STEREOTYPES

In the media industry in almost every single film or TV series there seems to be a social stereotype. Stereotypes are basically how society categorizes people based upon observations and assumptions. Stereotyping people isn't always correct or nice, however, it is almost automatic for people to make judgments on others based on certain features or characteristics. Often in old fashioned films there was a ditsy blonde woman who always got things wrong and was completely dependent on the man, she was a stereotypical 'stupid' woman. However, in more recent times anti-stereotypes have become more common. For example Katniss, from The Hunger Games trilogy is an anti-stereotype as she is strong, independent and does not need a man to take care of her.

COMPARATIVE ASSIGNMENT ESSAY

A comparison of how women are represented in fragrance advertisements from the 1920’s, 1970’s and 2011

Mavis by Vivaudou (1920s)

There is theatrical and extravagant representation of women in this advertisement, for example: the woman is in a dramatic pose; pressing herself against a mirror as though she is lusting after herself. This indicates the fragrance is irresistible (as the word ‘irresistible’ are also written on the advertisement) and overwhelmingly sexy to anyone, men and women alike. It suggests that women wearing it will possess these sexual elements and can lure people by simply spritzing this powerful fragrance onto your skin. As she stands I her luxurious gown and her bare back she seems to find her own body irresistible when she is covered in this particular scent.

The woman depicted in this advertisement is wearing a luxurious evening gown, seductively and revealingly draped over her body. The heavy, seemingly expensive fabric represents glamour and wealth suggesting that buying this perfume will make you appear richer and more glamorous than you actually are. The features of the dress also suggest that the fragrance will involve rich, heavy scents that ooze sexiness and make you imagine night time parties. This advertisement uses deep reds and shades of black and darkened purple. These colours connote feelings of passion and sexiness. This adds a great amount towards the overall feel and perception of this advertisement as it reinforces how ridiculously glamorous this fragrance supposedly is. The position of the woman looks as though she is attempting to imagine what a man would see whilst making love to her. Therefore, it is like she is making love to herself because she thinks she is so perfect and irresistible although she just appears to be self-obsessed. This suggest the fragrance makes people lust after you, like a love potion, it suggests you no longer have control over your mind, you become obsessed with the person wearing the perfume.

The rounded edges on the words and the curves of both the woman's shape and on the mirror are typical of the Art Nouveau style. This makes the advertisement appear more feminine and appealing to a female market. If the edges to the words were sharper then it would decrease the femininity of the advertisement and wouldn’t blend in with the overall theme of the fragrance. The curvaceous font style chosen is unlike the fonts used on my other two advertisements. Though, my Charlie advertisement also uses a curvy font it is different as it appears more handwritten. The Dior Addict advertisement uses a font which is completely different as it is a serif font which is clear, sharp and formal looking, compared to the font used for ‘Mavis’ which is a curved, sans serif, art nouveau font.

Charlie by Revlon (1970s)

Firstly, the woman’s posture and expression suggest she is extremely confident and independent. It is a great representation of confidence as she is proudly striding across a public road without company which shows she is not afraid to be alone and does not depend on other people - she can do anything on her own. This advertisement therefore suggests she that this woman is a perfect representation of the target audience and that women who purchase this fragrance will enhance their self-assurance or transform their previously timid self into a loud, proud woman.

The representation of the woman in this advertisement reflects a positive and professional woman who not only looks smart and efficient but is smart and intellectual. The formal clothing worn by the woman featuring in this ‘Charlie’ advertisement represents her as an intelligent, classy and professional which therefore suggests that this perfume will make you feel as though you possess these respected qualities. Unlike many other fragrance advertisements which are targeted towards young women, this one in unique in the fact that the woman is not draped in a silk bed sheet or robed in a fabulous, revealing designer dress. Instead of that attire she is wearing a smart business suit, using only her professionalism to highlight her sexuality which invites men and attracts women’s attention also, as those women desire to be just like her. This symbolises that the women who wear ‘Charlie’ are unlike any other women as they are independent and capture attention without certain items or clothes. This suggests you can be smart, professional and sexy at the same time and do not need to rely on seductive clothing to get attention.

