Qualitative | Quantative | |
Research Product One | Any Social Grade | The Explorer, The Mainstreamer |
Research Product Two | Any Social Grade | The Aspirer, The Reformer |
My Product | Established Middle Class to The Elite | The Aspirer, The Mainstreamer |
Quantitative and Qualitative
Quantitative | Qualitative | |
Research Product 1 – Razors | Any Demographic Descriptor or Social Grade | The Aspirer, The Explorer, The Mainstreamer |
Research Product 2 – Hair Gel/Wax | Any Demographic Descriptor or Social Grade | The Aspirer, The Explorer, The Mainstreamer |
My Product – Aftershave | New Affluent Workers -> Elite AB -> C1 | The Aspirer, The Succeeder, The Mainstreamer |
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”.
qualative & quantatitive
Qualitative | Quantitative | |
Research product 1(Gillette razors) | It needs to have good quality for the price, good enough not to easily cut men shaving. | It is to be produced in bulk and sold to a wide range of shops around the world. |
Research Product 2(AfterShave) | Needs to have a decent quality to suit the user because of its type of smell. | N/A |
My Product (Deodorant) | N/A | Needed for a large target market such as men. |
Gratification Table
Research Product One: Nike Trainers | Research Product Two: Lynx Deodorant | My Product: Hugo Boss Watch | |
Understanding Self | Helps you to understand what kind of shoes you like to wear | Helps you to understand what you want to smell like | Helps you to understand your taste in jewellery |
Enjoyment | You can enjoy the design and comfort of the shoe | You can enjoy the smell of the deodorant | You can enjoy the fine mechanics and design of the watch |
Escapism | N/A | N/A | N/A |
Knowledge About The World | N/A | N/A | N/A |
Self Esteem / Self Confidence | Confident about the shoes being a nice pair and looking good | Confident about smelling good | Confidence may be boosted if wearing a nice watch |
Strengthen Connections With Family Or Friends | Can be bought as a gift to family or friends | Can be bought as a gift to family or friends | Could be bought as a gift to family or friends |
Any Other Theme | N/A | N/A | N/A |
qualititive and quantitive audience
Gucci Rush | Nivea Anti – Age Cream | Maybelline fit me3 concealer | |
Quantitive | Social Class – New affluent workers, Established middle class Income – Average = RRP £55.00 Age – 16+ | Social Class – New affluent workers, Established middle class Income – Average = RRP £10.50 Age – 25+ | Social Class – Traditional Working Class – New affluent workers Income – Average = RRP £5.99 Age – 12+ |
Qualititive | The aspirer – Fashion Designer – Victoria Beckham | Mainstreamer – Daytime TV Presenter – Lorraine Kelly | Mainstreamer – Daytime TV Presenter – Lorraine Kelly |
gratification table
RESEARCH PRODUCT 1 Dior Mascara | RESEARCH PRODUCT 2 Live Hair dye | MY PRODUCT Monster Energy | |
UNDERSTANDING SELF | making your eyes pop out to people and so you can feel better and begin to understand your true identity | change the colour of you hair to get a true feeling of yourself and what suits you and what your feeling like yourself in. | feel more energised to be able to-do things you wouldn’t and find out your true capability and fully get to grips on what you are like. |
ENJOYMENT | Enjoy putting on the mascara and seeing the difference it makes to your eyes once in. | Enjoy dying your hair and the enjoyment and anticipation of the colour being on your head and what you’ll look like with a different colour in your hair. | enjoy drinking this drink and getting energised throughout the day due to the intensity of the drink. |
ESCAPISM | escape your daily looks and leave the idea of eyes and around your eyes not being good enough | escaping the idea of being like everyone else and becoming more so yourself and separating from the ideas of what peoples hair should look like by adding a new colour to ones life. | escape boring days and add some energy to make your day less boring and more thrilling everyday |
KNOWLEDGE ABOUT THE WORLD | the knowledge that people around the world someone around the world would also have the same product as you the only question is where in the world. | knowing that people around the world could dye their hair with that exact product and the same colour at the exact same time as them. | knowing that the design of this monster can comes from the festival day of the dead therefore they might go to somewhere which celebrates it to get a better understanding of this festival. |
SELF CONFIDENCE, SELF ESTEEM | make you feel better about your appearence in general as you can alter it to become / feel like a different person | make you feel better about yourself as you feel more like yourself witch your hair having been dyed a different colour. | mkaes you feel more confident in exams and before work due to the idea of being energised and being awake and actively ready for the exam. |
STRENGTHEN CONNECTIONS WITH FAMILY AND/OR FRIENDS | create a better relationship with you and your friends as you can become closer with them (male friends) and with female friends you can connect to them with the idea that they also wear mascara too. | creates a stronger relationship with your friends as you’re feeling more like yourself and therefore you don’t have to act different around them. | you can strengthen relationship with both family and friends as you are more energised and feeling less down during the day. |
ANY OTHER CATEGORY OR THEME |
Representation of women in video games Essay
In this essay I will be discussing the representation of women in both the Metroid and Lara Croft game covers. I will argue that both radical and reactionary views are shown across the covers.
