tag:blogger.com,1999:blog-44235432582793988512024-03-13T13:03:51.654-07:00mainstream or niche Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.comBlogger22125tag:blogger.com,1999:blog-4423543258279398851.post-84251836668116744942015-10-27T03:11:00.001-07:002015-10-27T03:11:51.458-07:00S P E C T R E: James Bond is no longer 007<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-OmmQcuBMWNs/Vi9H_LHyw7I/AAAAAAAAAHw/3V_v74c3ajc/s1600/spectre-poster-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://4.bp.blogspot.com/-OmmQcuBMWNs/Vi9H_LHyw7I/AAAAAAAAAHw/3V_v74c3ajc/s320/spectre-poster-1.jpg" width="216" /></a></div>
007 is slick, smart and sexy. He always knows what is coming next and exactly how to deal with it, still making time to find a woman to be intimate with. Though this James Bond has most of these traits, the 24th Bond film did not stick to all its traditional conventions. The usual phrases were portrayed: "the names Bond, James Bond", "martini shaken, not stirred" etc. However James Bond no longer knows that the big Austrian man is on the train with himself and his Bond girl whilst their sipping martinis and making sultry eyes at each other. No, instead 007 is being saved by his girl when he is getting battered and we have no hope he is going to get out of it. James Bond is losing the slick and the smart, these scenes reflect that he is getting weaker, older and less vigilant. Could this be a sign of the end of James Bond?<br />
<br />
We all love Daniel Craig because he subverts the role of the traditional James Bond, it is refreshing to see that Bond has flaws. On the contrary this Bond is always walking into traps, this is reflected in spectre a few times. We first seen these flaws in "Casino royale" when he drinks the martini that is drugged, we were all thinking: "Bond always knows when something is wrong WTF". Spectre just portrays this to a larger extend, yes its nice to know that Bond is a real person who doesn't know whats happening sometimes, but I never thought that he would be saved by a girl he is supposed be protecting. In my opinion everything has to come to an end, and 24th film of James Bond could not reveal that more. The 00 spies are being abolished, this is the digital age which is strongly portrayed in the film.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-91391726255255009182014-05-16T06:21:00.001-07:002014-06-05T05:01:14.695-07:00Representation for Film texts <br />
<br />
<br />
<span style="font-size: large;">Film - How are people represented in your chosen text</span><br />
<br />
My three studied texts are Frank Miller and Robert Rodriguez Sin City, Niel Blomkeps District 9 and Fish Tank. The characters in the texts are represented in both a stereotypical way and a way that subverts from the typical role of a male and female. The representation of the characters are constructed through the miss en scene and technical conventions alongside the narrative.<br />
<br /><br />
<br />
In Frank Milers and Robert Rodriguez Sin City the female characters are typically represented as femme fatales due to texts hybrid genre which includes noir film. The character "Nancy" is represented as a femme fatale to some extent due to the fact she is objectified. Laura Mulvey said "women act as an erotic object for the male". An example of this is portrayed in the scene where Nancy is dancing in the bar, the technical convention of slow motion objectifies her body allowing the audience to view every aspect of her body. This is further highlighted through the numerous close ups on her sexual assets. The male gaze can be applied here as the camera angle portrays a male sitting on a stool below her, therefore the camera is looking up at her giving the audience the impression they are looking through the males eye. However the typical noir femme fatale is diluted in Nancy as she is also represented as an innocent when we sees her as a child. Thus linking to Propp's character role of the damsel in distress or princess.<br />
<br /><br />
<br />
Moreover women are also represented as typically niave, this is highlighted through the character Lucile. Lucile is one of the female characters that does not use men to her advantage as she is a lesbian, however when she tries to take control in the scene with herself and Marv, she ends up getting shot by the corrupt cops. Thus representing women as niave and helpless if they are not using their body to be empowered. As the text is based on the time during the cold war, it portrayed women trying regain the power and control they had when the men were in the war. Therefore the text could be representing the women trying to take control however can not handle as they need men to save them, again linking to propp's theory that in a narrative the woman is usually the damsel in distress. <br />
<br /><br />
<br />
Typically in sin city men are represented as cynical and insecure thus creating the typical noir cynical protagonist. This links to the time noir was set 1947- 1953 which was during the time of the cold war. As people were afraid of war beginning again, as this is not long after world war 2, they are depressed, do not trust anybody and are paranoid. The producer has encoded this in the male protagonists in order to express the attitudes of the time, an example of this is expressed through the character marv who says: " hell is waking up everyday not knowing why you are here". This comment adheres to the fact that people of this time felt they were not supposed to be living ad thus were insecure. Due to the fact that trust was an issue at this time the men were also represented as aggressive and violent. An example of this is at the point when Marv escapes the murder scene of Goldie, he jumps through the police car window and punches the cop in the face to escape in the police car. As he knows the police think he committed the murder, therefore does not trust them and uses aggression to escape.<br />
<br /><br />
<br />
In my second text fish tank women subvert the role of being sexually objectified, and are untypically represented as violent and perhaps even masculine. This is highlighted through the female protagonist Mia. An example of women being violent and is the scene where Mia finds her friend in park provocatively dancing, which is the only point women are objectified, the shot of Mia sitting on the fence encodes that she is distant from the environment as suggested from the shallow depth of field. Her face expression indicates that she does not desire to be objectified which is untypical of a female role in film. she replies to the girls asking her why she is staring by head butting one of them followed by swearing.<br />
<br /><br />
<br />
However the text still portrays that females desire men to take care of them, and that a male is needed in the family for it to be able to function. As the text is a social realist text, there is a lack of slow motion as this usually something used in fantasy or for scopophillia. However at the point in the narrative when Mia is on Connors back due to an injury we experience the first insight into her desires. The use of the slow motion creates a dream like and fantasy atmosphere that shows relies and wants him to care for her, the digetic sound of heavy breathing also adds to this. The representation that men are needed for a male to function is encoded in the scene when the four character are in the car. This is the first point in the narrative when we see Mia, her sister and mother getting along and doing something together. One could argue that this is because the male is there for them to be able to function as a family. <br />
<br /><br />
Though there is a lack of male representation in Fish tank, the male that is mostly represented is Connor. In some aspects the male is viewed through the female gaze, this is encoded at the point in the narrative when Mia first meets Connor. When he leaves her to go back upstairs to her mother there is a low angle shot that takes on the eye of Mia looking at his bottom thus showing she is sexually objectifying him. It is also encoded through the fact that at the point in the narrative when she meets him, he doesn't have a shirt on. <br />
<br /><br />
However in Neil Blomkemp's District 9 Males are represented as powerful and dominant, this is encoded through the use of low angle shots that take on the eye of the character looking up at the male that is in power thus representing them as powerful and dominant. This is shown at the point in the narrative when the MNU solider Koobus Venter captures Wikus, this scene shows Wikus looking up to him whilst he is holding a gun to him. This implies man gain power through aggression and status, as he is a solider. As men are represented as in power we also see that if people oppose them, they respond in a brutal way. This again represented through the character Koobus Venter again during this scene when he says: "you're not going to waste anymore of my time" and "im just going to fucking kill you myself". <br />
<br /><br />
The women in district 9 are mostly represented as domesticated and only exist alongside the male. This is represented through Tanya, Wikus' wife, and Wikus' mother. At the point in the narrative when Wikus has disappeared Tanya is talking about him disappearing to the camera, she is presented in the home and is represented as emotional. The fact that throughout the narrative she is shown in the home encodes that she is domesticated. However at this point in the narrative she is presented in a pink bedroom implying that she is a kind of princess or damsel in distress, thus linking to prop's character roles. The fact that the majority of the time she is on screen she is talking about Wikus represents she only exists alongside the male in the narrative. Wikus' mother is also represented as only existing alongside the male as when she is presented in a documentary style scene she is captioned as "Wikus' mother. However there is also a positive representation of females through the psychologist "Sarah Livingstone". This is a positive representation of females as we see her being represented through her complex job role and not existing alongside a male. However one could argue that due to the fact she is talking about a male throughout the narrative, she only exisits in the narrative due to the male. Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-9269934580488154202014-05-08T02:56:00.002-07:002014-05-14T05:12:33.117-07:00Music Industry Question<br />
<span style="font-size: x-large;">Explore the impact of digital technologies on your selected industry</span><br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div>
digital technology such as the internet and online services such as internet and social networking sites such as Facebook, instagram and twitter, alongside having online stores such as iTunes all present new ways for a consumer to discover or buy new music.<br />
<br />
Nirvana was a band formed before the invention of the internet, their album "never mind" came out in 1991. by this time the had diluted their alternative heavier sound with more popular music conventions. By this time they were also signed to "Geffen", a globally known record label. Nirvana helped change the genre and ideology surrounding mainstream, popular music . They combined more alternative genres such as punk with more popular genres at the time such as metal. <br />
<br />
To help promote and publicise themselves Nirvana would rebel on mainstream television shows such as "Jonothan Ross" in order for people to talk about them gaining publicity through "word of mouth". when this happened magazines and newspapers would talk about them, therefore more and more people would know who they are. On "Jonathon Ross" Nirvana achieved this by singing one of their more alternative songs rather than the one they were ordered perform which was "lithium". As i said before due to the fact the internet not being invented, Bands and artists like Nirvana relied heavily on television performances, music videos and their record label in order to get publicity. <br />
<br />
Nirvanas single "smells like teen spirit" with its controversial music video in a high school with cheerleaders and teenagers is still popular and is still being discussed amongst new generations today, this is due to the numerous amounts of music channels provided by television, in which Nirvana never experienced during their career. They also have a YouTube channel to enable consumers/audiences to access and share videos of their live performances and music videos through the internet.The invention of the internet this has enabled Nirvanas music to be accessed more easily even after the time they were most prominent, though nirvana have not released an album for over twenty years, around 30 thousand copies of Nirvanas album "never mind" are still being sold every year through online stores such as iTunes, amazon and eBay. Digital technology has allowed social interaction and communities to form for Nirvanas fans and their new generation of fans due to the internet, as a form of nostalgia. Ultimately digital technology for older bands such as Nirvana has generated discussion about their music and the life and suicide of lead singer Kurt Cobain.<br />