‘Charlie’ is also a unisex name which could imply that this product, when worn by women, is attractive to men. It suggests that you do not need to act flirtatious or dress provocatively to get male attention. It suggests that the fragrance and its brand alone will capture the attention you desire from men and therefore enhance your confidence. The name highlights the fact that not all women have to be the stereotypical supercilious girl who acts slightly dim and enjoys playing with boys, it tells us that this fragrance is designed for those independent women who do not want or need to rely on a man for money, etcetera. The brand message suggests that you should either step outside your feminine comfort zone or embrace your true personality if you are and want to be different. It suggests that men are not attracted to the woman because of her clothes and looks but instead suggests that men will be attracted to you because of you.

Dior Addict by Dior (2012) 

I thought this shot was good as it was unlike my other two choices because you cannot see

the actual woman who represents this fragrance. Instead of her, you see a classy silhouette of a woman holding a bottle of perfume. The ground is clearly sand and the weather is clearly sunny as the sun shines through the pale pink screen that the woman is sitting behind. The unknowing what the woman looks like suggests that she is a woman of mystery and subtlety, a woman who doesn't give herself away to just anyone who asks. This advertisement uses a Bridgette Bardot style of representation for the woman; it borrows interest and uses celebrity endorsement by Daphine Groeneveld to engage interest from a variety of prospective consumers. Her pose is poised and elegant which suggests she is a woman of class and also that the perfume is classy too. The pastel colours also highlight the fragrance as subtle but feminine as they are pale but girly. This shot suggests that if you were to buy the fragrance you would be able to get desired attention by being mysterious. It suggests you do not need to use your looks or sexuality to get the desired attention, it suggests that being yourself and keeping some of your private things private will then have you finding yourself a happier person. This shot suggests that perhaps less is more, all you need is this fragrance and to be yourself and you will become the woman every man wants and every woman wants to be. 

This specific shot shows Daphine Groeneveld as a very confident, carefree representation of women. She is bouncing down the streets of St. Tropez without a care in the world; happy and contented. This suggests that 'Dior Addict' will provide you with a sense that you are as beautiful and carefree as this woman. Not only is she oozing coolness but is passing by two men without even throwing them a glance. Whereas they gaze at her in what can only be described as wonderment - suggesting that they are extremely attracted to her. Maybe because of the fragrance she's wearing as well as her stunning looks? It suggests that if a woman was to see this advert and buy this fragrance she would expect to feel happy, confident and carefree. She would also expect to find that she is getting more male attention than when she is not wearing the supposedly 'irresistible' fragrance. I saw supposedly irresistible because the name 'Dior Addict' suggests that the scent is addictive and therefore so will you be. Daphine is also the centre of attention is this shot even though she is not placed directly in the centre of the screen. This attention is brought by her black outfit, which vividly contrasts against the pale, pastel oranges and blues of the typically French buildings behind her.  

I chose this shot as it reflects a different side of the woman's personality than the other two shots. This one suggests a more sexual, sensual and seductive side of Daphine. This effect is created as her hands are running back through her hair, the shot is a low shot, she wears an parted lip pout which has sexual connotations and her eyes are barely open which adds a 'late night' sort of 'smouldering' look. She looks relaxed and ready for a man to take her away. This shot shows that the fragrance suggests that men will find you sexually attractive and you will find yourself feeling glamorous and sexy. Women who purchase this fragrance would expect to feel both these things as well as the confident and happy emotions shown in the other screenshot. Her fair hair and pale skin dramatically contrast against her dark clothing and the darkness of the room she is dancing in. That brings me to the fact she is dancing on a table, this implies she is a cheeky girl who is daring and is not afraid to be a rebel. Overall this fragrance suggests the woman wearing it is a girl who has it all: happiness; confidence; cheekiness; elegance; mystery; glamour; sexiness; rebelliousness and not forgetting how good she smells...

PHOTOSHOOT RECAP

On Wednesday we had our first practise photoshoot. I was in a pair with Ollie, which I originally thought was a good idea as he has extensive photography skills and knowledge. We also generally work well together. However, once everyone was in pairs and had props and outfits spread over the tables we both realised we forgot our props. We decided to go out onto the triangle and take tester photos, practising the art of posing, adjusting light exposure on the camera and finding decent backgrounds that look more professional as they don't include year 8 P.E classes in the background. We took a few photos around the large tree on the triangle and somehow made our way down towards the music block, where we discovered Hamza and George posing with a motorbike. We used the urban-looking brick walls of the music block so I could practise my photography skills which aren't the best ever. I learnt how to adjust the exposure and other nifty things.

