Gender in Advertising
1. What sort of images of women and men dominated advertising pre-1970s? Why was this the case?
Before, the 1970s, images of women in stereotypical roles, such as the 'smiling secretary' or hairdresser were more occurent. Referring to the theories of Gunter (1995), the number of 'housewife' images began to decline after the 1950s, possibly due to the war and the fact that women emancipation gave them more rights. Women were more than twice as likely as men to be seen inside the home, and when they were seen in paid work environment, they were signified as being subservient to men. However, men were most likely to be seen in more authoritative roles, and were ten times more likely than women to provide a dependable voice over. Men could be constructed in this way, as they were stereotyped as the breadwinners of the family and were more responsible. Therefore men were stereotyped as being more dominant due to their behaviour and strength.
2. How did the advertising of the 1970’s continue to perpetuate the stereotype of women, despite depicting women in a greater range of roles?
Despite depicting women in greater roles, advertising in the 1970s still perpetuated the stereotype of women, as they still were stereotyped as housewives and mothers. Though, the opportunity and freedom for women to work, seemed to give women a more alternative representation, though advertising seemed to abide by the traditional stereotypes of women, as they were still expected to look after the family and be expected to cook. However, the range of opportunities for women in work seemed to raise fears for men, as the patriarchal values were deteriorating, therefore, advertising in the 1970s would try to perpetuate the stereotype of women, in order to maintain the status quo and affirm women's status as the housewife or provider.
3. Can Gaye Tuchman’s quote regarding under-representation and the ‘symbolic annihilation of women’ still be applied in 21st Century advertising? If so, how?
In many ways, Gaye Tuchman's quote regarding the 'symbolic annihilation of women' could still be applied in 21st Century advertising, as more advertising is targeted at a male audience, with alcohol advertisements subordinating women and giving degrading representations of women. Alongside this, an analysis by Coltrane and Messineo (2000) found that characters in ads 'enjoy more prominence and exercise more authority if they are white, or men," this therefore shows how hegemony and patriarchal values are still instilled in adverts and signal the symbolic annihilation of women. As well as this, women are seemingly represented as being incompetent, with the Fiat ad's tag line stating, ' When I'm not lying on cars I'm a brain surgeon,' this connotes that women seem attractive, but are dumb, giving men a more dominant representation. In many cases, the myth of the dumb blonde is true in adverts targeted at men.
As well as this, Tuchmann argues that the symbolic annihilation of women is signified in all forms of media, as magazines seem to under represent women immensely. With the use of technology, magazine companies such as Cosmopolitan, Grazia and Vogue seem to construct the image of a perfect woman, by enhancing their appearance and making models seem aesthetically perfect. As a result, young girls and women are injected with an idea of being beautiful, in order to follow the dominant representation of famous female models such as Naomi Campbell. Also, the numerous amount of thin models on the catwalk led to women being inject with the belief that beautiful women are thin, which leads many girls and women wanting to be thin.
4. Do you agree that adverts, such as those for the 1990’s Boots No. 7, ‘It’s not make-up. It’s ammunition.’ campaign, are post-feminist (thereby representing women as better than men?). Explain your answer.
The Boots No 7 advert ' It's not make up. It's ammunition', is seemingly post feminist and seemingly empowers women over men, as it reacts against the subordination of women in advertising. The use of the word ammunition, connotes warfare and conflict, as the mascara is a sign of attraction and seduction . Though the audience could have oppositional readings of the advert, as it signifies how women are more predatory and competitive when attracting men. In accordance to this, women seem to be fetishized, as they use beauty products, such as the mascara to cause a 'lusty gaze' on men. In many ways, the Boots advert challenges rival beauty products, as Boots No 7 represents women as being more dominant, who make men the prey and since in contemporary advertising, men use their looks to get women, there is less to complain about, as there is no competition.
Though, the advertisement seems to still represent women as more passive, as the mascara connotes beauty and is mediated in the advert, as being a weapon which women use to attract men. The adverts denotations attract the audience to buy the product as it will guarantee confidence and power.
5. Is the representation of women by the media accountable for the results of a survey in which ‘women were up to ten times more likely than men to be unhappy with their body image’?
