Thursday, 17 May 2012

The Gaze

This ad for Dolce & Gabbana is a good example of Gaze but for the wrong reasons. The viewer is confronted by this semi nude male, an archetype of masculinity, muscular, tanned and good looking. He is in a very provocative pose that makes the viewer almost uncomfortable. There is no sense of voyeurism in this ad as the model is staring straight at the viewer. The lipstick mark above the bottle indicates that women will want to kiss you if you wear this cologne and will view you in the same category as the model. However as a male, who i am presuming is the target audience, the sheer provocativeness of the models pose makes it seem as if he is directing it at you which to a lot of men would put them off.

Marxism and media ownership

According to Branston & Stafford conglomerates such as News Corporation can wield powers of censorship through their huge incomes that can be as big as a nations. An example of this would be Rupert Murdoch's intervention in 1989 to prevent the publication of a memoir by Chris Patten which was critical of the Chinese regime. He did this because he was setting up business links with the chinese at the time. Powerful figures such as Mohamed Al Fayed also have to power to sway public opinion with government-scale propaganda.
Marxist philosopher Althusser states that media (including advertising) is an Ideological State Apparatus (ISA) which maintains power at an ideological level, in peoples minds, by producing imaginary relations to power structures. It does this by naturalising assumptions and ideas which are ideological in that they manufacture and maintain consent to the existing social order.
Golding and Murdock claim that individuals who control huge portions of media such as Bill Gates or Rupert Murdoch ensure that the social imagery and knowledge which is circulated through the media is mostly in their interest, and this reproduces the system of class inequalities from which it benefits.
Ideology is "knowledge that is constructed in such a way as to legitimate unequal social power relations" Williams says that Advertising is one of the most influential ideological forms in contemporary society.
Karl Marx and Frederick Engles "the class that has the means of material production at its disposal, has control at the same time over the means of mental production, so that thereby, generally speaking, the ideas of those who lack the means of mental production are subject to it."
Judith Williamson, in Decoding Advertising, claims that advertising encourages people to buy certain things to be perceived in a certain way by creating a human bond with the product. She states that Adverts are selling us ourselves. Essentially people are associated with what they consume, not what they produce.

Power through surveillance

  2. To help advertising creatives understand what type of video is most likely to be viewed
  3. It is free advertising essentially. The aim of virals is to create hype and get viewers to create media volume by sharing it. It means the public are interacting with the ad, rather than being forced to watch it, they may even actively seek out the ad
  4. Advertisers are raising the question of wether campaign success can be gaged by viral scope and wether a new type of advertising is needed for the future
  5. TV ads that had been placed online
  6. Buzz is an excited interest ie. "the viral created a buzz"
  7. 1-4
  8. How many hits the video receives and the overall enjoyment are indicators of viral success
  9. Videos must be distinctive compared to the millions of other videos on the web, celebrity endorsement and created buzz
  10. The element of luck is how the viral will be received. once uploaded it is totally out of the brands control, it is down to the viewer. It might be that it is received well and there is a lot of online chatter, or it might be received badly and become negative for the brand