Task 2: distribution and cross - media platform (beats prezi)

https://prezi.com/view/uxpREEpjhSP9ChVRgeWN/

Essay: 500-800

Compare how media language is used in the construction of gender in two print advertisements for fragrances ? (500-800 words)

INTRODUCTION:

I'll be analysing two women fragrances and the brands of the products is 'Miss Dior' and 'Gucci premiere'. There is a single female in each advert, with both products displaying a clear concept of the male gaze but are shown in different ways. With Dior the woman is seductively looking directly at the viewer and she has an arousing body position. As for Gucci the model does not directly look at the viewer and the position of her body would want a male to observe her. Both ads create a tempting image reinforcing the ideology of the male gaze and how women are the 'looked at' whilst men are the 'lookers'.  

Miss Dior seems really girly and colourful, perfect for a women's fragrance because it has that delicate aura in the advert. As for the Gucci advert it seems a little dark but glamorous and sophisticated i'd say a perfume for classy women. I believe both females are objectified and Miss Dior is reinforcing the stereotypes of women whereas Gucci is challenging, a little bit, the stereotypes of the female being; pink, soft, weak, emotional etc. because the advert is nothing like that at all, it's more strong and dark but still sexy and fashionable.
I don't believe the images for Miss Dior have been 'airbrushed' because it looks too natural. 
I'm not 100% confident in saying that the advert upholds and challenges the idea of patriarchy but, the female model, is doing what Laura Mulvey conveyed about the male gaze. However, she covers herself whilst still being seductive and hiding her body from the male gaze but not her eyes, this type of thinking can challenge the idea of patriarchy because the woman is in control of what you can see. One of the Miss Dior ads also contains direct address 'and you. What would you do for love?' giving a message to the audience suggesting this product is worthy enough to love.
The connotations of the light colours used e.g peach, white, cream etc. usually represent innocence, purity, demureness and naturalness. The lighting is bright and has high key lighting it also has a clear showing of simplicity. In one of the examples the model wears a black dress surrounded by a peach like scenery, the colour black could illustrate danger and secrecy.
Both adverts use long shot to show most of the model and all of the product and the display is kept eye-line. For the Miss Dior advert they used crab right and placed the product and essential text in the spacious area. 
The Gucci advert is kept quite central but the model is pan left but not the camera composition. Gucci advert is not so colourful everything is black and white apart from the brand name (which is gold). This use of colour and scenery makes the woman look powerful/strong and a glamorous/gorgeous mystery, challenging the stereotypical roles of a woman being a good housewife, dressing properly, taking care of only her appearance. Gucci defies all that nonsense and uses celebrity endorsement (Blake Lively) as an advantage to the display. 
The advertisement also challenges patriarchy, not looking at the audience, in fact looking away, almost alluring the viewers towards her. There are no words or any connotations of binary oppositions, so Gucci doesn't use here.

CONCLUSIONS:
The hidden message for the Gucci advert is that if you use this perfume, you will look and smell just like Blake Lively, which is practically any girls dream. Usually the dark colours used in the would emphasise dullness and unexciting but somehow Gucci creates a desirable advert.
It is named 'Miss' Dior, this connotes that it is for women who are unmarried. Furthermore, the advert portrays an adoration for elegant, feminine women. 
These two adverts present to modern day viewers that traditional/typical stereotypes are no longer prevalent. I like that the media industry and society itself understands that times are changing and that they should just accept it and even embrace it, just how these adverts are presented.

      

https://www.fashiongonerogue.com/wp-content/uploads/2014/02/miss-dior-natalie-portman1.jpg
http://portfolio.newschool.edu/tessardenfinkelstein/files/2016/09/miss-dior-blooming-bouquet-dior-201603-01-209g8s9.jpg
https://fimgs.net/himg/o.57046.jpg


           

Distribution and cross-media platforms

	What it is?	Strengths (pros)	Potential Problems (cons)	Examples
Viral advertising	Viral advertising is advertising that spreads like a virus.	- How fast the growth is, the advert spreads quickly.	- Viral advertising is more short-term and doesn't gain long-term advantages.	- Metro trains Melbourne dumb ways to die - November 2012. - Old spice - February 2010.
Native advertising	An advert in disguise. Where you watch something that doesn't seem like an advert, and (sometimes) you realise towards the end that it was an advert the entire time.	Native advertisements are remarkably cheaper than regular advertising; and since native advertising is more targeted, their costs are much more efficient.	- Sometimes certain people view the adverts as dishonest or deceptive. For example, people would assume native advertising as regular news reports or articles. Once consumers realise they've been tricked the end result will be unfavorable in the opinion of the product.	Sites that do native advertisements: - Youtube - Buzzfeed - Spotify - Tumblr - Twitter - Yahoo - Itunes - Flipboard
Targeted advertising	Targeted advertising is usually on online portals like facebook, using data brokers to gather data on a certain person and show specific adverts that could be of interest to them.	- The more info you have about your target audience, the more effective decisions you can make when it comes to your product/brand strategy. Creating a clearer campaign, companies will know how well your strategies are working and how your good audience is responding.	- If all adverts are based on preferences, then no one would be introduced to any new products that might have been exposed to arbitrary advertising. - Also to do targeted advertising is time-consuming especially for vast companies having to look into all the people who buy/ are interested in their product.	- Facebook - Gmail - Pinterest
Shoppables and influencers	This type of advertisement is similar to celebrity endorsement but they use famous people on social media to advertise a certain product, and influence their many followers.	- Has easy access especially if a tag is placed on a photo, with just one click you can find out more detail of the product. - Effectively reaches your target audience	- Unfortunately many influence's accounts can be hacked and any links users click on, can hack their accounts.	- Instagram introduced taggable products, a new shopping experience inside the application.

