In advertising 'the gaze' is characterised by who is the 'gazer' i.e. the viewer.
Different forms of the gaze are used to create different effects on the audience.
One form of The Gaze is The Male Gaze, which occurs when the camera puts the audience into the perspective of a heterosexual male. Mulvey said that women were sexualised and objectified because it was heterosexual males that were in control of the camera, he also argued that The Female Gaze was the same as the male counterpart - because women look at themselves as how they would like to be seen by men.
This advert for Axe deodorant by BBH New York, addresses the issue of 'Susan Glenn' - a physical representation of 'the girl who got away'. When using Mulvey's arguments about the male gaze in the context of this particular advert. I agree with Mulvey entirely; men want to be with Susan Glenn and women want to be her.
Choose an ad that features an 'icon' and discuss how it functions- in terms of meaning and society.
For this discussion on The Icon, I have chosen to look at the Emporio Armani Spring/Summer 2011 campaign, featuring Megan Fox.
An icon is literally described, as 'a very famous person or thing considered as representing a set of beliefs or a way of life', in this instance, I shall be looking at Megan Fox, an American actress, who is highly sought after for Film and Advertising campaign roles because of her extreme beauty. In today's westernised society, people look to celebrities as sort of modern-day deities - we aspire to have successful careers, attractive looks, designer clothes and vibrant personalities. An exhibition at the Liverpool Tate in 1999 said “…beauty is linked to religious dogma which equates beauty with virtue". Celebrities are viewed as these holy deity figures, because their lives are reflective of our own aspirations. We even make our own praises and offerings to celebrities, in the way of buying their films and going to their concerts etc.
In this particular instance, Megan Fox is an ambassador of the high-fashion brand Emporio Armani, which sells luxury clothing. Megan is featured promoting Emporio Armani jeans and lingerie. The advert is artistically shot in black and white, and showcases Megan wearing both the brands underwear and jeans. The artistic shots and designer clothimg creates a glamorous appearance to the advert, transforming a potentially smutty scenario (attractive woman writhing around in her underwear? Doesn't sound too classy!) into a high-end, beautifully directed campaign.
Just goes to show how amazing it is, what a clever bit of art direction can do for a brand.
I'm now thoroughly depressed that I don't look like Megan Fox :(
In order to learn more about the social context of the 1940s, I made a visit to Bletchley Park museum and grounds, to see the code-breaking Enigma machines, and the world's first computer "Colossus." The visit was an interesting experience, I learned a lot about the war, and the circumstances surrounding it. One of the most pivotal points that I picked up on during this visit, is that the work that the staff of Bletchley Park carried out - effectively shortened the war by about two years. Crazy.
References: Bletchley Park Museum and Estate, 3rd March 2012
Explain why Laundrette can be described as a piece of postmodern advertising and see if you can find a contemporary example. Substantiate your findings.
The 1985 Levis advert 'Laundrette' by BBH could very much be described as a postmodern ad! From the irregular time scale - filmed in the 80's, set in the 1950's (we can tell this from the fashions of the people inside the launderette, to the solider in his uniform and from the cars outside the laundrette) with a 60's song (Marvin Gaye's 'Heard it through the Grapevine'). To not mentioning the product until the snapshot at the very end. The ad uses sexuality in a new way, there hadn't been much reference to male sexuality in advertising before (usually left to the degraded women!) and under the 80's Thatcherism rule, life was fairly conservative, which meant that undressing in a Launderette would be very frowned upon. The advert promoted the American dream and capitalism to a fairly Anti-American Europe, with astounding results - the 501 jeans sales sales had soared by 800% within a year of their relaunch.
An example of contemporary postmodernism in advertising would be the 2012 'L'Odyssee de Cartier' advert created by Paris agency Marcel. It features a jewelled panther, that comes to life and races across various landscapes (desert, mountains, snow etc.) before returning to Paris - evidently on an epic mission. The message below on the youtube page reads "Discover the new Cartier film, a journey between dream and reality. For the very first time, Cartier has decided to create a cinema epic focusing on its history, its value and inspiration, its artistic and universal scope." The video is accompanied by an entire website dedicated to the advert, detailing the advert's inspirations, and how the epic advert was made. http://www.odyssee.cartier.co.uk/#/home
I would say that this advert is postmodernist because of the hyper-realism featured in the ad. Jewellery comes to life in an epic way (Giant rings rolling down a hill through snow, through to a forest made out of glittering jewellery) which is representative of the jewellery's inspiration, and of the Cartier customer's luxurious lifestyle.