Soon after that we walked back up the triangle a little, we walked passed the small blossom tree and found Charlie and Harriet doing their photoshoot. Harriet was dressed in a traditional Japanese kimono and had two chopsticks in her hair. The outfit and the blossom-filled background really brought a sense of an oriental theme. I helped Charlie to position his model, which was challenging but fun as Harriet could get into the poses but then couldn't help pulling a comic face or laughing. This was a lot of fun and I got to know what sorts of poses compliment the model, use the light efficiently and work well for the camera. A good few photos were taken by Ollie and Charlie of Harriet and I whilst we were working on posing. Then Mrs Mann joined us, along with her trusty iPad and took a few more photos of Harriet. She then proceeded to dress myself in the kimono and positioned me by the blossom tree with my hair loosely flowing and took some photos of me. This was embarrassing but showed me how the model feels and definitely made me sure that I prefer taking the photos than being the focus of them.

Wednesday's lesson was a lot of fun, but it certainly wasn't wasted. As even though Ollie and I didn't manage to get any photos which were anything like how we want our final advertisements to look, we did learn how to pose, position models, correctly adjust the camera and take decent photos. 

IDEAS FOR FRAGRANCE ADVERTISEMENTS

My first idea for my fragrance for women aged from 15-35 is very feminine and floral. I would like to incorporate pale, pastel colours such as baby blues and pinks alongside white to symbolise purity. To do this I thought I could bring in a few balloons in pastel colours which suggests airy, pure and light scents within the fragrance. I will have a girl positioned at some point on the triangle, hopefully on a sunny day, with a girly dress on walking away from the camera but turning to face it whilst holding the balloons. These balloons also suggest a playful side and the fact she is walking away suggests attitude. There could be a few boys in the background looking at her from a distance, admiring her beauty. 

My first idea for my fragrance for men aged from 18-40 is a scent that will make men feel out going, strong, confident and attractive. I would like to use some form of athletic equipment in my advertisement to portray a man who enjoys going outside and keeping fit. To do this I will use stereo-typically masculine colours such as blues, greens, blacks etc... most likely in the clothing. I could have a guy on the track at the bottom of the triangle with the piece of athletic equipment in his hand, wearing a professional looking sport kit. Staring straight down the lens of the camera he would capture attention and show off his pride. 

HERO ANALYSIS

Question 2: Camera work; mise en scene; sound and editing.

Camera Work:

Whilst watching this extract I noticed that slow motion was used often to capture shots of the two characters, Jet Li and Donnie Yen, in mid battle. These slow motion shots not only allowed us to see the intense and skilled action being performed but also made the fight scene more intense as the action was slowed down making the audience ‘hang on to their hats’ as they waited for the fight to resume. Furthermore, the slow motion shots often focused on the raindrops which brought round a sense of calmness to contrast against the aspect of battle as well as marries together with the oriental traditional music. At the beginning of the extract as Jet Li runs towards Donnie Yen the camera switches between tracking shots of Jet Li’s feet splashing in the puddles as he runs and zooming in shots of Donnie Yen’s face capturing his expression and increasing intensity. There are a variety of close ups showing the character’s facial expressions as they dodge their opponent’s blade and there are also many close ups of the swords swiping at the warriors as well as being still with the rain dripping onto the polished metal blade.

Mise en Scene:

One prop in the scenery that stood out to me was the location of the fight. The location is a traditionally ornamental, symmetrically architectural ion building which we learn is a chess courtyard. This setting allows us to recognise this location as a place with strong Chinese/Japanese influences; therefore this film is most likely to be set in Asia. You could say that the buildings and courtyard in which the battle takes place are beautiful as they are simplistic but intricate. These beautiful buildings contrast with the conflict and danger of the battle; however this really highlights how, in a sense, the battle is a work of art like the architecture, as both the building’s features and battle techniques require an enormous amount of skill and precision.