Metroid’s front cover presents a dominant signifier of a character in a space suit, from looking at the cover it is not known whether they are male or female – however from context we know that the character is a woman. This signifier can be seen as reactionary without context, where most people would assume the character in the spacesuit is a man. The Character is presented as big and broad, typically seen as masculine characteristics, and is holding a gun – something usually seen as reactionary for men. Due to not knowing the character’s gender, many people will see this and incorrectly assume the character is a man because it is radical seeing a female protagonist in a spacesuit with a gun. The addition of the gun on the spacesuit presents themes of violence and action, which again is seen as reactionary for male characters – further pushing the idea of the character being a man to players. However, knowing the context of the game, having a woman as the main protagonist and carrying a gun to save the day juxtaposes the stereotypes of men saving the day – and normally a “damsel in distress” – letting a woman take this mantle instead. This juxtaposition also avoids the “male gaze”, a term coined by Laura Mulvey which describes the sexualization of women in media to sell to men. The protagonist wearing a space suit and shown in the way she is, as big and broad, countertypes this as she is not sexualized in any way.
The front cover of Lara Croft also presents a dominant signifier of a female character, however it is clear that Lara is a woman from the cover. From a first glance, seeing Lara’s guns may seem radical and different from what people are used to, however it is quickly seen that this cover is not much different from others. For example, the position that Lara is in manages to accentuate both her breasts and her behind – and her clothes don’t help either – Lara is shown to be wearing a tight shirt and tight shorts. Both of these examples set an unrealistic example for women, that they should sexualize themselves to be seen as sexual objects. This matches with the male gaze, and Laura Mulvey’s views; “woman displayed as a sexual-object is the erotic spectacle”. Overall, whilst Lara’s guns show that she can be tough and fend for herself – contrasting typical views of women in video games, where they are normally “the damsel in distress” – the front cover of the game also feeds into the stereotype of sexualizing women in games. The quote “For every forward step however, there is often a reminder of how far is left to travel” from the article “diversity matters” perfectly describes how this front cover portrays Lara Croft.
In conclusion, both the Metroid and Tomb Raider front covers juxtapose stereotypes of women in video games to differing degrees. Metroid shows Samus as strong and does not sexualize her, completely opposing what would be expected. Whereas Tomb Raider shows Lara as strong but still sexualizes her character. It is clear that there is a slow shift of how women in video games are portrayed, but games like Tomb Raider are slower to stop sexualizing women than Metroid.
ADVERTISING WORK
Textual Analysis:
– Background of people, all watching in awe at this amazing man.
– Big font (Invictus).
– Clouds behind main character, showing he’s heavenly.
– Main model in the middle displays that having this aftershave makes you as amazing as him.
– Lighting is focused on the main character, showing him off.
Semiotic Analysis:
– Dominant signifier (Male in the centre)
– Paradigm (Collection of clouds to represent heaven)
– Icon (Crowd in the background)
– Anchorage (Clouds that signify the male is in heavan)
– Reactionary
Representation Analysis :
– Voyeurism
– Dominant Ideology
– Constructed Identity
– Patriarchy
– Negative Stereotype that strong, toned males attract everyone.
GRATIFICATION TABLE
INVICTUS AFTERSHAVE | ROLEX | SEKONDA WATCH | |
UNDERSTANDING SELF | Helps you discover what you would like to smell like | Helps you discover what jewellery you would want to wear | Helps you discover what jewellery you would want to wear |
ENJOYMENT | You have a nice aroma which you and other people can enjoy. | You can read the time and see a beautiful bit of machinery. | You can read the time and see a beautiful bit of machinery. |
ESCAPISM | Helps you escape being smelly. | N/A | N/A |
KNOWLEDGE ABOUT THE WORLD | N/A | N/A | N/A |
SELF CONFIDENCE | Confident about his smell, attracts people. | Confident about the smartness of the watch and proud of what he’s wearing. | Confident about the smartness of the watch and proud of what he’s wearing. |
STRENGHTEN CONNECTION OF FAMILY AND FRIENDS | can be bought as a gift to strengthen the relationship. | can be bought as a gift to strengthen the relationship. | can be bought as a gift to strengthen the relationship. |
ANY OTHER THEME | N/A | N/A | N/A |