OLD SPICE

Post modern advert-

• Using a more humorous and comedic approach to attract consumers such as this 'hypersexuality' persona of actor Isaiah Mustafa
• using him as a parody 
• BARTHES-connotation (ideology) of the cultural context in this case which is the 'Mythical masculinity'. An idea that is constructed by society and has changed over the years especially throughout a postmodern society now where men are also caring for their physical appearance as sociologists would call this 'The New Man'
• JUDITH BUTLER- "Gender is a social construction" not natural- Acting our gender when performing to the world. Our AGENTS OF SOCIALISATION like our peers keep u from rebelling and to conform to the traditional norms and values that are associated with gender. Those that do rebel would experience SOCIAL EXCLUSION & GENDER TROUBLE- which could link to a deeper meaning of the ad and to purchase it in order to elevate socially in this case men being more desirable by women 
• BAUDRILLARD'S POSTMODERNISM- Society has moved beyond traditionalist ideologies constructing different and acceptable characteristics such as a shift from sexism. Postmod society also revolves around profit and production of goods, hence it's organisation around 'Simulation' -The play of images and signs

Carry out a textual analysis of the print advert for 'Old Spice'. How are viewpoints and ideologies constructed..use example through illustrations. 

Old spice which is an American brand of male grooming products such as fragrances, body wash etc is known for their comedic way of advertising which often creates a 'Hyperreality', such as this print advert which showcases an entire tropical beach on actor Isiah Mustafa's body. The denotation used here is clearly a vacation on his upper body as there are also numerous half naked women on him which could also be more attracting to the male audience but also the trail of sand ultimately leads to the selling product which could connote how these things will only be achieved when consuming this product.

The hyperreal world which is produced through simulation as postmodernists would say was another selling technique as the overall illustration is out of the norm and maybe seen as visually pleasing to some due to the tropical feel which may lead to fantasising. Nevertheless the use of this celebrity endorsement is used to reinforce 'Mythical masculinity' through the exaggerated muscles and the smirk on his face which maybe manipulating even towards the target audience in order to buy the  product. This also links to the ideology of men getting in 'Gender Trouble', a term created by Judith Butler which is a social construction by people meaning if they don't conform to their gender stereotypes then it'll lead to a social exclusion. Overall encouraging men to buy this product.

Nevertheless Barthes also touches on the 'Mythical masculinity' which has been constructed by a patriarchal society for years, leading to a dominance of Men compared to women. This ideology is presented through this print advert as we get a glimpse of a shirtless Isiah Mustafa with a sense of confidence throughout his face which is an automatic generic and stereotypical characteristic males are expected to have in order to achieve things in life. Perhaps the volcanic eruption on his head could connote how the 'Ideal Man' is always in control and hot headed when things don't go their way. Moreover another thing I had noticed about their adverts, are the use of strong black men when selling their product which could demonstrate how the male gaze is being subverted in this day and age due to a social concept of 'The new man' meaning men are caring more about their physical appearance. As this hasn't always been the case in society overall meaning old spice is part of that social change.

BIG ISSUE COVER HW

The Big Issue uses media language throughout the cover to conduct themes of exploitation within working class homes, as the cover image is a crayon drawing of a home being rubbed out with an eraser that says "Council Tax" on it. This is intended to be emotive hence why they had used a child-like drawing to target the audience on a personal level as the UK is very child-centred and the drawing is meant to symbolise this innocence and purity of a child's mind and how they deserve to have a harmonious environment to live in. This clearly isn't possible due to the rise of tax which the eraser represents; ruining their home.

The language anchorage also had a huge impact using words such as "Forcing people from their homes" which is biased towards those effected by the increase in tax negatively. Therefore using language to make awareness.The main cover line 'WIPE OUT' is written in bald red which is symbolic of danger and visually stands out the most as the background is also erased to represent the realistic outcome of a blank canvas which these people who are effected will be left with due to the rise in tax; metaphorically talking.

The masthead of 'The Big Issue' is again printed largely on the top left corner like a stamp to represent those predominantly of the working class being effected by social inequality like the rise of taxes.

Gauntlett- post modernist: IDENTITY IS COMPLEX. no fixed representation
-different readings that may lead to different opnions

Van zoonen and Hooks- FEMINIST THEORIES.
Womans bodies as objects
Men's bodies as spectacle
Gender perfomativity- what we do rather than what we are
Gender is contextual

BELL HOOKS: Intersectionality. (black female) include woman of all ethnic backgrounds rather than focusing on privelleged white women. - cartoon black women (South african Big issue)

PAUL GILROY - COLONIALISM
Diaspora- movement of immigrant to the west. originated from JEWS

the big issue

1991- founded by Gordon Roddick (founder of Body Shop which is ethically good as it doesn't harm animals) and john bird whos a lord now -"a publishing revolution"

JOHN BIRD WAS HOMELESS- A HAND UP. 