It can be argued that the representation of women by the media does affect women's body image, as the constant exposure of beautiful, idealistic women in the media, seems to inject women with a need to be thin. Therefore, women are self objectified and are constructed in advertising in order to be physically perfect. By using thin models, the media constructs a stereotype of the thin women, which results in many women turning to radical diets and exercise programmes, in order to be physically attractive. Women in numerous fashion magazines are air brushed in order to look younger and admirable, therefore women could be indoctrinated and more conscious about their appearance. This exposure of the perfect image of beauty in society and the vast range of beauty products in covert advertising such as (billboards, posters, television adverts) could raise unhappiness and make women feel abnormal
On the contrary, the media may not be to blame, as women could be pressurised by peers or friends to become thin, which could result in unhappiness and anxiety. As well as this, the obession with beauty and vanity seems to cause women to alter thier bodies; for example breast enlargement, lip suction and other medical adjustments seem to be an alternative to being unhappy, which most women turn to.
6. Is the contemporary representation of men in advertising perhaps also a negative one where they too are treated as sex objects?
The contemporary representation of men in advertising is more negative, as they are mediated and subjected to be more physical and strong. However, adverts such as Dolce and Gabbana seem to fetishize the male body, as the men are more thin, which results in men being forced to conform to the media's image of the perfect man. The modern representation could also subordinate men, as they are often mobbed my women and are only adored for being stereotypically strong and attractive.
Similar to women, men are constructed in magazines and other forms of advertising as being self objectified and are altered to look more young and suave, yet are also in the gaze, as their appearance in magazines would result in them being sex objects, as women crave men that are strong, have a toned physique and are seemingly Proppian heroes. By being beautiful, men will be the basis of much competition from women, who adore men for their looks
Saturday, 9 October 2010
Monday, 4 October 2010
Representation of women in TV advertising
Nivea Firming Body Lotion
In this particular advertisement for Nivea Body Lotion, which was broadcast on ITV during the prime time slot, as women would ideally watch TV during the afternoon and late at night. Moreover, the narrative revolves around a teenage girl who applies Nivea lotion and believes the lotion actually softens the skin. Though, women in this advertisement are represented as the dominant sex who are self objectified in a positive way to attract men.
The use of the voiceover signifies how the lotion is effective , as it makes skin softer which offers women a chance to look attractive and confident . The use of an over the shoulder shot connotes how the lotion actually soothes delicate areas such as the back and areas which usually are tense such as the shoulders. In many ways, the women are encouraged to buy the product as it will guarantee beauty and men. However, if they do not buy the product they will not be able to have smoother skin and may not be confident.
As well as this, the advertisement signifies naturalisation,
as the lotion is a beauty product which intends to be focused at the female audience, as it is a mosituriser which focuses predominately on women, as they are conscious of their appearance and tend to take care of their body . In this way, the use of non deigitic music of the guitar is faded, in order to signify a more subtle mood. Though, the use of continual close ups and fades connote how the lotion can be applied to all areas of the body and is a way of rejuvenating the skin. Though the use of a close up shot of the female derriere seems to offer sexual gratifications to a male audience , as the bum is fetishized as being soft
which connotes sex.
As the camera focuses on two hands in a close up
shot, it zooms to signify how the women has a man, due to using the lotion. What's more, the body language of the hand on the back connotes pleasure and seduction, as the women feels more confident. Evidently, the confident, seductive facial expression of the teenage girl and the aroused facial expression of the man connotes pleasure, as she gestures her willingness to have a romance.
The Nivea advert uses positive values, as the use of the fact ' 73% of women believe firmer feeling skin gives them the confidence to reveal a bit more'. In this way, the advert connotes how the product serves its purpose and is also polysemic, as it suggests that it will result in confidence in the bedroom. Also, the use of the slogan ' feel closer' signifies how the product is meant to traget at women, as they can use the product in order to get men and have relationships.
Barnado's 'Break the Cycle'
Barnado's ' Break the Cycle' is a socially realistic advert which was broadcast on November 2008 on Channel 4 and was part of an emotive campaign , which intended to highlight the abuse of children and its mission to help vulnerable children. The multi stranded narrative focuses on a teenage girl who is represented as an illiterate, a drug addict and a criminal . The advert seemingly raises awareness of abuse and shows how children are deprived of their normality and are forced to leave a life of fear.
