All posts by Rohan Hugh
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STATEMENT OF INTENT (NEA)
Statement of intent – My intention is to create an advertisement by using a shampoo bottle which I brought in. Then to take a photo of it, import it into photoshop and add effects to it. For my theme I am going to try and match the colour of the product. The product will be directed at any gender and ages from 20 – 60. The advertisement will be related to the environment and being eco-friendly. I am going to create two print products which will be the size of A4. I am going follow my style model. I am going to make sure the picture is of a high quality and that it looks like an actual advertisement.
Media Language – The dominant signifier of the advertisement will be my product. The code of the product will be nature and naturalness. And I will try to create a signification with this. The symbols will be in the background of my product. I am going to add text to my product along with nature. My product will give a reactionary reaction as the product is accepted by many. There is Katz, Gurevitch & Haas theory by giving the consumers their social needs and giving the consumer self-confidence, stability and self-esteem.
Representation – The assets of my product will provide connotation to nature and being eco-friendly, such as leaves and grass. The signified meaning in my product will that it will be used to clean your hair in the shower and once used you will throw it away in the bin from Ferdinand de Saussure. So the advertisement could be seen as a myth as you’re not really helping the environment by throwing away plastic. With David Gauntlets theory there is going to be collective identity in my advert in the sense that we care about our planet and want it to be healthier which my advert relates back to that. There is also going to be a constructed identity in the sense that it creates a false reality that you are helping the planet and being eco-friendly by using this product when in fact the product is polluting the planet with its chemicals inside of it.
Audience – The audience of my product would be people who are earning any income are in their 20’s to 60’s and are any gender. The audience positioning would also be people who want to help and save the environment as well as having natural and healthy hair creating a positive stereotype.
Institution – The kind of company who would make my product would be shampoo manufactures who are looking to make money. They people are either looking to capitalize or promote friendliness to the environment and help it.
CSP 4 (maybelline)
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 is already extremely popular. After decades of limiting makeup ads to women, beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too. He was raised in a “liberal Mormon” family (Christian family) and has said he became interested in make-up when he was a child, “Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now,” he said. “My heart was torn in half,” he says. “I was honestly a f*cking perfect child…I was well-behaved, I never drank, I never smoked, I never did drugs, nothing; I was so good, and I’m failing my parents.” In the end, his parents accepted him. (Hooray!)
SCORE (CSP 3)
- Mise-en-scene analysis – Through the denotation you can see 1 male and 5 females, 3 of the females whom are looking at the male, one of the other ones is looking off in the distance with a smug smile on her face and the other is directly looking into the camera. It seems like they are in a jungle due to the types of plants and clothes they are wearing (safari clothes) Below all of this is the product advertisement explaining what its about and a picture of it.
- Semiotics – The dominant signifier would be the male as he is being upheld by all the woman. There is an strapline with the picture at the top of the advertisement which reads out “Get what you’ve always wanted” and there is also a copy which is the white box at the bottom of the advertisement. The advertisement is seen as reactionary. They could be creating a myth where to make men think that’s what will happen to them if they were to use that product.
- Representational Analysis – All of the woman are upholding the man as if he is the most important, they are also grabbing onto him and reaching out to him which suggests that they want him. The girl looking into the camera could give the ideal heterosexual man voyeurism.
Quantitive AND qualititive
Quantitive – Related to numbers
Qualititive – Related to words
The Quantitive sectors of this research product is the fact that it is aimed at people from ages ranges of 16 – 40. It is aimed at people with any income.
The Qualititive sectors of this research product is that its aimed the aspirer as people aspire to be like Ronaldo the footballer.
The Quantitive sector of this research product would be aimed at people who are at any demographic descriptors, but mostly aimed at New Affluent workers and less.
The Qualititive sector of this research product is aimed at the redesigned as this product is the bare minimum they need. This product is also mostly aimed at woman as they care about their hair more than men. Its also aimed at the reformer as they are aware that this product could make their hair “healthy”.
