In this essay, I will be comparing how media language is used in the construction of gender in two print advertisements for fragrances. In the Aramis advert, we have an eye-level mid-shot of a well-groomed man standing with his hands against the window. The purpose of the eye-level mid shot is to target male customers; the model's gaze is quite taunting which also goes along with the text used ''All a Man is'' which is in quite an authoritative tone. Reinforcing the gender stereotype of men having to be this strong stereotypical sophisticated man. The background is blurred to keep the main focus on the perfume and the model. In the Juicy Couture advert, we see a mid-shot of the model the purpose of the mid-shot is to show off the whole model, this time the model is wearing more revealing clothes, h er dark attire and unkempt hair add to the rebel aspect part of the advert. To add to the mise en scene the model is crushing roses in her hand in a domineering
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