The advert opens with a medium shot of a women in jail, which gives an alternative representation of women as criminals, in comparison to other adverts, where they are sex objects for men. Though the tearful facial expression connotes how her life and environment has lead to her being in jail. In many ways, the advert adds a sense of voyeurism, as the audience can have negotiated and oppositional readings toward the teenage girl, as they get to see her in all aspects of her life,, from school to drugs and domestic abuse.
The use of the diegitic sound of the kettle gradually boiling connotes tension and violence , as the audience something unexpected is about to happen. Through the use of a fade, the audience get a more introspective view of how the women is treated at home, with the use of diegitic sound of the man saying ' You worthless little cow' connotes how the women is negatively represented as being the Proppian villian and a victim.
The kettle sound connotes anger and hatred, as the angry facial expression of the teenage girl signifies how she is willing to do something irrational. In many ways, the teenage girl in the advert is subordinated, as her father slaps her on the head, which connotes how he is more dominant in the household and signifies an element of patriachy.
What's more, the women is given an alternative representation as being stupid, as the medium shot of the teenage girl signifies how she is distressed and seemingly illiterate, as the diegitic sound of 'she can't read' by a classmate connotes how the girl is pressured by her classmates and is unable to read from a book, which relates to the fact that her upbringing was very poor. The use of a fade seems to progress the narrative , as the audience get to see the girl, as she reverts to drugs, as signified in a high angle shot, where she is addicted and aroused by the effect of heroin. The use of the needle is similar to a phallic symbol, as it penetrates the girl, resulting in her arousal.
Though, the negative representation of women are shown, as the teenage girl is more violent, as signified in a , where she is threatening a civilian for money. Though, there is a sense of androgyny, as the close up shot signifies how women are more violent and aggessive, giving an alternative representation, as men would stereotypically be represented as more violent and abusive, yet the girl tends to be more physically dominant in this advert.
Interestingly, the advert speeds up, with the medium shot of the girl in jail. By doing this, Barnado's, as an institution intends to inform the audience of how this cycle is repetitive and evident in everyday life. The use of emotive and serious tone through the narrative, raises ideologies of child abuse and the fact that support is needed in order to stop this type of abuse, as lives are ruined.
In this particular advertisement for Nivea Body Lotion, which was broadcast on ITV during the prime time slot, as women would ideally watch TV during the afternoon and late at night. Moreover, the narrative revolves around a teenage girl who applies Nivea lotion and believes the lotion actually softens the skin. Though, women in this advertisement are represented as the dominant sex who are self objectified in a positive way to attract men.
The use of the voiceover signifies how the lotion is effective , as it makes skin softer which offers women a chance to look attractive and confident . The use of an over the shoulder shot connotes how the lotion actually soothes delicate areas such as the back and areas which usually are tense such as the shoulders. In many ways, the women are encouraged to buy the product as it will guarantee beauty and men. However, if they do not buy the product they will not be able to have smoother skin and may not be confident.
As well as this, the advertisement signifies naturalisation,
as the lotion is a beauty product which intends to be focused at the female audience, as it is a mosituriser which focuses predominately on women, as they are conscious of their appearance and tend to take care of their body . In this way, the use of non deigitic music of the guitar is faded, in order to signify a more subtle mood. Though, the use of continual close ups and fades connote how the lotion can be applied to all areas of the body and is a way of rejuvenating the skin. Though the use of a close up shot of the female derriere seems to offer sexual gratifications to a male audience , as the bum is fetishized as being soft
which connotes sex.
As the camera focuses on two hands in a close up shot, it zooms to signify how the women has a man, due to using the lotion. What's more, the body language of the hand on the back connotes pleasure and seduction, as the women feels more confident. Evidently, the confident, seductive facial expression of the teenage girl and the aroused facial expression of the man connotes pleasure, as she gestures her willingness to have a romance.
The Nivea advert uses positive values, as the use of the fact ' 73% of women believe firmer feeling skin gives them the confidence to reveal a bit more'. In this way, the advert connotes how the product serves its purpose and is also polysemic, as it suggests that it will result in confidence in the bedroom. Also, the use of the slogan ' feel closer' signifies how the product is meant to traget at women, as they can use the product in order to get men and have relationships.
