Male gaze examples. Women - Morjorie Ferguson
View more documents from emmakerrmedia.
Wednesday, 26 October 2011
How does Calvin Klein represent males in the advert? Are they objectified or sexually empowered?
Throughout the media, women and men are portrayed in different ways according to the ‘male gaze’ theory and to how this appears to the audience its shwon to. Women are often portrayed as innocent but sexual objects who are dependant on men, where as the men are portrayed as stronge, dependant and the more dominant figures.
In this advert, the male model is featured at a mid shot, positioned slightly to the right of the shot and takes up the whole shot. Firstly the attention from the viewer is to the models Abs,as they are in the center of the picture and eyes are drawn mostly to that area. Then eyes are usualy drawn down to which is where to product is, although this advert is aimed for men they may find this uncomfortable and would not like to be caught looking further down. The logo and text is also places slightly of center where the attention is first drawn to so we notice the brand and we know straight away that it is an underwear advert if it wasnt already obvious. Having the logo and text where attention is drawn is important because it puts a name on the advert so it will be remebered and it also sells the brand which is intended.
The model is a fit, strong, attractive and powerful man which will be insperational to many men. Having a well toned and muscled man as the face of the advert is imporant to sell the brand because men will aspire to be like him and will believe that if they have that underwear they migh have a chance of looking half as good as Freddie Ljungberg. The expectation of a stronge and powerful man is also shown through his muscles but the tattoo too. Although everyday normal men can relate as the product is simple and sophisticated which is shown through the colour, black.
Freddie Ljungberg is posing in a seductive shot; his eyes are less wide then usual, no emotion is on the face, just a stare straight into the camrea, lips are slightly pouted. He isnt clean shaved, so he has a rouged, bad boy look to him, he is also shown slightly sweaty or wet looking - this also will attract the other gender, females, as they will find his face and body on show comined attractive and will then want their partners to have some Calvin Klein underwear like in the advertisement to just think that their partner could look or could be wearing something similar to he attractive man in the shot.
The model is a fit, strong, attractive and powerful man which will be insperational to many men. Having a well toned and muscled man as the face of the advert is imporant to sell the brand because men will aspire to be like him and will believe that if they have that underwear they migh have a chance of looking half as good as Freddie Ljungberg. The expectation of a stronge and powerful man is also shown through his muscles but the tattoo too. Although everyday normal men can relate as the product is simple and sophisticated which is shown through the colour, black.
Freddie Ljungberg is posing in a seductive shot; his eyes are less wide then usual, no emotion is on the face, just a stare straight into the camrea, lips are slightly pouted. He isnt clean shaved, so he has a rouged, bad boy look to him, he is also shown slightly sweaty or wet looking - this also will attract the other gender, females, as they will find his face and body on show comined attractive and will then want their partners to have some Calvin Klein underwear like in the advertisement to just think that their partner could look or could be wearing something similar to he attractive man in the shot.
The Male Gaze and Facical expression
The concept of the gaze is one that deals with how an audience views the people presented.
- How men look at women
- How women look at other women
- How women look at themselves
- How men look at women
- How women look at other women
- How women look at themselves
Gaze and Feminist Theory
Laura Mulvey coined the term 'Male Gaze' in 1975. Film audiences have to view characters from the perspective of a heterosexual male.
- Camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a man's reaction to these events.
- Relegates women to the status of objects. The female viewer must experience the narrative secondarily by identification with the male.
Laura Mulvey coined the term 'Male Gaze' in 1975. Film audiences have to view characters from the perspective of a heterosexual male.
- Camera lingers on the curves of the female body, and events which occur to women are presented largely in the context of a man's reaction to these events.
- Relegates women to the status of objects. The female viewer must experience the narrative secondarily by identification with the male.
Criticism of Theory
Some women enjoy being looked at (Beauty Pagent). The gaze can also be directed toward members of the same gender for several reasons, not all of which are sexual, such as comparison of body image or clothing.
