The male gaze is about sexual objectification on women in the media a theory by Laura Mulvey. Mulvey claims that “the gender power asymmetry is a controlling force in cinema and constructed for the pleasure of the male viewer, which is deeply rooted in patriarchal ideologies and discourses.” this means that men are seen as the target audience and the females as the entertainment as men overpower women in a patriarchal ideologies so they put the stereotypical male wants and desires in the spotlight. Mulvey also believes that women are in fact “the bearer of meaning and not the maker of meaning,” meaning that women are just put in scenes to be objectified and observed by the male audience and not have any professional purpose in a role.
This is seen in the Jimmy Choo perfume advert 2016 where typical camera work and editing is used to objectify the woman supposedly advertising the perfume, for example, fragmentation is used through out the advert such as when she unzips the dress and walks up the stairs, this is when the camera has extreme close-ups on the body parts of a woman causing the audience to focus on her body more than the purpose of the advert, this objectifies the woman instead of selling the perfume, she is also objectified when slow motion is used as it allows the men to look for longer and observe the woman again prooving the male gaze theory that women are the barer of meaning and not the maker of meaning.
This is done to bring in a male audience as well and a female audience as the female audience will be typically fixated on the perfume and how it looks nice and the woman advertising it is pretty and the ideological female in the media making them want to buy it to please their man and the men will be focused typically on the female and that she looks good so they might buy the perfume for their partner as they desire to have a girl that looks the way the media represents them which is a glamorous object only to be observed and to be there for the entertainment of men and men only.

https://youtu.be/cGqAu9gj_F0
https://m.youtube.com/watch?v=Mv93covb53w

https://m.youtube.com/watch?v=d2fyviJHwWQ
https://m.youtube.com/watch?v=nu9mslgDcR4

https://m.youtube.com/watch?v=ujwpAo2yyqg

https://m.youtube.com/watch?v=7aV5bZF9PUc
https://m.youtube.com/watch?v=7c0B5lzBa0A
https://m.youtube.com/watch?v=lyQeO1_NXYU

https://m.youtube.com/watch?v=kUR3jCeGCm4
https://m.youtube.com/watch?v=O7bvT1w77Yg

Only the brave advert and an example of my own.

Within this advert we see men as very muscular, sporty and typically masculine. This is highlighted in the title as it’s called only the brave meaning only brave men can use this perfume or if you use this perfume you become a brave man because that’s what men are supposed to be according to stereotypes.

The low key lighting throughout the whole advert makes the men seem very dangerous and brave and the little amount of light is focused on their bodies, enhancing their physically fit physique and the dark colour pallet contrasts with their white t-shirts making them stand out more and wanting someone (the audience) the look at them so this in a way is objectifying them as something that is desired by women typically which means they will buy this perfume for their boyfriend because they want him to have this body that these men have in the advert or men will buy it for themselves as they desire to be as brave and athletic and fit as the men in these adverts.

The voice over in this advert is a woman and she is saying things such as ‘are you ready’ which could be testing a man’s masculinity and men will hear this woman and think yes I’m brave yes I’m a man and go and buy this perfume to feel powerful.

Men can also be represented as feminine and not just masculine, this is becoming more common now as people are learning to accept others. For example James Charles is the first male cover girl ever, this breaks the stereotypes as its cover girl, emphasis on the girl. Stereo typically men aren’t supposed to be girly or wear makeup or do anything that could be slightly feminine as it doesn’t fit under the stereotypes the media has set today. But in this cover girl magazine they placed a man at the front cover a man in makeup and they lighting is very high key to show that it’s okay to be feminine and be a man they also didn’t change the title or anything to show it’s also okay to be a cover girl as today gender means nothing.

Cover girl has used a white background a white links with youth and new, this shows that the young men of today are breaking the stereotypes it also makes James Charles stand out from the background as there are no distraction so we are only looking at him also it only shows his face and not his body so it’s not objectifying him and its just respecting him as the makeup artist he is and showing anyone can wear makeup no matter what their body looks like it’s not about body its about you and what you do.

 

 

 

Jimmy Choo advert and an example of my own.

The music in the advert starts when she sprays the perfume and the song is very upbeat and the lyrics are “you can get me if you want it” or something along those line so they could be talking about the perfume or the woman, I they are talking about the woman then it’s very objectifying but typical for the media and if they are talking about the perfume they are selling it potentially.