Barnado's 'Break the Cycle'
Barnado's ' Break the Cycle' is a socially realistic advert which was broadcast on November 2008 on Channel 4 and was part of an emotive campaign , which intended to highlight the abuse of children and its mission to help vulnerable children. The multi stranded narrative focuses on a teenage girl who is represented as an illiterate, a drug addict and a criminal . The advert seemingly raises awareness of abuse and shows how children are deprived of their normality and are forced to leave a life of fear.
The advert opens with a medium shot of a women in jail, which gives an alternative representation of women as criminals, in comparison to other adverts, where they are sex objects for men. Though the tearful facial expression connotes how her life and environment has lead to her being in jail. In many ways, the advert adds a sense of voyeurism, as the audience can have negotiated and oppositional readings toward the teenage girl, as they get to see her in all aspects of her life,, from school to drugs and domestic abuse.
The use of the diegitic sound of the kettle gradually boiling connotes tension and violence , as the audience something unexpected is about to happen. Through the use of a fade, the audience get a more introspective view of how the women is treated at home, with the use of diegitic sound of the man saying ' You worthless little cow' connotes how the women is negatively represented as being the Proppian villian and a victim.The kettle sound connotes anger and hatred, as the angry facial expression of the teenage girl signifies how she is willing to do something irrational. In many ways, the teenage girl in the advert is subordinated, as her father slaps her on the head, which connotes how he is more dominant in the household and signifies an element of patriachy.
What's more, the women is given an alternative representation as being stupid, as the medium shot of the teenage girl signifies how she is distressed and seemingly illiterate, as the diegitic sound of 'she can't read' by a classmate connotes how the girl is pressured by her classmates and is unable to read from a book, which relates to the fact that her upbringing was very poor. The use of a fade seems to progress the narrative , as the audience get to see the girl, as she reverts to drugs, as signified in a high angle shot, where she is addicted and aroused by the effect of heroin. The use of the needle is similar to a phallic symbol, as it penetrates the girl, resulting in her arousal.Though, the negative representation of women are shown, as the teenage girl is more violent, as signified in a , where she is threatening a civilian for money. Though, there is a sense of androgyny, as the close up shot signifies how women are more violent and aggessive, giving an alternative representation, as men would stereotypically be represented as more violent and abusive, yet the girl tends to be more physically dominant in this advert.
Interestingly, the advert speeds up, with the medium shot of the girl in jail. By doing this, Barnado's, as an institution intends to inform the audience of how this cycle is repetitive and evident in everyday life. The use of emotive and serious tone through the narrative, raises ideologies of child abuse and the fact that support is needed in order to stop this type of abuse, as lives are ruined.
Tuesday, 28 September 2010
Media Guardian Top 100 (2010)
The Guardian 100 is an annual guide which includes the most powerful people in the media. Most of the people mentioned in the guide are working in television, radio, newspapers, magazines, digital media, media business, advertising, marketing, and PR (Public Relations). The intial guide was created by a panel of experienced media watchers from the worlds of politics, journalism, advertising and the internet. They judged the candidates on three criteria: cultural influence, economic clout and political influence. Out of the panellists, most of them are white males, with the exception of Trevor Phillips who is black.
In the Guardian guide, there are a meagre 12 women who are included in the top 100, with most of the list dominated by men, which shows the dominant and hegemonic elite. Though most of the women, work for the BBC, and broadcasting in particular. In this case, the women have higher roles; either as chief executives, directors or as chairwomen.
Out of the 100, there are 16 women, which would equate to about 16% of the 100, as men are seemingly more successful in this case, with Larry Page and Sergey Brin , creators of Google, at the top. In my opinion, the balance of power would be decided by thier social, political and economic influence, as Steve Jobs has had success with Apple and the Apple I phone 4. As well as this, the list is contained of rich white men, which signifies how the white people are in control of the fourth estate. The inclusion of women could signify how women have more power, as they have higher positions in the media, though could be marginalised, as men such as Larry Page and Sergey Brin are more successful on an international scale.
Example of 3 of top 10 women on Guardian guide
Rebekah Brooks (Chief Executive of News International)
Elisabeth Murdoch (Chief Executive and Chairman of Shine Group)
In the Guardian guide, there are a meagre 12 women who are included in the top 100, with most of the list dominated by men, which shows the dominant and hegemonic elite. Though most of the women, work for the BBC, and broadcasting in particular. In this case, the women have higher roles; either as chief executives, directors or as chairwomen.
