed – male/female – that it is structured by institutions and those powerful individuals who are able to exert power and control – Weinstein et al. While still recognising those argments presented by Mulvey, Jean Kilbourne, Sut Jhally and others, Butler suggests that gender is fluid, changeable, plural a set of categories to be played out and performed by individual subjects in individual moments in time and space.

Put another, it suggests that we have multiple identities that are performed to different people, in different social settings, under different social conditions. For example, look at categories such as lipstick lesbianbutch and femmegirly girl and so on, which illustrate the multiple, plural nature of identity, representation and performance with feminist critical thinking. Which can be explored and mapped out into similar studies on male identity (again see work by Sinfield, Dollimore and others).

The idea of identity performance is explored further in another post: Representation, Identity & Self. However, to understand the approach of gender as performative is to recognises a ‘phenomenon that is being reproduced all the time‘, which perhaps suggests that nobody is a gender from the start.’ The question for Butler (and for students of media and cultural studies) is therefore: how does gender get established and policed? Which, of course, is why we look at her ideas in subjects like Media Studies.

exAM PREP

” Styles announced that he hoped to “dispel the myth of a binary existence”.

Harry Styles saying he wishes the act of being non binary being a wish to be dispelled brings others to become more interested in the matter and potentially get in on the action to get rid of the ‘myth’.

‘Undoubtedly, there is serious value in beauty now. In July, the global beauty industry was valued at $511bn’

This shows more stylized acts are seen more then others which proves some beauty products are more depended on than others claiming more popularity. Worth more and seen more often, constructed representation.

Judith Butler describes gender as “an identity instituted through a stylized repetition of acts”. In other words, it is something learnt through repeated performance.

How useful is this idea in understanding gender is represented in both the Score and Maybelline advertising campaigns?
  1. Gender and identity is represented in many ways, many ways in which are communicated by us subconsciously constantly. Depending on your gender and how you wish to be represented, we do specific actions physically, verbally and non-verbally to communicate our gender and identity automatically.
  2. For example, as a male you could represent your gender by dressing in a more masculine way, having facial hair or even by the way you smell.
  3. By doing these different actions, society puts you into these constructed identity groups.
  4. Judith counter-types these ideas that of gender representation. She doesn’t believe that certain actions should factor into how your gender is represented, such as why is body building regarded as a male thing to do? She thinks that these stereotypes and identifications are not fixed or definite states.

Gauntlett and identity

Fluid of identity

Fluid of identity is having the choice to change the way you come across however you like. If you don’t want to look a certain way fluid of identity creates the meaning of being able to change that and change how you perceive yourself as a person. Not only that Fluid of identity also means having the fluidity to change the way you act to something favoured or to something which can be categorised as normal. Fluid of Identity is the freedom to change who you are as a person from how you look to how you act if you prefer to-do that.

Constructed identity

Constructed identity is stereotypical. For example the fixed idea that a women should have long straight blonde hair with blue eyes and a man should be tall with big muscles and a brunette. These ideas have been constructed within society to change how we look at men and women. Constructed identity isn’t all about gender its also for who your preferred gender attraction is. Once again society has created ideal attraction preference, males are supposed to be attracted to women, and women are supposed to be attracted to men. Men aren’t supposed to like other men and women aren’t supposed to like other women, Society has constructed those identity’s for people which places pressure and shame onto those who are gay and do prefer people of the same gender.

Negotiated identity

Negotiated identity is when people come to an agreement of who is who and who identifies as something other than their birth gender. Men may come to terms and agree with the fact that they are a man and friends may be women or men and vice versa. Not only that people may agree that their friends may want to change from their assigned gender to become another gender as of which they are more comfortable being in. Not just that in gay relationships both partners come to terms of who is who in that relationship. This can be described as “wearing the pants in the relationship” which is basically who takes on the dominant role within the relationship.

Collective identity

Collective identity is associating with a group or a group associating as something. An example of this is drag queens. These people identify as men but have feminine traits and perspectives. Majority of these men are gay but love to dress up as women and do make up. Collectively these men all identify as drag queens. Also religions, many people collectively identify as Christian or Hindu, which society don’t have a problem with as its something they believe in but some people in society may argue that drag queens are wrong due to stereotypes that men should work for the family whereas the women are supposed to dress up to please them and apply make up to look pretty for the men. Everyone is apart of a group that have a certain identity, for another example actors. They all identify as actors same with the scouts they all identify as a scout until they leave the group but the traits and skills they learnt as a scout will stay with them for life.

