Reflection Time :O

From the music we listen to, to the clothes we wear, to the videos we watch, to all the other miscellaneous items we buy, they all are products of media - a growing piece in our culture. As the years keep passing, an increasing amount of media appears in our lives, but is there an increasing awareness of what we truly are being exposed to?

Prior to these past several months, I was a clueless teenager, oblivious to the gears driving media's exploding strides in life. It only hit now how much media I consume! It comes in all shapes and sizes, just like people. Television. Magazines. Newspapers. Radio. Internet! In each of these forms, the goal is to reach out and connect with people, to push them towards a certain direction. Just taking a simple car ride to a restaurant or school I see this motive from the turning on the radio in the car to drown out awkward silence, to noticing the plastered fliers on streetlight poles, the painted images on a bus bench, and the enormous billboards umbrella-ing over the freeway! From an instance like this, to watching TV or doing anything else, I never really thought of how much these activities affected me. Sure, I watch TV shows for my "relaxation/free time" and have the radio as my alarm for the morning, but I'm looking back now realizing how close my actions afterwards are related to these activities.

After watching Project Runway, I would get into this mindset of doing hard work, being fast and efficient, just as the show emphasizes the two-day time crunch its contestants have to finish a professional garment. I think about their motivated efforts and I'm like, "Hey, I need to be like that," so I attempt to do several things at once. But then there's also this sudden value I have to be fashionable after watching. These people's goal is to stand out, have their clothes, their designs empower women and ultimately be the next big thing.These values I find in this show are subconsciously taken on by me.

In every bit of media, especially advertising, behind the layers of words, images, and sound, there is a reflection of what's important in our culture. Watching the several documentaries in class, from Persuaders, Merchants of Cool, and Miss Representation, it has become evident that media plays on what we, the people, want and throws it back at us. Advertising takes advantage of certain values, or "needs" that we have, like "need for affiliation," "need for sex." From Merchants of Cool, it became clear that media promotes types of behavior like "Mooks" and "Midriffs," therefore not only showing, but in a sense, transforming our culture's values up to a whole new level. The documentary, Miss Representation, emphasized the idea of "Midriffs" where the importance for women to ultimately be an object is established in everyday sightings, from television characters, advertisements, etc.

Finally seeing and understanding the whole concept of media, what it does specifically and generally, I realize it is definitely important to have this media literacy. Looking back at myself, I compare myself to a bat - in the dark and blind. Without truly absorbing what's being thrown at us, we lose the ability to see the world clearly and therefore lose the potential to be more alert and not get sucked into the black hole of media beckoning us. We need to be educated consumers. Being uneducated in media is like taking candy from strangers! A certain outward appearance presented, but peel it off and there's core that isn't necessarily good or what we wanted. There's always a saying "think before you act" but are we all applying this in terms of our exposure to media? Probably not. But there's always a chance to learn and start!

Creating this blog was an interesting experience and productive one as well! It's always good to know and break down what we learned in class, but it's even more effective to apply it to everyday life individually and break it down ourselves. And instead of keeping all our thoughts of media bottled up in our stressed-out brains, they were translated on a form of media available for possibly the whole world to come across. By doing this, I feel I have successfully built on my awareness to achieving the 411 of this slippery topic at hand. I know what I learned in this course is beneficial for me as a person and I have a feeling this introduction to being a critical thinker will further progress! :)

Entry #12 Objectifying the Woman

Recently watching the documentary film, MissRepresentation, in zero period for the past couple days, I have become increasing aware of how media is rehashing and redistributing (what I thought to be an ancient idea but is actually still present today) the idea of objectifying the woman.

What this documentary brought to my attention was from magazine advertisements to movies and business success, the idea of the woman not being so much of a human but rather an ideal object to obtain is what is promoted. And it lies on the base of promoting the value of body image to women in order to become what society is so crazy about.

