How far do Tom Ford and
Gucci perfume campaigns offer stereotypical aspirations?
I will be investigating how
advertisements for Tom Ford [1] and Gucci perfume [2] use stereotypical
aspirations in their campaigns and exploring the effects. To help analyse these
advertisements I will be using theories such as Laura Mulveys theory 'male
gaze' [11] and the objectification of women and their stereotypical gender
roles; [6] I will also be looking at the hypodermic model and trying to
establish how the audience is influenced. [9] It could be argued that these
advertisements use different methods, as in Tom Ford’s campaign women are
represented in a very controversial and objectified way, to sell the product to
their target audience of both men and women. In Gucci's advertisement it is
very different as they are using glamour to attract their audience. Uses and
gratifications show a strong role model who is a celebrity, for example Blake
Lively, is very glamorous, you are able to indicate this from the way she is
presented in media, with subtle colors such as gold and the clothing she wears
for example long dresses. This works on influencing women to buy this product
as they want to be like this celebrity and the celebrity is the audience’s role
model.
It is very clear that media
has a huge impact on both men and women's lives. [13] In the past, women were
always made out to be controlled by men and they were not capable of doing
anything on their own. [3] Advertisements have long been sexist towards women
and would portray them as subordinate to men. 'You mean a women can open it?'
[3] Was a quote used from a poster from around the 1940s, however as the realisation
came that this was discriminating towards women, the media soon began to change
and make women more sexualised.[3]
It could be argued that in
the present day the media influences the way men and women think, by showing
models who have perfect body's and hair, focusing purely on appearance. [13]
However this is not an accurate representation on women as many of the photos
of models have been photoshopped to make them appear to look better then they
are in reality. In terms of uses and gratifications the media use photoshop to
make the 'perfect' human, this influences both men and women to look like these
'perfect models' and effect them, however it leads them to a false goal as it
is not realistic. [12] These beauty standards affect the way women and men view
the female body, women feel as though they should have this perfect body which
is more or less impossible and they feel they can achieve this, which creates
men to think this is the way women should look and if they don't they are not
'perfect'. 'From 2000 to 2009 there was a 36% increase in breast augmentation
and a 84% increase in tummy tucks' [3], these results confirm the fact people
are changing their body's to match how they look in the media and won't be
happy until it's completely the same. A study has found that 50% of ads in
women's magazines portray women as objects. [3]In advertisement women are also
portrayed as sexually submissive, and the sexualisation of women in
advertisement has become a lot more violent meaning that they women are in skimpy
clothing and showing of all of their body parts to the camera and being very
seductive towards the cameras.
However it could be argued
that men are often represented as strong, dominant and aggressive, they are
affected by the hyper-masculine stereotypes. 'Depression in men has increased
dramatically in the past 2 decades' [5], this shows that media does have a huge
impact on men and women and can lead to them having various illnesses.
Heavy exposure to media alters the viewers perception of social reality in a
way that matches the media world' - Levin and Kilbourne. [4] 'Advertisement
companies spend over £5 billion a year to tell you how to think. After a media
report a shocking fact was found that only 30% of women are behind the
published articles and a shocking 70% are men' [4], this shows that a lot of
the media today is viewed in the way of a man which is very biased.
In terms of uses and
gratification Tom Ford is very clever with this as they use different angles on
the camera to show women belittling men, this gives connotations of power but
also showing that men will abide by the women's request but also they are able
to influence men to buy their aftershave as they make out that women will fall
to their feet to be with them and that half naked women will soon come after
them. In Tom Fords advertisement we are able to analyse this by using Mulveys
theory the male gaze, Tom Ford is able to sell his products by using sex cells
which use women as sex objects in order to attract men to buy his products. In
Tom Fords perfume they intend to sell the product by objectifying women in
order to attract men. He also uses enigma codes because people begin to wonder
the extremes Tom Ford will go next so they become intrigued and excited for
what he will release next. You can see that in Tom Fords advertisement the
women are passive as they are just lying across the men they are not doing
anything however the men are active as they are the ones who are controlling
the advertisement, this is very stereotypical as it is represented that men are
able to control women as the women abide by them.