Sound:

There are metallic sounds from the swords when they slice against each other during the battle. As the character's movements are perfectly performed the only sounds we can hear are the swords, the raindrops and the background music which comes from the old man who is a reminder of the respect towards superiors which is important to acknowledge. The music played from the old man is from a stringed instrument which he strums delicately to produce a high pitched but gentle, oriental sound. The raindrops bring a sense of peace as the quiet droplets create a relaxing atmosphere as the mind is calmed by the quiet. The raindrops and string music bring relaxing elements whereas the sword's metallic sounds alert the audience. 

Editing: 

The main piece of editing I noticed was how they editors have made the characters defy the laws of gravity during their battle by standing upside down and flying through the air by a small jump. These effects make the warriors seem to possess super powers and makes to audience watch them in awe as they use their skills and techniques to try and defeat their opponent. These effects are also quite simplistic which keeps the scene easy but interesting to watch. 

MY ESSAY SO FAR...

Mavis by Vivaudou (1920s)

There is theatrical and extravagant representation in this advertisement, for example: the woman is in an exaggerated pose; pushing herself against a mirror as though she is lusting after herself. This suggests the fragrance is irresistible and overwhelmingly sexy. It suggests that women wearing it will possess these sexual features and lure men by wearing this powerful fragrance. As she is pressed to the mirror this advertisement also suggests that she will attract anyone, not just men, as she finds her own body seemingly irresistible when she has spritzed the perfume on herself.  

The woman depicted in this advertisement is wearing a luxurious gown, draped over her shoulders. The heavy, seemingly expensive fabric represents glamour and wealth suggesting that buying this perfume will make you appear richer and more glamorous than you actually are. 

This advertisement uses deep reds and shades of black and darkened purple which are colours that tend to represent passion and sexiness. This adds a great amount towards the overall feel and perception of this advertisement.

The rounded edges on the words and the curves of both the woman's shape and on the mirror are typical of the Art Nouveau style. This makes the advertisement appear more feminine and appealing to a female market.

The position of the woman looks as though she is attempting to imagine what a man would see whilst making love to her. Therefore, it is like she is making love to herself because she thinks she is so perfect and irresistible although she just appears to be self-obsessed. 

Charlie by Revlon (1970s)

There are many things I could say about the representation of women in this fragrance advertisement from the 1970’s. Firstly, the woman’s posture and expression suggest she is extremely confident and independent. It is a great representation of confidence as she is proudly striding across a public road without company which shows she is not afraid to be alone and does not depend on other people - she can do anything on her own. This advertisement therefore suggests she that this woman is a perfect representation of the target audience and that women who purchase this fragrance will enhance their self-assurance or transform their previously timid self into a loud, proud woman.

The representation of the woman in this advertisement reflects a positive and professional woman who not only looks smart and efficient but is smart and intellectual. The formal clothing worn by the woman featuring in this ‘Charlie’ advertisement represents her as an intelligent, classy and professional which therefore suggests that this perfume will make you feel as though you possess these respected qualities. Unlike many other fragrance advertisements which are targeted towards young women, this one in unique in the fact that the woman is not draped in a silk bed sheet or robed in a fabulous, revealing designer dress. Instead of that attire she is wearing a smart business suit, using only her professionalism to highlight her sexuality which invites men and attracts women’s attention also, as those women desire to be just like her. This symbolises that the women who wear ‘Charlie’ are unlike any other women as they are independent and capture attention without certain items or clothes. This suggests you can be smart, professional and sexy at the same time and do not need to rely on seductive clothing to get attention.

‘Charlie’ is also a unisex name which could imply that this product, when worn by women, is attractive to men. It suggests that you do not need to act flirtatious or dress provocatively to get male attention. It suggests that the fragrance and its brand alone will capture the attention you desire from men and therefore enhance your confidence. The name highlights the fact that not all women have to be the stereotypical supercilious girl who acts slightly dim and enjoys playing with boys, it tells us that this fragrance is designed for those independent women who do not want or need to rely on a man for money, etcetera. The brand message suggests that you should either step outside your feminine comfort zone or embrace your true personality if you are and want to be different. It suggests that men are not attracted to the woman because of her clothes and looks but instead suggests that men will be attracted to you because of you.

