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CSP 3: SCORE

This advert suggests that if you buy their product, then you can attract lots of women. This is shown in the strapline: “Get what you’ve always wanted” and the image of a man surrounded by women. The costumes for the women are revealing and sexualising, and have connotations of voyeurism for heterosexual men – which is the target audience, so it will likely help sell more product.

In the advert, the women at the back are gazing lustfully at the man – which insinuates how all women look at men wearing the product. Another woman, on the right, is looking proud, as though she is showing off the man. The final woman, on the left, is looking directly at the camera, which could connect the advert with the potential purchaser.

CSP 4: Maybelline

美宝莲宣布首位男性品牌大使,跨性别代言早已不是什么新鲜事了| 理想生活实验室- 为更理想的生活

Over the generations the role of men has been well-documented and scrutinised in the media

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

Maybelline is known for the slogan: “Maybe she’s born with it, maybe it’s Maybelline”

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.

With his YouTube videos, Manny Mua (real name Manny Gutierrez) has showed his viewers that men can be makeup experts too

“As we continue to celebrate beauty as a way for women to express themselves, it’s equally important that men have the same right—whether that’s getting the peace of mind of being able to dab a zit with concealer or the freedom to wear a full face and falsies”

Manny’s encouraging everyone, no matter their gender, to “lash like a boss”

“Men in makeup wasn’t seen as normal, especially a couple of years ago. It wasn’t as open as it is now”

“Don’t be discouraged by anyone, as long as you’re confident in yourself and just keep doing what you’re doing”

He encourages people to think of makeup as “genderless.” He thinks “boys deserve just as much cosmetic recognition”

“Honestly I believe that men can wear makeup, teach makeup, and vlog about it just as much as girls can and I am fighting for that equality with my channel”

Games Cover Essay

Analyse the relationship between signifiers and the signified in the two CSP games covers 

In this essay, I am going to apply a semiotic analysis to both the Tomb Raider and Metroid video game covers. Semiotics is ‘the study of signs and symbols and their use of interpretation’. Signs are made up of both material forms and mental concepts. The ‘signifier’ is the material form, whereas the ‘signified’ is the mental concept associated with it.

The Tomb Raider cover is a creation of the Male Gaze, which I feel does not represent women in a positive or productive way for the gaming community. The Male Gaze theory is where women in the media are viewed from the eyes of a heterosexual man, and are represented as objects of male desire. The dominant signifier of the cover is the main character of the game, Lara Croft. The design of her character is highly sexualised; She is wearing tight, revealing clothing, has a busty physique with an unnaturally twisted body and has applied makeup to represent the over-sexualisation of women within media. This is a reactionary depiction of a female character in media – largely connected to voyeurism – and is used to appeal to straight men. A quote to evidence this is used in the article ‘Leveling Up Representation’, and it states that women are “sexual objects who exist purely for men’s entertainment.” There is also a point to be made that there is a radical side to the representation of women in this game, since the stereotypical ideology suggests that women are ‘weak’ and ‘cautious’ and men are ‘strong’ and ‘daring’, but on the cover of this game Lara Croft is holding guns which goes against what is expected in society and separates her from the norm. In previous games, the heroes have stereotypically been depicted as male. The guns are an indexical sign that shows that she is adventurous, and indicates that the game involves violence.

The Metroid cover represents women in a more positive view – moving away from negative stereotypes of women being ‘meek’ and ‘submissive’ and heading towards them being ‘assertive’ and ‘domineering’. The dominant signifier of the cover is a character in some sort of futuristic outfit. The design of the large, bulky armour suggests that this character is a male, yet the character, Samus Aran, is actually female. With the image of heavy armour and Samus holding a large weapon, most people would assume that this character is a male since it is unordinary and radical for a woman to be in this type of role. It also contrasts from Laura Mulvey’s ‘male gaze’ theory since it countertypes the sexualization generally used for female characters. Typically in video games, the women are seen as a ‘damsel in distress’ who must be saved by the brave male protagonist, but Metroid goes against the patriarchal nature of video game heroes and creates a female character who is not there just to be rescued.

In conclusion, both the ‘Tomb Raider’ and ‘Metroid’ covers have signifiers that would stereotypically relate to male characters yet, in both these cases, they are radically represented to showcase female characters.

Representation

Male Gazethe idea of how men view, sexualise and objectify women
Voyeurismgetting sexual pleasure from watching others when they are naked or engaged in sexual activity
Patriarchya system of society in which men hold the power and women are a small part
Positive and Negative Stereotypestraits and characteristics, good and bad, attributed to certain social groups and to its individual members
Counter-Typesa positive stereotype that emphasizes the positive traits and characteristics about a person
Misrepresentation
Selective Representationonly representing some events, based on importance and viewer preference
Dominant Ideologythe ideas and attitudes of the highest class in a society
Constructed Reality
Hegemonyleadership or dominance by one social group over others
Audience Positioninghow an audience responds to specific media
Fluidity of Identitybeing able to change how you see yourself, the world, and your actions
Constructed Identity
Negotiated Identity
Collective Identityhow people place themselves within certain categories such as race, gender or nationality

Wider Reading

Leveling Up Representation:
– “As technology advanced, Black and other characters of colour became more prevalent, even if most often confined to the fighting genre. And stereotypes were not limited to African Americans; Latinx characters have often been portrayed as gangbangers and drug dealers.”
– “Developers need to consider not only showcasing meaningful diversity in terms of people of colour, but also including people from other marginalized communities, such as the LGBTQIA+ community and the disabled community, in ways that don’t dehumanize them or try to “fix” them.”

Why Diversity Matters:
– “The industry traditionally projects an image that is young, white, straight and male, but there is growing understanding that – if only for the sake of releasing more interesting products – this has to change.”
– “The argument that it’s not the gender, ethnicity or physical abilities of a character that are important, but whether they’re written well and fun to play, is easier to make if you’re already being comfortably represented.”

Statement of Intent

I intend to create a video game box inlay product for a dystopian future style game. It will be set in the fictional world of ‘Blade Runner’. 

The main image on the cover will have both a male and a female character (original characters) wearing practical clothing and holding blasters. There will be a futuristic city in the background and some flying cars that are in the film. The colour scheme will use dark colours to show the depressing state the world has become and the game will be rated 16 due to violence. The title ‘Blade Runners’ will be just below the centre.

Representation

The 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.
“it’s because of the male gaze that female characters are regularly eroticized.”

(Source – Oxford Languages)

Laura Mulvey a filmmaker and theorist who created the term “the male gaze” in her 1973 paper Visual Pleasure and Narrative Cinema.

John Berger an English art critic, novelist, painter and poet. In his book Ways of Seeing, Berger observed that ‘according to usage and conventions which are at last being questioned but have no means been overcome – men act and women appear. Men look at women. Women watch themselves being looked at’.