task 4

Media magazine:
Issue 34 , December 2012, page 65: By Nick Lacey: "Men act and women appear. Men Look at women. Women watch themselves being looked at." Berger 1972 This quotation shows that women are always there for a reason and that because women are so weak they cannot do anything accept being gazed at.

"In a world ordered by sexual imbalance, pleasure in looking has been split between active male and passive female." Mulvey 1985: 306 This quotation shows that there is a clear division in how there is a split between males and females and how they are sexulised in different ways.

"The ideologies of male dominance and patrichal values have not diminshed; and the belief that they have, offers a classic example of 'hegemony." A state where the oppresses constent to, and accept, heir situation because they are not conscious of being exploited. We, both females and males, are socialised into a world where the relationships of power between the sexes appear 'natural,' and so a few question the inequality." This quatation informs the audiences that the ideologies of inequality still have been the dominant ideology today which convey that the state enables audiences to accept the situation they are in. Also, this can refer to how both the inequality between men and women are seen so natural in today's society that it has become the norm and so a few go against this ideology and challeneg this.Advertising the M&S Advertising – personalisation
Tom Brownlee, MediaMagazine 24, April 2008, NMT special, New online September 2008, Representation, Audience, Marketing "Advertisers, therefore, often associate their product with certain ideal lifestyles which we would like to have."
Daniel Kleinman, Advertising Director Jenny Grahame interviews award-winning advertising director Advertising – An Interview with Daniel Kleinman
Jenny Grahame, MediaMagazine 24, April 2008, NMT special, New online September 2008, TV advertising, Storyboarding, Direction "I think the down side of advertising is when it creates images that people aspire to, but which aren’t truthful."

MediaEdu
Gender theory Jeremy Orlebar | Thursday December 09, 2010
Butler argues "gender is performative".

The Guardian
Done already

The independant
None available

MCS:

Notes on 'The Gaze' Daniel Chandler
"To gaze implies more than to look at - it signifies a psychological relationship of power, in which the gazer is superior to the object of the gaze' (Schroeder 1998, 208). The spectator’s gaze: the gaze of the viewer at an image of a person.  Craig, Stephen (1992) 'The Effect of Television Day Part on Gender Portrayals in Television Commercials: A Content Analysis' (A Review)
"Gender portrayals during primetime are different from those of either daytime or weekends. During primetime, women were more likely to be shown in positions of authority and in settings away from the home than they were during daytime."
Ingham, Helen (1995) 'The portrayel of Women on Television"Often when women are shown in a position of power, it is portrayed as being unnatural, because from the dominant ideology, it is the men who are the most powerful and so having a male working for a female is made an issue of because it goes against the grain."

"The sex object, according to Kilbourne, is a "mannequin" whose only attribute is conventional beauty. She is tall and thin, with very long legs, perfect teeth and hair, and skin without a blemish in sight. Underneath the surface, there is nothing. The mannequin's beauty is merely superficial. She is used to advertise cosmetics, health products and anything that works to improve the appearance of the body."

"In contradiction to this, women in adverts are also represented as sexual objects used for the sole purpose of giving men pleasure."

Media literacy
Gender in Media: Females Don't Rulehttp://www.frankwbaker.com/gender_in_media_females_dont_rule.htm"Stereotypes are often considered to be fully negative."  Seven Ways Women and Girls Are Stereotyped, Sexualized, and Underrepresented on Screen

37.5% percentage of characters with thin bodies in prime-time shows by gender.

Beauty and Beast of advertising: http://www.medialit.org/reading-room/beautyand-beast-advertising

"They sell values, images, and concepts of success and worth, love and sexuality, popularity and normalcy. They tell us who we are and who we should be."
"Scientific studies and the most casual viewing yield the same conclusion: women are shown almost exclusively as housewives or sex objects."

task 2

Task2

Essential reading list:

Title and the Author of the Book:  GAUNTLETT, DAVID Media, Gender and Identity

Quote page number 1: “What we learned in the 1960s, 1970s, or 1980s about media and gender might not be so relevant today, because the media has changed, and people’s attitudes have changed.”   This quote can link with the historical side of my critical investigating as I can link it to how adverts have changed and have become more sexualised now than they were before.

