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Advertising: CSP 4 – Maybelline

Glamour – By Erin Reimel
January 4, 2017
‘marks Maybelline’s first-ever partnership with a man as the star of a campaign’
‘beauty brands are finally getting the hint that makeup isn’t just for girls; it’s for guys too’
Herstory -By Sharika Nair
January 11, 2017
‘’Tall, white and skinny’ was the description that would fit most models’
‘a gay YouTube star has become the first male model for international cosmetic giant Maybelline’
Manny Gutierrez, 2017‘Maybelline posted me on Instagram. I think I’m the first boy they’ve ever posted! We’re breaking boundaries guys!’
Dominant signifiers – Manny Mua and ShaylaThe use of well known influencers gains more publicity for the product and therefore more sales. Their heavy influence will convince others that they also need this product.
Anchorage – ‘that boss life’ in the first shot of the adThe strap line not only tells us what the product is, but it also signifies the effect this product will have on a consumer – they will become more confident.
Code – gold sparkles special effects and glistening sound effectshave connotations to magic and portray the mascara tube as a magic wand. This creates the idea that by using this product you will magically become more beautiful and more confident.
Symbolic sign, paradigm – the colour gold Gold packaging, gold suitcase, gold outfits, gold lighting has connotations of wealth and luxury

After previously limiting their adverts to women, Maybelline uses their first male star in order to promote their new product ‘Big Shot’ mascara. This presented a more diverse side to the brand as whilst not only is Manny male, but he is also gay and therefore shines a positive light on the belief that makeup is not limited to women and disregards the dominant ideology that man cannot wear makeup. This is further reinforced by using someone of colour to also help promote the product as this is not necessarily that common in media.

Using a well known and well respected influencer will gain the product more recognition and therefore more sales. This technique relates to Lazerfeilds Two Step Flow Model and his theory of ‘Opinion Leaders’ (1948) where by members of the masses are easily influenced by by what those with higher authority will promote to them.

The models diversity and influence are two huge factors which will help the product sell.

The use of the strap line ‘let’s get bossed up’ may seem repetitive and cheesy, but this is done on purpose as it is likely that consumers will find the advert memorable and therefore convince them to buy it.

At the beginning of the advert the models are dressed in plain clothing whereas after putting on the mascara they are seen in more glamorous attire. They also appear to feel more confident due to the shot at the end of the advert when they are staring into the camera – This illustrates to potential buyers that the effect of using this product is that you will feel more confident and elegant.

The frequent use of the colour gold – gold packaging, gold suitcase, gold clothing – is symbolic of luxury and wealth reflecting upon how consumers will feel after using the product.

ADVERTISING: CSP 3 – Score

Representation

This advert was from 1963 and is a reactionary representation of men and women in media due to the fact it is portraying the white male as the dominant figure, which contrasts the females who are portrayed through the eyes of the male gaze and give off a very submissive persona . This is stereotypical of the advertising industry as these representations were very much reflect the dominating ideology then as well as now. It shines a negative light on women as it creates this belief that they are often very dense and will do anything to please a man whilst shining a positive light on a mans favourable characteristics such as their ability to attract women and easily dominate them just by simply using a hair product – this point is seemingly very sexist. The only aspects of women that the advert show are those that are favourable to men: their bodies and their stereotypical submissive tendencies – illustrating the voyeuristic tendencies of the patriarchy. The advert highly sexualises women by using conventionally attractive women and exposing their bodies by dressing them in little to no clothing – which seems ironic as the product is to be used by men . It then positions them in such a way that they carrying him, as if they are his slaves, and are reaching for the man in hopes for his approval. The combination of the seductive image of the women and their positioning is used as a way to sell the product as it makes a man believe that by using the hair cream he will suddenly attract more women. The fact that the man is positioned higher than the women, sums up that the dominant ideology that men are superior to women is in fact a real thing (but not necessarily true), and that using this hair cream will maintain this sexist hierarchy.

In terms of representations that are less obvious, this can also be seen as a racist portrayal in the sense that not one black person is represented in the advertising of this product. Their lack of representation creates the misrepresentation that this product is not for black people which accurately illustrates societal views of black people at the time which will prevent them from buying the product. This is reiterated by the exotic setting which reflects upon colonialism when white people exploited and stole land from the black natives once again reinforcing the white supremacy ideology and that this product is not directed at them.

vvvAdditionally, this can be seen as a homophobic representation due to the strap line ‘get what you’ve always wanted’. This implies that by using this cream you will attract more women, due to the image of multiple women admiring the man, creates a misrepresentation that someone whose sexual orientation is not women will not get the same effect of the product. Therefore people of that collective identity will not be able to relate to the advert and therefore wont buy it.