The camera in this Is a prime example of the male gaze as it uses fragmentation which is close ups of the body, also lots of spotlight when she is walking down the carpet past all of the cameras which gives her a element of power but also objectifying her as an object with spotlight and cameras and its constantly tracking the woman in slow motion and its made from the point of view assumed to be male.

But not all of this advert is representing women under the stereotypes, this advert actually is quite empowering to women.

The colour pallet is very empowering as there is a lot of gold tones and gold is usually related with expensive items and rich business people , so this makes the women watching the advert feel that if they buy this perfume they are going to feel just as powerful and expensive as this woman as the woman’s body language is very free and empowering too and the fact that she picks up a pair of jimmy Choo shoes at the start not only sells the perfume for making women feel powerful but sells the whole brand jimmy Choo for making women feel powerful as she walks proudly in her jimmy Choo shoes.

The lighting is very high key at the start but when she sprays the perfume and puts the shoes on she walks in to a more low key lit area which could imply walking in to a new feeling when wearing jimmy Choo or that jimmy Choo makes women brave and mysterious, this is unusual for a woman’s perfume advert as they are usually very high key lighting as its typically more feminine and dainty as the perfumes smell fresh and like flowers.

Women are not always shown as to be as powerful as in the jimmy Choo advert, for example this Clorox bleach advert completely ruins an iconic poster about powerful women, in the image Rosie the riveter who is known as the we can do it woman from the world war two poster which urged women to go and work and be as strong if not stronger than men but Clorox has added red nail varnish and a wedding ring to her making her a house wife and a typical female.

Women are always used to advertise cleaning products even today as they are stereotypically supposed to be at home not working just cleaning and looking after the kids and cooking while men are at work which the original Rosie the riveter poster discouraged but the Clorox bleach company are completely turning the original message backwards on its self and encouraging women to clean everything and that Clorox will give them ‘the power to clean everything.

I am crisis

Explain two ways camerawork has been used to create meaning for the audience.

Camera work in this advert has been used in a way to represent what she is talking about, for example, the whole time there is low key lighting which shows that she is talking about something dark and depressing and crisis also puts people in to dark places emotionally so this could be a visual representation of what hits people when they have a crisis.

Also, a lot of long shots and close-ups have been used this could show that to the audience a crisis could be far away or really close, the shots vary throughout showing that for everyone a crisis is different and come in different ways and at different times.


Explain two ways sound has bee used to deliver meanings for the audience.

There is a non-diegetic sound throughout the advert which sounds like a heart monitor that you find in hospitals, this tells us that the advert is trying to tell us that crisis can put people in hospital, this could also remind people of being in hospital and then remember what it felt like and that they wouldn't want anyone to feel like that so they would then donate to the charity to help people that are in the same situation as them or as what one of their family members have been in.

The language used in the film is very straight to the point and the girls voice has no emotion this delivers a clear message to the audience that a crisis could happen to anyone at any time just as quickly as a short sentence, the long pauses also give a dramatic feel and make the audience feel sad and reflective .

news paper conventions

• white space
• margins and gutters
• frames
• columns
• masthead
• image
• graphics
• headlines
• subheadings 
• captions
• side bars 
• decks
• pull quotes
• by lines 
• initial caps/drop caps
• adverts

this specific paper is mainly focused on celebrity rumors and such so the use the fact that louis is going to be a dad as the head line to attract younger viewers.

a holiday voucher is used to attract a family audience as families are always looking for cheap holidays so they have used blues and oranges to make this stand out.

they have placed the news about the ' gun cops foil attack terror' at the top because people usually read from the top to the bottom and even though this is a small part on the front of the news paper it gives it a sense of priority.

red has been used on the paper company to attract the eye as red is an eye catching colour
'one contraception' sounds like one direction , pun adds humour and people might wanna read it because it sounds funny and that has intrigued them and it will attract one direction fans as they might miss read it as one direction.
small description over large picture to intise the audience
also included the ' free inside ' at the top of the page so people hopefully see that first.
 

I, Daniel Blake (home work)

Explain two ways that camera work has been used to create meaning for the audience in 'i, Daniel blake'(4 marks)


one way camera work has been used in this trailer is natural lighting throughout this gives the film a sense of realism and the audience relates as it feels real when watching it and people in the same situation will relate to what's going on in the film as it doesn't seem fake it comes across as more of a documentary feel.

Another way camera work has been used to create meaning for the audience is by using shot reverse shots when in the jobcentre, this shows us the reactions of Daniel and the audience relates to this if they have been through the same situation or the audience feels empathy for Daniel as they can see the expression on his face is down and lost.