Quote page 11: “Femininity is not a typically a core value for women today. Instead, being ‘feminine’ is just one performance that women can choose to employ in everyday life – perhaps for pleasure, or to achieve a particular goal.”  This can link with my critical investigation as to how it connotes that women are only using their femininity to be exploited as sexual objects in the media in order to sell the product.

Title and the Author of the Book:  CLARK, VIVIENNE; BAKER, JAMES et al Key Concepts and Skills for Media Studies

Page 101: “Mulvey 1990 argues that cinema uses conventions that invite identification with male characters while objectifying females.”  This quotation can link with my critical investigation as to how it informs audiences that the cinema uses those typical conventions that enable men to be not sexualised but women to be and that women are always there for an intention.

Title and the Author of the Book:  GAUNTLETT, DAVID Media, Gender and Identity

Page 1/ chapter one: “In the 1960s, 1970s, or 1980s about media and gender might not be so relevant today, because the media has changed, and people’s attitudes have changed.” This quote will link well with my context as it informs audiences as to how social attitudes have changed and society is becoming less concerned.

Page 10: "Both sexes have now become victims of the culture of consumerism, appearance and glamour." Faludi- This is a critisim point as to not only women are sexualised but men to.

"Lack of Feminity." page 12 Links with how if women didn't sexualise themself they were lacking what a female needs to have-sexuality and feminitiy.

Martin page 39: "Children intitially learn that certain activities and interests... paying more attention to marterial which will reinforce their own gendered identity." This quotation can link with how passive audiences will accept what is seen on the screen and will mimick these sexual activities or dress similarly.

 Title and the author of the book:

LACEY, NICK Image and Representation / Key Concepts in Media Studies

"__________"

Title and the author of the book:  TV Living: Television, Culture and Every Day Life:  By David Gauntlett, Annette Hill page 212

"Adverts which have shown women as sexual predators, rather than in the former passive role awaiting male attention, are advanced in one sense, but ultimatily still show women as flirtatious and feminine and in need of a man."  This quotation can link to my YSL advert as to how Kate Moss when she uses the perfuem it makes her think of a male touching her, this quote therefore conveys how women are not only there to sell the product but also are sexual predators.

Title and the author of the book: Gauntlet, David (2002) ‘Media, Gender and identity’ pg. 78

“impress with their make-up and high heels.” This can link to my adverts as to how the shot in both adverts enable audiences to focus on the heals of the women which enable them to look seductive and have the male gaze looking at their legs.

Title and the author of the book: Issues in Feminist film critisism

"Men look at women. Women watch themself being looked at." http://books.google.co.uk/books?id=Q2U0wwTFVwgC&pg=PA75&dq=women+and+representation&hl=en&sa=X&ei=QGTXUJWPDurD0QWAq4CgCw&redir_esc=y#v=onepage&q=women%20and%20representation&f=false 
This quotation enables audiences to see that women are like objects that will accept anything and would allow them to be controlled in any way. The first sentence can also suggest to it's audiences that men are always looking at women and that women just accept this without challenging or anything.

"Fetishized object." page 3 This means that because women are represented, portrayed or dressed seductively the way that they enable the male audiences to feel voyeriustic or aroused towards the women in the advert.

Title and the author of the book: Mulvey, Laura, (1975), ‘Visual pleasure and narrative cinema’: screen 16, pp 6-18 This quotation links directly as to the audiences theories this is because it clearly points out what its called for the male gaze to look at the female audiences-for there own intentions.

Title and the author of the book: Mulvey, Laura (1975), Visual pleasure and narrative cinema, pp6-18

"Drive the narrative forward". This can link to how attractive women like Moss and Beyonce are used in adverts in order to take the narrative in order to seduce men and act as a eye candy.

Title and the author of the book: Gauntlett, David (2002) “Media, Gender and Identity” pg 78

 “impress [men] with their make-up and high heels” This can link to how when i discuss about the mis-en-scene and how props such as the heels and makeup are used to attract the male gaze.