In terms of identity, each person in the advert has formed a constructive identity based on the principles of what it is to be a man during the 1960s and what it is to be a woman. The man in the advert, conveys the stereotypical masculine persona, dominant, manly, powerful, because any other identity would have been rarely accepted at the time – he has constructed his identity based on what he was told was ‘right’ at the time. The same goes for the women, they have constructed the stereotypical feminine persona, submissive, beautiful, innocent, as ,at the time, they would have been told that the is all they were good for. You could also link this to the idea collective identity as the male creates his identity to fit in with other male, likewise with the females

Narrative

  1. Initially, he is an average man living an average life.
  2. He then buys Score hair cream
  3. After using the cream he finds himself bombarded with female attention

This narrative is used to sell the product as female validation is what their male target audience will seek.

AUDIENCE THEORY – PSYCHOGRAPHIC PROFILES

Quantitative – Number based approach eg. counting sales, audience stats…

Qualitive – an individual interpretative approach considering why audiences consume or engage.

For example:

Quantitative: The product is targeted at men around the age of 25 and upwards who belong to any demographic classification above the established middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: generates an aspirational audience who are driven by others perception of them.

This is due to Georgio Armani being an expensive, high end brand

Quantitative: Product is targeted to females around the age of 14 and upwards who tend to be new affluent workers or from the technical middle class. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates mainstream audiences who prioritise basic needs over the desire for luxury.

This is because Maybelline is an affordable drug store brand

In terms of my Product: Jewellery

Quantitative: product aimed at women, possibly men as well, around the age of 20 and upwards. Consumer mostly comes from the upper and middle classes. Members who do not fit this criteria may also purchase the fragrance however is not as common.

Qualitative: Generates an aspirational audience who tend to be materialistic when it comes to balancing basic needs and the desire for luxury.

This is because my jewellery will be of a high quality and therefore will be more expensive than average high street prices (however also wont be as expensive as high end brands such as Gucci and LV)

audience theory – uses and gratifications (active selection)

This theory recognises the decision making processes of the audience themselves, rather than being influenced by opinion leaders or the source itself. Essentially, individuals sought out particular pleasures, uses and gratifications from individual media texts, which can be categorised as:

  1. information / education
  2. empathy and identity
  3. social interaction
  4. entertainment
  5. escapism


Georgio Armani Aftershave Tiffiny & Co RingMy product – Jewellery
Understanding
Self
Helps you discover your perfect scent This ring will make you want to get marriedHelps you discover the styles of jewellery you like and/or suit
EnjoymentYou will smell nicer to you and others around youIf you buy this ring for you life you will have a better marriageCan mix and match different necklaces to create different looks
Escapismyou will have a better, more secure life
Knowledge about
the world

Self confidence
and self esteem
You will feel more confident around womenThis ring will make you look like marriage-materialJewellery will make you feel more confident and put together
Strengthen connections with family and/or
friends
Buying this will make you more attractive to women When bought as an engagement ring, strengthens relationship with fiancé Can be given as a gift which will strengthen relationships between friends and family
Other

Audience theory – Two step flow of communication

This theory was followed up by Paul Lazarfeld in 1948 who recognised that this simple, linear model does not sufficiently represent the relationship between the message sent and the message received. As such, he developed the Two Step Flow Model of Communication which highlighted the idea that media messages are not always just directly ‘injected’ into an audience but also filtered through influential opinion leaders who interpret a message and first and then relay them back to the mass audiences.

audience theory -Hypodermic Needle Theory

As a result of WWII, there was an expansion of research into the way we communicate due to the heavy use of propaganda used during the war and how political communication affects out ideas and beliefs.

The hypodermic model involves this idea of passive consumption – when the receiver just accepts messages given to them in media rather than question or engage with what is being presented to them.

