Armani- Language and representations
Writing Task- Media Language and Representation
Q- Analyse how media language is used to build representations of gender in this still image.
This photo enforces representations of gender stereotypes that men dominate women in this patriarchal society. This idea is given in the way the characters are portrayed.
The camera is a wide shot meaning it shows its surroundings however, we are focused on the two characters. This is emphasised by the dark background, with main studio lights projected on the man and women.
The man seems dominant in the still image, as he is looking directly in the camera, showing confidence, making the women seem less important and reliant with the way she leans onto him, potentially looking for support. We can link this in with Van Zoomans feminist theory that women are portrayed as objects and accessories to men- they are dominating and that women's bodies are seen as a tool to men, that they can take advantage of it. We can analyse on this ideology that because they are promoting aftershave, its masculine, given the impression that men are stronger than women. This could cause controversy, among people like feminists and newspapers as they like to promote gender stereotypical stories if it appears in the media. We can add onto this with the meaning of their clothing- the women has a lack of clothing contrasted with the man which adds into the theory that this is the desired look and this is how men would rather look at women in this way. Therefore, we can connotate that maybe the women is a submissive under the male's dominance.
We can see city lights in the background, toning it out and making it seem sophisticated, highlighting the way the models are dressed. We can see that they are both dressed smart and formal, showing importance and authority, perhaps Armani is reflecting the dominance idea, trying to attract the audience/ customers.
This eye-level contact should be a natural pose however its a stern, dominating look giving a big effect suggesting the audience should be intimidated by him- this contrasts with the women's look, highlighting the controversial difference with gender-stereotypical views.
Linking this to Stuart Halls reception theory, the audience can have either one of three ideas from visualising the image; The dominant-hegemonic position; The negotiated position and the oppositional reading. This means that you can agree with the ideas conveyed, disagree or be in the middle. Personally, I think it shows how dominant men are in the patriarchal society in today's world which is unfair and separates the identity of the genders.
The fact that Armani have issued celebritys to portray in the aftershave advert like Megan Fox, draws attention to the advert because the audience have familiarised themselves with the celebrities.
The setting of this image is significant because they have done a high angle making the background (city etc) has a smaller effect and looks uppon the models standing on top of them, showing their authority. It contrasts with the dark background to achieve this.
Q- Analyse how media language is used to build representations of gender in this still image.
This photo enforces representations of gender stereotypes that men dominate women in this patriarchal society. This idea is given in the way the characters are portrayed.
The camera is a wide shot meaning it shows its surroundings however, we are focused on the two characters. This is emphasised by the dark background, with main studio lights projected on the man and women.
The man seems dominant in the still image, as he is looking directly in the camera, showing confidence, making the women seem less important and reliant with the way she leans onto him, potentially looking for support. We can link this in with Van Zoomans feminist theory that women are portrayed as objects and accessories to men- they are dominating and that women's bodies are seen as a tool to men, that they can take advantage of it. We can analyse on this ideology that because they are promoting aftershave, its masculine, given the impression that men are stronger than women. This could cause controversy, among people like feminists and newspapers as they like to promote gender stereotypical stories if it appears in the media. We can add onto this with the meaning of their clothing- the women has a lack of clothing contrasted with the man which adds into the theory that this is the desired look and this is how men would rather look at women in this way. Therefore, we can connotate that maybe the women is a submissive under the male's dominance.
We can see city lights in the background, toning it out and making it seem sophisticated, highlighting the way the models are dressed. We can see that they are both dressed smart and formal, showing importance and authority, perhaps Armani is reflecting the dominance idea, trying to attract the audience/ customers.
This eye-level contact should be a natural pose however its a stern, dominating look giving a big effect suggesting the audience should be intimidated by him- this contrasts with the women's look, highlighting the controversial difference with gender-stereotypical views.
Linking this to Stuart Halls reception theory, the audience can have either one of three ideas from visualising the image; The dominant-hegemonic position; The negotiated position and the oppositional reading. This means that you can agree with the ideas conveyed, disagree or be in the middle. Personally, I think it shows how dominant men are in the patriarchal society in today's world which is unfair and separates the identity of the genders.
The fact that Armani have issued celebritys to portray in the aftershave advert like Megan Fox, draws attention to the advert because the audience have familiarised themselves with the celebrities.
The setting of this image is significant because they have done a high angle making the background (city etc) has a smaller effect and looks uppon the models standing on top of them, showing their authority. It contrasts with the dark background to achieve this.
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