Title and the author of the book:

Culture and power: challenging discourses (2000) - By María José Coperiás Aguilar

"In advertising, it is obvious that "sex sells". Women are often represented in ads from an explicitly sexual angle: their desirability is what sells." - pg.132 This links to my critical investigation as to how the way they are dressed and shots used all sexualises women.

  Title and the author of the book:

The metrosexual: gender, sexuality, and sport (2008) By David Coad

"Passively inviting our gaze" - pg 21 Links with how audiences don't question whats seen on t.v. and they just accept the negative portrayel of women.

Title and the author of the book: "

task 3

Task 3:

1. Charlie-Revlon advert 1970's

This advert is different compared to the adverts that audiences now see on T.V. This is because the advert mainly focuses on the product itself rather than the women. Also, the advert actually advertises the product and enables women to be the dominant one, compared to today's advert. There are many differences as to how this advert has changed, firstly it promotes the product alongside not sexualising the women. This advert is different to the main text as it actually enables audiences to focus on the product itself rather than the way women are  undressing themselves. Moreover, this advert also shows how society has changed as to if the 1970's audiences seeing Beyonce's heat advert they may feel shock as to how they are degrading women. On the other hand, if the audiences see the Revlon advert today they may not appeal to it as much as the Beyonce's advert this is because attitude have changed and how audiences want to perceive a text has also change- they want to see more sexual imagery.

2. Enjolie-1980 commercial

This advert is different to the main text-Beyonce and YSL. This is because this advert has used the stereotypical portrayal of women as being a typical housewife. Also, this advert has again focused on the product again and conveying a message of how women can still do what men can and still carry the triple shift. The way that society has changed, is by allowing women to be seen negatively in today's society as it has become the norm. This means that audiences in 1980's would have seen women performing the stereotypical housewife role as a key part of their life, however because today's society has become diverse women now have more freedom to go out and represent them in any way they want. Moreover, the genre has changed because back in the 90's the genre used to be simple and straightforward, compared to the genre today-become more sexual and degrading women more.

3. That touch of perfume (1961)-AVON

This advert is still different to the main advert I have analysed e.g. Beyonce perfume advert. This is because the way that the women hides her sexuality in this advert is different to the Beyonce advert. Beyonce's advert has used main focus on certain body parts whereas this advert has used shots that focus fully on the entire body. The way how the issue of women being sexualised has changed as back in the 60's this was seen as being degrading them and going against their stereotypical role of women. However, the way society has changed now is that they are accepting how women perform themselves in perfume adverts but due to prime time and PCC this has enables some of the society views o be taken in consideration.

4. Jontue perfume commercial 1983 This advert is completely different to my main text. This is because it mainly focuses on nature, places, actors and the heterosexual relationship. However, the way Beyonce's advert is different to this advert is that it sexualises women even more and focus on the body parts of Beyonce. Also, the way that the genre of this advert has changed is that the perfume commercials back in the 1960's, 70,s and 80,s had the genre mainly simple and focused on life of people and nature. In contrast, now adverts have changed the genres completely this is because they have sexualised much more and some have even pushed the boundaries and have been banned.   

5. Chanel no.5 commercial 1984This advert is different compared to the main text that I have analysed. This is because it focus on the giving the advert more sophistication and giving it a business and career look. However, the difference is that the Beyonce and YSL advert that I am focusing on has sexualised both women, as it enables them to feel erotic in both the advert. Therefore, the way society has changed is that audiences in today's society easily accept what is shown on the screen without challenging (some do). But, back in the 1980's the way audiences would have reacted to such adverts like HEAT is in a shocking way.

Task 1

http://www.beyonceparfums.com/en-gb/heat

My analysis of the Beyoncé Heat Perfume:

Makeup: The type of makeup used in this advert is natural foundation and the combination of red and orange eye shadow.  The makeup artists have cleverly used natural foundation in order to connote (Barthes) that Beyoncé’s makeup is natural just like her personality as to how she is originally attractive. A oppositional reading (Stuart Hall-reception theory) may argue that the reason for Beyoncé having natural foundation on is so that it can attract the male gaze to just focus on her facial expressions and her body parts . However, by using orange eye shadow at the beginning of narrative not only makes her facial expression seem seductive but also to match her outfit. The way makeup artists have cleverly used makeup enables Beyoncé to bring out the seductive facial expressions as the natural foundation combined with the sweat on her facial expression connotes that the perfume ‘Heat’ as made her become both internally hot and physically. Moreover, the makeup not only gives Beyoncé a sophisticated appearance as to it being natural but also to give her a sexy appearance this can link with Levi-Strauss theory of how the two oppositions are combined in this advert revealing both sides of her personality. 