The earliest theoretical work can be traced back to Harold Lasswell in 1927 who developed the theoretical tool of context analysis. He wrote a book called 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’. As Martin Moore noted, Lasswell, as a behavioural scientist who researched areas which connected political communication and propaganda, believed each government had ‘manipulated the mass media in order to justify its actions’ during the First World War

In 1948 he created a diagram to illustrate his hypothesis: Lasswell’s Linear Model of Communication. A model where a sender transfers a message through a kind of medium to the receiver to create a direct effect on them. This creates a clear relationship between the sender and the receiver.

In 1949 this approach was adapted by Shannon and Weaver into the Transmission Model of Communication, which included other elements such as noise, error, encoding, and feedback

ANALYSE THE RELATIONSHIP BETWEEN SIGNIFIERS AND SIGNIFIEDS IN THE TWO CSP GAMES COVERS

In this essay I am going to apply a semiotic analysis to both the Tomb Raider and the  Metroid video games covers. I will argue that Tomb Raider portrays a radical representation of female protagonists whereas Metroid presents a more reactionary representation of a typical male protagonist. 

The cover of Tomb Raider provides a dominant signifying image of the main protagonist Lara Croft who is presented as feminine. This corresponds to Toril Moi’s analysis of the distinction between female, feminine, feminist categories of representation (1987) and is highlighted by the characters long hair and soft features which have been culturally identified as womanly characteristics. Despite being represented as feminine, the mise-en-scene yields a radical representation of women due to the guns being used as indexical signs which connote to danger and therefore contradicts the typical ideology that women are weak and pathetic – instead, Croft is portrayed as a brave and daring protagonist. Her rebellious persona is reinforced through the plot line of the game where she must undergo a dangerous journey independently which juxtaposes Anita Sarkeesian’s idea of the ‘damsel in distress’ (Feminist Frequency). The trope highlights the stereotypical plot line where by typically there is  a female character (the ‘damsel in distress’) which ‘must be saved by a male character’ as ‘motivation for the protagonists quest’ which is not the case in Tomb Raider. This creates a positive representation of women as, contradictory to most games, Croft does not rely on the help of a male character to complete her quest and therefore creates a beneficial influence on the gaming community as it encourages them to have a more open mind in terms of the way in which women should be presented compared to how they typically are presented.

Whilst this representation may feel liberating for female audiences, in terms of her physical appearance and the sexual nature of the way in which she is presented, can also be seen as degrading in the sense that her sexual image is being used to attract a more dominant, profitable male audience. The paradigm of small, tight clothing, provocative stance and seductive facial expression which make up her objectified persona, reflects upon Laura Mulvey’s notion on the male gaze in that the dominant signifier is designed in such a way that she appears sexualised – in the words of Mulvey, she is a character whose “appearance [is] coded for [a] strong visual and erotic impact” (“Visual and Other Pleasures”, 1989) in order to feed the voyeuristic tendencies of the video game industry. By dressing Lara Croft in small clothing and using her body as a selling point, video game designers are criticising the counter-type of bringing a female protagonist into a male-dominated industry as it takes away from the practical, liberating aspect of her character well as her purpose in the game. In that sense, you could argue that this is a reactionary representation of women as this is a common image used in media in order to generate sales

In contrast, the front cover of Metroid provides a dominant signifying image of a robotic figure , presumably the main character, and is presented as masculine however, is not explicitly said to be male. This contrasts to Toril Moi’s analysis of the distinction between female, feminine, feminist categories of representation (1987) as the build of the protagonist appears muscular and broad which are characteristics which have been collectively recognised as masculine. This creates a reactionary representation of men as the cover displays a stereotypical masculine hero which is  presented as powerful and dominant in order to fit their common purpose of ‘saving the world’. This is reinforced by the white glow surrounding the protagonist which is a symbolic sign  representative of their integrity and selflessness – typical personality characteristics a hero would posses. The indexical sign of the gun attached to the robots suit also implies this as it has connotations of combat and violence and therefore portrays the signifier  brave and fearless. This juxtaposes Anita Sarkeesian’s, from Feminist Frequency,  idea that women are more than often the selling point of video games – she states that designers ‘make them [women] exude sexuality for the entertainment of the presumed straight male player’ which is not the case for Metroid. Instead, Metroid displays how it is easy to exceeded sales using a perfectly masculine character rather than utilising the objectified image of a woman to do so.