<br />
However this differs from new artists of today such as Lady Gaga who seem to rely heavily on their fans through social networking and album sales through the internet. Lady Gaga's album "Born this way" was released in 2011. In the short time period of 3 months she released 5 singles alongside their very theatrical and flamboyant music videos. Lady Gaga has a close relationship with her fans due to social networking sites such as twitter, Facebook and instagram. This built by her heavily promoted ideology of self acceptance, an example of this is on the photo sharing social networking site Instagram where numerous "little monsters", the nickname for her fans, upload images of her quotes and performances. One of these quotes is "you laugh at me because I'm different, I laugh at you because you're all the same". This promotes to her fans that it is okay to be different and stand, which is why she not only targets the typical teenage girl target audience but also homosexuals and transgender people who are typically different, this strongly promoted in her single "born this way"as her lyrics quote "not matter if you're gay, straight or by". Lady Gaga embraces technology to form a parasocial relationship with her fans.<br />
<br />
Lady Gaga calls herself "mother monster" to enable her fans to reflect upon her and embrace their differences from the mainstream culture. Her fan base have been cultivated to believe that being different and standing out is a good thing due to her actions through social networking such as Twitter that allows fans to access her personal life and personality. However Gaga does this by rewarding her fans for uploading complimentary tweets or images of her at a show or event. She does this by commenting on their images or tweets or simply just retweeting them so that they get the impression that they know her personally. On 13th may 2014 Lady Gaga sold her concert tickets for the 7th time at Madison square in new York. One of her fan twitter blogs uploaded "RT if you're exited to see Lady Gaga hit the stage at Madison square" in which she retweeted. Moreover to promote the fact that she is dedicated to her fans more than other artists another "little monster" uploaded an image of her kissing one of her fans in which she also retweeted. This parasocial relationship through social networking media has enhanced sales for Gaga's music. Her album "Born this way topped charts in 23 different countries, with the single setting an iTunes record for selling one million copies in five days. <br />
<br />
The current band radiohead took a very experimental and innovative approach to marketing their album through digital technology. instead of setting a price to the album and selling it online and in shops, the band used the method of "pay what you want". this highlighted the importance of the fan and musician relationship. The album "in rainbows" in which was released in 2007 made more money digitally than any other album they had ever sold. it allowed their fans to think that for this particular band it wasn't about the money, but more about the music and enabled them to pay the worth of what they thought the music was. This was a very intelligent way of increasing threat of piracy to the industry and moving away form the reliance of a powerful record label to release, distribute and promote albums. <br />
<br />
Radiohead used digital technology to increase financial gain, though they did not sell as many albums as they would with their record label, they made more money digitally due to the fact they kept all of the money and did not need to give any to their record label. The album has been purchased over 3 million times due to the downloads, CDs and £40 disc boxes. The album in rainbows was available free or "pay what you want" for three months. The albm alon sold 1.2 million copies with the average customer buying the album at 4 pounds on the "pay what you want" method. With 291 million subscribers on YouTube Radiohead has used videos and host live to promote and publicise themselves . As well as doing performances such as "live at the basement" on a channel you have to pay for such as "Sky Arts", this highlights that Radio head were trying attract their core audience and trying to avoid any mainstream attention.<br />
<br />
Digital technology is highly used and relied on in order to market and promote artists in the music industry. This is due to the fact that it is easily accessible, cheap, immediate and high quality as well as reducing costs of production and distribution for music labels. It allows for new artist to become wodely known through social networking sites as lady gaga did with twitter. <br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br /></div>
Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com2tag:blogger.com,1999:blog-4423543258279398851.post-56536380223972567102014-02-11T08:21:00.003-08:002014-02-11T08:21:53.533-08:00uses and gratifications in - Peaky blinders, Lost and Mad men <span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Uses and Gratifications in Peaky Blinders, Lost and Mad Men </span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">study the uses and gratifications theory and question, which gratifications audiences would gain from each of your studied texts</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><b>Identify</b></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;">justify your answer with clear kinks to technical conventions, responses or sequences from the narrative</span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><b><br /></b></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><b>Justify </b></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><br /></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><b><u>Peaky Blinders </u></b></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><b><u><br /></u></b></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><b>Personal identity- finding reinforcement for personal values </b></span><br />
<span style="font-family: Arial, Helvetica, sans-serif;">Identify and justify- At some point the narrative we discover Ada, the sister of the Shelby brothers, is pregnant with Freddy's baby. The twist in the narrative is that Freddy is a communist and is also Tommy's best friend who Freddy saved during the war in France. In one scene in the text we witness Aunt Polly taking Ada to the train station to be taken to have an abortion. This suggests in this particular time period it was looked down upon to have a child when not in a marriage, as during this scene Freddy proposes to Ada and Aunt Polly seems to be happier. This allows the consumer to find reinforcement for personal values due to the fact that in modern day society having a child out of marriage is not as negative, Allowing the audience to see the positive elements in modern day society. </span><br />
<span style="font-family: Arial, Helvetica, sans-serif;"><b><br /></b></span>
<span style="font-family: Arial, Helvetica, sans-serif;"><b><br /></b></span>
<b style="font-family: Arial, Helvetica, sans-serif;">Entertainment- Getting intrinsic cultural or aesthetic enjoyment </b><br />
<span style="font-family: Arial, Helvetica, sans-serif;">identify and justify - Towards the beginning of the text we consume a scene which involves the shelby brothers and the gypsy brothers in a domestic. during this seen we see complex cinematography of Tommy Shelby taking off his hat which has a knife on. This allows us, the audience, to gain an insight into how people in Birmingham in 1919 lived, and more importantly how gangsters such as themselves would act in those circumstances. the use of the slow motion in this scene is used to allow use to see and be educated in how they lived. using such detail as this to allow us to notice the small elements of life in 1919. This is used throughout the narrative to make the text as accurate on the time period as possible. Another scene which involves gaining intrinsic cultural enjoyment is the seen that invokes Tommy and Grace talking outside, the audience consume the noise of the machinery in the background. This is diegetic sound used for an active audience to notice the technical conventions used to make the text as authentic as possible. </span>Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-1904121088245866272014-02-06T03:00:00.002-08:002014-02-06T03:00:43.131-08:00how does peaky blinders attract its target audiencepeaky blinders is a 6 episode series of a text based on the time just after world war 1 in 1919. the text demonstrates events and how people felt at this time. the text was aired on bbc two which is known for targeting an active audience. due to its historical content peaky blinders is a very high brow text, however the mainstream conventions within the text. one could argue that the use of the baseline building up and quicker to express the feelings of the main character, tommy shelby,could be aimed at a passive audience due to the producer physically portraying how the character is feeling in which is frequently used in main stream texts.<br />
<br />
However the use of cinematography in the text could also be to attract a mainstream audience. The use of high production value prominently shown the fight scene, attracts an active audience due to the lighting and carefully constructed camera angles allowing this audience to deconstruct to the scene without the music to show them how they are feeling. `They do this by just the use of camera shots and high value lighting. however the producer has included the fast paced modern soundtrack in this text to also attract the passive audience. the use of the juxtaposition between the modern music and time eraAnonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-47390372224990338802014-01-14T08:30:00.000-08:002014-05-23T05:19:26.346-07:00LostLost<br />
<br />
One could argue that the intended audience for the very popular television programme "lost" is a mainstream, passive audience. This maybe due to context due to the fact that at the time of recording these series, issues occuring atthe time were events such as the 9:11, in which the majority of the world was aware of.<br />
<br />
However the first convention that makes me believe that this text is aimed at a passive, mainstream audience is the use of the none linear narrative. Though this may have been regarded as as niche technical convention a while ago, the fact that more and more mainstream television programmes are using it, the more popular and frequent it has become. for example this king of structure is also used in the very popular disaster based text "the walking dead". An example of this is at the beginning of the episode when the text starts off after the plane crash and the characters are in the jungle, however as the begin to talk about the crash the narrative jumps back in time to when the characters are on the plane. This kind of narrative is used in this particular text to let the audience easily get a grasp of all of the characters own stories gradually through the narrative. it is particularly used at the beginning of a brand new series for of the characters to show their identity and importance to the role. <br />
<br />
Another factor that suggests the text is intended to a mainstream audience is the propp character roles, in one segment of the text a male character says to another character named Jack: "you're the hero" therefore implying that he takes on the role the hero. Another section of the text shows a girl lying in her bikini. The camera pans slowly up her body for scopophilia, this implies she takes on the role the princess.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-12767546210615807472013-12-10T08:04:00.000-08:002013-12-10T08:04:43.167-08:00 Fish Tank - Clip 2<br />
<br />
<br />
Fish Tank - Clip 2<br />
<br />
The text fish tank holds connotations, narrative themes, technical conventions and character roles of a social realism film. The text demonstrates various techniques that help the audience to draw into the narrative and gain feeling as if this the text is real life. the producer of the text achieves this by using the camera and lighting as if you were in person looking at the circumstances yourself,<br />