Out of the 100, there are 16 women, which would equate to about 16% of the 100, as men are seemingly more successful in this case, with Larry Page and Sergey Brin , creators of Google, at the top. In my opinion, the balance of power would be decided by thier social, political and economic influence, as Steve Jobs has had success with Apple and the Apple I phone 4. As well as this, the list is contained of rich white men, which signifies how the white people are in control of the fourth estate. The inclusion of women could signify how women have more power, as they have higher positions in the media, though could be marginalised, as men such as Larry Page and Sergey Brin are more successful on an international scale.
Example of 3 of top 10 women on Guardian guide
Rebekah Brooks (Chief Executive of News International)
Elisabeth Murdoch (Chief Executive and Chairman of Shine Group)
Saturday, 25 September 2010
Femme Fatales
The femme fatale was first introduced in the film noir of the 1940s. Her main interest was money, power and meaningless sex, and used their seduction as a means to exploit men. In many respects, that she signified male fears of women, following women's involvement in the war.
To some degree, the femme fatale seemed to challenge conventional stereotypes of women, as she was given power, which seemingly worried the patriarchal foundations in the 1940s. As well as this, the femme fatales seemed assert their dominance on screen, as they were commanding and rebellious, for example, they smoked cigarettes and were quite masculine, in terms of clothing, as seen in 'Double Indemnity' (1944).
Histrorical Examples of femme fatales
Rita Hayworth - Gilda (1946)
In this scene from Gilda (1946), Johnny (Glenn Ford) is introduced by Ballin Mundson (George Macready) to his wife Gilda( Rita Hayworth). Gilda is flicks her hair in a seductive manner in a close up shot, which connotes her more vivacious personality. As Johnny looks at Gilda, his facial expression connotes shock, as he is confounded by her beauty.
As he ogles at Gilda, she lifts the shoulders from her dress, which connotes that she is quite sexualised and quite immoral, which would leave 1940s audiences shocked. Alongside this, the diegitic sound of the jazz music on the radio connotes seduction, as the saxophone sound is a symbol of passion.
Gradually the camera conveys the elegant frame of Gilda in a long shot, wearing a long dress which is revealing and connotes her liberty and vivacious appearance. Gilda is a femme fatale, as she closes the radio and lifts a cigarette from the ash tray, which signifies that she is rebellious, as the cigarette is a phallic symbol and is associated with the film noir genre. This film gives an alternative representation of women as being powerful and unfaithful, as before, women would be expected to be passive and would be constructed as Proppian princesses.
As well as her physical appearance, Gilda seems to be dominant in this scene, as well as the narrative, as she speaks quite seductively and tries to be assertive. However, Gilda's facial expression turns to disgust in a close up shot, as Ballin says that " You don't congratulate the bride, you congratulate the husband", which signifies that Gilda wants to be more assertive , as she orders Ballin to invite Johnny to dinner. Gilda tries to tempt Johnny, in a medium shot by saying that she wants everyone to approve of her, which connotes that she could be sinister and troublesome.
Linda Darnell- Fallen Angel (1945)
Linda Darnell is well known for work in films such as 'The Mark of Zorro', 'Anna and the king of Siam'. Though she is better known for her roles in film noir genre, with films like 'Hangover Square' and 'Fallen Angel', she was casted due to her fine beauty and charm.
In this scene, from 'Fallen Angel', Darnell plays Stella, a ' gold digger' waitress, who had a bust up with her boyfriend. Evidently, this scene signifies Darnell as the femme fatale, as the use of a two shot/ medium shot of Stella with her boyfriend signifies her as being quite loose and seductive, as she wears lipstick and is wearing a tight, vivacious dress. As well as this, she meets Stanton,the protagonist and is talks quite calmly, yet seductively, which connotes that she could be troublesome.
In some ways, Stella is constructed as a character who is quite demanding and assertive, as she asks Stanton , what he can give to her as part of a deal. Stella plays a crucial part in the narrative, as she rebuffs Stanton's proposal of marriage and actually gets him into trouble.