Categorising Facial Expressions
Women - Marjorie Ferguson (1980)
Chocolate Box - half/full smile, lips together/slightly parted, Teeth barely visible, Full/ three-quarters face to camera
Invitational - Emphasis on eyes, Mouth shut with a hint of a smile, Head to one side or looking back at the camera
Super-smiler - Full face, Wide open, toothy smile, Head thrust forward or thrown back, Hair often wind blown
Romantic or sexual - Includes male/ female 'two-somes', Dreamy, Heavy lidded, Overtly sensual/ sexual
Men - Trevor Millum (1875)
Seductive - Similar to cool/level, Eyes less wide, Expression is less reserved, but still self-confidant, Milder
Carefree - Nymph like, Active, Healthy, Vibrant, Outdoor girl, Often smiling/grinning
Practical – Concentrating, Engaged in business in hand, Mouth closed, Eyes object directed, Sometimes a slight frown, Hair usually short style or tied back
Comic - Deliberately ridiculous, Exaggerated, Acting the fool, Pulling faces
Catalogue - Neutral looks of a dummy, artificial, wax like, Features may be in any position- but most likely eyes wide open and a smile, Looks remain vacant and empty with personality removed.
Some women enjoy being looked at (Beauty Pagent). The gaze can also be directed toward members of the same gender for several reasons, not all of which are sexual, such as comparison of body image or clothing.
Categorising Facial Expressions
Women - Marjorie Ferguson (1980)
Chocolate Box - half/full smile, lips together/slightly parted, Teeth barely visible, Full/ three-quarters face to camera
Invitational - Emphasis on eyes, Mouth shut with a hint of a smile, Head to one side or looking back at the camera
Super-smiler - Full face, Wide open, toothy smile, Head thrust forward or thrown back, Hair often wind blown
Romantic or sexual - Includes male/ female 'two-somes', Dreamy, Heavy lidded, Overtly sensual/ sexual
Men - Trevor Millum (1875)
Seductive - Similar to cool/level, Eyes less wide, Expression is less reserved, but still self-confidant, Milder
Carefree - Nymph like, Active, Healthy, Vibrant, Outdoor girl, Often smiling/grinning
Practical – Concentrating, Engaged in business in hand, Mouth closed, Eyes object directed, Sometimes a slight frown, Hair usually short style or tied back
Comic - Deliberately ridiculous, Exaggerated, Acting the fool, Pulling faces
Catalogue - Neutral looks of a dummy, artificial, wax like, Features may be in any position- but most likely eyes wide open and a smile, Looks remain vacant and empty with personality removed.
Jonathan Schroeder 1998
To gaze implies more than to look at- it signifies a psychological relationship of power in which the gazer is superior to the object of the gaze.
Vladimir propps charecter types
Vladimir Propp's Character Types
The Villain - Struggles with the hero
The Doner - Character who gives the hero something to help them on their quest
The Helper - Accompanies the hero on the quest
The Princess - Sought for person (usually a woman) who exists as a goal
The Dispacher - Sends hero on the quest
The Hero- Goes on the quest, reacts to the donar and usually weds the princess
The False Hero- Claims to be her, often seeking and reacting like a hero
The Villain - Struggles with the hero
The Doner - Character who gives the hero something to help them on their quest
The Helper - Accompanies the hero on the quest
The Princess - Sought for person (usually a woman) who exists as a goal
The Dispacher - Sends hero on the quest
The Hero- Goes on the quest, reacts to the donar and usually weds the princess
The False Hero- Claims to be her, often seeking and reacting like a hero
Boundin' Pixar Short
The Villain- Farmer
The Doner- Jackalope
The Helper- Jackalope
The Princess- Happiness/ Boundin'
The Dispacher- Jackalope
The Hero- Lamb
The False Hero- Lamb's Friends
Linear Narrative- Chronological order
Beggining Middle End
Beggining Middle End
Non Linear- Non chronological
Tuesday, 25 October 2011
Subscribe to:
Posts (Atom)