<br />
At the point the text mia has broken into the run down, abandoned flat, which is iconic for a social realist text, we view an establishing shot form the back whilst she is dancing. The miss en scene used within the shot is iconic of social realism. the cider on the window sill looking out at the council houses, this shot very much establishes the texts title fish tank. Mia is stuck in a community that consists of the under class and cheap alcohol that she can not escape. The fact she dances looking out of this window is a constant reminder that she is bound to this life style. The natural lighting with in the shot gives the audience a sense of realism as it allows you to view the shot as if you were there. This also links to the consist digetic sound through the text, however more importantly the diegetic sound f breathing and the music with in this shot which also allows the audience to become part of the shot. The digetic sound and natural lighting are typical technical conventions of a social realism film.<br />
<br />
There are various shots of hand held camera work whilst the protagonist Mia is walking. in this particular shot Mia is walking down the isle of flats after she walks out of her home. The long shot helps us to establish the poor conditions she lives in and allows to view her circumstances allowing the audience to have empathy for her. Th shadow depth field used at the point when she is watching the male doing tricks in a park allows us to view what she is viewing exactly how she is and exactly how the human eye would.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com1tag:blogger.com,1999:blog-4423543258279398851.post-58812970978323636392013-12-05T02:58:00.002-08:002013-12-05T02:58:51.049-08:00The Hunger games- sci- fi conventions<span class="Apple-style-span" style="font-size: large;">The Hunger games- Sci- fi conventions</span><br />
<span class="Apple-style-span" style="font-size: large;"><br /></span>
The narrative theme of anti- establishment ideology is present in The Hunger games. This is seen in a particular scene when a military like force are surrounding district 12 moving them into the reaping. This scene shows the children of district 12 lining up waiting to be picked, it shows the wealthier district in a negative light as they choose these children to fight until the death, punishing them as they tried to rebel against the wealthier district thus linking to the concept of Hegeomy. A hegemonic society is shown within the text as we view the binary opposition between the poor people of district 12 and the wealthy people, dressed in nice clothes, from the ruling district. The hegemonic attitude is shown through the fact that the ruling district is overpowering the poor by fear. This shown through the use of camera shots as the close ups of the children's faces from district 12 portray fear during the reaping. Primrose, the younger sister of Katniss who is the protagonist in the text, is a strong example of being ruled by fear of the wealthy district as she gets emotional over the reaping and fears what is going to happen.<br />
<br />
A technical convention which frequently occurs in the sci-fi genre is quick cuts this occurs in the Hunger Games.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-17702361784043719222013-12-03T08:26:00.003-08:002013-12-03T08:26:48.355-08:00Noir conventions in Drive<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif; font-size: large;"> </span><span class="Apple-style-span" style="font-size: large;"><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;">Noir conventions promenant in </span><span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><span class="Apple-style-span" style="color: magenta;">"Drive" </span></span></span><br />
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><span class="Apple-style-span" style="color: magenta; font-size: x-large;"><br /></span></span>
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif; font-size: large;"><span class="Apple-style-span" style="color: magenta;"><br /></span></span>
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif; font-size: large;"><span class="Apple-style-span" style="color: magenta;"><br /></span></span>
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-Qy32GcvVYRE/Up3_adRL64I/AAAAAAAAAD0/gNbIlb_0Zc4/s1600/images.jpeg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="400" src="http://4.bp.blogspot.com/-Qy32GcvVYRE/Up3_adRL64I/AAAAAAAAAD0/gNbIlb_0Zc4/s400/images.jpeg" width="261" /></a></div>
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><i>2011's film "Drive" holds various conventions of the film noir. The conventions are demonstrated through the narrative structure, technical conventions and character roles. As the text is modern, set in a sunny city with fast modern cars, the text doesn't hold the mise en scene conventions of a typical noir film. </i></span><br />
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><i><br /></i></span>
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><i>In the first scene we viewed of the text we witness a family at a dinner table with the fathers friend present. At this particular point the mother and father are talking about how they met in which is a positive subject. However a binary opposition is made due to the use of the non diegetic sound of sinister music. This is a convention of a noir film as the themes usually base around fear, violence and paranoia which conjures up these feelings due to the music. This binary opposition is created to foreshadow the sinister events later to come in the text. During the same scene the camera pans on to the fathers friend, the protagonist, who is shown in a low key lighting. the low key lighting allows a shadow to form on his face which shows half of his face lit and the other half not lit up. This is conventional of a noir film as the low key lighting highlights the themes of depression and sadness that are usually present in noir film. The lighting used in this scene also portrays the good side and the bad side of the cynical protagonist present in the text. The use of the low camera angle facing up to the protagonist gives the character a sense of power and shows his importance in the text as this is the first low camera angle we see. </i></span><br />
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><i><br /></i></span>
<span class="Apple-style-span" style="font-family: 'Trebuchet MS', sans-serif;"><i>In oir film the protagonist is usually very cynical with a fatal flaw. In the next scene we very the protagonist breaking into a car in the city whilst people are around, this gives the audience a sense of not caring. This is shown in noir film as at the time when noir film was set it was the time of the cold war 1950's, people started to care less as they felt they were going to die anyway.The fact that the character was breaking into a car, therefore showing he is a criminal, it becomes his fatal flaw in the text. The noir film themes are also shown in this text through the narrative. After the male dies, when he and the woman attempt to rob a shop, the protagonist questions whether woman did the right thing by walking out in the other male. This raises the themes of paranoia and mistrust in the text. </i></span>Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-76271540224520873022013-10-22T07:54:00.001-07:002013-11-21T01:54:55.670-08:00INVESTIGATION<br />
<br />
<i style="mso-bidi-font-style: normal;"><u><span style="font-size: 14pt;">Investigation<o:p></o:p></span></u></i><br />
<br />
<i style="mso-bidi-font-style: normal;"><span style="font-family: "Calibri","sans-serif"; font-size: 24pt; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;">How women are represented in Men’s fragrance advertisements to
sell their fragrance?</span></i><i style="mso-bidi-font-style: normal;"><span style="font-family: "Calibri","sans-serif"; mso-ascii-theme-font: minor-latin; mso-hansi-theme-font: minor-latin;"><o:p></o:p></span></i><br />
<br />
<div style="line-height: 150%;">
During my investigation I am to going analyse,
using primary and secondary data, how females are represented in fragrances
advertisements with a male target audience in order to help sell their
products. The texts I will be investigating are Dolce&Gabbana's men’s
fragrance Light Blue campaign (2013) and Calvin Klein’s men’s fragrance Eternity
campaign; both have contrasting representations of females. To do this
successfully I will assist my investigation by applying various theories: Laura Mulvey's Male Gaze, the Cultivation theory and post modernism.<o:p></o:p></div>
<br />
Firstly I will explore if the female in Dolce
and Gabbana's campaign light blue is stereotypically represented. Furthermore
I will be questioning if female objectification occurs and does it gratify to
its intended audience? I will also study what the brands sell apart from the
product and in addition to this is it essential to sell a hyper reality and
aspiration to successfully promote. I will then go on to explore Calvin Klein’s
eternity campaign, applying the same aims.<br />
<o:p></o:p><br />
<br />
<div style="line-height: 150%;">
<span class="Apple-style-span" style="line-height: normal;">Due to primary analysis I have discovered to help
sell the products within the Light Blues campaign (2013) the producers have
attached a narrative, which contains, a love story between the male
protagonist, in the advertisement and the objectified woman. In advertisements,
one could argue, woman can be represented as sexually objectified to a male to
help sell the product as by creating a hyper reality through editing photos, men feel if they purchase
a fragrance they will gain a woman who looks flawless. </span><span class="Apple-style-span" style="line-height: normal;"><span lang="EN-US" style="font-family: "Times","serif"; mso-ansi-language: EN-US;">“She represents the Dolce&Gabbana woman: a
self-assured beauty who her lover cannot resist" (1)</span></span><span class="Apple-style-span" style="line-height: normal;">. T</span><span class="Apple-style-span" style="line-height: normal;"><span style="font-family: "Times","serif";">he
producers of the text are suggesting that the male cannot resist her due to
sexual appeal rather than other intellectual assets a woman may have. Therefore
degrades the woman as she <span style="mso-spacerun: yes;"> </span>must use her
sexuality to gain a male. The sexually objectification towards a female is
expressed through the mise en scene and technical conventions, her facial expression
is considered sexual as her mouth is open, her eyes portray a sense of power as
she is scowling though only possess power due to sexual objectification. The
fact that she leans on the male, with her head on his shoulder, creates
connotations of reliance and need linking to the fact that that women require a
man. The quote reflects how the role of women is to gain a males attention. Though
this primary data reflects prominent stereotypes of women being passive towards
men the text also reflects the male</span></span></div>
<br />
<div style="line-height: 150%;">
<!--[if gte vml 1]><v:shapetype id="_x0000_t75"
coordsize="21600,21600" o:spt="75" o:preferrelative="t" path="m@4@5l@4@11@9@11@9@5xe"
filled="f" stroked="f">
<v:stroke joinstyle="miter"/>
<v:formulas>
<v:f eqn="if lineDrawn pixelLineWidth 0"/>
<v:f eqn="sum @0 1 0"/>
<v:f eqn="sum 0 0 @1"/>
<v:f eqn="prod @2 1 2"/>
<v:f eqn="prod @3 21600 pixelWidth"/>
<v:f eqn="prod @3 21600 pixelHeight"/>
<v:f eqn="sum @0 0 1"/>
<v:f eqn="prod @6 1 2"/>
<v:f eqn="prod @7 21600 pixelWidth"/>
<v:f eqn="sum @8 21600 0"/>
<v:f eqn="prod @7 21600 pixelHeight"/>
<v:f eqn="sum @10 21600 0"/>
</v:formulas>
<v:path o:extrusionok="f" gradientshapeok="t" o:connecttype="rect"/>
<o:lock v:ext="edit" aspectratio="t"/>
</v:shapetype><v:shape id="Picture_x0020_5" o:spid="_x0000_s1031" type="#_x0000_t75"
alt="Macintosh HD:Users:a2media1:Desktop:dolce-and-gabbana-light-blue-perfume-ad-campaig-david-gandy-bianca-balti.png"
style='position:absolute;margin-left:234pt;margin-top:42.85pt;width:197.4pt;
height:130pt;z-index:251659264;visibility:visible;mso-wrap-style:square;
mso-width-percent:0;mso-height-percent:0;mso-wrap-distance-left:9pt;
mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text;mso-width-percent:0;mso-height-percent:0;
mso-width-relative:page;mso-height-relative:page'>
<v:imagedata src="file:///C:\Users\meiling\AppData\Local\Temp\msohtmlclip1\01\clip_image001.png"
o:title="dolce-and-gabbana-light-blue-perfume-ad-campaig-david-gandy-bianca-balti"/>
<w:wrap type="tight"/>
