MEST 4 Xmas Task #1

TEXTUAL ANALYSIS

1 Million Paco Rabanne – is a 30 second perfume advert advertisement.

The lighting and angle Shots & Mise En Scene
the whole advert is in black and white this reinforces the class and high standards of text as colour is not a factor to make it appealing. There is many uses of close up and medium shots – as the audience views the first second of the text it is a close up shot on the protagonists face and it has use of high key lighting to create emphasis on his highly defined bone structure, and top lighting to show his power and importance.

Throughout the text there is recurring image of him clicking in different scenes this is used to create a montage and show the sequence of his wealth, from the use of mise en scene; cameras, roulette table, cars, money, alcohol, gambling chips, fireworks etc. All of these are shown in close up shots and allows the audience to identify that this advert is aspirational and target at higher demographics such band A, B as they can identify with the protagonist.

In the whole 30 seconds of this advert the only thing in colour is the Paco Rabanne perfume itself – and it is shown in gold (this connotes that it’s rich) and its surrounding is black therefore creating emphasis on its importance and making it stand out.

Issues and debates
Media affects - how an advert for a perfume makes it seem that the user can have such a glamorous life, this would target more to aspirers as they wish to live this lifestyle and therefore may purchase the product.

Regulation – from sue of shots we can see how some things have been regulated such as when we see the women and her legs – this is sign of sexual gratification, however the audience only sees a small section on her legs as it’s a medium shot rather than having a long shot – as we would see in more lower demographic targeted adverts.

Media technology and the digital revolution – The Paco Rabanne advert comes in HD this shows how emerging technology has affect advertising has they are trying to keep up with it. This allows them to meet audience needs and wants as they have higher expectations because of technology.

Theories
Hegemony – this advert shows how elite are in power, this is made apparent form the use of mise en scene with props such as money, and cars. Also form the protagonist himself and his clothing (dressed in smart suit) which represents his wealth.

Marxism- to some it may show aspects of Marxism and how it could make it seem that by purchasing this perfume – you would have that status and style of living, this could be misleading to psychographics such as aspirers; as it may give false hope.

Pluralism – it could be argued that, audiences have a choice of what they wish to view and believe as there are many different types of adverts and if they are viewing one, the viewer has the power to change channel of view another if they disagree with this Paco Rabanne Advert. A ls it could just mean that this is the ethics of the manufacturer and what they wish to show – being an aspirational advert, as it has a large target market.

Hypodermic needle – this advert uses aspects of this theory as it is injecting messages into the minds of the viewers, it is trying to draw attention to the power the producer has. As it is making it seems that having this perfume will make you rich.

MIGRAIN and SHEP

Media language – iconographies; shows, expensive cars, cameras, expensive suit, gambling chips, stereotyping rich people as picture being taken, beautiful women etc.
Ideologies -
Genre – Aspirational perfume advert (1 Million Paco Rabanne)
Representation - powerful, rich, strong dominant person
Audience - it’s a male perfume advert and, because it has a car, and use of gambling in advert this would mean that the primary audience would be males aged 30+
Institution – Paco Rabanne
Narrative – Advertisement for a male perfume; creates emphasis on how the 1 million perfume shapes his lifestyle – making it seem glamorous and consists of lots of aspects of the mise en scene, which represent wealth eg. Bag full of money

Social – how status can promote an object and influence consumers more when viewing the advert
Historical - how people in adverts change according to society
Economic - how money and the 'free market' has influenced the way a consumer can live their life
Political -

Quotes from books

reputation of men - Kenneth Mackinnon
(maleness & masculinity in the media)

Arthur Brittan - "biology and soicety are never seperate - they maturally consituate eachother, hence the 'true facts' of biology & pristine and uninterpreted. The are always mediated, The 'facts' of sexual differences are 'facts' by the virtue of ... generalized beliefs... "

"social rewards fir being 'real' men or 'real' women.... In society actual women and men present themselves demand to be precieved as real"

"male sexuality involves alienatiomn under the gender system, a great deal of literature on sexuality takes no account of such aspects of construction of gendered identity"

"'hypermasculinty'( the exaggerated display of what are culturally taken to be macho thaits) overcompensates"

masculinity in advertising

"male charecters in an advertisment has the required authority & suggests the appropriate power is through visual apperance"

"strength suggested not only in terms of physic. But also in the suggestion of his influence and business sucess."

Hyperdermic Needle Theory

- just like a syrenge used to inject drugs in body
- mas the media injects messages directly into the minds of viewers/ listeners/ readers
- This draws attention to the power of the media producers over its audiences.
- It makes audiences seem 'passive' and 'powerless'

- as my critical investigation is about how males are influenced form adverts, this theory fits in becuase what they see is what they consume and the output is the influenc eon their life style

"One such theorist stated that the new found media was manipulating the mainstream masses and deliberately causing crime and violence for financial gain. Although this argument has been cast aside man times it always returns in modern society when there is a severe outbreak of violence on TV."

“it is the process of creating shared meaning.”(J.Baran, Introduction to mass communication).

“It views audience as the passive receptors of virulent viruses produce by the media” (Starker, Evil influences: crusades against the mass media).

"It can be argued that the mass media is used as “an instrument”, both more powerful and more flexible than anything in previous existence, for influencing people into certain modes of belief and understanding within society."

Cultivation Thoery

- As audiences watch more and more TV and films they gain more opinions and views on the world. They follow the status quo and Hegemony.

Hegemony - a theory of ideologies and beleives that reiterate dominant ideologies.
- It draws attention to the fact that audiences gain a lot of thier knowledge from the media. Although it does encourage false measures.

"Cultivation theory is a social theory designed in the 1950s and '70s to examine the role of television on Americans. Another kind of cultivation effect is Computer Mediated Communication or (CMC) this kind of communication is done by email, list servers, use net groups and chat rooms"

"The mass media are controlled by people who are in power in society, and therefore tend to provide representations which uphold the status quo."

"television is a cultural arm of the established industrial order and as such serves primarily to maintain, stabilize and reinforce rather than to alter, threaten or weaken conventional beliefs and behaviours"

Media presentation mr bush

View more presentations from Sonia Dhunna.

Major News Providers in the UK - and what they own

Independant Broadcasting Authority

News Corp- Rupert Murdock
News International
Rotten Tomatoes
BSKYB
News of The World
The Sun
The Sunday Times

BBC - Jimmy Wales
BBC 1, BBC 2
BBC Radio
BBC Online

Independant Television Authority - Kenneth Clark
ITV
ITV2
TWW