In 'Tom Fords' advertisement
he uses have very bright red lipstick and fingernails, which signifies desire
as well as sexuality. [7] She has her mouth slightly open which is a very
erotic signifier, this can also mean sexuality and submissiveness this is
because when women show their mouths slightly open it can mean they are try to
seduce you and make you obey to their commands, they also make her skin shiny
by using oils, which makes it shiny and almost wet which evokes emotions of
heat and passion. They create arousal and vulnerability by placing the
fragrance bottle between the cleavage to entice the viewers to look at her
breasts and between her thighs. All of these signs indicate that they are
considered to be sexually impure or 'dirty' the white background can signify
purity and innocence. Tom Ford’s main objectives are, to make the audience feel
aroused and excited by his sexy fragrance. In terms of uses and gratifications
they use close ups on breasts and carefully covering areas between her thighs which
are very explicit, they also use close ups on sensitive areas such as your
mouth and fingers to make them more sexualized. They also have high key
lighting, which can give a sense of innocence and not abiding by the rules. The
different props that they use are the perfume bottles and place them very
provocatively to get the audience excited and astonished. The mise en scene for
this perfume advertisement is to create a setting, which is very simple but
stands out very strong such as the red lipstick and fingernails but it also
being very simple has an effect on the audience.
However in Gucci's perfume its main audience is for women as it is
using glamour women will feel they are highly thought of and known as someone
who is glamorous and not sexualised, this may make them feel that they are more
unique and independent. The mode of address which Gucci use is that women can
be glamorous, we do not need to be objectified we can have our own
independence. Gucci intend to sell the perfume to women through love and
romance. At the beginning of the Gucci advertisement it uses mise en scene by
having Blake Lively over looking some outstanding scenery looking out over the
city with all of the lights lighting up the city and wearing a long golden
dress, which fits to the curves of her body. The gold is used to show glamour
but it is also a very bold colour which makes her stand out from everything
around her to show her importance in this advertisement also it fits to the
curves of her body for women to aspire to be like her and be jealous of her
appearance, this then influences women to buy this perfume. The mise en scene
used through out this advertisement shows how women have power and independence
Gucci are able to do this by making Blake Lively appear to stand out from the
surrounding environment and although there is no one else in the room it shows
power through her strides. The lighting on this advertisement differs
because in the background it is very low key lighting however it is very high
key lighting which spotlights Blake Lively this again shows her importance and
makes her stand out, it also signifies innocence. She then imagines herself
with a handsome man and she is able to get him; this will have an effect on the
audience, as it will make the audience feel they are able to get any man.
They use a very respectable and well
known celebrities such as Blake Lively to sell their product this is to sell
the product to the audience who are familiar with this celebrity and aspire to
be like her. In terms of uses and gratifications they are able to do this by
using well known celebrities who have a good reputation to advertisement this
is a key to selling a perfume and ensuring it is a big hit. [15] [18]
In Tom Fords advertisement with perfume especially his most recent campaigns
for example Neroli Portofino they use very explicit pictures and videos of women’s
breasts and in-between her thighs on women for example his perfume/ aftershave
and eye wear, using this technique makes it possible to encode, this effects
the audience by making the men feel if they use this after shave women will get
naked and want to be with them. It also creates social integration as more and
more people begin to talk about their advertisement and become overwhelmed with
it.
Tom Ford aims at his audience by making the men feel that if they use this
perfume they can get any women that they want, because of this it is a very
closed text which leaves little room for the audiences interpretation. Tom Ford
uses a very clever technique by enticing and shocking the audience and creating
enigma codes for people to have unanswered questions by a very sexually
explicit advertisement this entices the audience in and in terms of uses of
gratifications the social integration theory is used by shocking the audience
which makes them talk to others about what they have seen. He is very clever on
how he positions his fragrance bottles to sell his product as men may feel that
it will assist them to find a girl. [18] An example of this was Robin Thickes
music video when the ASA quoted "particularly the shots of the women's
bodies with their heads obscured and the shot of the woman on all fours".
[14] This is very
shocking advertisement for people who are not accustomed to these sort of
advertisements it may stick on their mind, it could be argued that this is what
Tom Ford is trying to achieve. However we live in a increasingly sexual culture
where these sorts of images are becoming a lot more 'normal'.[12]
How far do Tom Ford and
Gucci perfume campaigns offer stereotypical aspirations? Tom Ford and Gucci
take this quite to an extent however in very different ways. Tom Ford
influences the audience to buy this product by using shock tactics and making
men feel as though they can get any women they desire, however Gucci make women
feel they have importance and can be dignified and feel well presented by using
a glamour technique. Tom Ford is able to use social integration to be able to
sell his products as people begin to talk about how shocking it is which makes
more people look at it even if it was to be band. [16] Through this research I
have been able to prove how Tom Fords advertisement is a success all though
very explicit it has a huge impact on the audience. Also in Gucci's
advertisement they don't want the women to be made out as sex objects or the
women wouldn't buy this product so they show them as respectful women. Overall
with using these different techniques they are both very successful and do
their job of selling their perfume to their target audience. [17]
Sarah Livingston - Sociologist
Obesjando - The villian who supplies all of the aliens with cat food for their weapons