</v:shape><![endif]--><!--[if !vml]--><img align="left" alt="Macintosh HD:Users:a2media1:Desktop:dolce-and-gabbana-light-blue-perfume-ad-campaig-david-gandy-bianca-balti.png" height="173" hspace="12" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image002.png" v:shapes="Picture_x0020_5" width="263" /><!--[endif]--><!--[if gte vml 1]><v:shapetype id="_x0000_t32"
coordsize="21600,21600" o:spt="32" o:oned="t" path="m,l21600,21600e" filled="f">
<v:path arrowok="t" fillok="f" o:connecttype="none"/>
<o:lock v:ext="edit" shapetype="t"/>
</v:shapetype><v:shape id="Straight_x0020_Arrow_x0020_Connector_x0020_10"
o:spid="_x0000_s1030" type="#_x0000_t32" style='position:absolute;
margin-left:-45pt;margin-top:12.75pt;width:108pt;height:45pt;flip:y;z-index:251661312;
visibility:visible;mso-wrap-style:square;mso-wrap-distance-left:9pt;
mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text' o:gfxdata="UEsDBBQABgAIAAAAIQC75UiUBQEAAB4CAAATAAAAW0NvbnRlbnRfVHlwZXNdLnhtbKSRvU7DMBSF
dyTewfKKEqcMCKEmHfgZgaE8wMW+SSwc27JvS/v23KTJgkoXFsu+P+c7Ol5vDoMTe0zZBl/LVVlJ
gV4HY31Xy4/tS3EvRSbwBlzwWMsjZrlprq/W22PELHjb51r2RPFBqax7HCCXIaLnThvSAMTP1KkI
+gs6VLdVdad08ISeCho1ZLN+whZ2jsTzgcsnJwldluLxNDiyagkxOquB2Knae/OLUsyEkjenmdzb
mG/YhlRnCWPnb8C898bRJGtQvEOiVxjYhtLOxs8AySiT4JuDystlVV4WPeM6tK3VaILeDZxIOSsu
ti/jidNGNZ3/J08yC1dNv9v8AAAA//8DAFBLAwQUAAYACAAAACEArTA/8cEAAAAyAQAACwAAAF9y
ZWxzLy5yZWxzhI/NCsIwEITvgu8Q9m7TehCRpr2I4FX0AdZk2wbbJGTj39ubi6AgeJtl2G9m6vYx
jeJGka13CqqiBEFOe2Ndr+B03C3WIDihMzh6RwqexNA281l9oBFTfuLBBhaZ4ljBkFLYSMl6oAm5
8IFcdjofJ0z5jL0MqC/Yk1yW5UrGTwY0X0yxNwri3lQgjs+Qk/+zfddZTVuvrxO59CNCmoj3vCwj
MfaUFOjRhrPHaN4Wv0VV5OYgm1p+LW1eAAAA//8DAFBLAwQUAAYACAAAACEAh/rkMNkBAACOBAAA
HwAAAGNsaXBib2FyZC9kcmF3aW5ncy9kcmF3aW5nMS54bWykVF1v2yAUfZ+0/4B4X/3RpUmtOtWU
dX2ZtqrZ9n6FwUbDYAFznX+/i7GdKJpSaX2xwZxz7jkX8N390CrSc+uk0SXNrlJKuGamkrou6c8f
Xz5sKHEedAXKaF7SA3f0fvv+3R0UtYWukYyggnYFlLTxviuSxLGGt+CuTMc1rgljW/A4tXVSWXhB
5VYleZreJC1ITbdHqc/ggfyx8j+klGG/ebUD3YNDScWK0y+TR8XergyF7h9tt++ebHDOvvVPlsiq
pNg5DS22iCbTwgTDaXLGqo8Cg7BtwBshyFDS64/5bYpSh5LmWb7ebFZRjg+eMFzPrtfZTQAwRKzW
2QrHsV7z/bICax4ua6DJaAYHJwbZoPddcKj7XRie586W4HtvQdaNJ5+sNS9kZ7TmzBtLEDL3ZJKY
e3Ki6Cbl4IEIJbtfmHY8HW9rzRILis46/8hNS8KgpG7yuxiN5aD/6nw0OBNCfKXD04NUD7oi/tDh
VkMIGrJhkbCOrzmG8wfFI++ZCzwhuHn5GGe8H3ynLOlBoQZjXPtsUUF0oAmp1EJMXydO+EDlQmDf
F3JMdbHqwhgrG30kt1Ib+6/qfpgti4iP6WNq7MN0bJKzmziipj9HuO6n8+1fAAAA//8DAFBLAwQU
AAYACAAAACEAZ+QlM0EGAADPGQAAGgAAAGNsaXBib2FyZC90aGVtZS90aGVtZTEueG1s7FnNbhs3
EL4X6Dss9t5YsvUTG5EDW5LjNlYSREqKHKldapcxd7kgKTu6FcmxQIGiadFDA/TWQ9E2QAL0kj6N
2xRtCuQVOuT+iJSo2jF8MIrIgLE7+81wODP7Dcm9dv1RQr0jzAVhacevX6n5Hk4DFpI06vj3Rnsf
XfU9IVEaIspS3PFnWPjXtz/84BraCijJxgzxcBTjBHtgKBVbqOPHUmZba2siADESV1iGU3g2YTxB
Em55tBZydAwDJHRtvVZrrSWIpP42WJTKUJ/Cv1QKJQgoHyoz2EtRAqPfnkxIgDU2PKwrhJiJLuXe
EaIdH2yG7HiEH0nfo0hIeNDxa/rnr21fW0NbhRKVK3QNvT39K/QKhfBwXY/Jo3E1aKPRbLR2Kvsa
QOUyrt/ut/qtyp4GoCCAmea+mDabu5u7vWaBNUD5pcN2r93bqFt4w/7Gks87TfVn4TUot99Ywu/t
dSGKFl6DcnxzCd9otNe7DQuvQTm+tYRv13Z6jbaF16CYkvRwCV1rtja65WwryITRfSd8s9nYa68X
xucoqIaqutQQE5bKVbWWoIeM7wFAASmSJPXkLMMTFEBNdhElY068AxLFUg2DtjAynueiQCyJ1Iie
CDjJZMf/JEOpb0Devvrp7asX3snjlyePfz158uTk8S+5IUtrH6WRqfXmhy//efaZ9/eL7988/dqN
Fyb+j58///23r9xAeInmk3z9zfM/Xz5//e0Xf/341AHf4WhswkckwcK7hY+9uyyBiemo2J7jMX83
jVGMiKmxk0YCpUiN4rDfl7GFvjVDFDlwu9iO4H0OJOIC3pg+tBwexnwqicPizTixgAPG6C7jzijc
VGMZYR5N08g9OJ+auLsIHbnG7qLUym9/mgF7EpfJbowtN+9QlEoU4RRLTz1jhxg7ZveAECuuAxJw
JthEeg+It4uIMyQjMraqaa60TxLIy8zlIOTbis3gvrfLqGvWPXxkI+GtQNTh/AhTK4w30FSixGVy
hBJqBvwAydjl5HDGAxPXFxIyHWHKvH6IhXDp3OYwXyPpN4FA3Gkf0FliI7kkhy6bB4gxE9ljh90Y
JZkLOyRpbGI/FodQosi7w6QLPmD2G6LuIQ8oXZnu+wRb6T6dDe4Bd5ouzQtEPZlyRy5vYGbV73BG
JwhrqgFqtxg7Iemp9J2PcHHEDVT5+rtnDr8vK2XvcOJ8Z/YXiHoVbpGeu4yH5PKzcw9N0zsYXojl
FvWenN+Ts/+/J+dV7/PFU/KchYGg1WIwX27rxXeycu09IZQO5YziA6GX3wJ6T7gHQqWn95i42otl
MVyqNxkGsHARR1rH40x+SmQ8jFEGS/e6r4xEojAdCS9jAraMWuy0rfB0mgxYmG8563W1vczJQyA5
l9ealRy2CzJHt9rzbVRlXnsb6e1u6YDSfRcnjMFsJzYcTrRLoQqS3lxD0BxO6JldiBebDi+uKvNl
qpa8ANeqrMDiyIMlVcdvNkAFlGDPhCgOVZ7yVJfZ1cm8yEyvCqZVATU4wygqYJ7pTeXryump2eWl
doZMW04Y5WY7oSOje5iIUYiL6lTSs7jxrrnenKfUck+FooiF4Ub76n95cd5cg94iN9DUZAqaescd
v7XRhJIJUNbxJ7B1h8skg9oRalGLaASHXoHk+Qt/HmbJuJA9JOI84Jp0cjZIiMTcoyTp+Gr6VRpo
qjlE+1ZfB0K4tM5tAq1cNucg6XaS8WSCA2mm3ZCoSOe3wPA5VzifavXzg5Umm0K6h3F47I3plN9F
UGLNdl0FMCQCznfqeTRDAkeSFZHN62+hMRW0a54J6hrK5YhmMSo6iknmOVxTeeWOvqtiYNwVc4aA
GiEpGuE4Ug3WDKrVTauukfuwsuuerqQiZ5DmvGdarKK6ppvFrBHKNrAQy/M1ecOrMsTQLs0On1P3
IuVully3sE6ougQEvIqfo+ueoSEYrs0Hs1xTHi/TsOLsQmr3jnKCp7h2liZhsH6rNLsQt6pHOIcD
4bk6P+gtVi2IJuW6Ukfa9XlhgDJvHNU7PhzxwwnEI7iCjwQ+yNaVbF3J4ApO/qFd5Mf1Hb+4KCXw
PJdUmI1SslFiGqWkUUqapaRZSlqlpOV7+lwbvqWoI23fK4+toYcVx9zF2sL+BrP9LwAAAP//AwBQ
SwMEFAAGAAgAAAAhAJxmRkG7AAAAJAEAACoAAABjbGlwYm9hcmQvZHJhd2luZ3MvX3JlbHMvZHJh
d2luZzEueG1sLnJlbHOEj80KwjAQhO+C7xD2btJ6EJEmvYjQq9QHCMk2LTY/JFHs2xvoRUHwsjCz
7DezTfuyM3liTJN3HGpaAUGnvJ6c4XDrL7sjkJSl03L2DjksmKAV201zxVnmcpTGKSRSKC5xGHMO
J8aSGtHKRH1AVzaDj1bmIqNhQaq7NMj2VXVg8ZMB4otJOs0hdroG0i+hJP9n+2GYFJ69elh0+UcE
y6UXFqCMBjMHSldnnTUtXYGJhn39Jt4AAAD//wMAUEsBAi0AFAAGAAgAAAAhALvlSJQFAQAAHgIA
ABMAAAAAAAAAAAAAAAAAAAAAAFtDb250ZW50X1R5cGVzXS54bWxQSwECLQAUAAYACAAAACEArTA/
8cEAAAAyAQAACwAAAAAAAAAAAAAAAAA2AQAAX3JlbHMvLnJlbHNQSwECLQAUAAYACAAAACEAh/rk
MNkBAACOBAAAHwAAAAAAAAAAAAAAAAAgAgAAY2xpcGJvYXJkL2RyYXdpbmdzL2RyYXdpbmcxLnht
bFBLAQItABQABgAIAAAAIQBn5CUzQQYAAM8ZAAAaAAAAAAAAAAAAAAAAADYEAABjbGlwYm9hcmQv
dGhlbWUvdGhlbWUxLnhtbFBLAQItABQABgAIAAAAIQCcZkZBuwAAACQBAAAqAAAAAAAAAAAAAAAA
AK8KAABjbGlwYm9hcmQvZHJhd2luZ3MvX3JlbHMvZHJhd2luZzEueG1sLnJlbHNQSwUGAAAAAAUA
BQBnAQAAsgsAAAAA
" strokecolor="#5b9bd5 [3204]" strokeweight="1pt">
<v:stroke endarrow="open" joinstyle="miter"/>
</v:shape><![endif]--><!--[if !vml]--><span style="height: 69px; margin: 9px auto auto -61px; mso-ignore: vglayout; position: absolute; width: 150px; z-index: 251661312;"><img height="69" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image003.png" v:shapes="Straight_x0020_Arrow_x0020_Connector_x0020_10" width="150" /></span><!--[endif]--><!--[if gte vml 1]><v:shape
id="Straight_x0020_Arrow_x0020_Connector_x0020_9" o:spid="_x0000_s1029"
type="#_x0000_t32" style='position:absolute;margin-left:-45pt;margin-top:57.75pt;
width:81pt;height:45pt;z-index:251660288;visibility:visible;mso-wrap-style:square;
mso-wrap-distance-left:9pt;mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text' o:gfxdata="UEsDBBQABgAIAAAAIQC75UiUBQEAAB4CAAATAAAAW0NvbnRlbnRfVHlwZXNdLnhtbKSRvU7DMBSF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" strokecolor="#5b9bd5 [3204]" strokeweight="1pt">
<v:stroke endarrow="open" joinstyle="miter"/>
</v:shape><![endif]--><!--[if !vml]--><span style="height: 69px; margin: 76px auto auto -61px; mso-ignore: vglayout; position: absolute; width: 114px; z-index: 251660288;"><img height="69" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image004.png" v:shapes="Straight_x0020_Arrow_x0020_Connector_x0020_9" width="114" /></span><!--[endif]--><!--[if gte vml 1]><v:shape
id="Picture_x0020_3" o:spid="_x0000_s1028" type="#_x0000_t75" alt="Macintosh HD:Users:a2media1:Desktop:Screen shot 2013-11-07 at 09.15.26.png"
style='position:absolute;margin-left:-18pt;margin-top:48.75pt;width:243.35pt;
height:137.1pt;z-index:251658240;visibility:visible;mso-wrap-style:square;
mso-width-percent:0;mso-height-percent:0;mso-wrap-distance-left:9pt;
mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text;mso-width-percent:0;mso-height-percent:0;
mso-width-relative:page;mso-height-relative:page'>
<v:imagedata src="file:///C:\Users\meiling\AppData\Local\Temp\msohtmlclip1\01\clip_image005.png"
o:title="Screen shot 2013-11-07 at 09.15.26"/>
<w:wrap type="tight"/>
</v:shape><![endif]--><!--[if !vml]--><img align="left" alt="Macintosh HD:Users:a2media1:Desktop:Screen shot 2013-11-07 at 09.15.26.png" height="183" hspace="12" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image006.jpg" v:shapes="Picture_x0020_3" width="324" /><!--[endif]--><span style="font-family: "Times","serif";">gaze
theory. <span style="mso-spacerun: yes;"> </span>“97% of everything you know
about yourself, your country and your world comes from a male perspective as
only 3% of clout positions in advertising are women" (8). As suggested in this
quote majority of advertisements we see are from a males view therefore we are
cultivated to believe what we see is how the world actually is, and that this
is what women are. This is reflected through the the technical conventions in Dolce&Gabbanas (2013) light
blue video campaign as the camera emphasises the females body parts due to the use of close
ups on her specific parts that high lights sexuality. </span><span style="font-family: "Times","serif";"><span class="Apple-style-span" style="font-family: Times;"><span class="Apple-style-span" style="line-height: 24px;"><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 14pt; line-height: 28px;"><span lang="EN-US">“</span></span></span></span><span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Verdana","sans-serif"; font-size: 11pt; line-height: 22px;">The camera becomes the mechanism for producing an illusion of Renaissance space, flowing movements compatible with the human eye, an ideology of representation” (11)</span></span></span><span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Verdana","sans-serif";">. The</span></span></span> fact that the camera pans
up her body gives her a sense of power, again, through sexuality as she stands
over the man as he is getting out of the water. <span style="mso-spacerun: yes;"> </span>In addition to this, this reflects the
quotation </span><span style="font-family: "Times","serif"; font-size: 11pt; line-height: 150%;">“</span><span lang="EN-US" style="color: #262626; font-family: "Georgia","serif"; font-size: 11pt; line-height: 150%; mso-ansi-language: EN-US; mso-bidi-font-family: Georgia;">Brunettes represent exotic, sexual desires” (2</span><span lang="EN-US" style="color: #262626; font-family: "Georgia","serif"; mso-ansi-language: EN-US; mso-bidi-font-family: Georgia;">) </span><span style="font-family: "Times","serif";">by
putting women into a category like this, they are able to over power them.<span style="mso-spacerun: yes;"> </span>The fact that the text is a television
commercial means women also have to view the text as well, as the text
highlights women’s sexuality, women view the text as men do. Meaning they are
viewing themselves as sexual objects. One could also argue that years of cultivation and post modernism
has created a prominent ideology that women have to look a certain way to
conform to their role, Expressed in advertisements such as these. This has
created controversy in the world of feminism. Due to the theory of the male
gaze it exaggerates women do not get to view women from their perspective as very
few women control media we endure: </span><span style="font-family: "Times","serif"; font-size: 11pt; line-height: 150%;">“</span><span lang="EN-US" style="color: #131313; font-family: "Arial","sans-serif"; font-size: 11pt; line-height: 150%; mso-ansi-language: EN-US;">Females own 5.8% of all TV and 6% of
radio” (8)</span><span style="font-family: "Times","serif"; font-size: 11pt; line-height: 150%;">. </span><span style="font-size: 11pt; line-height: 150%;"><o:p></o:p></span></div>
<span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span style="color: black; font-family: "Verdana","sans-serif"; font-size: 14pt; line-height: 150%; mso-ansi-language: EN-US; mso-bidi-font-family: Verdana;"> </span></span></span><span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span style="font-family: "Times","serif";">The text uses subliminal technical and visual codes to gratify their
selected audience</span></span></span><br />
<span class="Apple-style-span" style="line-height: 24px;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">due to the repetitive
connotations of women being portrayed as sexual objects, it cultivates people
to believe that women are simply sexual objects. “There are 22 ESPN sports
channels” and “fox news corp, a board 16, 1 of are 16 are women” (8). This
emphasises the fact our opinion leaders who are cultivating are beliefs are men
as the majority of what we see is male dominated. This is demonstrated in this
particular text as the female is represented in a sexual way and the male is
seen as masculine, which the majority of men aspire to be. <span style="mso-spacerun: yes;"> </span>Cultural hegemony describes domination of a
culturally diverse society by the ruling class. The ruling class are the
upper/middle class, men and white (9). Feminists have even theorised this into
hegemonic masculinity: “</span></span><span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Helvetica","sans-serif"; mso-ansi-language: EN-US;">why, in specific social formations, do
certain ways of being male predominate, and particular sorts of men rule?"
