megan fox analysis

Working title: How woman are portrayed as sexual objects in the advertisement 'Megan Fox "The Tip" Armani 

Angle: What impact does this have on society as a whole? Is this a desensitisation towards sexuality or the objectification of woman?

Hypothesis-

Linked piece production: Advert showing how woman being show sexually and represented as a sexual icon. 

MIGRAIN-

 Media Language- long shot of megan fox capturing getting her whole body into the camera creating a female gaze. Close up as megan fox put on her jeans to reinforce that advert is for armani clothing. . Close up at her chest again creating a female gaze for males to look at and desire to watch. Constant close ups at the jeans to remind the audience the main reason for the advert. 

High angle shot to make Megan fox seem more superior compared to the male who’s looked down at from a high angle shot pushing the trolley. A close of shot of the male waiters hand shaking whilst picking up the spoon shows that the female character is more dominant within this shot , breaking the patriarchal stereotype as the man is seen doing the work whereas Megan fox is seen in a close up on the side of her face fixing her collars in a masculine way.

 Megan Fox is the first person to speak whilst a close up on the male characters face shows his nervousness  further highlighting Megan Fox’s dominance breaking dominant ideologies and post traditional values.

Institution-

 Hollywood, Megan fox known as very attractive woman and has starred in top movies such as Transformers.
Armani a very well known brand and exploiting women to reach out to audiences.

Genre- 

Megan Fox is the main icon in the advert. The style of the advert is posh with the colour scheme of black and white throughout the advert. The setting is seen to be a posh apartment showing class and also creating enigmas that many things can take place indoors and in a room between a male and female. 

Representations- 

In this advert woman are being represented negatively with megan fox opening the door half naked in just her bra and knickers. In addition can also be argued that shes challenging the gender stereotypes as woman are usually seen as not wearing clothes or removing their clothes but in this particular advert the woman is putting clothes on. On the other hand feminists would argue that woman are still always represented and  still seen as being sexually exploited and are seen as being nothing more than just providing the next generation. Furthermore showing matriarchal society as the woman is shown as being more dominant and powerful, as the male in the advert is shown as a waiter- the connotations added to a waiter are someone who takes orders and does as they are told. Males represented as 'perverts' as the male actor purposely drops the napkin to see where the 'sexy female' is and to look and admire. 
I believe the representation is fair as society reflects woman as sexual objects, and also it is now seen as the nature of advertisement and a promotion method that woman are almost always represented sexually so it's now seen as a norm. Megan Fox smiling as she notices the waiter looking and smiles showing that she enjoys the attention. Towards the end of the advert the waiter rejects the tips and replies 'thank you' implies that megan fox was putting on some sort of sexual show. Uses and Gratification of escapism and entertainment keeping the main target audience of males engaged in what is going on in the advert and forget about what is going on around them.

Megan Fox, role model and known for her looks and how beautiful she is, this then leads to aspirational audiences buying armani jeans because they aspire to be like and begin to think that if they wear armani jeans they would also look as good

Audience-

 Psychographics- aspirers
Demographics- B, C1, C2, D


Theories-

Blumler & katz- Uses and gratifications theory.... escapism and entertainment
feminism- woman are being exploited and seen as sexual objects.
marxism- capitalism- megan fox is part of the bourgeouisie and the waiter does as he is told, showing there is a hierachy and that is he is below Megan Fox
Laura Mulvey- female gaze
American dream- of people wanting to keep up with the latest fashion wear 
Barthes- enigma codes
Celebrity 
Equiliibrium
femme fatale
Aspirational audiences- want to be like the people in the texts
Todorov- Equilibirum 
Stereotypes (Perkins)-  1. Some stereotypes are positive ( “The French are good cooks.”)

2. They are not always minority groups or the less powerful

3. They can be held about one’s own group

4. They are not rigid or unchanging

5. They are not always false

Lacan – Psychoanalysis and ‘The Mirror’- Lacan’s theory of ‘the mirror’ is an idea around the idea of identity.  He considers the point at which a person develops a sense of self and conscious identity.  He considers the point at which a child recognises their own reflection and begin to consider how others peceive them, modifying their appearence to satisfy their perceptions of how others see them.  Mulvey extends this idea when she writes about ‘the silver screen’ which she suggest operates like a metaphorical mirror; reflecting back to the female viewer representations of female identity, but these representations are not genuine reflections of the viewer but rather male perceptions of idealised femininity.

Third wave feminism- was a movement that redefined and encouraged to be dominant and sexually assertive (self confident)

Research plan

Media texts: Megan Fox "The Tip" Armani

Academic Texts- 'the game' book