I'm sure most of you will have seen The Guardians new advert, highlighting their 'open journalism' via the tale of "The Three Little Pigs" created by BBH, it portrays the well-loved fairytale as it would be if it were to happen in the 21st century. A tongue-in-cheek look at journalism and social networking, I feel it accurately (well, as accurately as it could be!) shows how the british public react in times of disorder and crisis. The advert comes at the time of the well-publicised Leveson Enquiry, and in the aftermath the London Riots of August 2011. I think the advert is brilliant, The Guardian not afraid to parody themselves and the British culture of "BLAME EVERYTHING ON THE BANKS AND THE GOVERNMENT."
Another take on 'The Three Little Pigs' comes from the truly spectacular GoCompare.com advertising team... erm, enjoy?
Art and Copy is a powerful film about advertising and inspiration. Directed by Doug Pray, it features interviews and insights from industry insiders, from Creative Directors all the way down to the guy who pastes the finalised artwork up onto colossal billboards. I found this film to be very insightful and honest, it doesn't make a big hooray about the glamour of the industry, instead it chooses to showcase a few select creatives discussing their work.
One thing that I took away from this film, is how important a working environment is. In a segment about Lee Clow - Global Director of TBWA Worldwide, he was working in LA office TBWA\Chiat\Day and I was immediately struck by the office space! It had never really dawned upon me how a positive working environment is crucial when it comes to thinking creatively and positively. When legendary adverts such as Apple's '1984' come from such a creative and fun environment, it's easy to see how much of a strong influence a working environment can be.
Look...even the bins are creative!
TBWA images taken from http://www.notcot.com/archives/2009/08/a-peek-into-tbw.php Art and Copy poster taken from http://en.wikipedia.org/wiki/File:Art_%26_Copy_Poster.jpg
If I were to think of an advert, that uses a surrealist approach, the first advert I would think of is the 2011 Virgin Atlantic advert, created by agency RKCR. The ad resembles a James Bond opening sequence, to remind the customers of luxury, high class, travel and excitement. There is heavy influence from the Belgian artist Magritte, a surrealist. His unconventional work was witty, thought-provoking and challenges a viewers perception of reality. The advert uses more than just a nod to the Magritte style, with the ever changing skyline that causes you to look twice, unusual imagery and a focus on shape.
References
http://www.artchive.com/artchive/M/magritte.html
http://www.artexpertswebsite.com/pages/artists/magritte.php
The 20th Century Art Book by Phaidon 1996. Page 283
The M&S core values are that of: Quality, Value, Service, Innovation & Trust.
They say "Our core values of Quality, Value, Service, Innovation and Trust are as important to us today as they were when M&S was founded over 125 years ago."
2. "Describe how (through the use of text and image) the 125 years of M&S ad represents these core ideas to audiences, through the use of text and image"
Quality - The M&S quality that the UK has come to love and expect, is referred to throughout the whole advert, both explicitly and implicitly. The choice of backing track (Take That's "Greatest Day") is our first subtle hint to quality, the song title "Greatest Day" being enough of a clue! The music is inspirational and uplifting, setting the advert's tone. The use of the iconic Twiggy, is another massive nod to the quality of the brand (could you imagine Twiggy doing adverts for Lidl? Thought not.) Another mention of the M&S quality includes "Girls got properly fitted in the boob department" although the tone is kept light and only briefly touched upon, M&S are renowned for their ladies underwear and for their bra fitting services. Other mentions of quality include "noone travels further" (therefore, nobodies products are better!) "The Lion Quality" eggs, "The best possible foods, at the best possible prices" and finishing with the strapline "Quality worth every penny" which reinforces the quality of the brand and a nod to their heritage.