However, according to my schematic knowledge on the game Metroid, beneath the masculine armour is a female protagonist which is not evident from the front cover. Therefore you could argue that Metroid creates a radical representation of women in that it once again contradict the ‘damsel in distress’ trope theorises by Anita Sarkeesian as discussed earlier as Samus is portrayed as the hero rather than the victim. However, and more importantly, it once again uses the image of a sexualised women to generate a wider, typically male, audience. Similar to Lara croft from Tomb Raider, the objectification of the dominant signifier corresponds with Laura Mulvey’s theory of the male gaze which attracts ‘obsessive voyeurs and peeping toms whose only sexual satisfaction can come from watching, in an active controlling sense, an objectified other.’ (Visual and Other Pleasures (1989)). This highlights the common utilisation of women in media as profit-makers whilst  according to Jean Kilbourne on her observations of women in advertising does not ‘directly cause violence against women but they [it] normalise[es] a dangerous attitude’ (for TEDx) which is when problems begin to arise.

To conclude, both Metroid and Tomb Raider portray two rather similar representations of female protagonists in the sense that they are both presented as radical due to their bravery and independence as well as also both being sexualised to meet the wants of the typical straight male audience. However, the small difference is that this representation is a lot less obvious with regards to the Metroid front cover compared to the Tomb Raider front cover due to the main character being portrayed as a masculine figure at first glance.

video game cover 2 (reactionary)

  • I have changed the main character to highlight how typically male characters dominate video games compared to my previous cover where the protagonist was female.
  • I have changed the plot line creating a story where cat woman is presented as the ‘damsel in distress’ to mirror the stereotypical representation of women in media where they must alway be saved by the male hero. whereas in my previous cover, cat woman was the hero.
  • I have objectified the female character by creating an unrealistic body shape and dressing her in small, tight clothing however in my previous cover, she wore practical clothing and her body was not unnecessarily exposed.
  • I changed the colour of the font from pink, a generally feminine, to green, a generally masculine colour.
  • I have positioned cat woman in such a way that her body is a lot more prominent to create a more sexualised representation compared to my first video game cover where I mainly stuck to the facial region.

representation – key terms

Male gaze – refers to the way in which women are typically presented in media often through the eyes of the straight male.

Voyeurism – specifies a conduct of someone who is engrossed in prying on the personal affairs and lifestyles of other individuals.

Patriarchy – male dominated society.

Positive stereotypes – subjectively favourable belief held about a social group.

Negative stereotypes – subjectively unfavourable belief held about a social group.

Counter-types – a representation that highlights the positive features of a person or group.

Misrepresentation – to represent something incorrectly or improperly often due to a sense of prejudice.

Selective representation – to only show/represent part of an event, ideology, topic, individual where the representation is often chosen based on importance, proximity to home and viewer preference.

Dominant ideology – values, beliefs and morals shared by the social majority, which frames how most of the population act.

Constructed reality – selection of events or issues to be covered and also the the decision making of how they are defined and interpreted – when media reality begins to impose itself onto real life.

Hegemony – the dominance of certain aspects of life and thought by the penetration of a dominant culture and its values into social life – a crucial shaper of culture, values and society.

Audience positioning – relationships between the audience and the text, how an audience receives, reads and responds to a text.

Fluidity of identity – an identity that has the potential to be changed and shaped frequently in many directions.

This is often due to different representations of men and women in media and as a result people find themselves adapting and changing their identity’s in order to reciprocate said representations they are exposed to.

Constructed identity – an identity that has been built upon experiences, relationships and connections. A persons identity will differ depending on:

  • where they’ve been brought up
  • how they have been brought up
  • who they have been brought up with
  • their financial state and/or social class
  • a persons faith
  • life experience

The list if different influences is endless and each factor can also be affected by one another.

Negotiated identity – the process of which people reach an agreement of their identity and well as their relationships with other people’s identities – once the agreement is established, people are expected to remain faithful to their identity.

This establishes what people can expect from one another and therefore reinforces the inter-relations that holds relationships together.

Collective identity – cognitive and affective attained from belonging to certain groups (ethnic, gender, class, sexual orientation ect…) creating a sense of belonging to that group for the individual.

It seems that if someone begins to reciprocate certain practices of a group, such as they way they dress, their mannerisms etc, they will become part of that persons own individual identity and will develop a sense of belonging within that group. This can sometimes take over other aspects of a persons individual identity.