This advertisement for Dolce & Gabbana fragrance is a perfect example. Here, we have a male model holding a the woman, giving off an air of control and authority between the two of them. Looking at this part of the image, the reality assumption portrayed is that men carry authority and leadership in life. Focusing on the woman now, we see that she is the main attention drawer of the ad. Particularly because of her almost exposed body. Wearing a bikini, she emphasizes the idea that you need to have a good-looking body to find a good-looking guy. Therefore, the value of body image carried on.

Since this ad is originally promoting the fragrance, the technique of Glittering Generalities is used to show that with the fragrance, you can become this girl. The fragrance can also be a simple solution. Using it will make up for your body image or enhance it, will make you attractive, will make you desirable. With these techniques the needs for affiliation and attention are covered.

And though this ad is for Dolce & Gabbana fragrance, it is impossible to exclude these seemingly timeless values of visualizing the woman as an object instead of a person in control. Specifically in this ad, and I'm sure many other ads as well, the needs and techniques all revolve around this value of creating the ideal woman image according to media, and ultimately male standards. All these values of molding the woman to male ideals has ultimately become woman ideals as a result. And the reality of a subconscious sexist environment and way of thinking are not unusual sights but in fact are quite common if one were to look closer at the everyday forms of media in our lives.

Entry # 11 What's Next From Paris Now...Hmm

 

This is ad is such a beauty to me. The way the nail polish is whisking around just looks so pretty! And it's from Paris to boot! Personally, this ad seems so polished and innovative. But peeling through the layers of components that make up this ad, it ends up being just like any other ad fulfilling the same basic needs and using the same techniques to appeal to readers flipping through the magazine.

The imagery of the spewing nail polish is an aesthetic sensation and therefore appeals to the inner desire in all of us to look at what what's beautiful, creative, and such. I'm feeling this pull right now.  Regarding the words and phrases, this Loreal nail polish ad also includes the need for prominence and possibly the need to escape. Reading the phrase, "42 Exclusive Shades," gives off a very arrogant and high-class sense to the product. The technique Snob Appeal goes with this need. So, by buying it, one might feel empowered as it can be thought to achieve a spot in the loop of prominence and elegance by using an "exclusive" shade of nail polish that most people don't have. This can also fit in with the need for autonomy. 

Going back to the potential fit of the need to escape, throughout the ad, the word, "Paris," is mentioned several times. Four exactly (as shown in the images above). Paris is, to many of us in the United States, a foreign place romanticized with its famous Eiffel Tower, the language, architecture, and more. By saying this nail polish line is derived from Paris, Loreal appeals to the need to escape. As people buy the product, I would think that when they paint their nails, they'll imagine what Paris is like. 

Seeing the phrase, "The hottest trends and colors from Paris," the technique Avante Garde is used too. Using terminology like "hottest" and "trends" are words that describe what's popular, up-and-coming, etc. Loreal is suggesting that its nail polish is the leading brand of all nail polishes which also ensures the needs for autonomy and prominence. 

What I also found interesting was the tiny phrase, "Because you're worth it." Basically Loreal is saying that they are sharing with you these new and exclusive nail polishes because you are important. This phrase embraces the idea of consumers developing a connection with the brand, Loreal. It promotes the concept of "lovemarks" mentioned in the Frontline video, The Persuaders, where brands become more than just brands and give people a place. 

 After breaking this Loreal ad down and analyzing it, I am now able to see why I feel the way I do when I first saw it and understand how it the techniques and concepts it uses tend to inspire certain emotions.

Entry #10 Are You Up for the Challenge?!

Did you see that guy's fall? Wasn't that funny? At first, I thought this was a preview of a new WipeOut season which is a competition of completing obstacle course challenges for a money prize. But I stood corrected as the commercial grew into using the WipeOut concept to advertise Southwest Airlines.

The most striking technique in this commercial was Wit and Humor. The reason why this commercial caught my attention in the first place was because it resembled the show, WipeOut. The reason why the appearance of WipeOut caught my attention was because there's always people attempting actions that end up not in their favor. In this case, the customer representing other airlines apart from Southwest miserably fails to complete the obstacle and lands in a ditch of foam. This slapstick humor attracts viewers to the commercial and therefore Southwest because it gives them a reason to laugh. Though it is a diversion from what Southwest is advertising, it ultimately gets viewers to pay more attention to what Southwest decided to put out on TV.