Levenson 10 years on

The Levenson inquiry was a judge-led inquiry (spanning across 2011 and 2012) set up Prime Minister David Cameron. It reviewed the general culture and ethics of the British media, and made recommendations for a new, independent body to replace existing press complaints commission. This was a result of the wake of the phone-hacking scandal at the now defunct News of the World tabloid. This was where employees of the news paper were accused of phone hacking, police bribery, and exercising improper influence is the pursuit of finding a story.

The final 2000 page report was published on the 29th of November 2012.

NEA Statment of intent

The product I am advertising is Jean Paul Gautier scandal perfume . I am using fellow student Amber Le Cornu as the model of my product. She is used in a sexualising way. With the modern advert taking on a more radical stance, and the contemporary advert taking a more reactionary approach.

In my first (modern) advert, my target audience will be women aged 16-75 , who are looking to become more confident and self assured with a good smell on their bodies. The aim of this advert will primarily be emphasising the scandalous qualities of my product through a dark aesthetic and informative description. The adverts colour palette will mostly consist of greyscale shades because these colours are usually associated with darkness. I will apply this by using a white background with a black undertone, and by dressing my dominant signifier (Amber Le cornu ) in black coloured clothes. She will also act full of herself and knowing she smells good in the advert,. In this advert, the main selling point of the product will be a scandalous sanguine influence it has on the women the perfume is targeted at. The tagline (indexical sign) will be “vivre la vie sur le bord” which translates to “live life on the edge”. This reinforces the revealing sexualised feel (the anchorage) of the product which I’ve tried to connote. I will follow my style model by placing the image of the product at the bottom left of the advert, using a shadowed font on the left side of my ad (this again connotes feelings such as self confidence assertive and bold), and putting the product type and slogan on the upper left-hand side of the advert. Also, I will place my picture of Amber in the middle of the advert and put the products name in the bottom right-hand corner. I will be bringing the product into school, as well as bringing dark revealing clothes for Amber to wear. I am using Amber as the face of my product because she has light, clear skin and she entails mystery. 

In my reactionary  era advert, my marketing strategy will be slightly different. Instead of targeting an audience of women aged 16-75, my target audience will be men aged 16-35. Also, the theme of the advert will be more reactionary aiming to be slightly degrading towards women by having a man become more attractive and being surrounded by women . The colour palette for this advert will be quite colourful  with hints of red, which connote a sexy, dark vibe to the product. It also creates feelings of passion and energy and seduction. The clothing that my style model, Dylan, will wear will be masculine  which fits in with the reactionary theme of the advert and conforms to stereotypes about men.

maybelline

Maybelline has featured its first gay, male brand advocate Manny Gutierrez ( Manny MUA) aswell as selectively representing a female person of colour Shayla Mitchell.

“a gay YouTube star has become the first male model for international cosmetic giant Maybelline.”

This representation was a spark for change within the beauty industry. Not only was it one of the first representation of a homosexual male in the forefront of a makeup advertisement, it included many features of diversity such a race, social class (lifestyle), gender and sexuality.

The representation of Manny’s sexuality is quite exaggerated and definitely plays to the social stereotype. Linking to Gauntlet’s theory on identity and the way in which social groups are often categorized based on a constructed reality and stereotype. The decriminalisation of homosexuality creates a contrast to representation in ‘Score’, meaning that brands now have more freedom to selectively represent those of minority backgrounds and identities.

The advert itself is on the borderline of being ‘cringe’ and ‘annoying’, however, this sparks conversation on representation and therefore subtly promotes sales.

Another advertising strategy used in the advert, is the iconic sound effect of a ‘magic wand’ which is a way of saying that using the product can transform your appearance and make you look like ‘a boss’.

  • Adverts are starting to realise they need to add diversity and different races into their advertisement. This makes ads unique to the rest of them.
  • Influencer, Manny (An opinion leader) of 3 million followers inspires men and women to express themselves without being judged or slated for. Manny’s encouraging everyone, no matter their gender, to “lash like a boss.”
  • The influencer, Shayla has 2.5 million followers and is trying to make mainstream makeup more diverse, due to different races having trouble with matching skin tones or even different colours for eye shadow.
  • The ads background presents the opinion that anyone of any social class is able to afford Maybelline’s mascara, as it isn’t a glamorous hotel but not too low priced.
  • The slogan displayed for the video is a catchy, inspirational moto.
  • Show the company’s support for race and the LGBTQ+ community.
  • Maybelline makes (USD)$146.82 a year in sales with 4.48 million people using Maybelline eye products in 2020.
  • Founded in 1914, New York, United States.
  • The posture in the video, shows confidence in themselves and the transformation from regularity to glamorous also presents the idea that anyone of any social class is able to suit a semi cheap product.