</span></span></span><span class="Apple-style-span" style="line-height: 24px;"><span class="Apple-style-span" style="line-height: 24px;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">They
do this as by degrading women, it suggests they keep women below them therefore
have no competition. This links to the fact that the ruling class do this as an
attempt to control the masses beliefs. As society is a big viewer for the media
such as television, film and advertisements, the ruling class use the media to
portray their views therefore control the masses(9).</span></span></span><br />
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 8pt;">
</div>
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 8pt;">
<!--[if gte vml 1]><v:shape id="Straight_x0020_Arrow_x0020_Connector_x0020_2"
o:spid="_x0000_s1027" type="#_x0000_t32" style='position:absolute;
margin-left:202.5pt;margin-top:306.2pt;width:131.25pt;height:21pt;flip:y;
z-index:251663360;visibility:visible;mso-wrap-style:square;
mso-width-percent:0;mso-height-percent:0;mso-wrap-distance-left:9pt;
mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text;mso-width-percent:0;mso-height-percent:0;
mso-width-relative:margin;mso-height-relative:margin' o:gfxdata="UEsDBBQABgAIAAAAIQC75UiUBQEAAB4CAAATAAAAW0NvbnRlbnRfVHlwZXNdLnhtbKSRvU7DMBSF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" strokecolor="#5b9bd5 [3204]" strokeweight="1pt">
<v:stroke endarrow="open" joinstyle="miter"/>
</v:shape><![endif]--><!--[if !vml]--><span style="height: 37px; margin: 400px auto auto 269px; mso-ignore: vglayout; position: absolute; width: 179px; z-index: 251663360;"><img height="37" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image007.png" v:shapes="Straight_x0020_Arrow_x0020_Connector_x0020_2" width="179" /></span><!--[endif]--><!--[if gte vml 1]><v:shape
id="Picture_x0020_1" o:spid="_x0000_s1026" type="#_x0000_t75" alt="Macintosh HD:Users:a2media1:Desktop:ck eternity ad.jpg"
style='position:absolute;margin-left:324pt;margin-top:4in;width:136pt;
height:189pt;z-index:251662336;visibility:visible;mso-wrap-style:square;
mso-width-percent:0;mso-height-percent:0;mso-wrap-distance-left:9pt;
mso-wrap-distance-top:0;mso-wrap-distance-right:9pt;
mso-wrap-distance-bottom:0;mso-position-horizontal:absolute;
mso-position-horizontal-relative:text;mso-position-vertical:absolute;
mso-position-vertical-relative:text;mso-width-percent:0;mso-height-percent:0;
mso-width-relative:page;mso-height-relative:page'>
<v:imagedata src="file:///C:\Users\meiling\AppData\Local\Temp\msohtmlclip1\01\clip_image008.jpg"
o:title="ck eternity ad"/>
<w:wrap type="tight"/>
</v:shape><![endif]--><!--[if !vml]--><img align="left" alt="Macintosh HD:Users:a2media1:Desktop:ck eternity ad.jpg" height="252" hspace="12" src="file:///C:/Users/meiling/AppData/Local/Temp/msohtmlclip1/01/clip_image009.jpg" v:shapes="Picture_x0020_1" width="181" /><!--[endif]--><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">However
the second text I have studied subverts from this archetype of female
representation, although at times still represents a negative stereotype of
women being domesticated and viewed as carers. <span style="mso-spacerun: yes;"> </span>My texts preferred target audience is males, though the text suggests it is for an older male who is most likely to have started a family. As we still view in from a male perspective women are domesticated and therefore viewed as carers in advertisement:</span><span style="font-family: "Times","serif"; font-size: 18pt; line-height: 150%; mso-ansi-language: EN-US;"> </span><span lang="EN-US" style="font-family: "Times","serif"; font-size: 12pt; line-height: 150%; mso-ansi-language: EN-US;">“56% of
women in adverts were shown as domestic housewives and only eighteen different
occupations were shown for women, in comparison to forty three for men”(11) . A
Hegemonic attitude is also applied here as the male is being represented as
dominant and the woman is represented as the carer, which is how men view women
in some cases. Calvin Kleins Eternity campaign conforms to the concept that women are
domesticated and therefore certain stereotypical gender roles as the woman is
not viewed sexually as we cannot see her body, but however with children
therefore represented as a mother. The fact she has her head on the child shows
elements of being possessive over the child. Her face does not show any
expression of sexism, on the other hand she is looking down at both the children
and male therefore showing her devotion to being the stereotypical mother/house
wife.<span style="mso-spacerun: yes;"> </span>Although the man also looks
domesticated being around children, he represents dominance as his family crowd
him as if he is most important. The fact they are leaning on him creates
connotations that they rely on him, again suggesting the woman especially is
domesticated.<span style="mso-spacerun: yes;"> </span>This differs from my first
text “Dolce&Gabbanna Light Blue” as the first text subverts this
stereotype. However conforms the fact that women are sexualized in
advertisements for men. <o:p></o:p></span></div>
<span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="font-family: "Times","serif"; font-size: 12pt; line-height: 150%; mso-ansi-language: EN-US;">The
text subverts from the typical </span></span><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-ansi-language: EN-US;">sexual
objectification of women that some would argue is most prominent in certain
narratives:<span style="mso-spacerun: yes;"> </span>“<span style="color: black;">Traditionally,
the woman displayed has functioned on two levels: as erotic object for the
characters within the screen story, and as erotic object for the spectator
within the auditorium” (11). Mulvey suggest that in most cases the woman is
represented as the meaningless sexual object that has no significance (11)
which is implied through the visual pleasure in narrative cinema. <span style="mso-spacerun: yes;"> </span>This subverts this stereotype and takes a
different approach by still expressing male perspectives as males also view
women as the domesticated carer they have power over due to the archetype that
has been created. Calvin Klien’s Eternity Camaign still has connotations in
common with the first text as men are in power, so still represents women as
the weaker sex. Hegemony also applies here as both texts suggests cultivation
of men influencing our beliefs has become prominent. The text shows how as it
is 97% of men that control the media (8), we seeing their perspectives which is
to create a weaker image of women for them to be most powerful: “we replicate
the world we grow up in” (8).</span></span></span><br />
<span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-ansi-language: EN-US;">One could argue that the norm is men are most dominant
and in charge, and this shines through in advertisements and the media as men
dominant not only their family and the business world, but also the media
itself</span></span><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Times New Roman","serif"; mso-ansi-language: EN-US;">. </span></span><span class="Apple-style-span" style="line-height: 24px;"><span lang="EN-US" style="color: black; font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%; mso-ansi-language: EN-US;">“</span></span><span class="Apple-style-span" style="line-height: 24px;"><span style="font-family: "Times New Roman","serif"; font-size: 12pt; line-height: 150%;">70% - 85% Men also
dominate the production side of television, so it is hardly surprising then,
that the masculine or patriarchal ideology is presented as the norm”. To a
certain extent this advertisement adheres to this ideology though female and
children are smiling and not looking directly into the camera, the male has the
controls as he looks into the camera implying he has an identity and the
woman/children are just part of the male. The fact the male isn’t smiling also
indicates sexuality which reflects the patriarchal society that we live in and
that the male are the ruling sex. Whereas the women are the secondary sex that
are represented in a derogative way or seen as nothing but a wife and carer.</span></span><br />
<span class="Apple-style-span" style="font-family: 'Times New Roman', serif; font-size: 16px; line-height: 24px;">Through this research I
have discovered our society is male dominated which is demonstrated through the Media. Women have been become
objects of sex to be able to sell products, if they are not sex objects they
have become part of the ideology that they are simply just mothers/wifes. This is due
years of cultivation from men ruling our beliefs and perspectives as we view
their personal views through the media, this is through fact that it is mostly
men that work in the media. Especially my two chosen texts are male dominated
due to the fact the products were made by them, therefore we view the world through
a male perspective. However what helps sells these male fragrances is a hyper
reality of perfectly structured women, for my first text, and the idea of a
perfect good looking family where the male dominates everything. Which in a
modern day society may not apply, so this again has created a hyper reality.</span><br />
<br />
<div class="MsoNormal" style="line-height: 150%; margin: 0cm 0cm 8pt;">
</div>
Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-5457823619781355492013-10-17T02:20:00.002-07:002013-11-20T08:07:06.477-08:00REVIEW ON CLAVIN KLIEN ETERNITY<br />
CALVIN KLIEN- ETERNITY<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<br /></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-Khbs53NU2fs/Ul-tAqdCssI/AAAAAAAAADY/kYOVt6sJjQ8/s1600/fullZZZZZZPRW060201134902PIC.jpg" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" src="http://1.bp.blogspot.com/-Khbs53NU2fs/Ul-tAqdCssI/AAAAAAAAADY/kYOVt6sJjQ8/s1600/fullZZZZZZPRW060201134902PIC.jpg" /></a><a href="http://2.bp.blogspot.com/-8wfnKqsFVSs/Ul-s3zOcskI/AAAAAAAAADQ/vj-cVqhh8So/s1600/ck+eternity+ad.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://2.bp.blogspot.com/-8wfnKqsFVSs/Ul-s3zOcskI/AAAAAAAAADQ/vj-cVqhh8So/s320/ck+eternity+ad.jpg" width="230" /></a></div>
Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-9669299480805912812013-10-17T02:20:00.000-07:002013-12-19T02:32:33.566-08:00BIBLIOGRAPHY FOR COURSE WORK <br />
<br />
<span class="Apple-style-span" style="font-size: large;">(1)</span> http://www.dolcegabbana.com/dg/beauty/perfumes-fragrances/light-blue/notes/ -<i> LIGHT BLUE </i>CAMPAIGN<br />
<br />
<span class="Apple-style-span" style="font-size: large;">(2)</span> http://baker45.wordpress.com/2011/02/03/analysis-of-dolce-gabbana-ad/ - <i>REVIEW</i><br />
<br />
<br />
<span class="Apple-style-span" style="font-size: large;"> (3) </span>http://keca2media.blogspot.co.uk/2013/09/laura-mulvey-male-gaze.html-<i> MEDIA BLOG FOR MALE GAZE BY LAURA MULVEY </i><br />
<i><br /></i><i><span class="Apple-style-span" style="font-size: large;">(4)</span> http://keca2media.blogspot.co.uk/2012/10/cultivation-theory-television-shapes.html- MEDIA BLOG FOR CULTIVATION THEORY </i><br />
<i><br /></i><i><span class="Apple-style-span" style="font-size: large;">(5)</span> http://keca2media.blogspot.co.uk/2012/09/post-modernism-theory.html- MEDIA BLOG FOR POST MODERNISM </i><br />
<i><u><br /></u></i>
<i><u><br /></u></i><i><span class="Apple-style-span" style="font-size: large;">(6) </span>//www.dolcegabbana.com/beauty/perfumes/light-blue/ - DOLCE AND GABBANA CAMPAIGN </i><br />
<i><u><br /></u></i>
<i><u><br /></u></i>
<i><u><br /></u></i><i><span class="Apple-style-span" style="font-size: large;">(7) </span>http://books.google.co.uk/books?id=yUGpvXJe9NAC&printsec=frontcover&dq=post+feminism&hl=en&sa=X&ei=LZhmUq7pHYejhgeAlIG4DQ&redir_esc=y#v=onepage&q=post%20feminism&f=false - POST FEMINISM </i><br />
<i><br /></i>
<i></i><i><span class="Apple-style-span" style="font-size: large;">(8)</span> http://www.youtube.com/watch?v=pKqF0wcGhIE- <span class="Apple-style-span" style="font-size: large;">miss representation</span></i><br />
<i><br /></i>
<i><br /></i>
<i><span class="Apple-style-span" style="font-size: large;">(9)</span>http://ro.uow.edu.au/cgi/viewcontent.cgi?article=1149&context=artspapers&sei-redir=1&referer=http%3A%2F%2Fwww.google.co.uk%2Furl%3Fsa%3Dt%26rct%3Dj%26q%3Dhegemony%2520feminist%2520theory%26source%3Dweb%26cd%3D5%26ved%3D0CFoQFjAE%26url%3Dhttp%253A%252F%252Fro.uow.edu.au%252Fcgi%252Fviewcontent.cgi%253Farticle%253D1149%2526context%253Dartspapers%26ei%3D4mt7UoTVCsqb0AWBhIHwAg%26usg%3DAFQjCNGEwBt13MvulAEzrnLUUxPIW4YyOw%26sig2%3DzFq1cG-6JBVKNYdnMc-ITA#search=%22hegemony%20feminist%20theory%22-<span class="Apple-style-span" style="font-size: large;"> hegemonic masculinity</span></i><br />
<br />
(10) <a href="http://www.detnovel.com/FemmeFatale.html">http://www.detnovel.com/FemmeFatale.html</a><br />
<br />
<br />
(11) visual pleasure in narrative cinema<br />
<br />
(12)http://www.aber.ac.uk/media/Students/hzi9401.html- how women are viewed in television<br />
<br />
<br />
(13)<br />
<a href="http://smallbusiness.chron.com/perfume-advertisement-strategies-45134.html">http://smallbusiness.chron.com/perfume-advertisement-strategies-45134.html</a><br />
<br />
(14) http://www.thefreedictionary.com/hyperrealityAnonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-38597028479277544242013-10-17T01:57:00.001-07:002013-10-24T02:06:22.868-07:00REVIEWS ON LIGHT BLUE- DOLCE AND GABBANADOLCE AND GABBANA - LIGHT BLUE REVIEW<br />
<br />
LIGHT BLUE CAMPAIGN:<br />
http://www.dolcegabbana.com/dg/beauty/perfumes-fragrances/light-blue/notes/<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-9JdQuyynkZM/Ul-l7cfUg8I/AAAAAAAAAC8/Bb7y8KQ-kKI/s1600/dolce-and-gabbana-light-blue-perfume-ad-campaig-david-gandy-bianca-balti.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="208" src="http://4.bp.blogspot.com/-9JdQuyynkZM/Ul-l7cfUg8I/AAAAAAAAAC8/Bb7y8KQ-kKI/s320/dolce-and-gabbana-light-blue-perfume-ad-campaig-david-gandy-bianca-balti.png" width="320" /></a></div>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u></u></i></span><br />
<div>
<i><u><a href="http://1.bp.blogspot.com/-sspkVaBjaTo/Ul-lPcDAO_I/AAAAAAAAAC0/LG8_JJ88rBQ/s1600/dolce-gabbana-light-blue-fragrance-david-gandy-anna-jagodzinska-by-mario-testino-1.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://1.bp.blogspot.com/-sspkVaBjaTo/Ul-lPcDAO_I/AAAAAAAAAC0/LG8_JJ88rBQ/s320/dolce-gabbana-light-blue-fragrance-david-gandy-anna-jagodzinska-by-mario-testino-1.jpg" width="249" /></a></u></i></div>
