IMPORTANT

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CTS PART 2 

Essay Ideas

The Gaze/ Semiotics

• Women used in advertising
• The way women are portrayed as objects- The Gaze
• Looking at denotations/ connotation these advertisements use- semiotics
• How woman are predominantly used in advertisements more than men

Methodological approach:

Laura Mulvey

• Film is sexist, represents 'The Gaze' as powerful and male
• Women in films exist as sexual objects to be looked at

I will use this approach to look at how women are used as sexual objects in advertisements

Adorno

Adorno's underlining view on popular music was that it was standardised and that it 'is usually characterised by its difference from serious music.' (Adorno, T, 1941, 'On popular music' p73.)  He believed popular music takes on a standard, pre-structed and predictable attempt at music and that each 'hit will lead back to the same familiar experience, and nothing fundamentally novel will be introduced' (p74) This standard concept of music is a way of controlling the mass culture and controlling their reactions, 'structural standardisation Aims at Standard Reactions'  (76,) their goal is to control.

By limiting yourself to a genre of music, i.e indie, you are limiting your choices and already deciding that you like a song before you even hear it, this is the opposite of individuality, this is conformity and is 'wholly antagonistic to the idea of individuality in a free, liberal society.' (p76)

Adorno compares popular music to serious music and links serious music to the more educated and rich. He describes serious music as 'even the simplest event necessitates an effort to grasp it immediately instead of summarising it vaguely according to institutionalised prescriptions capable of producing only institutionalised effects.' (p77) He believes that no much thought has to be put in to understand popular music, you know what is going to happen as it follows a structure, it 'is planned and, to a certain extent, achieved within the composition itself. (p77)

If the masses know they are being controlled then they will rebel, 'unhidden they would provoke resistance' (p78) so it has to be disguised by manipulating it and they do this by varying the songs slightly but keeping to the same structure and order. Pseudo individualisation is the idea that we think we have free choice but the music stops you listening and thinking and does this for you. Adorno links popular music to those who want' relief from both boredom and effort simultaneously.' (p80) the working class therefore are those who conform to this music as after a busy day working, they want an escape where they don't have to put in the effort of thinking, he is saying this doesn't apply to the rich as they don't live this lifestyle e of being tired and exploited.

Lastly Adorno is making the point that popular culture results in standard lives consuming the same culture over and over as an attempt to escape. Mass culture stops you thinking and actively trying to change.

I picked this video of an x factor winner to represent popular culture because I believe this video conforms to Adorno's thoughts on popular music as it follows a standard procedure every year the video takes the exact same form going through their 'story' of winning through imagery. The song is usual a love song or a song about happiness with a slight change each year.



Quotes taken from:

Adorno, T., 1941, 'On Popular music', Studies in Philosophy and Soial Science, no. 9.

Lecture 4- Communication Theory

Lecture 3- The Gaze

Panopticism in Contemporary Society

Hospitals today are a prime example of Panopticism in modern day society. First of all looking at the open view wards for all to see, the wards contain “so many small theatre, in which each actor is alone, perfectly individualized and constantly visible” (Foucault) In Thomas, 2000, p64, for all to see each persons situation and state of illness.

The patients in hospital are like docile bodies, obedient and controllable under the doctor’s orders.  Patients willingly submit themselves to the doctor’s power taking their judgement and putting their trust into them. There is a form of discipline and power represented throughout the hospital.

With your details situated at the bottom of your bed, knowledge of your illness is available for all to see “this document bears the name, age, sex of everyone, notwithstanding his conditions,” (p61) and sits with you, your flaws on show to all without much you can do about it making you an object with an imperfection. Being given a title due to your illness they are basically “branding (mad/sane: dangerous/harmless: normal/ abnormal.)”

Being visible at all times patients will self regulate their behaviour because of the chance that they are being watched constantly, this causes doctors and workers “to induce in the inmate a state of conscious and permanent visibility that assure the automatic functioning of power,” (p65) meaning that patients will most likely obey they rules, follow doctors orders and judgements and will not attempt to misbehave or escape.  

Separations are unnecessary and exist merely as curtains in the wards because of the state of consciousness that is powered into patients. “There were no more bars, no more chains, no more heavy locks: all that was needed was that the separations should be clear and the opening well arranged”(p66) in order for all to be seen and create the conscious illusion in the patient’s mind, that they are visible and under control at all times.