Dior Addict by Dior (2011)

This shot I thought was good as it was unlike my other two choices because you cannot see the actual woman who represents this fragrance. Instead of her, you see a classy silhouette of a woman holding a bottle of perfume. The ground is clearly sand and the weather is clearly sunny as the sun shines through the pale pink screen that the woman is sitting behind. The unknowing what the woman looks like suggests that she is a woman of mystery and subtlety, a woman who doesn't give herself away to just anyone who asks. Her pose is poised and elegant which suggests she is a woman of class and also that the perfume is classy too. The pastel colours also highlight the fragrance as subtle but feminine as they are pale but girly. This shot suggests that if you were to buy the fragrance you would be able to get desired attention by being mysterious. It suggests you do not need to use your looks or sexuality to get the desired attention, it suggests that being yourself and keeping some of your private things private will then have you finding yourself a happier person. This shot suggests that perhaps less is more, all you need is this fragrance and to be yourself and you will become the woman every man wants and every woman 

wants to be. 

This specific shot shows Daphine Groeneveld as a very confident, carefree representation of women. She is bouncing down the streets of St. Tropez without a care in the world; happy and contented. This suggests that 'Dior Addict' will provide you with a sense that you are as beautiful and carefree as this woman. Not only is she oozing coolness but is passing by two men without even throwing them a glance. Whereas they gaze at her in what can only be described as wonderment - suggesting that they are extremely attracted to her. Maybe because of the fragrance she's wearing as well as her stunning looks? It suggests that if a woman was to see this advert and buy this fragrance she would expect to feel happy, confident and carefree. She would also expect to find that she is getting more male attention than when she is not wearing the supposedly 'irresistible' fragrance. I saw supposedly irresistible because the name 'Dior Addict' suggests that the scent is addictive and therefore so will you be. Daphine is also the centre of attention is this shot even though she is not placed directly in the centre of the screen. This attention is brought by her black outfit, which vividly contrasts against the pale, pastel oranges and blues of the typically French buildings behind her.  

I chose this shot as it reflects a different side of the woman's personality than the other two shots. This one suggests a more sexual, sensual and seductive side of Daphine. This effect is created as her hands are running back through her hair, the shot is a low shot, she wears an parted lip pout which has sexual connotations and her eyes are barely open which adds a 'late night' sort of 'smouldering' look. She looks relaxed and ready for a man to take her away. This shot shows that the fragrance suggests that men will find you sexually attractive and you will find yourself feeling glamorous and sexy. Women who purchase this fragrance would expect to feel both these things as well as the confident and happy emotions shown in the other screenshot. Her fair hair and pale skin dramatically contrast against her dark clothing and the darkness of the room she is dancing in. That brings me to the fact she is dancing on a table, this implies she is a cheeky girl who is daring and is not afraid to be a rebel. Overall this fragrance suggests the woman wearing it is a girl who has it all: happiness; confidence; cheekiness; elegance; mystery; glamour; sexiness; rebelliousness and not forgetting how good she smells...

SOUND IN SERENITY

The sound effects in Serenity are very important on creating an authentic impact on the audience. The music is often used in this extract to create an anti-climax which rapidly increases suspense and jeopardy. Both these aspects are very important to the genre as they indicate that this extract is taken from an action and adventure film. There is a song in the background consisting of string instruments, such as violins, which increases in pace throughout the scene, alerting the audience that something dangerous is about to happen. The pace continues to intensify until the battle commences at which it really kicks off. As the enemy attacks there is a dramatic rise of sound effects, including clattering metallic sounds of weaponry and whirring noises of futuristic engines. We can identify these sounds as futuristic as they come from spaceships and weapons which are too advanced to be from our current technology. 

In my opinion, one of the most intimidating sounds in this extract is the sounds of heavy breathing which comes from the fear inducing antagonists as the heroic protagonists push large and cumbersome crates against the doors. The protagonists are stressed but calm and collected as they hastily prepare to fight. At this moment in the extract all we hear of the enemy is their breathing and running, the fact we do not see them makes the feeling of fear more intense as the audience isn’t sure what kind of monster is about to charge at the protagonists. Near the end of the extract the background song increases in both pace and volume which intensifies the action and adds more excitement to the scene. Also near the end, a character is hit by a bullet, we can identify that they were shot as we hear the loud sound of a gunshot which is sudden and surprising striking alarm into the audience.