<br />
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u></u></i></span><br />
<div>
<div>
<i><u><br /></u></i></div>
</div>
<br />
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 24px;"><i><u></u></i></span></span><br />
<div style="font: 12.0px Helvetica; margin: 0.0px 0.0px 0.0px 0.0px;">
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small;"><i><u><br /></u></i></span></div>
<br />
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small;"><span class="Apple-style-span" style="line-height: 24px;"><i><u></u></i></span></span><br />
<div style="font: 12.0px Helvetica; margin: 0.0px 0.0px 0.0px 0.0px;">
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small;"><i><u><br /></u></i></span></div>
<br />
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u><br /></u></i></span>
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;"><i><u>review on first advertisment with a woman with dark hair-</u></i></span><br />
<span class="Apple-style-span" style="color: #333333; font-family: Georgia, 'Bitstream Charter', serif; font-size: x-small; line-height: 24px;">For the purpose of this assignment, I chose to use the semiotic analysis method on a Dolce & Gabbana advertisement. According to Berger, semiotics is defined as the science of signs. It is how the advertisement or commercial gets their message across to the viewing public. If you take a look at almost any Dolce & Gabbana advertisement, one word comes to mind: domination. We live in a male dominated society and that is clearly evident in this advertisement. Going along with Saussure’s system for analyzing signs, there are many signifiers and signifieds within this ad. </span><br />
<br />
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;">The way the young man is holding down the woman’s arms as if she is trying to get up, but he isn’t allowing her reinforces the idea of our male dominated society. She is appears to be struggling to get up but his body is placed above hers, giving her no option of getting up. This is also a prime example of <span style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline; vertical-align: baseline;">femininity</span> and <span style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline; vertical-align: baseline;">masculinity</span>. It shows off femininity because it represents all of the main characteristics of being a female. For example, the woman in this ad is demonstrating passivity. She is not in control of the situation and is giving off social/facial cues that she is not happy about it. On the other hand, this ad also is a great example of masculinity. The man placed above the woman is showing obvious physical strength and is in a dominant position, as I mentioned earlier. </span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;">You can also see the apparent sexual <span style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline; vertical-align: baseline;">desire</span> within this advertisement. The man placed above the woman clearly wants her sexually and is very adamant about it. The body language and clothing worn by all parties in this ad suggests sexual desire. Every model has oil on their bodies to increase this desire and want. The woman is wearing minimal, tight clothing and her male counterpart is shirtless. </span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;">Another visible sign is the woman’s dark hair. As Berger mentions, dark hair signifies sexuality as opposed to blonde hair. Blonde hair represents innocence and submissiveness. Brunettes represent exotic, sexual desires. As you can see, there are four men to one woman in this advertisement. This has really caught my attention. All four of the men are carefully placed about the woman. They are all even looking down upon her. I think this says a lot about our society and the gender roles present. All men are dominant and controlling while the woman lies helpless and passive, unable to do anything about her current situation. None of the men in the ad are trying to help this woman. They are just looking down on her seeming to be content, while her facial expressions display completely discontent. </span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;">The last sign that I noticed in this advertisement is the setting. The lighting is high and there are light, fluffy clouds in the background. From a feminist point of view, this ad is very demeaning towards women. Therefore, one would think that this ad should be dark and “unhappy”, but that isn’t the case at all. Perhaps the ad is suggesting the gender roles are <span style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; text-decoration: underline; vertical-align: baseline;">heteronormative</span>? Maybe society believes the man should “always be on top” and women should always be submissive to a man. </span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;"><i><strong style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-weight: bold; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">Heteronormative/heteronormativity:</strong> Cultural bias in favor of opposite-sex relationships of a sexual nature, and against same-sex relationships of a sexual nature. Because the former are viewed as normal and the latter are not, lesbian and gay relationships are subject to a heteronormative bias.</i></span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;"><i><strong style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-weight: bold; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">Femininity</strong>: qualities and characteristics conventionally understood to be associated with the female human, such as passivity, emotiveness, and nurturance. In gender studies this is to be understood through social expression and is not limited to the female human, but is expressed by all humans.</i></span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;"><i><strong style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-weight: bold; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">Desire</strong>: A want/wish for something, a sexual attraction, a craving. Associated with structuralist theory through discourses on</i></span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;"><i><strong style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-weight: bold; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">Masculinity: </strong>qualities and characteristics conventionally understood to be associated with the male human, such as physical strength, courage, and emotional distance. In gender studies this is to be understood through social expression and is not limited to the male human, but is expressed by female humans as well.</i></span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="font-size: x-small;"><i><u>review on advertisment with the light haired woman in it-</u></i></span></div>
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #333333; font-family: Georgia, 'Bitstream Charter', serif; line-height: 24px; margin-bottom: 24px; margin-left: 0px; margin-right: 0px; margin-top: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="color: #ab3192; font-family: Verdana; font-size: 11px; font-weight: bold; line-height: 22px;">Dolce & Gabbana Light Blue</span></div>
<div>
<span class="Apple-style-span" style="color: #555555; font-family: Verdana; font-size: 11px; line-height: 22px;"></span><br />
<h3 style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; color: #ab3192; font-size: 11px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="color: #555555; font-family: Verdana; font-size: 11px; line-height: 22px;">
J Gorman's view</span></h3>
<span class="Apple-style-span" style="color: #555555; font-family: Verdana; font-size: 11px; line-height: 22px;">
</span>
<br />
<div style="background-attachment: initial; background-clip: initial; background-color: transparent; background-image: initial; background-origin: initial; background-position: initial initial; background-repeat: initial initial; border-bottom-width: 0px; border-color: initial; border-left-width: 0px; border-right-width: 0px; border-style: initial; border-top-width: 0px; font-size: 11px; margin-bottom: 0px; margin-left: 0px; margin-right: 0px; margin-top: 0px; outline-color: initial; outline-style: initial; outline-width: 0px; padding-bottom: 0px; padding-left: 0px; padding-right: 0px; padding-top: 0px; vertical-align: baseline;">
<span class="Apple-style-span" style="color: #555555; font-family: Verdana; font-size: 11px; line-height: 22px;">As a group, we had very mixed emotions about the advert. We initially thought it was a very aesthetically pleasing advert with all the bright colours of the ocean and the bright white of the clothing on the models. The operatic music also helps to add to the sense of beauty about the advert and gives a sense of "the finer things in life". Although it is also quite sinister too with the woman being submissive and being dominated by the male in the advert there are hints towards sexism. We were also quite confused about the clapperboard at the end of the advert and exactly what it signified in terms of the advert.</span></div>
<span class="Apple-style-span" style="color: #555555; font-family: Verdana; font-size: 11px; line-height: 22px;">
</span></div>
Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-47259593395847061842013-10-14T11:31:00.002-07:002014-05-16T05:58:33.624-07:00SIN CITY SIN CITY -TYPICAL CONVENTIONS<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a data-ved="0CAUQjRw" href="http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=xac_2pVl7JSCjM&tbnid=DFwiBaJzkWccTM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.imdb.com%2Ftitle%2Ftt0401792%2F&ei=rTNcUsSOHquY0AX45IHYCw&bvm=bv.53899372,d.d2k&psig=AFQjCNFah82FQ91KdrTIgMfaF3QMZR4ovQ&ust=1381860625428636" id="irc_mil" style="border: 0px currentColor; margin-left: 1em; margin-right: 1em;"><img src="http://ia.media-imdb.com/images/M/MV5BMTI2NjUyMDUyMV5BMl5BanBnXkFtZTcwMzU0OTkyMQ@@._V1._SX350_SY500_.jpg" height="320" id="irc_mi" style="margin-top: 12px;" width="224" /></a></div>
<br />
ROBERT RODRIGUEZ AND FRANK MILLER'S SIN CITY IS A HYBRID OF BOTH NOIR AND COMIC BOOK FILM. IT CREATES FORMS OF DILUTED CHARACTERS AND VISUAL CODES TO CREATE AN EXPERIMENTAL, POST MODERNISM FILM.<br />
<br />
IN A SCENE AT THE BEGINING OF THE TEXT WE ARE INTRODUCED TO THE FIRST PROTAGONIST JOHN HARTIGON. IN THE SCENE WHERE HE IS GETTING OUT THE CAR WE SEE HIS TRENT COAT FLAPPING IN THE WIND. THOUGH IT MAY BE FAR FEATCHED, THE FACT THE TRENT COAT IS FLAPPING COULD SYMBLOIZE A HERO IN A COMIC BOOK. HOWEVER THE FACT HE IS WEARING A TRENCH COAT FIRLMY SUITS THE NOIR ELEMENTS AS THEY USUALLY INCLUDE DARK, DREARY AND RAINY SCENERY WHERE PEOPLE WEAR LONG TRENCH COATS. PEOPLE IN NOIR FILMS ARE ALSO USUALLY DETECTIVES OF SOME SORT.<br />
<br />
THE USE OVER EDITING ALSO CONFORMS TO COMIC BOOK CONVENTIONS IN SIN CITY AS THE CHARACTERS AND THE SCENES ALMOST LOOK ANIMATED. A SCENE THAT INTRODUCES THE USE OF THIS OVER EDITIING IS THE FIRST SCENE OF A PROTAGONIST AND FEMME FATALE ON THE BALCONY. THE SCENE SUDDENLY CHANGES FROM FILM TO ANIMATION WHEN THE CAMERA SHOWS A LONG SHOT OF THEM. THE BLACK AND WHITE COLOUR IS ANIMATED AND THE RAIN IS EMPHASISED BY TURING INTO THE COLOUR WHITE. THE RAIN MAY ALSO BE USED TO EXAGERATE HOW THE CHARACTERS ARE FEELING.<br />
<br />
AS I SAID BEFORE, THE TEXT IS A POST MODERNISM TEXT THAT MIXES ELEMENTS TOGETHER TO CREATE SOMETHING ORGINAL. THIS DEMONSTRATED THROUGH THE USE OF 1950'S CARS AND MODERN DAY CARS SUCH AS SPORTS CAR FERREI THIS IS SHOWN WHEN NANCY FIRSTLY DRIVES A 1950'S CAR, BUT LEAVES THE FARM SCENE IN A FERREI. THIS ESTABLISHES THE TEXT AS EXPERIMENTAL AS WELL AS POST MODERN, MIXING CONVENTIONS ROGETHER TO CREATE SOMETHING NEW AND EDGY. THE TEXT ALSO IS VERY EXPERIMENTAL WITH ITS STRUCTURE, SCENES JUMP TO DIFFERENT STORIES AND CHARACTERS ARE INTRODUCED WHEN THEY ARE YOUNGER AND OLDER, ALLOWING THE AUDIENCE TO HAVE TO FIGURE OUT WHAT IS ACTUALLY HAPPENING EACH STORY THEMSELVES. AN EXAMPLE OF THIS IS THE USE OF SCENES JUMPING BACKWARDS AND FORWARDS TO THE TEENAGE AND CHILD OF NANCY.<br />
<br />
THOUGH THERE IS OBVIOUS FORMS OF FEMME FATALES SUCH AS GALE: A PROSTITUTE WHO ALSO KILLS MEN IN A GANG, THERE IS ALSO DILLUTED FORMS OF A FEMME FATALES TO CREATE A NEW TYPE OF REPRESENTATION OF WOMEN IN FILM. SIN CITY CONFORMS TO THE FILM NOIR CONVENTION BY INCLUDING FEMME FATALES HOWEVER ALSO RESISTS IT BY INTODUCING DILUTED FEMME FATALES. A CHARACTER WHO CONFORMS TO THIS IS NANCY THOUGH SHE RELIES ON HER PROTAGONIST HEARTIGON SHE DOES NOT INTENTIONALLY HURT HIM OR USE HER BODY TO MANIPULAE HIM, ALTHOUGH SHE STILL HOLDS CONVENTIONS OF A FEMME FATALE. <br />
<br />
CONVENTIONS OF FILM NOIR INCLUDE CHARACTERS WHO ARE UNTRUSTWORTHY AND ARE PARANOID. THOUGH WE DO NOT WITNESS THIS WHEN SHE IS FIRST INTRODUCED, BECKY CONFORMS TO THIS TYPE OF CHARACTER BY GOING AGAINST THE PEOPLE WHO PROTECT HER (GALE AND THE PROSTITUTES). HOWEVER WE DO NOT EXPECT THIS AS THE USE OF HER BLUE EYES WHICH STAND OUT GIVES HER A SENSE OF PURITY, INNOCENE AND NIAVITY. AGAIN THIS CONSIDERED AS DILUTED AS THE CORRUPT/UNTRUSTWORTHY CHARACTER IS NOT OBVIOUS. <br />
<br />
THE USE OF THE CONSIST PLACE IN THE FILM "KADIES BAR" ALSO FITS THE FILM NOIR CONVENTIONS, IT SHOWS PEOPLE LETTING GO OF THEIR MORALS DRINKING AND SMOKING. THIS LINKS TO THE COLD WAR AS PEOPLE WERE WORRIED ABOUT ANOTHER WAR ARISING, THEY LET GO OF THEIR MORALS AND SAW NO POINT IN LIVING LIFE SAFELY ANYMORE. THE CORRUPT COP CONFORMS TO THIS AS WELL AS POLICE ARE PEOPLE WHO FOLLOW RULES, HOWEVER THE TEXT INTRODUCES "JACKIE BOY" WHO IS SEEN MORE OF A GANGASTER BEFORE WE DISCOVER IS A COP. THIS COULD REFLECT WHY THIS CHRACTER DID NOT ABIDE BY RULES BECAUSE OF THE ERA IT IS SET AND TO FIT TO THE NOIR GENRE.<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-12213451767299431582013-10-08T08:31:00.002-07:002013-10-08T08:31:45.223-07:00To what extent are your chosen texts typical of their genre?- Fish Tank<span class="Apple-style-span" style="font-size: x-large;">To what extent are you chosen text typical of their genre? - Fish Tank</span><br />
<br />
