Sunday 23 December 2012
Task 4- Up to minute web research
http://www.mngt.waikato.ac.nz/ejrot/cmsconference/2001/Papers/Marketing/Hogg.pdf
http://www.aber.ac.uk/media/Students/del0001.html
http://www.mediaed.org/assets/products/238/studyguide_238.pdf
Tuesday 18 December 2012
Historical text
http://www.youtube.com/watch?v=k7w8XxeaA64- criminal woman strips/ levi's ad (1995)
Media Language/ Representation
'You can stay blind to the beauty of the world, just be in the right place in the right time'.
Long shot at the start of the advert this to catch a whole image of the setting of the petrol station. Fearless driving and the female jumping out the car quick refers to her as a criminal and the use of a low angle shot looking up at her signalises power to the female as she walks to the toilet after commiting a crime. The womens toilets being locked she then walks into the mens toilet being a easy target for males for sexual events to be carried out. The male drops his stick and theres a close up on the stick and his hand not being able to pick up the stick on his first attempt indicates that he's blind. There is then quick shots of her undressing herself to change her identity and creates a female gaze. She then walks up to the blind man which is eye level with the womans vagina with her buttons undone creating a enigma of mystery of what will happen next, she is then looking down at the male almost showing that shes in control and has power to do what she wants, however instead of any sexual activities taking place she does her buttons up challenging the typical stereotypes. Moving on to someone who makes a noise in the toilets, she then escapes having a quick look back at the man again creating a engima of what would of happened if that person was not in the toilet. Throughout the advert the man with the stick is assumed to be blind however the man which comes out the toilet is actually the blind person therefore its as if she was almost performing for the male while he just sat there.
Institution
The institution Levi's is a very well known brand, both for male and females. Producing highly valuable clothing, the aim for Levi's brand is to make money so they carry out typical advertising techniques of sexualisation to sell their products. This advert raises awareness to females as feminists would argue that brands reinforce typical gender stereotypes. Audiences are 'dumbed down' and this links to the hyperdermic needle and society begins to believe that woman are sexualised and seen as sexual objects.
Genre
Audience
The primary target audience for this advert is woman as the woman quickly changing outfits shows that there's a high selection of clothes available with Levi's, in addition allowing woman to look sexy and attractive. The secondary audience would be male's as it helps them decide where they can buy gifts for their wives and girlfriends, the advert links to Blumler and Katz uses and gratifications theory creating escapism for audiences while watching the advert forgetting stresses from the outside world. The setting being in a dirty toilet shows that it can by both middle and working class.
Media Language/ Representation
'You can stay blind to the beauty of the world, just be in the right place in the right time'.
Long shot at the start of the advert this to catch a whole image of the setting of the petrol station. Fearless driving and the female jumping out the car quick refers to her as a criminal and the use of a low angle shot looking up at her signalises power to the female as she walks to the toilet after commiting a crime. The womens toilets being locked she then walks into the mens toilet being a easy target for males for sexual events to be carried out. The male drops his stick and theres a close up on the stick and his hand not being able to pick up the stick on his first attempt indicates that he's blind. There is then quick shots of her undressing herself to change her identity and creates a female gaze. She then walks up to the blind man which is eye level with the womans vagina with her buttons undone creating a enigma of mystery of what will happen next, she is then looking down at the male almost showing that shes in control and has power to do what she wants, however instead of any sexual activities taking place she does her buttons up challenging the typical stereotypes. Moving on to someone who makes a noise in the toilets, she then escapes having a quick look back at the man again creating a engima of what would of happened if that person was not in the toilet. Throughout the advert the man with the stick is assumed to be blind however the man which comes out the toilet is actually the blind person therefore its as if she was almost performing for the male while he just sat there.
Institution
The institution Levi's is a very well known brand, both for male and females. Producing highly valuable clothing, the aim for Levi's brand is to make money so they carry out typical advertising techniques of sexualisation to sell their products. This advert raises awareness to females as feminists would argue that brands reinforce typical gender stereotypes. Audiences are 'dumbed down' and this links to the hyperdermic needle and society begins to believe that woman are sexualised and seen as sexual objects.
Genre
Audience
The primary target audience for this advert is woman as the woman quickly changing outfits shows that there's a high selection of clothes available with Levi's, in addition allowing woman to look sexy and attractive. The secondary audience would be male's as it helps them decide where they can buy gifts for their wives and girlfriends, the advert links to Blumler and Katz uses and gratifications theory creating escapism for audiences while watching the advert forgetting stresses from the outside world. The setting being in a dirty toilet shows that it can by both middle and working class.
Tuesday 11 December 2012
Textual analysis
http://www.youtube.com/watch?v=TiO2o1NChAU- Chanel Coco Mademoiselee with Keira Knightly
The institution is Chanel a very well known brand and genuinely their products are very expensive. They mainly choose to advertise on commercial channels this is to achieve their main objective to make profit. By the representation of woman in the advertisement it shows that Chanel as a institution reinforce typical gender stereotypes however are now also adapting to the changes in society and woman's position.
Media Language/ Representation
The advert starts with a high angle shot looking down at the well known female in the advert 'Keira Knightly' this shows dominance and power to the audience and showing the female as being powerless. Close up shot to the the female actress's behind creating a female gaze and for men to use their imagination and create a fantasy in their minds. Earlier on in the trailer typical stereotypes of a female are subverted as she is dressed revealing not much skin. in addition she stops at the red light with men turning up in motorbikes both sides of her showing that she is obedient, however drives off without paying any attention this shows her challenging typical stereotypes and showing that she is not interested.
However later on in the advert typical stereotypes are reinforced the male owns the photoshoot and is in charge showing hegemony and that the male in the advert is the dominant ideology. Close up to the females lips as she puts on lipgloss creating seduction to the male audience. The male closing the curtains and creating darkness as this is when most sexual activities take place. Taking photos while the females carries out sexual poses this reinforces that woman are shown to be sexual in advertisements and pictures to appeal to their target audience. Male then looking down at the female while she undresses herself showing that he's in control and in charge. She undresses herself while the male is still in clothes showing that she is weaker
However towards the end she then escapes and then the male is standing with his shirt undone and this time she is dressed and showing the female as being more powerful than the male however feminists would argue that there is still unequal power share between the male and female. The sound also used in the advert 'its a man's world' again reinforces that male are the more powerful person.
However towards the end she then escapes and then the male is standing with his shirt undone and this time she is dressed and showing the female as being more powerful than the male however feminists would argue that there is still unequal power share between the male and female. The sound also used in the advert 'its a man's world' again reinforces that male are the more powerful person.
Institution
The institution is Chanel a very well known brand and genuinely their products are very expensive. They mainly choose to advertise on commercial channels this is to achieve their main objective to make profit. By the representation of woman in the advertisement it shows that Chanel as a institution reinforce typical gender stereotypes however are now also adapting to the changes in society and woman's position.
Genre
Keira knightly is the main icon in this advertisement. The setting changes from place to place showing that he perfume can be easily transferred across to people. The use of celebrities and a rich middle class man shows the advert and the product is of high value and worn by middle class, wealthy people.
Keira knightly is the main icon in this advertisement. The setting changes from place to place showing that he perfume can be easily transferred across to people. The use of celebrities and a rich middle class man shows the advert and the product is of high value and worn by middle class, wealthy people.
Audience
Male and female- The primary audience for this particular advert would be female as the product in the advertisement is a .The secondary audience is male as they may want their wives or girlfriends to be sexy and attractive like Keira Knightly. The pschographics would be aspirer's women which aspire to be like keira knightly and the demographics of A,B, C1, C2 people which would be able to afford the product.
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