Visual persuasion - The role of images in advertising (1997)
"Treat the lens as a substitute for an eye of an ordinary male onlooker"
What does Messaris mean?
- Implying that ads portray what men like and what women want to be like
- How women want men to see them (desire)
- Ads intend to make women watch through male POV
- What men see as desirable, influences the female consumer
- Male preferences condition the way we look at eachother and themselves
The idealistic woman is demonstrated as normal through the media (particularly advertising)
Chanel and representations of gender
- Representation of sexual nature - male audience would want their girlfriends to look like this
- Classy sophisticated and pale skinned; have Chanel ever used a black poster girl?
- Not too made up (Not Jordan) - more naturalistic
- Powerful image - dominant over men, yet men still get a kick out of it
- Successful, money and wealth - desirable, target audience
- Main themes: Elegent, Powerful, Feminine, Wealth
- Her film roles - strongly linked to atonement - elegence, wealth and sophistication
- Appeal to men, but not so explicit that woman can't identify with her
- Soft lighting creates an air of sexuality/lust
- Costume suggest she's just had sex and also Britishness (Bowler hat and white shirt)
- Eye line match - where Keira looks directly into the camera suggest she knows you watching, but she likes that.
- Audience
- Male - Keira is desirable - would buy product for a girlfriend - with intention that they will look/act like her
- Female- - Can identify with her and aspire to be like her
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