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i>My chosen text is is fish tank and is typical of its social realism genre through its use of hand held camera positioning, this creates a sense of empathy by putting the audience into the characters position. the use of the camera bouncing, whilst the character is moving, creates the illusion that we are with the character as the camera moves the way the audiences eyes move. this is justified through the scene where Mia has just discovered Connor has gone, due to the fact that they had sex the night before, and she runs out of her home going after him. the camera follows her from behind, viewing her from the back as if we were following her. It creates the feeling that we are with her on her journey, we are looking through her eyes.</i></span><br />
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i><br /></i></span>
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i>moreover the use of the technical code of the shallow depth field creates a sense that the character is mimicing the human eye, this is also to create empathy and give the audience a sense of realism. this is demonstrated when Mia has discovered where Connor is and confronts him outside of his real home. the fact the houses are blurred behind them and they are in focus makes the audience feel they are there viewing the conversation live. The fact the characters in film are not famous actors, and some not even real actors (Mia), also give the audience more belief that this plot is a harsh, gritty reality because they are known to be in the fictional films.</i></span><br />
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i><br /></i></span>
<span class="Apple-style-span" style="font-family: Times, 'Times New Roman', serif;"><i>Diegetic sound is used constantly throughout the film, this is typical of the social realism genre as the director want the audience to hear exactly what the character does as we embark on their journey with them. it makes the plot serious and believable to be true as the sounds are actually with in the picture of the scene. an example of this would be at the beginning when we are first introduced to Mia and she is walking down the street, we are greeted with the sound of traffic and her breathing. However an element that goes against the convention in a particular scene is the scenes of the diegetic sounds of breathing and the technical code of slow motion. this creates a sense of fantasy and dream. an example of this would when Connor carries Mia on his back after she cuts her ankle, the shot slows down and there is an emphasis on breathing. This also creates the idea that Mia lusts after Connor reminding us that she is still an innocent young, niave girl. In addition to this it could be creating an enigma code for their sex scene later on into the text.</i></span>Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-90834430596621583872013-10-07T10:48:00.000-07:002014-05-23T05:23:55.423-07:00Fish tank <br />
<br />
<u><span style="font-size: large;"></span></u><br />
<u><span style="font-size: large;">Fish Tank - applying iconographies, narrative, representations and ideologies </span></u><br />
<br />
<iframe allowfullscreen="" frameborder="0" height="360" src="//www.youtube.com/embed/RkHadqREG-Q?feature=player_detailpage" style="height: 355px; width: 621px;" width="640"></iframe><br />
<br />
<br />
<span style="font-size: x-large;"><u>Scene 1</u></span>- <em><strong>in this particular scene Mia has cut her ankle whilst out with her mum, Tyler and Connor. Tyler and their mum leave to go to the car, leaving Connor and Mia behind. Connor sees Mia's ankle is hurting therefore gives her a piggy back instead.</strong></em><br />
<br />
<u><strong>Iconographies</strong></u>- the use of natural daylight as the lighting allows us to establish that the text is social realism, as there is nothing special about the scene it is what it is. the fact the tracking shot is wobbly gives us sense that we are walking along side them, we are physically there watching what is happening. however it also gives a sense that the text is quite a low paid film, along side the natural lighting. the use of slow motion allows the audience to focus on how she is feeling, as if she is almost in a fantasy. the focus on the slow breathing creates enigma codes foreshadowing the later sex scene. the slow breathing also contributes the fact she is fantasying, the fact she is the main focus in camera allows the audience to know she is the one feeling like this.<br />
<br />
<u><strong>Narrative</strong>-</u> this particular part of the text supports Valdimer Propp's theory, the use of the damsel distress/ princess figure (Mia) being saved by the male protagonist acting as the hero (Connor), however later on in the text we soon discover Connor turns out to be the fake hero. we view Mia's mum as the villain as we see her abusing Mia and mistreating her, Joe is viewed as the donor/helper. As Mia is fantasising in this particular scene we view her as the stereotypical niave young girl fantasising over a physically handsome man.<br />
<br />
<u><strong>Representation</strong></u>- due to the mise en scene, Mias clothing shows that she is very low class- tracksuit , trainers and hopped ear rings. due to accent and use of slang also contributes to her low class and lack of education. However this differs from Connor who has a more sophisticated accent, however his use of slang and manual job shows his low level of class as well. Mia is represented as naïve, innocent and pure being of a young age of 15.<br />
<br />
<u><strong>Ideologies</strong></u>- dominant ideology in this text would be the way lower class people live. the fact that Mias mother is an alcoholic with no job, and the fact that Mia is out of education and uses slang. However what differs from the ideologies is that fact Mia is not a criminal and has ambition to be a dancer, this differs from the ideology of a chav which she portrays through the way she dresses.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-57190129345126349302013-09-26T02:33:00.002-07:002013-09-26T02:33:42.908-07:00Applying Todorov to Transformers<br />
<br />
<u><span class="Apple-style-span" style="font-size: large;">Applying Todorov to Transformers</span></u><br />
<div>
<br /></div>
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://1.bp.blogspot.com/-iNriHAEtyU4/UkP0OcHuCBI/AAAAAAAAABc/OruwSCRXQxA/s1600/Screen+shot+2013-09-26+at+09.44.18.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="140" src="http://1.bp.blogspot.com/-iNriHAEtyU4/UkP0OcHuCBI/AAAAAAAAABc/OruwSCRXQxA/s320/Screen+shot+2013-09-26+at+09.44.18.png" width="320" /></a></div>
<br />
<br />
<br />
<a href="http://3.bp.blogspot.com/-HxJehzvwcks/UkP00187RjI/AAAAAAAAABk/Spu9vqkhyZc/s1600/Screen+shot+2013-09-26+at+09.47.55.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="120" src="http://3.bp.blogspot.com/-HxJehzvwcks/UkP00187RjI/AAAAAAAAABk/Spu9vqkhyZc/s320/Screen+shot+2013-09-26+at+09.47.55.png" width="320" /></a><br />
<br />
<br />
<br />
<br />
<u><br /></u>
<u>1) State of equilibrium</u><br />
At the beginning of the text we see the character (Shia Labouf) sam living his normal life, there is shots of the town, the girl he is obviously interested in and and him living in his home. more importantly we engage in him getting his first car as a young high school student.<br />
<br />
<br />
<br />
<a href="http://2.bp.blogspot.com/-vRZlOtn1v3U/UkP3rTsrDMI/AAAAAAAAABw/M13mWmn4hxg/s1600/Screen+shot+2013-09-26+at+10.00.51.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="210" src="http://2.bp.blogspot.com/-vRZlOtn1v3U/UkP3rTsrDMI/AAAAAAAAABw/M13mWmn4hxg/s320/Screen+shot+2013-09-26+at+10.00.51.png" width="320" /></a><br />
<br />
<u><br /></u>
<u><br /></u>
<a href="http://1.bp.blogspot.com/-08ToZrYJzHM/UkP4CF3kCzI/AAAAAAAAAB4/zpP_kkV81oU/s1600/Screen+shot+2013-09-26+at+10.02.16.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="150" src="http://1.bp.blogspot.com/-08ToZrYJzHM/UkP4CF3kCzI/AAAAAAAAAB4/zpP_kkV81oU/s320/Screen+shot+2013-09-26+at+10.02.16.png" width="320" /></a><u><br /></u><br />
<u><br /></u>
<u><br /></u>
<u><br /></u>
<u>2) A disruption of that order</u><br />
The protagonist (sam) then discovers his car is actually an alien robot, obviously disrupting his norm. he becomes engaged with alien robots, named auto bots, to help try and save the world from the the decepticons (another form of alien robots). However he does not do this alone as the protagonist female (who he shows an interest in at the start) Michela (Megan Fox), is also caught up in it<br />
<u><br /></u>
<br />
<br />
<br />
<br />
<br />
<a href="http://2.bp.blogspot.com/-hQA27x3CZ2Y/UkP8Z-UGj4I/AAAAAAAAACE/OKTwCNpFlv4/s1600/Screen+shot+2013-09-26+at+10.21.02.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="140" src="http://2.bp.blogspot.com/-hQA27x3CZ2Y/UkP8Z-UGj4I/AAAAAAAAACE/OKTwCNpFlv4/s320/Screen+shot+2013-09-26+at+10.21.02.png" width="320" /></a><br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-O23MjPAWyPo/UkP8uQmt9YI/AAAAAAAAACM/7YyQPe3iOGM/s1600/Screen+shot+2013-09-26+at+10.22.29.png" imageanchor="1" style="clear: right; float: right; margin-bottom: 1em; margin-left: 1em;"><img border="0" height="192" src="http://4.bp.blogspot.com/-O23MjPAWyPo/UkP8uQmt9YI/AAAAAAAAACM/7YyQPe3iOGM/s320/Screen+shot+2013-09-26+at+10.22.29.png" width="320" /></a></div>
<u>3) the recognition that the order has been disrupted</u><br />
we then witness a battle between the protagonist alien robots (the auto bots) and the antagonist alien robots (the discepticons) over the cube ( a powerful object that has landed on earth from their planet), killing lots of people in the world showing that order has been disrupted. Moreover there is also a narrative where there is soliders' fighting in another country, showing a bigger disruption.<br />
<br />
<br />
<br />
<br />
<br />
<br />
<a href="http://4.bp.blogspot.com/-jmVKZ89oVjA/UkP-ThS_iJI/AAAAAAAAACY/3VKyme8aeys/s1600/Screen+shot+2013-09-26+at+10.29.14.png" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="177" src="http://4.bp.blogspot.com/-jmVKZ89oVjA/UkP-ThS_iJI/AAAAAAAAACY/3VKyme8aeys/s400/Screen+shot+2013-09-26+at+10.29.14.png" width="400" /></a><br />
<br />
<br />
<br />
<br />
<br />
<br />
<br />
<u>4) An attempt to repair the damage </u><br />
the protagonists sam and Michela try to help the auto bots to defeat the dicepticons along side the members of sector seven (a secret organisation in which the president is also involved) which the soliders are part of as well. As the deceptions hacked into the computers of sector seven this is also trying to be solved by members of sector seven.<br />
<br />
<br />
<br />
<div class="separator" style="clear: both; text-align: center;">
<a href="http://2.bp.blogspot.com/-fQKR73kxEU0/UkP_YRV4kNI/AAAAAAAAACg/QHWOZ0GdN4g/s1600/Screen+shot+2013-09-26+at+10.33.50.png" imageanchor="1" style="margin-left: 1em; margin-right: 1em;"><img border="0" height="173" src="http://2.bp.blogspot.com/-fQKR73kxEU0/UkP_YRV4kNI/AAAAAAAAACg/QHWOZ0GdN4g/s400/Screen+shot+2013-09-26+at+10.33.50.png" width="400" /></a></div>
<br />
<br />
<u>5) A state of new equilibrium </u><br />
The main Protagonists (sam and Michela) and sector seven, along side the auto bots, defeat the decepticons. order is restored however Sam and Michela are now dating each other and sam has a transforming car and robot in which chooses to stay with him.<br />
<br />
<br />Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-48793735985113961312013-09-25T10:42:00.001-07:002013-09-25T10:56:54.760-07:00Western film conventions<div>
<br /></div>
<div class="separator" style="clear: both; text-align: center;">
<div style="margin-left: 1em; margin-right: 1em;">
<img alt="" height="260" id="ihover-img" src="http://ts3.mm.bing.net/th?id=H.4792682140142254&pid=15.1" width="320" /></div>
<br />
<div>
<br />
<br />
The film 'the good, the bad and the ugly' has western film conventions due to the setting of a isolated and deserted waste land, made up of mountains and rocks, western films portrays the conquest of the the wilderness. the use of the costume such as: cowboy boot and hats, ponchos also fits the western conventions. props used such as guns and the scene of a shot out is also a huge ideology for a western film, due to the fact the game was created there. the film also includes conatations of a western film by the use of the close ups of the guns and the extreme close ups of the mens faces, this has became a convention of the western genre as people expect it. the non diegetic sound of the music is also conventional as it is western music. The fact men are over represented in western films as they only include men, usually, showing a fake ideology as there is more women then men in the world. the character roles of the text show men stereotypically being aggressive and unemotional. the scene includes the protagonist (Clint Eastwood) and the supposed villian, in which he shoots, which links to the title the good, the bad and the ugly. however this links to Props theory of there being conventional characters. the mexican race is represented as both evil and weak as there is two mexican characters, one of the characters is shot (which is the villian). however the other character who is mexican is portrayed weak as the close ups show him sweating and shaking nervously during the shoot out scene. the text portrays American's as heroes, as the only American character is the one who wins the shoot out. this is also conventional as it is a constructed aspect that in most action films the American wins. the text also includes ideologies that men are the ones that are cowboys, where as women can be as well. it carries the idea that men do shoot outs and use guns due to the fact there are no women I the text.</div>
</div>
Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-46980101273309080802013-09-19T02:11:00.005-07:002013-09-19T02:44:47.371-07:00James Bond - die another day - analysed <br />
<br />
<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/dviRXgq31Hk" width="560"></iframe>
<br />
