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.
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