Institution: The institution for ‘Heat’ perfume ad is the institute Givaudan’s Claude Dir & Olivier Gillotin, they had distributed the perfume on February 3, 2010 which is a good release date as to it targeting male and females audiences.  The month of February enables male target audiences to purchase the product for their girlfriend or wife for Valentine days as an oppositional reading.  However, this ad had received a lot of complaints by the PCC (Press commission complaints) due to the ‘sexy imagery’ that was seen on at night time. Although this perfume had raised a lot of controversy it still had been successful in other countries such as America. It had been the number ones scent in sold in the USA, alongside this being the best celebrity perfume sold.  The director for this perfume is also Jake Nava which

Setting: There are a variety of settings used in this advert; the first setting used is the setting of Beyoncé in the tub in her bathroom. This not only enables audiences to identify with the place but also allows the male audiences to voyeur on her; this can be done through her facial expressions and body language. The setting of the bathroom has only been sharply focused on the tub and Beyoncé and not around the bathroom. This is so that the audiences can focus on her sweating in a steamy bathroom where she is enjoying herself.  The way the setting sexualises Beyoncé is that by her not wearing any clothes in the tub this connotes that in order to sell this product she has to attract the attention of the male audiences so that they can continue watching this ad. Another setting used in this advert is the corridor; this is a good setting as the shot enables audiences to focus on Beyoncé’s whole figure and her facial expressions. It has also lets audiences focus on her body parts as to how she is not wearing anything underneath  and just her loose, satin, red, dress which again can makes her look sexy and attractive which therefore attracts the male gazes attention (Laura Mulvey). The setting still stays in a corridor but the shot changes, this is so that the audiences can see Beyoncé’s touch and how that if she touches anything it makes it heat which then directly links with the perfumes name.  Moreover, another setting used in this advert is in the sitting room against the mirror, this is where Beyoncé is touching her body parts which not only emphasises on the sweating but also the tone of voiceover as it is seductive and can seduce the male target audiences. This setting also allows audiences to see Beyoncé’s figure and how she personally feels. The last setting used in this advert is the setting of Beyoncé walking in a long shot towards the door; this setting has been used to show how Beyoncé is walking alone towards the door. The setting and the long shot not only connote her independence but connotes her sexuality and how her seductive walk is so slow which makes her look attractive and her look erotic.

Clothes: The audiences can see that Beyoncé at the beginning of the narrative (Todorov narrative structure) that Beyoncé is wearing nothing in the tub. As an audience this is obviously not seen as clothing but if a representation had to be made it would have suggested that Beyoncé was purposely not wearing any clothes so that it can target a variety of subjects. The first reasons for why is not wearing any clothes is to attract both the male and female audiences so that the male audiences can realise that if they purchase this product they can make there girlfriend or wife look or feel in a similar way. Alongside this Beyoncé is not wearing any clothes at the beginning of the advert so that it can also attract the audience’s attention as to what she will do next, which is another way of building tension (Barth-theory of enigma) as to how she will come out of the bath.  The main costume Beyoncé has used for this advert is a red, satin, short silky dress. The red colour of the dress can connote (Barth-theory of signs and symbols) the sign of love and heat (which links with the perfumes brands name). This red dress also connotes how hot Beyoncé is, that her body is burning up, the silky satin dress also as an oppositional reading (Reception theory) can connote that Beyonce is not a virgin as stated: “This need not refer, literally, of course, to the color of their garmenture”. Witness of Gor,    Book 26   Page 149.  This as an oppositional reading can interpret that those who were white silk are a symbol of purity and virgin, but those who wear red are not. This can link to how women are always sexualised as being promiscuous and that in order for them to sell the product they have to always sell women as objects. 