Maslow’s Heirarchy of Needs
RESEARCH PRODUCT 1 (Nivea) | RESEARCH PRODUCT 2 (Clear) | MY PRODUCT | |
UNDERSTANDING SELF | Pointing at head to show that he understands | 90% natural origin might help you understand that you are helping the environment | |
ENJOYMENT | Both seem to be smiling and giving off a sense of enjoyment | ||
ESCAPISM | Gives people an escape from reality by making people think they are going to get that | ||
KNOWLEDGE ABOUT THE WORLD | Brand is called clear as if to say you are clear about yourself | Tells you what ingredients are in the product to give a sense of knowledge | |
SELF CONFIDENCE, SELF ESTEEM | He stares with confidence into the camera | Gives you confidence in what you are using on your hair | |
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | Strengthen relationships with your girlfriend / wife | ||
ANY OTHER CATEGORY OR THEME | The theme of “power” if you use the product | The theme of you changing the environment and being natural |
AUDIENCE THEORY
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
ADVERTISEMENT STYLE MODELS
Image 1 (Clear):
Textual Analysis
Ronaldo the celebrity is in the advertisement and so is the shampoo bottle. The bright colours (gold) suggests that he is important.
Semiotic Analysis
The dominant signifier is Ronaldo the footballer and there is anchorage in the image to provide context of what the product itself does “Removes dandruff and Styling residue”. He also creates an ideology by pointing to his head that using that shampoo will make you smart in some way.
Representation Analysis
This advertisement would be a reactionary representation as it is seen as normal for celebrities to sell themselves. This could be seen as a counter-type as he is not accompanied by a woman in this advert which would be seen as stereotypical.
Image 2 (Nivea):
Textual Analysis
With the denotation of this you can see that there is a man and a woman in the shower and they are naked, both seem to be smiling and enjoying themselves. And the brand name is Nivea.
Semiotic Analysis
The code of the product is that you will be happy if and with someone if you use this product maybe even suggesting that you will be with a woman. And the signifier of the object is shampoo bottle.
Representation Analysis
Through the process of signification you can see that the product has been scaled down the anchorage with the text would be “What men want” causing Voyeurism towards the heterosexual male. You could see this advertisement as patriarchy
Image 3 (Aveeno):
Textual Analysis
They are saying that now it is “Healthy to wash your hair everyday” as if it wasn’t before hand. Which could be creating a myth. They also use harmonizing colours such as green.
Semiotic Analysis
You start to see a paradigm with the advertising of hair products. This can be seen as radical as people might not believe the fact that there hair was no healthy before.
Representation Analysis
This pictures that provide anchorage may be misrepresenting reality. The industry also seems to be a hegemony of woman as it is dominated by them.
MEDIA ESSAY
In this essay I am going to apply semiotic analysis to both the game covers Tomb Raider and Metroid, the front cover for the video game Tomb Raider is misrepresenting reality, this is through how the dominant signifier is represented (Lara Croft), she is seen to be wearing clothes that will cause the male gaze and voyeurism. Another way the games producers have further tried to emphasise this is by placing the anchorage of the image on her waist, making the upper and lower part of the body clearer to the eye at first glance. As Laura Mulvey said “The ‘male gaze’ is something that sexualizes women by empowering men and objectifying women. In the ‘male gaze’ the women are objectified to fit the wants of the heterosexual male.” Ferdinand De Saussure’s ideology is still holding up in today’s world with the idea of the signifier (being the object itself) and signified (being the meaning of the object) this is clear as the way the signifier (the guns) is being signified with the dominant signifier holding them in both hands to suggest that there is and should be violence, which is not the case in today’s society and this makes a myth. On the other hand, Tomb Raiders front cover for the video game can radical as it goes against the patriarchal society. This game also goes against collective identity and suggests to women that you don’t have to a “damsel in distress” as the feminist frequency group put forward. Lara Croft is also a countertype as she goes against the traditional stereotypes set up with women. Girls as young as 12 or even younger if they are not listening to the age restriction will be playing this game and taking in everything about it without even know that they are doing that. As John Berger said “The book “ways of seeing” says in it that women from their earliest childhood have always had to survey themselves constantly. She is told that is it crucial on how she appears to men as it determines how successful she is in life.” This is true in the sense that the way Lara croft is dressed, suggesting that girls should dress like that. However she is also empowering girls as she is seen as strong and adventurous with the video game itself. Modern media is saying that (Leveling up) “Despite many video game companies being based in East Asia, most games feature white protagonists.” However, this is and isn’t the case for Tomb raider, on the first part their game was produced by the games company eidos which is based in Montreal Canada however on the other hand the game does feature a white caucasian being Lara Croft.