Persil Presentation

"This girl can - phenomenal women" Textual analysis task

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	There are many long shots, showing the full body of the woman doing the sports.  Also many mid shots and close ups. There is depth of field. Camera was at a low angle, when she's holding the baby.   Bird's eye view at the end  eye level when the woman was swimming	Low - holding the baby - the mother is powerful.
Editing including any SFX	There are a lot of jump cuts, jumping into different scenes.  There are very fast cutting rate shots. In the beginning it is a montage, a series of pictures and video. There is also slow motion specifically on a persons body.	So many things are going on at the same time or not. It's connoting that woman have a lot of things to do despite their age. The slow motion part is to show that this woman is not ashamed of her body whether she's a size 8 or 16.
Sound- diegetic, non-diegetic, narration etc.	There is non-diegetic sound because the people in the frame can't hear the music. There is voice over	Lady is not narrating each ot the scenes but is narrating a certain meaning, saying that she is a woman and indicating women can all do these phenomenal things.
Mise-en-scene: location, costume, props, lighting	Field, dance studio, street, swimming pool, park, sports hall, hospital, gym. Swimming costume, gym attire   sport equipment. The props are the baby, boxing glove,	Girls shouldn't do certain sports but in the advert there are girls everywhere being sporty.  The advert also shows things girls can do like birth, jogging and makeup

Gabrielle: The new fragrance by Chanel advert

Media AS / A2

Textual Analysis Table- Moving Image

	Denotation / what can be seen	Connotation / what is the meaning? Representation
Camera- angle, size and movement	There is a lot of tracking in this advert, because we follow the girl running to the right. At the start I saw a crab left where the actor was on the left side of the advert and there was just scenery on the right (around 7 seconds). There is a mixture of shots, we have a few close ups and a few extra long shots to show the surroundings as well. There are also plenty mid - shots and long shots. There is also random mtion in the advert where the actor is running and the camera composition shakes slightly. Most of the shots were kept eye level but not to the standard eye-level. Apart from the beginning the next close up there is a zoom in, it's slow but noticeable.	From what i can tell only at the end were there some hints that this is about a womens perfume, but apart from the end, i could not tell this was an advert about perfume. I got a feeling that the advert was linked specifically to women since only a woman is shown and how everytime she runs gradually her (chains) scarves are coming off. The woman is trying to be free she's trying to escape and once she does she finds what essentially she's been looking for, what she's been running for.
Editing including any SFX	There are a lot of sudden cuts in this advert, but it is edited to show the next viewpoint or a different angle. Matching the song/music, when the song hit a slow moment in the advert, so did the movement and you could see slow motion. Then just before the end there is a sudden cut from the celebrities face and then shows the product the whole advert was about.	The editing of the advert and its jump cuts shows the audience the position the actors in and her surroundings. Also the slow motion used can connotes the hesitation in some women when buying a product or just 'running' towards something better, the slowness could emphasise some women holding themselves back and only they can 'run' and push themselves forward towards the next scene/location.
Sound- diegetic, non-diegetic, narration etc.	Throughout the advert there is a song by a popular artist. It is a non - diegetic sound because it is clear everyone inside the frame can't hear the music. As for SFX, there were thunder sound effects and the sound of burning light.	The music is very loud and strong, the song itself is powerful, and that's how it starts off. Once she breaks free from entrapment she feels powerful but then she slows down, and so does the music, but then the music picks up and so does the speed of the advert.
Mise-en-scene: location, costume, props, lighting	In the beginning it's unclear where the actress is, but then we notice a spider web like cage that she breaks out off. Then she's running inside one room full of different lights, there's rings of orange in the ceiling, then for less than a second the lights switch off and one spot light appears but it flashes in different areas of the actors body creating one side light and the opposite side dark. then above her are sparkles, that on the camera create little lines and dropping circles of gold and white. Then after escaping the room she lands herself on what seems like the top of a mountain where you can see the sunset, giving some high-key lighting, to show that it's day - time and to give off a happy feeling. More on props the other thing besides the product itself would be the yellow crystal blocks, that Kristen Stewart breaks down and reveals a beautiful sunset.	The costume seemed like chains and the actor just kept ripping and pulling apart the cloth 'chains' wrapped around her and continued to run towards the light. Which at the end we realise the light is the new fragrance by Chanel. The actual product itself and the only prop that appears in the whole advert. As the actress continues to run the high - key lighting is shown more because she is getting closer to the product, they're trying to say Chanel perfume will bring light you want to run for and catch.