Lighting: The advert has used low- key lighting at the beginning of the narrative; this is so that the main focus of the subject can be Beyoncé.  The low-key lighting also enables the setting to look dark and make it feel as if it all this is happening at night. Also, as the subject (Beyoncé) is moving about in the tub this adds more dramatic contrast as to how there is white steam coming out of the bath which connotes that she is too hot for anything. The contrast of the dark room and her just being in light can link to Binary opposition (Levi-Strauss) as to how she is hot and the room around her is dark and cold which can further emphasises that she is releasing heat as to how she is connoting this through the deep breathing and her erotically touching herself. After 0.24 seconds in to the advert the dark, low key-lighting changes into high-key lighting but the lighting is not completely bright around Beyoncé, however her characters is portrayed in high key-lighting which is done purposely as to not only make her look like the main intention. But also because the main intention of this advert is to sell the ‘heat’ perfume this is why Beyoncé’s and her dress are in high-key lighting to make her look like as if she is hot like fire and that whatever she touches sizzles.

Actor: The main actor in the advert is Beyoncé this perfume would not only be sold because of her being known for her successful songs but also because of her curvy figure. The main reason for why this perfume brand has chosen Beyoncé for this product is because she is a well-known and admired singer who is so successful. Therefore, if the product is advertised by her, male audiences may want their wife or girlfriend to be like her so they may purchase this product. However, female audiences may like to by this perfume because of how successful the previous perfume was.

Props: There are a variety of props used in this advert to Beyoncé look seductive and erotic. The first example of a prop used in this perfume advert is the use of the tub, this is a prop which enables audiences to see from the beginning of the advert how Beyoncé is erotically touching herself, not only giving sexual connotations out to the audiences but also making it seem as what she is doing is fun and gaining pleasure out of it. The tub can also link to Barthes theory of sign and symbols ad to how the Bath can connote a private place where nudity is a norm for only the individual. However, the fact that the audiences can see into what Beyoncé is doing can connote how the ads is sexualising her purposely in in order to attract both males and females attentions.

Another prop used in the advert is the main subject itself the ‘perfume’ itself. This is seen at the beginning of the narrative structure (Todorov-narrative structure) as to how a hand takes the top of the perfume bottle and there is steam coming out of it. This can also add an effect to how when Beyoncé uses this product in the advert it makes her become promiscuous. Therefore, by showing this product at the beginning of the advert enables audiences to see what effects this perfume has and this is then conveyed through sexualisation of Beyoncé.

Moreover, another prop that has been used in this advert is the use of the Black high heels Beyoncé is wearing. This is towards the ending of the advert when Beyoncé is walking away from the audiences. The director has purposely used this shot so that the audiences can see how seductive and sexy Beyoncé looks but also by using this perfume makes everything fire up and produce a hot feeling. However, by wearing high heels this can have sexual connotation. The connotation that audiences can identify is that by wearing heals she not only wants to attract the attention to her body parts but also makes her posture seem more dominant alongside letting the audiences viewer her legs in a sexual way.

Edit: The type of editing used in this advert is Montage editing. This is because the shots are builds up in such a way that the meanings created are all sexual and noticeable. The way that the editing has been used one shot after another of Beyoncé in seductive body positions enables audiences to create their own interpretation of what they think the advert is trying to suggest. As an audience by using shots of Beyoncé in seductive poses builds the impression of how adverts have to sexualise women in order to sell their product and by using sexual image of Beyoncé one after another enables audiences to stay focused.

Sound: Non-diegetic sound has been used throughout the whole advert. The use of Beyoncé singing as a non-diegetic song cans not only convey her talent to the audiences but, her also singing erotically can influences the male audience’s mood as to how she is feeling turned on. Therefore, by making her sing in a low, soft voice as if she is whispering can connote how she sexually wants to seduce men and connote how hot she is.  The song she is singing links directly with what she is saying, for example she sings “When you put your arms around me…you give me fever.” These lyrics convey to the audiences that by using soft sounds that have sexual connotations links directly to what Beyoncé are trying to sell, her body, her voice and the product but this is done through sexualising her in every way. Also, the reason why the music director of this advert has done this is so that it can enable audiences to visualise what is happening.

