Compare how media language is used in the construction of gender in two print advertisements for fragrance?
Print Advert:1 (Calvin Klein's 'Reveal')
Print Advert :2 ( Justin Bieber's 'The Key')
Print Advert :2 ( Justin Bieber's 'The Key')
In this essay I will be analyzing two print adverts for fragrances , one for a Calvin Klein fragrance called Reveal and second a perfume endorsed by Justin Bieber named 'The Key'.I will closely look at and discuss how media language has been used in both print advertisements and compare how both have managed to construct gender stereotypes. My essay will have two main bodies , one body for each print advert . I will end the essay with a conclusion, making direct comparisons between the two print adverts and explaining how media language has been to establish gender.
The first advert I will study is Calvin Klein's 2014 fragrance , Reveal. I will start by discussing the name of the product , 'Reveal' , written in capitals in the print advert.My initial thoughts as I read the words are exposure , display and uncovering . I associate all these words with the skin , and having a glance at the two models in the advert , the word reveal does become strongly linked to the revealing of the body , as both models have revealed a great part of their body. However , I notice that the male model has revealed much more of his body compared to the woman. This may be because the advert aims to attract women in particular, and uses the male's body to appeal to them.This is the first step in the construction of gender, the male model Charlie Hunman seems to have a perfect body , with the right size of muscles , back dimples and a smooth backbone which may even have been airbrushed. This image of Hunman suggests how by using this perfume women will be able to attract men like Hunman , when in reality a man like him may not at all be desirable to women. This creates a gender stereotype as it recommends men to have a similar body to Hunman in order to attract females like the model.In a sense the advert uses the technique of psychological reward because it may make women feel better mentally as , thinking that by applying 'Reveal' they will be able to attract such fit men. The print advert links to basic gender stereotypes , as it suggests how men need to be fit and muscled and women need to be slim and pretty. Moving on to the mise en scene, the main color in the advert is rose gold , this color hints love and romance , which is clearly seen in the print advert as both models are seen hugging. There is also a curtain in the background , suggesting they're both at home , in private, again connoting love. The skyline of New York is also seen in the background , in black , suggesting elegance and mystery. There is also daylight in the advert which allows the audience to see the bodies of the models clearly , makes both of them more appealing. The lighting also focuses my attention towards the facial expression of the female model , her eyes look directly at the camera therefore the audience ,maybe suggesting how she wants all women to be like her and this may only be done by buying and applying reveal. Overall , I feel that media language is used to a great extent in the construction of gender in this print advert . After studying the advert in detail I think it connotes a typical stereotype , the idea of 'male gaze' , that women exist to be 'looked at' by the men or in this case maybe seduce men towards them.
The second fragrance to analyse is Justin Berber's The Key. I will begin by looking closely at the mise en scene of the print advert. The actual product is clearly seen in the photo , and the design seems very different to the fragrance previously discussed . The product is a white bottle with a key attached to it , connoting that by unlocking this key and applying the perfume an individual will become instantly more desirable to the opposite gender. A widely popular star Justin Beiber is the main character focused in the advert , and this may not only appeal to men but also women, as they would want to buy the perfume for their male partner. Justin is dressed in a suit suggesting class and elegance . He also looks very handsome striking a teen ideal pose , which may convince teenagers especially to purchase the product as it may bring them closer to their favorite pop star . The technique of physical and psychological reward is used as an individual may feel better mentally , thinking they are similar to Justin, and also physically when they apply the fragrance. The lighting here is also very interesting , a dark atmosphere suggests privacy and secrecy between the two genders. Lighting is also used as a tool on Justin's face , as half of it is in high key lighting and the remaining in low-key , this is successful in highlighting his facial features and make him seem more like an adult. One last important feature of mise en scene is the presence of the woman in the background. The woman wearing a black dress , similar to the Calvin Klein model is laid across the bed behind Justin.The fact that the lighting is mostly dark could connote that she is asleep and that Justin is the man of her dreams. This creates a stereotypical image of women because it implies how women only dream of men , in this case men like Justin. The fact that the image of Justin covers most of the advert and the woman's image only appears in the background , could mean how women are the one's who need men and not vice-versa. Just like 'Reveal' it shows the idea of 'male gaze' , the ideology that women only exist to be looked at by men and that 'The Key' has a unique fragrance which will help them achieve this .