It also appears that Gestalt: Sublimal Persuasion was used. Throughout, I noticed the commercial used many different kinds of camera angles and movement. It first began with a panning view of the overall setting of the commercial and next was a bird's eye view over the obstacle courses. The most interesting angle was probably the view of the customer competitor themselves afterwards (0:06). This view creates the illusion that the viewer is experiencing all that is happening, making it seem like they are the ones in racing to complete the course. With this view, a more personal connection is made with viewers, making the commercial more like a show or entertainment they would watch rather than a commercial obviously trying to sell something. The narration supported this as it was super energetic and audience engaging.

I'd like to point out a couple details in the commercial that gives Southwest a more appealing essence. Firstly, when the narrator introduces who the competitors are, he names "Southwest" and then "The other airlines." Southwest name-drops itself and then generalizes all the other airlines possible, like Hawaiian, Alaskan, etc., making itself seem more important and better as it stands alone rather than molded together with other airlines. Also, on the obstacle course, there is a Southwest employee assisting the Southwest competitor on his "journey" to change platforms, symbolically showing to change flights. On the other hand, the other competitor is left to figure things out for himself. By adding this character to their side and not the other, Southwest is telling viewers that it can make their traveling easy without a worry spent. 

With this extra character, the need to feel safe is emphasized. The need to satisfy curiosity is also included as the narrator states, "But the other airlines could hit him for 150 bucks of change fees!" That little statistic there appeals to those viewers who are persuaded through Logo's.

This commercial included several elements that have tend to influence people in favor of Southwest. It was funny clip of persuasion with its humor and entertainment-derived concept. Nice job Southwest for making air-travel seem fun! 

Entry #9 Love at the Stoke of Midnight

I'm sure many of us have heard of the brand Lancome before for cosmetics. And I'm almost positive we have all heard of Emma Watson before (Hermione in the Harry Potter movies)! What makes this Lancome ad so different from its other ads is that famous celebrity Emma Watson is used as a model for their perfume product.

The use of Emma Watson directly leads into the technique of Testimonial. If you look in the upper right-hand corner on the first page, it reads Emma Watson.The goal is to take advantage of people's admiration for this beautiful and well-known celeb and turning that admiration into imitation in efforts to be like Emma Watson. Not only does this ad say that this perfume will cause consumers to become more like Watson, but also gain the experiences portrayed in the scenes shown.

We see Watson and a male staring into each others eyes with a body of water glistening in the background. Below that scene there's the scene of that guy appearing to be searching frantically for something, or someone. The association of the male model promotes the future developments in one's love life if they use this perfume. Love will blossom and the guy will be falling heads over heels for you! Using these little clips of drama is the technique of Glittering Generalities. This ad is showing a perfect, surreal-like scene of becoming desirable and finding romance once using the perfume.

The words "new" and "feminine" are used to describe the perfume. These are two desirable characteristics for women in search of love. They want to be new and different from all their competitors as well as be feminine to attract. On the first page below LANCOME, there is the phrase, "Catch my heart at lancome.com." This phrase can relate to the guy searching around on the next page. With this idea of the guy searching for the girl, there seems to be a reference to Cinderella. This is especially made with the perfume name, "Midnight Rose" as well as in the image of the guy searching in the dark, the clock behind him appears to read midnight. Like in Cinderella, the guy here is coming after the girl to find her when she disappears at midnight.

What also particularly stood out to me was the color scheme throughout. The different shades and tones of the purple and pink gave the ad a mysterious and alluring mood. Everything felt soft and romantic, which is also emphasized by the appearance of the word "Paris," a city that is associated with love and such.

Overall, this perfume ad was a great example of an ideal life that was advertised to be obtained through the fragrance of the Midnight Rose perfume bottle.

Entry #8 Be You :)

"Be you and only you! Find yourself at Levi's and show off yourself off to the world!" Being unique and having an identity that is your own and no one else's is the emphasis of this advertisement for Levi's. From the appeals to techniques and words used, the concept of "being you" is pushed.