The front cover of the video game Metroid is a myth, its trying to represent a sci-fi like video game through the use of unrealistic guns and armour. The game is promoting violence with the signifier (the gun). He creates a constructed reality for people who want a breakthrough with reality this could be negative as it disconnects people from reality and facing their fears. It also creates a constructed identity for the one who is playing the game as the person is controlling everything that character does using the controller. Samus being the dominant signifier is a icon to many with his gun being an index to samus and the title would be a symbol. There is no negotiated identity with samus, as the game creators get to decide this, you could see the creators being the hegemony of the video game which could be seen as a negative thing. However not everything about this game is negative, in fact there are many positives. You may get a patriarchal view at first with the dominant signifier (samus) with the suit, gun and male stance, but in fact the person inside the suit is female, this stops voyeurism for the heterosexual male as the character can be seen as female and male. When you realise that samus is actually a female you would think of samus as a counter-type. The game cover has also tried to show that this is a video game through using a syntagm in the front cover with the logo of the Nintendo game cube, the age rating and the games company it was created by. The front cover always warns it uses of how they should play the game by adding an age rating to it in the bottom left hand corner however if someone were to be less than that age they might not notice it as there is no colours such as red, being a dangerous colour, to warn them. It indicates that you should be at least twelve or more to play the game however there is nothing restricting someone who less than that age playing the game. This can cause big issues to audience playing the game as people who are less than the age are susceptible to inheriting these ideals and putting them into practice where they were to use a gun in real life and think its just part of the game. But as the fluidity identity of the audience changes as time passes they might take these ideals with them or push them aside and forget about them.
In this essay I have argued that Tomb raider is a game is created to please the sexual desire of the heterosexual man whilst also having a fun and creative side to the game as well and I have argued that Metroid promotes violence and how man should be in society whilst being able to creating a escape from reality.
KEY TERMS: REPRESENTATION
Male gaze | Ways of how a straight male is seen to sexualise women |
Voyeurism | Gaining sexual pleasure from watching others get naked or engaged in sexual activity |
Patriarchy | The belief that the male is the superior gender; a society dominated by men |
Positive and negative stereotypes | The socially looked up upon (positive) and looked down upon (negative) stereotypes. Positive examples (looked up upon) could be men being good at sport and women being caring, whereas negative examples (looked down upon) could be most Muslims being thought of as terrorists when in fact that is not the case. |
Counter-types | Something that goes against the traditional stereotypes of people |
Misrepresentation | False claims or ideas about how people are represented. This can give the wrong idea about someone. |
Selective representation | When groups or people are selected to important positions and represent the majority. |
Dominant ideology | Ideas or beliefs accepted by the majority of society. |
Constructed reality | The process of people developing ideas and beliefs about themselves |
Hegemony | Dominance or leadership of one specific group. |
Audience positioning | How a certain type of audience might react to certain ideas or values. |
David Gauntlett
Fluidity of identity | Identity changing through time, for example maturing when getting older. |
Constructed identity | The process of developing beliefs and ideas of ones self. |
Negotiated identity | The negotiation of changing your identity (eg. changing into your uniform for work) you negotiate your identity. |
Collective identity | The idea of fitting into certain groups, whether its through, age, gender or hobby. |