Quotes taken from:


Thomas, J. (2000) Reading Images, NY, Palgrave McMullan

Lecture 2- Critical positions on the media & popular culture

Lecture 1- Panopticism- Surveillance & society

Semiotics

In this second image the image of a man and a woman act as the signifier. The sign is the advertisement poster itself and the aim of the image is to advertise the drink Skyy. The piece denotes selling a drink, but the way it is portrayed suggests a lot more to its audience. The advertisement has connotations of male dominance as the man is standing over the woman who is lying down. The clothes he is wearing, a suit, suggests he is of importance and possibly powerful and this adds to the dominance he has over her. The sky and the weather in the piece connote a wonderful, sunny lifestyle that comes with the drink, along with the women's choice of clothing, a bikini. This connotation of lifestyle is similar in the first image, which initially denotes a couple in love by the sea but also has connotations of a lifestyle. A lifestyle which may be seen as happy and in love but also as being rich, wearing expensive clothes and leading a wealthy life. Also being slim and glamorous and something

Both signs use a male and female to promote something, this could be connoting sharing happiness, whereas in the second image the piece portrays the woman as vulnerable and being controlled, the first image portrays a happier scene where the couple are connecting.

The women's clothes in the second image have connotations of sexual references and seeing her as an object whilst the man stand over her in a dominating position holding two glasses and a bottle of alcohol as if he has an motive of getting her drunk or similar.

Both images have connotations of an desirable lifestyle, wealth, sun and love although they work in different ways.

Preliminary Bibliography

• Benton, T, & Greenhalgh, P, et al, 1990, 'Modernism in Design' London, Reaktion Books Ltd.

• Smith, V, 2005, 'Form in Modernism a visual set' New York, Watson-Guptill Publications.

• Foster, S, 2000, 'Hans Trichter:Activism, Modernism and the Avante-garde' USA, MIT Press.

• Boris, F and Godoli, E, 1978, 'Paris 1900: Architecture and Design' New York, Rizzoli.

• Gualdoni, F, 2009, 'Bauhaus' Italy, Skira Editore.

Lecture notes- The Document

Lecture notes- The mass media & society

Lecture notes- Advertising, publicity and the media

Lecture notes-Graphic Design

Lecture Notes- Modernity

Image Analysis

Comparing and contrasting the two images in relation to the choice organisation of font and style of illustration, meaning, target audience and the social and historical contexts.

The Uncle Sam Range (1876) Advertising Image by Schumacher & Ettlinger, New York

Poster by Savile Lumley (1915)

The purpose of the first image by Schumacher and Ettlinger was to advertise the range of cookers, 'The Uncle Sam's Range,' although the advert seems to focus more on promoting American wealth and status. One of the main features of the poster is the character Uncle Sam who has purposely been situated in the centre of the image, used to represent America and promote an all American brand.

The clock in the image shows two dates, 1776 and 1876, a difference of one hundred years, celebrating Independence Day and how far America has come since they became independent.

Although the purpose of the advert is to advertise the cooker, the advert also advertises what the cooker represents which is a wealthy, lavish, dream lifestyle, which in turn represents the American dream.

The poster hold many connotations, including the eagle which symbolises America, the woman servant, again representing wealth and possibly slavery and then the list which is being read by the world. The list includes many different countries like China and Ireland and lists stereotypical foods from these countries, the list is very generic and takes the mic out of other countries, for example listing the China eat grasshoppers. This is clearly aimed at an American audience as it advertises and glorifies an American dream lifestyle and may actually offend other international audiences at the same time.

The type used on the advertisement is a traditional Western, saloon bar typeface, something which may be used in cowboy films and again glamorises American history.

Audiences of a lower class may be the target of this advertisement as this lifestyle is something they are likely to aspire to and also the ones who may be able to afford 'The Uncle Sam Range' cookers.

Likewise to the first image, the second image by Savile Lumley is intended to advertise a kind of lifestyle to it's audience. This time the poster is advertising the First World War, trying to persuade people to join the army. It uses a guilt persuasion with the tag line 'Daddy, what did you do in the war?' Using a guilt technique to insinuate that if you don't go to war you have nothing to be proud of or no story to tell.

The poster is targeted generally at men, middle class, working men would go anyway because they would gain more money by going to War, whereas middle class men already have stable money and family and therefore need persuaded to join up.

The first image promises and aspirational lifestyle, in contrast to that this image implies that you have to fight to earn that lifestyle, a manipulative technique.

'The Great War' glamorises the War allowing it to sound important and impressive and 'YOU' in uppercase letters directs the advert at you individually.

Other imagery within the poster has hidden connotations of the War, the Toy soldiers support red, British uniforms, symbolising the Queen and her country, the red roses on the curtain represent the English rugby Nation and the pattern on the chair represents royalty.

Both images are used to manipulatively persuade people to buy into a certain lifestyle. They both focus on wealth and status and use specific imagery to reveal certain connotations to add to the idea of this lifestyle and both adverts are aimed mainly at a middle class audience.