Contemporary Example of Femme Fatale
Brittany Murphy - Sin City (2005)
Over the years, the role of the femme fatale has slightly declined, with women often being the Proppian heroines of films and have had major parts in films, as seen in 'Elektra' (2005), 'Sex and the City' (2008), 'Lara Croft: Tomb Raider' (2001) to name a few. Though, women still hold significant power in films, as the rise of feminism in the 60's and emancipation , enabled women to gain equality.
Notably, actresses such as Rebecca Romijn, Nicole Kidman and Angelina Jolie are known for their success as modern femme fatales, due to thier fame and sex appeal. An example of the modern femme fatale is the 'late' Brittany Murphy, who plays Shellie,a slutty barmaid, in the successful neo noir film, Sin City.
In this scene, Shellie effectively conveys the atrributes of a femme fatale, as she is dressed in a shirt which reveals her lingerie; this therefore connotes that she is a woman who is more slutty, flirtatious and troublesome. As well as this, Shellie is assertive, as the close up shot of her face signifies her as angry, dominant and controlling.
However, the use of a close up shot of her face, and high angle shot, signifies how she is more tense and vulnerable, as Jackie Boy threatens to kill her. Sin City gives an alternative representation of femme fatales, as Shellie's powers of seduction, have no effect on certain men, due to her affairs. There is a clear role reversal in this scene, as she is signified as the Proppian princess who is being protected by Dwight (Clive Owen), who is the Proppian hero. Effectively, the film subordinates women as being more active, yet vulnerable, in comparison to the 1940s femme fatales, who were more dominant and trouble some. Also, the use of a high angle shot of Shellie outside the window connotes that Shellie is flirtatious, as the audience gain sexual gratifications out of seeing her cleavage .
To some degree, the femme fatale seemed to challenge conventional stereotypes of women, as she was given power, which seemingly worried the patriarchal foundations in the 1940s. As well as this, the femme fatales seemed assert their dominance on screen, as they were commanding and rebellious, for example, they smoked cigarettes and were quite masculine, in terms of clothing, as seen in 'Double Indemnity' (1944).
Histrorical Examples of femme fatales
Rita Hayworth - Gilda (1946)
In this scene from Gilda (1946), Johnny (Glenn Ford) is introduced by Ballin Mundson (George Macready) to his wife Gilda( Rita Hayworth). Gilda is flicks her hair in a seductive manner in a close up shot, which connotes her more vivacious personality. As Johnny looks at Gilda, his facial expression connotes shock, as he is confounded by her beauty.
As he ogles at Gilda, she lifts the shoulders from her dress, which connotes that she is quite sexualised and quite immoral, which would leave 1940s audiences shocked. Alongside this, the diegitic sound of the jazz music on the radio connotes seduction, as the saxophone sound is a symbol of passion.
Gradually the camera conveys the elegant frame of Gilda in a long shot, wearing a long dress which is revealing and connotes her liberty and vivacious appearance. Gilda is a femme fatale, as she closes the radio and lifts a cigarette from the ash tray, which signifies that she is rebellious, as the cigarette is a phallic symbol and is associated with the film noir genre. This film gives an alternative representation of women as being powerful and unfaithful, as before, women would be expected to be passive and would be constructed as Proppian princesses.
As well as her physical appearance, Gilda seems to be dominant in this scene, as well as the narrative, as she speaks quite seductively and tries to be assertive. However, Gilda's facial expression turns to disgust in a close up shot, as Ballin says that " You don't congratulate the bride, you congratulate the husband", which signifies that Gilda wants to be more assertive , as she orders Ballin to invite Johnny to dinner. Gilda tries to tempt Johnny, in a medium shot by saying that she wants everyone to approve of her, which connotes that she could be sinister and troublesome.
Linda Darnell- Fallen Angel (1945)
Linda Darnell is well known for work in films such as 'The Mark of Zorro', 'Anna and the king of Siam'. Though she is better known for her roles in film noir genre, with films like 'Hangover Square' and 'Fallen Angel', she was casted due to her fine beauty and charm.
In this scene, from 'Fallen Angel', Darnell plays Stella, a ' gold digger' waitress, who had a bust up with her boyfriend. Evidently, this scene signifies Darnell as the femme fatale, as the use of a two shot/ medium shot of Stella with her boyfriend signifies her as being quite loose and seductive, as she wears lipstick and is wearing a tight, vivacious dress. As well as this, she meets Stanton,the protagonist and is talks quite calmly, yet seductively, which connotes that she could be troublesome.