Explain one way editing has been used to create meaning for the audience in I, Daniel Blake (2 marks)

     

    One way editing has been used to create meaning for the audience is by using the fade in and fade out a lot which creates a dramatic effect and makes the mood feel sad which makes the audience feel sad and makes them feel like they are in the shoes of Daniel.

     Explain two ways sound has been used to deliver meanings for the audience in I, Daniel Blake (4 marks)

    One way sound has been used to create meaning towards the audience is the use of dramatic music which includes a lot of violins which gives the trailer a sad element and it links with the colours used in the costumes which are quite grey and depressing.

    A second way sound has been used to create meaning is when the music reaches a climax at the very end and then stops and it shows the title, the font of the title is similar to what you find on a gravestone so this music reaching a climax and then stopping could foreshadow that he or someone dies in the film as the music could signify his life as it starts calmly and rises and falls throughout the trailer and the sudden stop in the music before the title could represent the end of his life. 

mojo magazine

On the cover of Mojo magazine arctic monkeys are standing in a diamond with Alex Turner at the front and center showing that he is the lead singer in the band, this reminds of the iconic queen photograph from bohemian rhapsody as they are all in black and the light is focused on their faces, this is sure to grab the audiences attention from queen fans and obviously Arctic Monkey fans.
The font is a font previously used by arctic monkeys on their last album so this in a way shows that even though they look different and new they are still the same old arctic monkeys they were before their new album.
The all black background makes the magazine look very serious and professional which matches the look on the bands face and their posture which lures an audience in especially if they know Arctic Monkeys cuz they weren't really a serious band that looks like this as their previous covers for magazines have been a bit more casual, e.g.

On the inside on the double page spread that I have chosen, the magazine writer has described the feel of the new album in an almost fictional way the sense of creative writing very much intrigued me so I can see it how would intrigue others to listen to the album.
The designer has put keywords in bold colors that link with the lighting such as yellows, oranges, and blues to make it flow with the photograph.
on the photograph, a David Bowie song has been placed which will draw the attention of David Bowie fans as Arctic Monkeys new album is clearly being compared to have the feel of moonage daydream.
The word 'daydream' has been put boldly in front of them again with colors linking to the lighting, the word also links with the photograph as they are looking off into the distance as if they were daydreaming. The word 'daydream' is also a great descriptive word for the album as from personal experience its very relaxing and dreamy, and by placing the word 'daydream' in front of them makes it seem important and its also in colour as are the keywords in the album description showing that it is also a keyword.

Legend 2015

                                                       'Legend' poster 2015

In the film poster for the film 'Legend'(2015), it is very clear that men are represented as very powerful, important and in control people through their dominant body language and their sharp suits which give a statement and we usually associate with businessmen and boss' , this has been done to give you a taste of the era its set in which is the 60s when men were still 'superior' to women and it also shows you how powerful they are without watching the film. This poster is very similar to Al Pacino's Scarface poster with the block black and white background and the bold red writing so people might look at the 'Legend' movie poster and automatically think of Scarface and assume that 'Legend' is a gangster movie which is what it is.
Though they are represented as powerful and in control, Reggie Kray is shown as more powerful and in control as he is standing in front of Ronnie Kray and in Reggie's right hand he is holding a gun which is known as the luger which also gives you a representation of the date and from that you can somewhat guess the role of men in those times .
The text on this poster is very bold and very to the point.' Legend', we naturally assume that the film is going to be about someone important and powerful as the word legend is associated with a leader and someone who people respect. using the colour red in the shows danger even if the word is seen as a good word, red is the colour of anger and death but also seen as a good colour as in China its a happy colour and seen to bring good luck and today its seen as a very expensive color as expensive clothes are lined in red and shoes such as red bottoms, to the color shows that the keys are seen as bad and evil murderers to some but good, lucky and respected people to others.
The black and white in the background also show that they are good and evil as its black and white, white seen as pure, commonly associated with angels and black, usually seen as mysterious and evil.
also, the use of black and white photography shows that they are from past times but the pops of red in the text shows they are still relevant and respected today.
The fact that just they take up most of the poster doesn't just show that they are the main characters and the film is about them it also once again shows that they are in control just like they have taken up all of this poster, in real life the Kray twins were taking over the east end so the way the poster has been made also gives you a bit of the plot without you realizing