On the other hand, the advert has also used diegetic sound of Beyoncé talking towards the end of the advert as she says: “Catch the fever,” this not only links with the how it adds realism to what actions she is performing (Seductive walk, seducing walk and sexual facial expressions) but, also adds depth to her character and the setting she is in. Also, the use of diegetic sound can enable audiences to hear how she sexually sounds as to how her voice is so seduced that by saying the perfume’s slogan it will put it into the audiences mind.

Camera movement: Audiences can identify the different kind of camera movement used in this advert. The first type of camera movement used is

Socially: The way that audiences would have viewed this advert back a couple of years ago would have been seen as degrading women. Also, because as women are being portrayed always in the negative light and representing her not only as a sexual object but there only to tease men and to benefit them for their usage. As society has become more diverse and tolerant people act negatively towards such adverts, this is because radical feminists will critisise for representing women like this. However, because women are repeatedly represented like this it has therefore become the norm to today's society to accept women in these representations.

Historically: The way that representations have changed and technology has developed this has allowed adverts to create better quality productions. Back in the day's women were seen as pure objects that were only there for the providing for their husbands. However, by watching this advert audiences can be informed that because women have their own free choices it is mainly up to them how they want to be portrayed in the media. This is because changes in social attitudes has enabled women to represent themself in whatever way they want in the media as it is more acceptable now then it was 20years ago.

Politically: Because women had no choices of what to do accept stay in the house as a typical housewife and carry the dual burden (look after the household and children). Therefore, Laws were introduced so that women can work and achieve what they want to. However, this is where those women who are less educated can choose modelling as a career of advertising the product and to sell themself in order to have some sort of representation rather than no representation.

Economically: Because it is difficult to sell a product around the world, institutions have to put the right amount of money if they want their product to succeed. This means that the more they invest the more they will benefit and sell the product. On the other hand, of adverts sexualise women a lot and show them in a really negative light this can convey then get complaints which will then be a disadvantage for the company.

Shot types: Long shot has been used to allow the audiences to see her curvy figure and how seductively she is walking which sexualises her leg as to her wearing a shot dress.

Close up of her facial expression: allow audiences to see her seduced face and how she feels erotic.

Lens/focus: Shallow focus has been used in the beginning of the advert this is when the Beyoncé is lying in her tub. All around the subject everything is less focused however, Beyoncé is in sharp focus this is so audiences how she is touching herself erotically. Also, it can connote who is the main focus of the subject. Another focus used in this advert is full focus this is towards the ending of the narrative (Todorov-character types) when Beyoncé is seductively walking away from the audiences to the door. Audiences can realise that everything that is in the scene is really important as it adds effects to the way Beyoncé is walking. For example, the focus of the steam is important when she is walking as it links with the perfume itself called 'heat'.

Theories that can link:

•        Blumler and Katz- uses and gratification: This is because firstly it informs audiences as to what product is being sold and if they purchase this then they could become sexy and seductive like Beyoncé. It can also entertain the audiences as to how men may look at her as something that enables them to voyeur on her.

•        Laura Mulvey- the male gaze: audiences such as men would see this advert and probably feel erotic towards Beyoncé’s character therefore, they might look at her voyeuristically due to her being typically objectified as to what she is doing.

•        Character type Vladimir Prop - character types: Audiences may realise that because Beyonce is teasing the male audiences , this can also inform audiences how she is in control and that she is the audiences 'Heroine' for this advert.

•        Barthes theory of enigma: Towards the ending of the advert when Beyoncé walks towards the door this enable audiences to question what will happen next. The dark colours also create a sense of mystery and enigma as to what will happen to Beyoncé next.

•        Young and Rubicam- psychographics:

•        Socio-economic: The

•        Judith Butler:

•        Alvarado: Alvarado can argue that because Beyoncé is a black America

•        Edward Syed: Will argue that because Beyoncé is a mixed-race she may be to some extent acting white in order to sell herself. This can be conveyed through the blonde hair as to how she wants white characterisations.