In some ways, Stella is constructed as a character who is quite demanding and assertive, as she asks Stanton , what he can give to her as part of a deal. Stella plays a crucial part in the narrative, as she rebuffs Stanton's proposal of marriage and actually gets him into trouble.
Contemporary Example of Femme Fatale
Brittany Murphy - Sin City (2005)
Over the years, the role of the femme fatale has slightly declined, with women often being the Proppian heroines of films and have had major parts in films, as seen in 'Elektra' (2005), 'Sex and the City' (2008), 'Lara Croft: Tomb Raider' (2001) to name a few. Though, women still hold significant power in films, as the rise of feminism in the 60's and emancipation , enabled women to gain equality.
Notably, actresses such as Rebecca Romijn, Nicole Kidman and Angelina Jolie are known for their success as modern femme fatales, due to thier fame and sex appeal. An example of the modern femme fatale is the 'late' Brittany Murphy, who plays Shellie,a slutty barmaid, in the successful neo noir film, Sin City.
In this scene, Shellie effectively conveys the atrributes of a femme fatale, as she is dressed in a shirt which reveals her lingerie; this therefore connotes that she is a woman who is more slutty, flirtatious and troublesome. As well as this, Shellie is assertive, as the close up shot of her face signifies her as angry, dominant and controlling.
However, the use of a close up shot of her face, and high angle shot, signifies how she is more tense and vulnerable, as Jackie Boy threatens to kill her. Sin City gives an alternative representation of femme fatales, as Shellie's powers of seduction, have no effect on certain men, due to her affairs. There is a clear role reversal in this scene, as she is signified as the Proppian princess who is being protected by Dwight (Clive Owen), who is the Proppian hero. Effectively, the film subordinates women as being more active, yet vulnerable, in comparison to the 1940s femme fatales, who were more dominant and trouble some. Also, the use of a high angle shot of Shellie outside the window connotes that Shellie is flirtatious, as the audience gain sexual gratifications out of seeing her cleavage .
Thursday, 2 September 2010
Top 5 Internet Mini movies
This particular video on the internet was my clear favourite, as the use of animation and humour together made the video entertaining yet insightful. Clearly, the video made use of technology, as animation programmes were used and was iconic in its own way. Also the video was unique and appeal to an older audience, which was interesting. Though, the inclusion of some facts and useful information went amiss , but all in all the humour and clever animation made it worthwhile.
This internet safety video was effective in informing the audience about the internet; its pros and cons were also clearly addressed. I felt that the interviews with the teenage audience was effective, as they gave thier views on the internet and discussed the flaws about the internet. The use of technology was more practical, as video cameras were used, which made the video more authentic. In comparison to the other videos, the use of cuts and wipes created a subtle balance between text and interviews, which made it successful.
I felt that the use of music which accompanied the video was more upbeat, which went well with the continual cuts and changing images. Though, the video did manage to inform the audience about the internet , as some facts were mentioned, which made it informative. However, the video could have been slightly longer and could have had one or two more facts. Though, the speed of the slides could have been slower as the facts went too quickly. Also, the use of technology could have been improved as only images and text was included, which made it sound.
I felt that this video was original, in terms of its soundtrack of the MSN sounds and did inform the audience about the Internet, due to the inclusion of facts from sources such as The Daily Mail, BBC News and others alongside the rolling images. However, the balance of facts and images was inconsistent, as there was too much text at times and a lack of images. On the contrary, the video did make use of multiple technologies such as the video camera and Windows Movie Maker programme. Interestingly, the interviews with different age groups was effective, as different views about the internet were shared , though the sound could have been improved, as there were inconsistencies at times.
Finally, this internet video was visually engaging, however the absence of facts and too many images let it down. The constant rolling of images did not fully inform the audience and looked amateurish at times. Though, the level of creativity was limited, as facts would have made it slightly better, as the audience could find out new information. The use of sound was suitable alongside the speed of the images. By only using Windows Movie Maker, the video was quite basic and lacked originality, in comparison to the other videos which created a balance of text, image and video camera content.