Finally , i will compare various aspects of both print adverts and explain how both have managed to create a construction of gender using media language. Both adverts use one key media technique which is lighting in the Calvin Klein a rose gold lighting is used mostly , and this may be because the fragrance is for women in particular therefore a color which majority women will ind appealing is used. In the Justin fragrance a dark blue color is used to cover most of the advert , again denoting how men will ind the product more appealing if manly colors like blue are used . The fact that the fragrance for 'him' the Calvin Klein one uses a shade of pink to promote and the fragrance for 'her' Justin's one uses a shade of blue strongly suggests how girls love pink while boys love blue. Which is a traditional stereotypical idea that society is well aware of. However, one difference both print adverts have is to do with the mise en scene. In the Klein advert the male model has a great body while Justin does not reveal any part of his boys except his face . This could mean how men are able to attract women in various ways. Either by an attractive body or a handsome face as the adverts imply.However , the fact that the women in both adverts reveal about the same amount of their body and also wear similar clothes could suggest how women need only one main thing in order to attract one ; a good body. Both adverts suggest how women with bodies , possibly like the female models, will have a better chance of attracting men like Hunman and Justin , whereas men only need one of the above.Therefore , mise en scene e.g. the clothing of the models and lighting are used to a great extent in order to create a construction of gender. Both adverts are able to establish gender stereotypes very successfully.
The second fragrance to analyse is Justin Berber's The Key. I will begin by looking closely at the mise en scene of the print advert. The actual product is clearly seen in the photo , and the design seems very different to the fragrance previously discussed . The product is a white bottle with a key attached to it , connoting that by unlocking this key and applying the perfume an individual will become instantly more desirable to the opposite gender. A widely popular star Justin Beiber is the main character focused in the advert , and this may not only appeal to men but also women, as they would want to buy the perfume for their male partner. Justin is dressed in a suit suggesting class and elegance . He also looks very handsome striking a teen ideal pose , which may convince teenagers especially to purchase the product as it may bring them closer to their favorite pop star . The technique of physical and psychological reward is used as an individual may feel better mentally , thinking they are similar to Justin, and also physically when they apply the fragrance. The lighting here is also very interesting , a dark atmosphere suggests privacy and secrecy between the two genders. Lighting is also used as a tool on Justin's face , as half of it is in high key lighting and the remaining in low-key , this is successful in highlighting his facial features and make him seem more like an adult. One last important feature of mise en scene is the presence of the woman in the background. The woman wearing a black dress , similar to the Calvin Klein model is laid across the bed behind Justin.The fact that the lighting is mostly dark could connote that she is asleep and that Justin is the man of her dreams. This creates a stereotypical image of women because it implies how women only dream of men , in this case men like Justin. The fact that the image of Justin covers most of the advert and the woman's image only appears in the background , could mean how women are the one's who need men and not vice-versa. Just like 'Reveal' it shows the idea of 'male gaze' , the ideology that women only exist to be looked at by men and that 'The Key' has a unique fragrance which will help them achieve this .
Finally , i will compare various aspects of both print adverts and explain how both have managed to create a construction of gender using media language. Both adverts use one key media technique which is lighting in the Calvin Klein a rose gold lighting is used mostly , and this may be because the fragrance is for women in particular therefore a color which majority women will ind appealing is used. In the Justin fragrance a dark blue color is used to cover most of the advert , again denoting how men will ind the product more appealing if manly colors like blue are used . The fact that the fragrance for 'him' the Calvin Klein one uses a shade of pink to promote and the fragrance for 'her' Justin's one uses a shade of blue strongly suggests how girls love pink while boys love blue. Which is a traditional stereotypical idea that society is well aware of. However, one difference both print adverts have is to do with the mise en scene. In the Klein advert the male model has a great body while Justin does not reveal any part of his boys except his face . This could mean how men are able to attract women in various ways. Either by an attractive body or a handsome face as the adverts imply.However , the fact that the women in both adverts reveal about the same amount of their body and also wear similar clothes could suggest how women need only one main thing in order to attract one ; a good body. Both adverts suggest how women with bodies , possibly like the female models, will have a better chance of attracting men like Hunman and Justin , whereas men only need one of the above.Therefore , mise en scene e.g. the clothing of the models and lighting are used to a great extent in order to create a construction of gender. Both adverts are able to establish gender stereotypes very successfully.
Some very interesting points made about the two adverts. I agree that The Key adverts seems to be reinforcing the 'male gaze' and patriachy, but don't you think the female model in the CK advert is the 'looker' rather than the 'looked at'? What do you think about moves by the ASA and the UN?
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