the james bond franchise is clear example of film objectifying females and forcing the audience to view females via the male gaze. the scene within, "die another day" when james bond meets the character jinx demonstrates my previous statement through laura mulveys theory f the male gaze. at the beginning of the text we have a view of a building through banoculas, shot then moves to a mid shot of male holding them suggesting the male is dominating as we are viewing the text through his eyes. the text then moves on to a mid shot, viewing through the banoculas, of woman in the water viewing the top half of her body. the male gaze applies to this part of the text as the woman is viewed in slow motion, objectifing her as the consumers are able to view her body for longer. the text denies her human identity, at this point, relegating them to the status of objects to be admired for physical appearance. the fact the consumers are viewing the female protagonist in slow motion creates a hyper reality, thus linking to the theory of of post modernism. this particular part of the text is not reality, reality is not in slow motion.<br />
<br />
moreover the fact we view the woman through the mans eyes, as i said before, links to the idea that we live in a patriarchal society where men construct are ideals. As we are viewing the text through his eyes we begin to believe only the woman's appearance matters, before we know her identity we see her body. Viewing through the male eyes we believe that it is the males story that matters, we see through his eyes therefore he is the active character. the female is passive as she is only what he is seeing, nothing important, just there for visual pleasure.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-83721583382130796052013-09-18T07:45:00.002-07:002013-10-17T02:14:47.937-07:00(draft) A2 Media question <br />
<br />
<span style="font-family: "Helvetica Neue", Arial, Helvetica, sans-serif; font-size: x-large;">How women are represented in men's fragrance advertisements, applying the theories: male gaze by laura mulvey, post modernism and the cultivation theory </span><br />
<span style="font-size: large;"></span><br />
<span style="font-size: large;"><em>(focusing on dolce and Gabanna's campaign "light blue" and Calvin Kleins "eternity" )</em></span><br />
<div class="separator" style="clear: both; text-align: center;">
<a data-ved="0CAUQjRw" href="http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=_l_D2Kmo7Y54oM&tbnid=tbVyqVgzzSJTDM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.styleite.com%2Ftag%2Fdg-light-blue%2F&ei=4Ls5Uo7vKsOn0AXk5oCQBQ&bvm=bv.52288139,d.d2k&psig=AFQjCNFCo3QFTUfBO3oaVQqOVpgqc03Mnw&ust=1379601746587619" id="irc_mil" style="border: 0px currentColor; clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img height="320" id="irc_mi" src="http://www.styleite.com/wp-content/uploads/2010/12/dgthumb.jpg" style="margin-top: 87px;" width="320" /></a><a data-ved="0CAUQjRw" href="http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=iobfdl0PbfNkDM&tbnid=TULuKhHjSCn7oM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.theperfumegirl.com%2Fperfumes%2Ffragrances%2Fcalvin-klein%2Feternity-for-men%2F&ei=vrw5UvK4KYja0QXhsoC4BA&bvm=bv.52288139,d.d2k&psig=AFQjCNH41ReaR7auKR6XDdNONy2cscrsWA&ust=1379601965625694" id="irc_mil" style="border: 0px currentColor;"><img height="400" id="irc_mi" src="http://www.theperfumegirl.com/perfumes/fragrances/calvin-klein/eternity-for-men/images/eternity-for-men-calvin-klein-fragrances.jpg" style="margin-top: 62px;" width="300" /></a></div>
<em><u>Dolce and Gabanna</u> - the male is holding the woman in a possessive way, showing he has power over her. the fact her body is exposed shows she is a sexual object, however she obstructs our view of him suggesting she is . visual codes - her facial expression and the use of the open mouth suggest she is being seductive. the fact the he is looking straight on at the camera portrays a sense of power in contrast to her more passive facial expression.</em><br />
<em><span style="font-size: large;"></span></em><br />
<h3>
<em><span style="font-size: large;">
<span class="mw-headline" id="Women.2C_girls.2C_and_self-objectification"><span style="font-size: small;">Women, girls, and self-objectification</span></span></span></em></h3>
<em><span style="font-size: large;">
<span style="font-size: small;">Primarily, objectification theory describes how women and girls are influenced as a result of expected social and </span><span style="font-size: small;">gender roles</span><span style="font-size: small;">.Research indicates not all women are influenced equally, due to the </span><span style="font-size: small;">anatomical</span><span style="font-size: small;">, </span><span style="font-size: small;">hormonal</span><span style="font-size: small;">, and </span><span style="font-size: small;">genetic</span><span style="font-size: small;"> differences of the female body; however, women’s bodies are often objectified and evaluated more frequently. Females learn that their physical appearance is important to themselves and society. As a result, females consider their physical appearance often, expecting that others will also.</span><br />
<span style="font-size: small;">Sexual objectification occurs when a person is identified by their sexual body parts or sexual function. In essence, an individual loses their identity, and is recognized solely by the physical characteristics of their body. The purpose of this recognition is to bring enjoyment to others, or to serve as a sexual object for society.Sexual objectification can occur as a social construct among individuals</span></span> </em><br />
<br />Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com0tag:blogger.com,1999:blog-4423543258279398851.post-22221106285464174612013-09-12T03:58:00.001-07:002013-09-18T07:36:19.328-07:00Stereotypes<br />
<iframe allowfullscreen="" frameborder="0" height="315" src="//www.youtube.com/embed/NLkTKkNXDp4" width="560"></iframe><br />
<u><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Dear John </span></u><br />
<u><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;">Stereotypes</span> </u><br />
<span style="font-family: Arial, Helvetica, sans-serif;">"Dear john" is a typical romance in with stereotypes for both female characters and male characters. The protagonist John, performed by Channing Tatum, demonstrates the role of the alpha male. he is physically strong, shown at the beginning when he is shirtless, and also the hero when he jumps into the sea to get a bag for the girl, portraying he has control and power. the fact that this character is in the army shows that he has power as he is a leader, stereotyping that males are the boss and are in control especially over women. The female protagonist savannah, performed by Amanda Seyfried, also portrays aspects of stereotypical woman. at the beginning of the trailer when her bag falls into the sea she is helpless and therefore needs the male to help her. in most parts of this trailer she is the only one showing emotion, talking about her feelings of falling in love and looking upset. Towards the end we see her as the woman who is working and married with family, showing the stereotype that women are the carers. Moreover in one shot we see her looking like she is naked and showing that she is being pleasured demonstrating that women are also used as sexual objects. Throughout the trailer the character most seen is john demonstrating men are the important roles, they are who the audience are supposed to be concerned with again showing he has the power. the text fits into the theory of Propp where the characters are stereotyped into: the hero ( the male protagonist) john, (the damsel in distress) savannah. this is also demonstrated at the beginning when he jumps into the sea for her. there is also the role of the father figure of the damsel in distress who quotes "are you enjoying yourself", implying if he is having a good time with the girl indicating he is like a father figure. finally there is also the role of a villain, who in which is fighting with the hero during the trailer. he comes across as a villain as the trailer shows the consumers shots of the two protagonists and then a shot of the villain fighting, in which destroys the equilibrium.</span> Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com1tag:blogger.com,1999:blog-4423543258279398851.post-54332570699569178852013-09-12T01:42:00.001-07:002013-09-18T07:34:06.470-07:00Mainstream or Niche audience, use and gratifications <br />
<span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;"><strong><u>Niche</u></strong></span><br />
<a href="http://www.communication4all.co.uk/Still%20Images/balamory.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="236" src="http://www.communication4all.co.uk/Still%20Images/balamory.jpg" style="-webkit-user-select: none;" width="320" /></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">A niche audience is a small group of people with a unique interest, it is the opposite of the mainstream as mainstream or popular texts would reach out to a wider audience. An example of a niche text would be a children's programme such as "BBC's Balamory", this text only reaches to a younger audience because it is on in the middle of the day when adults and older children are at school. Moreover the fact the text uses simplified language to make it easier for children to understand. the use and gratifications shows that an audience is full of a group of individuals who choose a media text best suited to their consumption. children personally identify with this media text as they are finding models of behaviour. the mode of address of this text is informal due to its audience. the performers in the text talk directly into the camera to show they are communicating with their audience. as the text consumes a young audience they do this to keep them interested. this also make the audience feel the are physically there with characters, giving them a sense of escapism and diverting them from problems.</span><br />
<br />
<span class="Apple-style-span" style="font-size: x-large;"><u><strong><span style="font-family: Arial, Helvetica, sans-serif;">Mainstream</span> </strong></u></span><br />
<a href="http://www.bubblews.com/assets/images/news/128247539_1370120641.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="217" src="http://www.bubblews.com/assets/images/news/128247539_1370120641.jpg" style="-webkit-user-select: none;" width="320" /></a><span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;">A mainstream text would have elements for most ages and types of interests. the text usually would include an ensemble cast that the wide range of audience can relate to. for example "itv 2's Xfactor" this text is usually shown at the week in the evening when parents have no work and children have no school. the text has different kinds of contestants different ages can relate to. the fact the people in the text are real people, rather than characters, people can relate to them more easily. the use of a tracking shot at the beginning of the xfactor gives the audience a sense of escapism as this allows them to feel they are part of the text. the fact the audience is able to see what is happening behind the contestants singing shows formality, as well as the fact that the contestants share personal stories and information with the audience to show they are the protagonists of the text. this also allows the audience to gain insight into circumstances of others; social empathy. the producers of the xfactor show recaps of what has happened recently in the text, after the breaks, to keep the audience interested in the text, they do this as the text has a wide audience therefore are trying make sure that all of their consumers understand the text.</span><br />
<span style="font-family: Arial, Helvetica, sans-serif; font-size: x-small;"></span><br />
<u><span class="Apple-style-span" style="font-size: large;"></span></u><br />
<div class="separator" style="clear: both; text-align: center;">
<a data-ved="0CAUQjRw" href="http://www.google.co.uk/url?sa=i&rct=j&q=&esrc=s&frm=1&source=images&cd=&cad=rja&docid=qc9OWfJc-cDtCM&tbnid=2H_2YONxIGrsBM:&ved=0CAUQjRw&url=http%3A%2F%2Fwww.fanpop.com%2Fclubs%2Fskins%2Fimages%2F15137985%2Ftitle%2Fskins-3&ei=Zbg5UuK_EIXY0QWi9oH4Ag&bvm=bv.52288139,d.d2k&psig=AFQjCNHHQw16NZCkGLSq-PtvVSedzstMbQ&ust=1379600800795092" id="irc_mil" style="border: 0px currentColor; margin-left: 1em; margin-right: 1em;"><img height="200" id="irc_mi" src="http://images4.fanpop.com/image/photos/15100000/Skins-3-skins-15137985-1680-1050.jpg" style="margin-top: 2px;" width="320" /></a></div>
<u><span class="Apple-style-span" style="font-family: Arial, Helvetica, sans-serif; font-size: x-large;"><strong>Skins - uses and gratifications </strong></span></u><br />
My favourite television programme is "channel 4's skins", the programme is base on a group of teenagers in college who have certain relationship, friend and family problems implying my age group are the targeted and preferred audience for the text. it also shows what they do and how reckless they can be. the fact the characters are teenagers at college shows I can personally identify as they are models of behaviour and also that I am gaining insight into myself and how I should be at my age. by watching this programme I watch the characters problems, escaping or diverting me from my own. for example in one episode of the text the antagonist falls pregnant at the age of 17, this allows me view other problems that are bigger then my own diverting me from them. this also gratifies gaining insight into circumstances of others; social empathy. s he text contains teenagers of my age it becomes a basis of conversation in my friendship group due to the relative problems occurring such as drinking alcohol and partying in which we can relate to. by consuming the text i am finding models of behaviour in situations that happen at my age for example in one episode it is dedicated to the protagonist trying to get the girl he likes and the journey of how it happens. the fact that these situations occur is also emotional release for the consumers as they can relate to what is happening (e.g. friendship, family and relationship) as it shows problems of teenagers today; who are their consumers because of this. the text gratifies finding out about relevant events and conditions in immediate surroundings, society and the world as it concentrates on problems that occur around the world such as drug taking and teenage pregnancy. the mode of address of the text is informal due its colloquial language and use of slang, again, this reflects the consumers of the texts as teenagers are stereotyped to use slang language. moreover the use of colloquial language suits the situations happening in the text.Anonymoushttp://www.blogger.com/profile/08548650032205115822noreply@blogger.com2