Sunday, 11 July 2010
Self Evaluation of Internet Video
In response to the Impact of the Internet video that we created, the general comments were very useful, in terms of creating a video for our Mest 4 research work and coursework.
Generally, the video was given a Level 2 (realised product)for aesthetics , as the comments cited how the video was standard, as it contained a mixture of images, alongside text. Therefore, the video fulfilled its remit of being informative. As well as this, the use of transitions and editing such as fades and fact were effective in informing the audience.
In regards to creativity, the video was given a Level 2 (some creativity) due to the fact that the video included a range of edits such as wipes and fades. By using an appropriate soundtrack, we seemed to instill a dramatic theme within our video, though hoping to entertain the audience as well. Most of the comments cited that the video was too text heavy and did not last too long, which is a fair summary, as we could have prolonged the duration of the slides. The video was seen to be standard , with text and images being shown.
We decided to use Windows Movie Maker to create the video, though could have used a better form of technology such as a video camera, as the software was commented as being too basic. We received a Level 2/3 (competent) for technology, as we could have used more images rather than text and could have slowed the video, by using cuts and wipes , in order for the audience to read the information.
Most importantly, we received a Level 3 (demonstrates understanding) for the understanding of the video, as we used a mixture of facts, figures alongside images of familiar websites such as YouTube. Though we could have used our own information which would have made the video better and could have used better technology such as a camera.
Finally, our peers gave us a Level 2/3 for the production values, as the comments revealed that the video was simple, well rounded and did fit with the time constraints which were imposed. Also, we used Windows Movies Maker in a competent way, which made the video more effective and simple.
WWW:
In conclusion, our video about the Impact of the Internet was very informative
and did get the point across, as it included a lot of facts, images and theorists such as Tanya Byron. As well as this, the editing was successful and well executed.
EBI:
In order to improve, we could have used more images, as the video was too text heavy, which did make the video boring. We could have also added more of our own facts and had some discussion by various people. Referring to the comments, we could have slowed the pace of the slides, so that the audience could read and absorb the information. By using a video camera and conducting interviews, we could have made the video better and could have added humour the get the point across in a better, in a memorable way.
Generally, the video was given a Level 2 (realised product)for aesthetics , as the comments cited how the video was standard, as it contained a mixture of images, alongside text. Therefore, the video fulfilled its remit of being informative. As well as this, the use of transitions and editing such as fades and fact were effective in informing the audience.
In regards to creativity, the video was given a Level 2 (some creativity) due to the fact that the video included a range of edits such as wipes and fades. By using an appropriate soundtrack, we seemed to instill a dramatic theme within our video, though hoping to entertain the audience as well. Most of the comments cited that the video was too text heavy and did not last too long, which is a fair summary, as we could have prolonged the duration of the slides. The video was seen to be standard , with text and images being shown.
We decided to use Windows Movie Maker to create the video, though could have used a better form of technology such as a video camera, as the software was commented as being too basic. We received a Level 2/3 (competent) for technology, as we could have used more images rather than text and could have slowed the video, by using cuts and wipes , in order for the audience to read the information.
Most importantly, we received a Level 3 (demonstrates understanding) for the understanding of the video, as we used a mixture of facts, figures alongside images of familiar websites such as YouTube. Though we could have used our own information which would have made the video better and could have used better technology such as a camera.
Finally, our peers gave us a Level 2/3 for the production values, as the comments revealed that the video was simple, well rounded and did fit with the time constraints which were imposed. Also, we used Windows Movies Maker in a competent way, which made the video more effective and simple.
WWW:
In conclusion, our video about the Impact of the Internet was very informative
and did get the point across, as it included a lot of facts, images and theorists such as Tanya Byron. As well as this, the editing was successful and well executed.
EBI:
In order to improve, we could have used more images, as the video was too text heavy, which did make the video boring. We could have also added more of our own facts and had some discussion by various people. Referring to the comments, we could have slowed the pace of the slides, so that the audience could read and absorb the information. By using a video camera and conducting interviews, we could have made the video better and could have added humour the get the point across in a better, in a memorable way.
Saturday, 3 July 2010
Impact of New and Digital Media video!!!!!!!!
This the link to the video me and Ricki made about the internet and howthe internet is useful but also can be bad in many ways.
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