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Which clippings match 'Globalisation Of Aspiration' keyword pg.1 of 1
04 OCTOBER 2013

Decoding BMW's You Know You Are Not The First

"The young woman's flawless skin is emphasizing the societal view of how perfection is what is considered beautiful and ideal. Her skin doesn't have a single blemish bruise, bump, or scar on it. Her makeup is very subtle and her cheeks have a slight rosy glow to them, giving her a very youthful appearance. The lack of jewelry is also making her look younger and more innocent and it is putting the focus solely on her bare flawless skin, this flawlessness is likely representing what one would get if they purchase one of their premium selection used BMW's, spotlessness in paint and interior.

Although BMW engages this image of innocence and flawlessness, there also appears to be a significant sexual message in this ad because the initial 'Innocent' image dissolves as you skim down the ad and see how the young woman's eye contact is directly with the camera, and it looks as if she is looking right into your eyes with a seductive expression. Her mouth also get a lot of attention as it appears to be slightly open, drawing your attention right to her full lips, 'open lips are used to suggest sexual excitement or passion'"

(Sonia Sidhu, 10 June 2012)

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TAGS

2008advertising campaignArthur Berger • atypical • blondeBMWbranded commodities • car company • constructed meaningcultural normsdepictions of womeneye contact • flawlessness • Germanglobalisation of aspirationGreece • hair colour • innocenceinterpretation • media analysis • media criticismmedia textmouth • olive skin • paradigmatic analysis • partially unclothedperfection • print advertisement • seduction • semiotic approach • semioticssex objectsexual agency • sexual excitement • signification • skin tone • suggestive narratives • syntagmatic analysis • textual analysis • used car • virginity • visual symbolism • young woman • young women

CONTRIBUTOR

Simon Perkins
28 JULY 2012

21 year old Valeria Lukyanova wants to be a real-life Barbie doll

"Most little girls grow up playing with Barbie dolls. Some even want to look like them. One 21–year–old has become one, or so she says.

Valeria Lukyanova has become an internet sensation in her home country of Russia, claiming on her blog to be the most famed woman on the Russian–language internet.

Her doll–like features, long blonde hair and 'perfect' body make her look like a real life Barbie."

(Laura Cox, PUBLISHED: 18:14, 22 April 2012 | UPDATED: 01:40, 25 April 2012, Dailymail.co.uk)

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CONTRIBUTOR

Simon Perkins
18 JANUARY 2012

Miss Representation: mainstream media is contributing to the under-representation of women in positions of power

"Like drawing back a curtain to let bright light stream in, Miss Representation (90 min; TV–14 DL) uncovers a glaring reality we live with every day but fail to see. Written and directed by Jennifer Siebel Newsom, the film exposes how mainstream media contribute to the under–representation of women in positions of power and influence in America. The film challenges the media's limited and often disparaging portrayals of women and girls, which make it difficult for women to achieve leadership positions and for the average woman to feel powerful herself.

In a society where media is the most persuasive force shaping cultural norms, the collective message that our young women and men overwhelmingly receive is that a woman's value and power lie in her youth, beauty, and sexuality, and not in her capacity as a leader. While women have made great strides in leadership over the past few decades, the United States is still 90th in the world for women in national legislatures, women hold only 3% of clout positions in mainstream media, and 65% of women and girls have disordered eating behaviors.

Stories from teenage girls and provocative interviews with politicians, journalists, entertainers, activists and academics, like Condoleezza Rice, Nancy Pelosi, Katie Couric, Rachel Maddow, Margaret Cho, Rosario Dawson and Gloria Steinem build momentum as Miss Representation accumulates startling facts and statistics that will leave the audience shaken and armed with a new perspective."

(Jennifer Siebel Newsom)

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TAGS

2011adadvertisinganimated presentationbeauty politicsbody imageCondoleezza Ricecritiquecultural normsdepictions of womendesireeating behaviours • eating disorders • empowermentequalityfilmgendergirlsglobalisation of aspiration • Gloria Steinem • ideal female body • Jennifer Siebel Newsom • Katie Couric • mainstream media • Margaret Cho • masculinitymedia consumptionmedium is the message • Miss Representation (film) • Nancy Pelosi • persuasion • persuasive force • positions of influence • positions of power • power • Rachel Maddow • reflexive modernisationrepresentation of women • Rosario Dawson • sex in advertisingteenage girlsunconscious desireswomenwomen in leadership positions

CONTRIBUTOR

Simon Perkins
17 NOVEMBER 2009

Male-gazing in NZ, Russia and NYC

"Much advertising in the past has been about creating new needs and taboos that can be met by products, writes Lynne Ciochetto, as I noted in my Eye 59 article 'Advertising and the globalisation of aspiration'. Throughout most of the twentieth century, the focus has been on the female market.

However as markets in the west become saturated, the male market has been redefined in terms of products, and the representation of men has broadened beyond the narrow stereotypes of the past. For decades after the 1960s, the masculine ideal was epitomised by 'Marlboro Man', regarded within advertising as the man every man wanted to be and that every woman wanted to be with."

(Lynne Ciochetto, 2009, Eye Magazine)

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CONTRIBUTOR

Simon Perkins
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