Friday, December 28, 2018

How Women Are Portrayed in Lynx and Cosmo Essay

Men act and women appear. Men aroma at women. Women watch themselves being faceted at John Berger, Ways of seeing.For my enquiry investigation I intend to search to what extent specific media returns use sympathetic representations of women to appeal to their tar define references. The examples I deplete chosen to focus on argon the iconic, international womens invent and life style pickup Cosmopolitan and painters contr everywheresial beach campaign. I exit therefore be exploring what similarities and differences they institute due to their oppositional target auditory modalitys and content. Throughout my search the main opening I will be linking to my texts is that of Laura Mulvey, her theory explores ideas of c solely downism and manlike paying attention within the media industry.Hearst the publisher of Cosmopolitan describes the pickup publishers target audience as Fun, Fearless Fe staminates, the alliteration of the F heavy(p) connotes a sense of attitude a nd vicious behaviour. Alongside the brand proposition celebratesa passion for life and inspires puppylike women to be the best they can be consciously supporting women by portraying a sense of empowerment and ambition. In contrast, Unilever, owners of the catamount brand state their brand picture is that all their harvest-feasts argon designed to drop dead our customers the edge in the mating second establishing itself as UKs leading manly grooming brand.Cosmopolitan atomic number 18 iconic for telling their audience astir(predicate) two main topics lifestyle and sex. just now by look at the magazine dissembles, it is conk that these two topics dominate. I researched the April 2012 cover of Cosmopolitan, it fol humbleds the generic conventions of a typical magazine format for a womens fashion and lifestyle magazine. In terms of the color in scheme the pink fonts and neutral app bel convey a sense of womanhood and perhaps the everyday domestic lifestyle of women, al though the lifestyle aspect of the magazine seems overpowered by the topic of sex. The cover features an hypnotic women in this case the iconic Megan Fox, posing almost mildly alluring body language, screening a lot of skin, all whilst looking directly at the camera (audience) with a sexy, serious facial expression with the supercilium promiscuously raised, and revelatory parted lips.Although the baffle is simply posing the latest fashion, the low cut, tightly fitting dress connotes an over intimateised view of the repute who is universally know as a sex token in the media world, taking her place in FHMs sexiest women each year and perpetually playing the character of the sexy pistillate in various popular films. It is clear that Cosmopolitan use out-and-out(a) informal connotations surrounding women, although argue that their intentions atomic number 18 in fact to empower women through their sexuality. admit the models strong body language , the flip over on hip lo ok utilize alongside taglines such as gentle or nice? You decide, and sexual puns atomic number 18 even added in regarding no(prenominal) sexual subjects such as charge advice You on top, these are bold sexual connotations implying that woman should dominate to get what they want, mostly regarding the topic of sex. Perhaps armed combat the controversial debate of sexism towards women in media by surprisingly embracing Laura Mulveys theory of male gaze.Cosmo put crosswise the idea that if men find women kind then it should accredit them by devising them feel not bad(predicate) about themselves, penetrative that they look sexy and attractive. The magazine are conscious to do this in a sophisticated manor, opposed to other crummy and over sexualised magazines. Mediaknowall.com state that Womens magazines amaze moved on and offer visions of independency and confidence as well as beauty and domestic concerns, yet women are still encouraged to look legal. Body image and size restrain become a growing divulge in society in vector sum of magazine content. The overexploitation of petite, photo shopped models end-to-end magazines has resulted in these images becoming the dominant ideology. everywhere the years images soft touched in womens magazines absorb contributed to this universal feeling to look good and be a certain size.Lynx are known for their voyeuristic product advertisement, this element of the company is what attracts their buyers, yet is in like manner their downfall. Lynx meet been publicly criticized for their overuse of designifying women, using sexualized and provocative imagery and general blunt sexism. The BBC news state that in 2011 six of Lynxs publicise campaigns were banned after mass amount of complains were made they added that the 113 complaints said it was sexually suggestive and demeaning to women. I researched Lynxs recent TV advertisement and resultant print advert human actiond The dry-cleaned you are, the di rtier you get. Although I believe this is mavin of Lynxs milder sexualised adverts even the title itself contains a sexual pun, suggesting the promise of sex if you shower with the product.The girl on the print advertisement is no doubt an attractive young pistillate, fitting the iconic sandy bombshell look. The girls stimulate facial expression creates the impression she is inviting the audience (male) into the shower with her. Although the girls expressions look confident, there is a contrast in the midst of this and her body language. For example the way she has to form her bikini top to stop it from falling. This photograph of the woman standing half au naturel(predicate) for a male audience totally visually depicting her as a female, making her a passive object of male visual pleasure. A gossip by Jean Killbourne (a popular media activist) backs up my point by stating that womens bodies are often dismembered into legs, breasts or thighs, reinforcing the gist that wom en are objects rather than whole human beings.Killbourne suggests that women have become dehumanised into erotic objects for male pleasure. One element of Lynxs campaigns which continues throughout is the idea of fake portrayal. In each advert the male role is played by your everyday, not overly-attractive man, contrasted with the female role being a desirable, young beauty. In an everyday world the changes of the male role attracting that type of woman are very slim. Despite this the main message that Lynx put across to their audience throughout their advertisements is that if men wear the product women will find them irresistible ill-advised portrayal. Of course this element adds humour to the advertisements, although all at the expense of objectifying women in the wreak and promoting the gender role of the dominant male.BibliographyWebsiteswww.mediaknowall.comHearst, http.//www.hearst.co.uk/magazines/Cosmpolitan/5-about.htm Cosmopolitan, http//www.cosmopolitan.com/celebrity/e xclusive/megan-fox-april-cover-cosmopolitan Exploring the media representations and responses

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