•        Feminism theory: Feminists will response to this advert as portraying women as objects and not treating them equally like men. They will also argue that because Beyoncé is a female she has been socialised from birth to act more feminine and softer, therefore by her carrying out this role Liberal Feminists will argue that Beyoncé is just performing her ideological functions.

•        Postmodernists: As society has become diverse the representations of women have still remained the same for a long period of time. However, some institutions have challenged this however, still end up using these typical images and ideas of women just to sell their product.

•        Hegemony:

•        Reception theory (Stuart Hall): As a preferred reading she is seen as a sexual object that is mainly there to target both males and females but, mainly men as a primary target audience as if they want to purchase this product as a gift for their wife or girlfriend. Oppositional reading may argue that she is not sexually selling herself but because she is so well known she is still acting seduced as to inform audiences what feeling this perfume can give to you.

•        Galtun and rouge: this advert had raised controversy and complaints that it even had an article in the guardian discussing the inappropriate sexual imagery used, which some audiences may argue is seen as newsworthy as to it discussing about Beyoncé- which some fans may be interested to know.

•        Globalisation (Mclhuan):

•        Advertised across three media platforms:

15th December, Sunday 2012 YSL- Parisienne perfumes advert

Makeup: The type of makeup used on Kate Moss in this advert is natural foundation and dark eye shadow makeup with Smokey eyes. This is so it can link with Kate's dark costume which is a short black sexy dress. The use of plain foundation but dark makeup can enable audiences to see how Moss is naturally beautiful without makeup, which further then sexualises her even more as to her being simply but then being seductive from her outfit. This can also link with (Levi-Strauss-Binary opposition) theory of how she's simply but seductive at the same time. Moreover, the way the eyeliner and the eye shadow has been smudged can convey how she has been erotically touching herself or has been erotically touched by someone else. Another type of makeup used for this advert is natural lips with no lipstick this is because it links well with her simple makeup and her simple outfit, the makeup directors must have used nude lips in order to bring out her seductive outfit and enable audiences to only focus on her body language. 

Institution:  The institution for YSL Parisienne advert is Yves Saint Laurent; this is a perfume brand which is from Paris (France).

Shot types:  There are a variety of different shot used in this advert which has sexualised women. The first example of is a medium close-up, this has been right at the beginning of the advert in order to enable audiences to focus on her facial expressions and her upper body language. In this shot Kate Moss suddenly pulls her self-back in the car as if the car has suddenly stopped. The shot has been purposely used so that the audiences can see her facial reactions and the way the shot has been used enables the audiences to also see her eyes which connote that she is feeling erotic, this is because the way she is looking in a non-direct mode of address connotes as if someone is coming towards her which therefore also build enigma (Barthes). The shot also attracts the audiences to focus on her breast as the dress is strapless so when she pushes herself back this is the only flesh audiences can see in this shot.

Another shot used in this advert is Extreme close-up this is towards the middle of the narrative where the audiences can focus on Kate Moss’ neck while using the prop of a flower as a way of her metaphorically imagining that it is a male figure that is sexually touching her up. This shot not only sexualises Moss’ upper body part but also gives an impression as to if the audiences use this product they too can feel this way- seduced and turned on. The shot also gives the audiences a chance to focus on the prop the white rose as being a sexual weapon that wherever she uses it turns her on, it can also as a oppositional reading be a symbol for a man that wherever she touches this rose it emerges into the next shot where the man is touching her up.

Finally, another shot I had identified towards the end of the narrative used is a high-angel shot. This shot not only allows audiences to see Kate Moss feeling erotic but also enables audiences to see how she is not wearing anything as the shot connotes her virginity has been lost this is symbolized through the roses being dull and dead. Towards the beginning of the narrative the roses are awake but also towards the end they look dead which could connote how she is not pure anymore.

Lens/Focus: The type of lens used in this shot makes a real difference to the meaning of the shot. An example of a lens type used is shallow focus this is when the subject is in focus but the background is not. For example at the beginning of the narrative when Kate Moss is touching herself and suggesting that she feels sensual which can enable audiences to think that because Kate Moss is feeling seduced as the audiences can see this from the focus of her facial expression and body language being in focus more than the background.