In this image we see a model sitting in a plastic red chair. Everything about her pose reads unusual and peculiar. It definitely looks uncomfortable and impractical. This automatically excludes several basic appeals that are used in advertising. Her hair is frizzed out like a wild mane and she's also staring solemnly ahead of her. This whole image depicts an individual, an unique person, which perfectly ties into the need for autonomy, or to stand out in a crowd. The need for aesthetic sensations can also be applied. The odd positioning of the models body and the bright red chair she's sitting on work strangely well together in a sense creating an art sculpture.

The main and obvious technique used in this ad is Gestalt. It stands out from all the happy, bright, and pretty ads in the magazine it's in because of this technique. First off, the model is odd. Her sitting position is not an everyday sight, and her facial expression doesn't read the typical bright, happy, and pretty impression many other ads include. The background is black for the most part and there seems to be a spotlight shining on her in an empty and secluded place. Focusing on just the image in this ad, there is an incompleteness and confusion which actually works hand-in-hand with aesthetic sensation.

The words placed on this page reveal a bit more about the purpose and selling products of the ad. Behind the model there is the phrase, "Find your custom fit at Levi's stores and levi.com." From this, we get that the clothes are being displayed and represented in this image. In this phrase, the word "custom" backs up the idea of finding clothes that fit you personally and therefore being an individual. Therefore, there seems to be a positive connotation to this. As we look at the model, the Levi clothes are in tune with her odd position, making it look more comfortable than it would have looked like with possible another brand of clothing. She wears the clothes, not the other way around. Above in the right-hand corner are the phrases, "Levi's Curve ID," and "Go Forth." The first phrase definitely supports being unique with the term "ID" short for identification. The second phrase doesn't necessarily do the same but it's consistent with the model's forward stare ahead.

Throughout this ad, all its details, from the words used to the untamed hair of the model, the concept of individuality and freedom to be yourself is consistently expressed to show how great Levi's is at accomplishing this for people.

Entry #7 Bananas and Shoes

Bananas, bananas, bananas!! Is this ad for bananas perhaps? No! It's a shoe ad, even though it's one third bananas! This peculiar element definitely stopped me from flipping to the next page and made me think twice.

Aldo is a brand mainly for shoes and accessories. Here, it's promoting its shoes. But what does Aldo have to do with fruit? The ad is very out there. Not the typical kind of shoe promotion you see everyday. Out of all the basic appeals advertising uses, the need for aesthetic sensations is the one used. The way the model is posed so precisely, perfectly showing off the white high heels on her feet to the way her hair is neatly positioned and styled in a bun on the side of her head. Mainly consisting of red, yellow, and white, the image stands out and appeals to viewers' eyes. Bold, bright, and contrasting colors are definitely eye candy. Yum.

Along with the whole concept of the image Aldo is portraying, it are using the technique of Gestalt: Subliminal Persuasion. First impression of this ad is that it's odd and unexpected as two completely different items - shoes and bananas - are associated together. Quite the odd pairing. Plus, there's a girl laying on top of what seems to be a banana bed. There are many many bananas and only two shoes. The thought comes to mind, "Is this ad actually for bananas?" As mentioned, there is also high intensity of the color scheme. The vibrancy is up, the light is up, the feet are up, everything seems to be up! All of this in the ad seems to bring about a happy mood of lightness with the colors and humor of so many bananas. But overall, all of this together creates cognitive dissonance.

The use of the language in this ad is very minimal but that is not the same story for the power behind the words, or in this case, word, used. ALDO. Simple as that. Under this name, reification is used. Here, Aldo is purely dependent on the sight of its name to bring about past experience consumers have with its products to go shop for more. Cocky huh. But like the colors and concepts used in this ad, having only the name appear is also bold and out there.

This was a very fun ad to look at. With such a humorous concept and vibrant colors, Aldo's ad seems to encompass the idea that their shoes will bring the fun and quirky in your life, therefore resulting in you being happy.