Value - The advert opens with "footage" of Leeds market in 1884, with Twiggy discussing the M&S heritage, whilst numerous signs dictate the value for money ethos "Penny Bazaar" "Don't ask the price. It's a penny!"and cementing itself as truly offering customers value for their money. Other references to M&S' value include "Tumble-dry suits" (saving the customer's money on their hefty dry-cleaning bills!) the introduction of expiry dates on perishables (food wastage was no longer an issue) and even going so far as to say "The best possible food, at the best possible prices" (surely the epitome of value?) The advert ends with Twiggy reinforcing the companies history of having low prices "Not bad for a penny bazaar" and the strap "quality worth every penny."
Service - Service is a huge theme within this advert, even the branding "Your M&S" is personal, like M&S are doing you a personal service by still being here after 125 years. They aim to reach out to women, by talking about how they have helped shape the roles of British women over time "Curry in a Hurry" "Marvel of DripDry" "...fitted in the boob dept." and the hugely significant "Housewives were liberated" whilst showing women removing their aprons and casting them into a pile (more than a passing nod to the feminist movement and the iconic 'burn the bras')
Innovation - One of the references to innovation within M&S includes "They changed the way we eat, they changed the way we dress" referring to the previous script which talked at length about how their innovations helped with housewife liberation and they talk about their care when it comes to their products, ensuring that their products are both ethically-sourced and are value for money (usually when it comes to shopping, it's one or the other.) They shout (literally!) about M&S being a forerunner for climate change "changing the way we treat our planet."
Trust - M&S market themselves upon being a trustworthy brand, they only buy directly from ethical sources (queue happy, smiling african women socialising with Twiggy, contented rice-pickers in a beautiful environment) and genuinely care about their planet. The usage of Twiggy is also key, she is a living legend who the British public can identify with, they have grown up with seeing her face and cheery cockney accent, and have grown to love and trust her (they even choose to remind the public of Twiggy's own history, young beautiful and the height of cool). They continually reference their own history, really hammering the point that they have been around for so long that they are a british institution 'why on earth wouldn't you trust them?' Another sly hint to history, is referencing other adverts that the public are familiar with...you see that half-naked guy in the launderette? "Oh hello, Levis 501!"
3.Name the classy setting for the Autumn 2007 ad and explain why you think this was selected and what meaning(s) this expresses?
This 2007 advert for M&S is set aboard the Orient Express, it showcases the M&S models/celebrities off on a European adventure, exploring their new surrounding, and finally arriving at their destination of Venice, Italy. The choices of setting for this ad are fairly self-explanatory, both the Orient Express and Venice are chic, ooze timeless style and most importantly - luxurious. They are places thought to be of history, beauty, mystery and intrigue ('Murder on the Orient Express' anyone?) M&S have chosen these settings, because the settings tie closely in with the five core principles I previously touched upon (Quality, Service and Trust being the more central ideas!) what with the glamour, history and prestige associated with the Orient express. The advert is also aspirational in that all these women, from different backgrounds can come together in the same environment and have an adventure, whilst surrounding herself in luxury...1st class travel and service, in your luxurious M&S wardrobe? Perfect.
4. Describe the target audience of Your M&S and what your view is based on?
A very quick lifestyle board reflecting a Marks and Spencer customer profile. I think that the perfect M&S customer is female, middle class, middle aged, probably married with children. She is very much a housewife, who had a career before she started family. She is well dressed, well educated and sociable. She aspires for a luxurious lifestyle, but one that isn't unrealistic to her income.
Marks and Spencer would therefore make their target audience: Female, 25-60, Middle-class with families.
I believe that this is because of M&S' role in the "liberation of housewives" and their value for money, which allows them to live their aspirational lifestyles. M&S have always realised that these women are the key to their success story. I know of many women who enjoy going to M&S for a catch-up coffee with friends, and then for a browse around the store, probably picking up an item of clothing and tonights dinner for the family whilst she is there. Besides, when do you ever hear of a man just "popping to M&S for a catch-up with the lads?" Exactly.