Camera position and camera movement:
The type of camera movement used in this advert is tracking audiences can see this at the beginning of the narrative. This is when Kate Moss is in a car and she begins to erotically start touching herself with the rose. The audiences can see that the car is moving as the setting in the background as it is not clear/. Also, because she is sitting in the car but the background is shifting pass and is unclear could clearly connote that the setting is in a car as the subject is in place but the background is moving itself towards alongside.

Lighting: Throughout this advert there is low-key lighting used this is for a variety of reasons. The first reason is so that the setting can connote that it is happening at night and so that it can also influence the audience’s mood as the audiences can relate to her as to what is happening in her bedroom is because the impact of the fragrances smell, therefore if audiences purchase this product they too may experience this. Another reason for why low-key lighting has been used in this advert is so that they can relate to how she is being sexually touched up in her bedroom at night time.

Editing:
The institution has used montage editing for this advert this is so they can emphasise on the sexual scenes were Kate Moss feels erotic and is touching herself in the car. Audiences can see from the beginning of the advert that this advert has used montage editing as the visual shots are resembled in a sequence to build an impression and create meaning. However, there is not contrast used in this advert this is because the whole advert is set in the dark. Moreover, the quick cuts one after another enables the speed of the erotic touching of Kate Moss to add an effect as to how its dark but the quick cuts connotes to the audiences that someone
erotically touching her is happening so quickly.

Edit used: The type of edit used in this advert is cut this is when one image after another is replaced with no visible transitions, the constant cutting of short scenes have been used so that it can add emphasise to the climax. Moreover, the advert ads emphasis to the erotic scene by the quick cuts, this is where Moss is touching herself and is being touched by someone else- when this begins the edits get faster which shows that the she is feeling more and more erotic.

Sound:
The sound editors for this advert have cleverly used non-diegetic sound of the loud guitars and slow flute which fits well with how she chucks herself back at the beginning of the advert enabling the audiences to see how powerfully she done that. The non-diegetic sound of the guitars and the beats also adds effect to the climax as the beats get higher the more emphasis is added to the sexual scenery.
Moreover, diegetic sound has been used in this advert this is shown through the deep breathing of Kate Moss as she is being erotically touched by the man in her bed. The erotic sound add also emphasise to the climax as to how she is feeling seduced after she where’s this product.

SHEP: The way that society accepts sexualised adverts of women in today’s diverse society is all depending on the reception theory of how the audiences accept the text as. For example, back in the 1960’s and 70’s adverts were always promoting women in a good role and how they are the typical housewife. However, if audiences see these adverts from back in the 1970’s they will feel as if women are only there for one intention which is to be sexualised in order for this product to be sold. But, if audiences from today’s society see this because they are so used to this constant repeating sexual imagery they just accept it as being the typical convention of a perfume advert. The way that adverts have changed from back in the 1970’s is that they have become more sexual and due to the technology developed this has enabled them to add effects and sounds that will make it look much more sexual.

Clothes: The main dress used in this advert is the short, Black dress that is strapless. The black dress links well with low-key lighting as the darkness and the short dress links well this is because it is dark and Kate Moss feels that the perfume is what had made her erotic. The short dress can also be another prop used to attract the audiences as it enables her legs and breasts to be in focus more. Towards the middle of the narrative the advert has Kate Moss in no clothes- this is where she is being touched by another man. However, audience can only see that she not wearing anything from the top but the shoulder blades connote that she is naked.

Actor: The main actor in this advert is Kate Moss audiences can identify with her from other advertisements as she is an English Model that has been successful with her own products as well.  On the other hand, the enigma (Barthes) that the advert has created is by using hands of two men but not showing who this man is which enables them to keep watching the advert as to some point in the advert they will find out who it is.

NEW TARGETS

6^TH December, Friday 2012     Chandni chopra

Targets:

·         Media magazine

·         David Gauntlett: Media, gender and identity (Content analysis)

·         Gaye Tuchman: symbolic Annihilation

·         Mulvey: Visual pleasure and narrative cinema  Media magazine

·         Media Edu

·         MSC (Abisymth)

·         Gender and advertising