Positioning - Where the producer puts the audience, encourages us to follow the producer's ideology; Shot types, camera angles, etc - media language.
Louibouton advert:
- Looking down on the feet, suggesting we're superior
- Jump to stereotypes about how they're in Africa because of the dry ground, black feet, poverty through the bottle feet.
Breeze advert:
- Positioned as a Woman with a direct mode of address, with the male audience seeing it and being put off.
- We're placed in the bath with the woman and even though the primary target audience is straight women then possibly they could see her as a friend, making them feel welcome and comfortable instead of arousal.
Alfred Hitchcock interview:
- Positioned us in a way to have mixed views about him, through being close to Hitchcock through close up shots making the audience quite uncomfortable. Quite full on and intense.
- The fact how there are 4 pictures of him instead of just 1 shows he's relatively important.
- The use of him wearing a suit shows he's powerful and important; top of the hierarchy.
- There's a direct mode of address through how Hitchcock is seen to be pointing, possibly seen as intimidating.
- We're positioned to be the interviewer
- "They're like snow-capped volcanoes" is him talking about British Women, saying how they appear to be proper and pretty , but on the inside they're actually sexually liberated and only drive for sex. As the primary audience is women, it's aiming to make them feel flattered and complimented; bring in the stereotype and representation theories, that women should be pretty but they should also have to give into men, a sexist ideology.
Ideologies of Adbusters:
- Anti-capitalist
- Anti-consumerist --> Louboutoin advert
- Anti-advertising
- Making you feel guilty
- Anti-commodity fetishism
- Non-profit
"another way Adbusters shows it's anti consumerist ideology is..."
Introduction needs to talk about what Adbusters is about, their ideologies, etc; and then Woman magazine too and how the two may differ to the point of how they're the complete opposites.
Adbusters adopts a marxist viewpoint with the anti-capitalist ideology.
Adbusters is deliberately confusing, it's exclusive as they change their cover every time they release a new copy. it's subversive in every concept, it's confusing, expensive, the masthead changes every time, totally unconventional the producers make it hard to find almost.
Putting these two pages together is contradicting, with Zucchetti being a reputable brand of taps with having connotations of luxury and and wealth, with those who live with wealth knowing what a Zucchetti tap would look like, making the double page spread exclusively to those who own a Zucchetti tap. Whereas on the other hand the left page is purposely made to look un-neat and scruffy, water damaged which is ironic due to the fact the lexis shows how on the other end of the spectrum for those who have to wake up early in the morning to collect water from a faucet which flows for only 3 hours daily; a powerful binary opposition. The image shows a woman in the bath, which is different to the Woman magazine advert for Breeze in which the woman is sexualised in the bath whereas in comparison you're positioned in a way to not see any of the woman in a sexual way, with everything sexual being covered, with tattoos on her arms and giving a more realistic image. it's purposely made to not look sexual, with the focus on the lexis instead, giving the binary opposition between poverty and wealth. There's also a binary opposition between dirty and cleanliness. It's doing this to promote the idea that our society is like this double page spread, with poverty existing parallel to wealth. the Zucchetti advert is an example of commodity fetishism, that we need water regardless of what we drink it or wash out of.
Women Magazine is singular in terms of its ideologies:
- Consumerist
- Profitable
- Capitalist
- Stereotypical
- Reinforces hegemonic norms about Women
- Sets expectations about what the reader should be, look like, etc
- Sexist in today's perspective
The front cover of Woman magazine has the cover price, which is 80p in today's money which shows that the target audience would be the working class, with the large serif writing of 'Woman' clearly showing the primary target audience of Women, most probably aged between 25-50 years old. Also, the pastel colour of the background further reinforces the welcoming ideology to the female readers. The mise-en-scene of the model taking up most of the front cover is physically appealing which gives the female audience an aspirational figure, while also looking warm and welcoming too; her whitened teeth and perfect airbrushed skin.
Louibouton advert:
- Looking down on the feet, suggesting we're superior
- Jump to stereotypes about how they're in Africa because of the dry ground, black feet, poverty through the bottle feet.
Breeze advert:
- Positioned as a Woman with a direct mode of address, with the male audience seeing it and being put off.
- We're placed in the bath with the woman and even though the primary target audience is straight women then possibly they could see her as a friend, making them feel welcome and comfortable instead of arousal.
Alfred Hitchcock interview:
- Positioned us in a way to have mixed views about him, through being close to Hitchcock through close up shots making the audience quite uncomfortable. Quite full on and intense.
- The fact how there are 4 pictures of him instead of just 1 shows he's relatively important.
- The use of him wearing a suit shows he's powerful and important; top of the hierarchy.
- There's a direct mode of address through how Hitchcock is seen to be pointing, possibly seen as intimidating.
- We're positioned to be the interviewer
- "They're like snow-capped volcanoes" is him talking about British Women, saying how they appear to be proper and pretty , but on the inside they're actually sexually liberated and only drive for sex. As the primary audience is women, it's aiming to make them feel flattered and complimented; bring in the stereotype and representation theories, that women should be pretty but they should also have to give into men, a sexist ideology.
Ideologies of Adbusters:
- Anti-capitalist
- Anti-consumerist --> Louboutoin advert
- Anti-advertising
- Making you feel guilty
- Anti-commodity fetishism
- Non-profit
"another way Adbusters shows it's anti consumerist ideology is..."
Introduction needs to talk about what Adbusters is about, their ideologies, etc; and then Woman magazine too and how the two may differ to the point of how they're the complete opposites.
Adbusters adopts a marxist viewpoint with the anti-capitalist ideology.
Adbusters is deliberately confusing, it's exclusive as they change their cover every time they release a new copy. it's subversive in every concept, it's confusing, expensive, the masthead changes every time, totally unconventional the producers make it hard to find almost.
Putting these two pages together is contradicting, with Zucchetti being a reputable brand of taps with having connotations of luxury and and wealth, with those who live with wealth knowing what a Zucchetti tap would look like, making the double page spread exclusively to those who own a Zucchetti tap. Whereas on the other hand the left page is purposely made to look un-neat and scruffy, water damaged which is ironic due to the fact the lexis shows how on the other end of the spectrum for those who have to wake up early in the morning to collect water from a faucet which flows for only 3 hours daily; a powerful binary opposition. The image shows a woman in the bath, which is different to the Woman magazine advert for Breeze in which the woman is sexualised in the bath whereas in comparison you're positioned in a way to not see any of the woman in a sexual way, with everything sexual being covered, with tattoos on her arms and giving a more realistic image. it's purposely made to not look sexual, with the focus on the lexis instead, giving the binary opposition between poverty and wealth. There's also a binary opposition between dirty and cleanliness. It's doing this to promote the idea that our society is like this double page spread, with poverty existing parallel to wealth. the Zucchetti advert is an example of commodity fetishism, that we need water regardless of what we drink it or wash out of.
Women Magazine is singular in terms of its ideologies:
- Consumerist
- Profitable
- Capitalist
- Stereotypical
- Reinforces hegemonic norms about Women
- Sets expectations about what the reader should be, look like, etc
- Sexist in today's perspective
The front cover of Woman magazine has the cover price, which is 80p in today's money which shows that the target audience would be the working class, with the large serif writing of 'Woman' clearly showing the primary target audience of Women, most probably aged between 25-50 years old. Also, the pastel colour of the background further reinforces the welcoming ideology to the female readers. The mise-en-scene of the model taking up most of the front cover is physically appealing which gives the female audience an aspirational figure, while also looking warm and welcoming too; her whitened teeth and perfect airbrushed skin.
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