ETHICAL CAPITALISM- COMPETITION AND PROFIT

its a social enterprise- a business that makes profit but has social benefits 

went global and had many famous people participating 

since 1991 sold over 200 million copies   

extended their brand to a 'Big issue shop'

Big Issue invest- Invests in other social enterprises    

COST 1.25 BUT SOLDFOR 2.50 FOR US 

120 COUNTRIES

2,400 SLEEPING ROUGH

120 SIMILIAR STREET MAGAZINES

Broadly speaking 'The Big Issue' has left agenda (labour).
-Supporting less wealthy and disadvanatged people in society
-Founder John bird who was homeles. HOWEVER many conservative members are self-made buisness people come from poverty and want to keep their wealth.
-Left agenda but follows many principles of right wing (Capitalism)
-"A hand up not a hand out"

ANALYSIS OF THE BIG ISSUE FRONT PAGE

-Compostion
-Masthead (The Big Issue)
-Cover lines- Black text
-Font size, type colour  

publishers

IPC- Taken over by Time Inc which was part of Warner groups
IPC occupy as the subsidiary of TI in order to become more successful
Now TI is part of Meredith group which have a huge cross media interest

BAUER- GERMAN COMPANY. THEY PUBLISH THE MOST SOLD TV MAGAZINE. TV CHOICE.
Radio- KISS, Kerrang, 4Music (sold of to a commercial bidder as they were financially struggling )
TV
Digital

Dennis- independant publish- targeting a niche audience..like Kung fu, minecraft

8000 magazine titles in the UK

Magazine- have ads to make it cheaper
The income for magazine comes from sales and ADVERTISING WHICH IS 70%
FREEMIUM- high quality and premium content (important info)

Magazine- stylist and shortlist which is 100% ads and most read magazine in the UK

Magazine ads are there to target specific audiences to enoucrage buying the product

• Ads can offer more detail of the product than a tv commercial

FINISHED WIX SITE- TROPIX

https://farihahchowdhury08.wixsite.com/website

FINISHED STATEMENT OF INTENT

STATEMENT OF INTENT-NEW

My magazine Tropix will use media language to construct a fashion magazine predominantly on culture for women of ethnic minority backgrounds who have a passion for individualism, ethnic culture and self-discovery, within the sophisticated 16-25 year old AB demographic. Tropix will be distributed by Bauer; a professional entertainment network of multi-platform brands which have a gap in the market for a magazine of ethnic culture.

It follows the typical layout of a fashion magazine such as having a powerful shot of the fashion model on the front covers. I will be styling the models in outfits that stand out in order to explore my theme which is a cultural appreciation towards ethnic minorities. The front cover will consist of my model being centred which follows the regular format of magazines.

Mise en scene:

One of the shots used for the front cover of my magazine will be a long shot of my model Ria; who will be wearing western clothing with a twist along with Asian attire. She’ll be holding onto a silk scarf (commonly known as a Dupatta in south Asia) covering a lot of her upper body. Through editing I will enhance lighting to make it look more dramatic. This idea fits with my concept really well as the theme of my magazine if representing the minority of the UK and my model is mixed heritage (India and Jamaica) so overall represents both aspects of her cultural identity. Similar themes will also be repeated for the contents page as the theme of cultural hybridity will continue; having more models of ethnic backgrounds styling them to embrace their culture or others. However, my magazine is more focused on ethnic cultural vibrance. Other types of angles I will explore for my magazine will be low angle and close up shots of my models in order to make them seem powerful, dominant and in control which are essential characteristics for fashion models.

This magazine represents individuals through visual creativity as I’ll be experimenting with a variety of locations around London such as Dalston market, Shepard’s bush market and a lot of studio work exploring gel lighting to enhance colours and costume.

Media Audience

The target audience for my magazine are ethnic minorities and those that appreciate individuality and culture.

The message received from my magazine would be self-empowerment and knowing that being ethnically and culturally different is something to be proud of.

Once building a high rating of viewers the magazine would be sold in popular stores such as urban outfitters and Topshop around central London and Shoreditch to reach that culturally aware audience but also inner city areas such as Hackney and Brixton newsagents so that it’s accessible for the target audience of ethnic minorities and also those who have an interest for ethnic culture.

I intend to use digital convergence, which is the interlinking of a brand through digitalisation to reach a wider audience. The other platform will be a website which will include a similar layout to my magazine by using similar images; reinforcing the theme of cultural appreciation and the same font so it’s visibly obvious. Another aim of the website is for it to be easier to access and just as visually pleasing for the audience. This media convergence is effective as it creates synergy such as through a segment of my magazine called the ‘BollyHood series’ which will be presented in both platforms.

AUDIENCE PROFILE- TASK 2

Thank You! by farihah chowdhury

Media Summer Assignment- DRAFT

Media summer Assignment- Intent-draft

My magazine follows the typical layout of a fashion magazine through the visual representation such as the front cover. I will be styling models in outfits that stand out in order to enhance my theme which is a cultural appreciation towards ethnic minorities. The front cover will consist of my model being centred which follows the regular format of magazines. However, as the target audience for my magazine are ethnic minorities or those that appreciate individuality and culture my models will be of ethnic minorities. One of the shots used for the front cover of my magazine will be a long shot of my model Ria; who will be wearing western clothing with a twist along with Asian attire. She’ll be holding onto a silk scarf (commonly known as a Dupatta in south Asia) covering a lot of her upper body. Through editing I will enhance lighting to make it look more dramatic. This idea fits with my concept really well as the theme of my magazine if representing the minority of the UK and my model is mixed heritage (India and Jamaica) so overall fits perfect with costume also. Similar themes will also be repeated for the contents page as the theme of cultural hybridity will continue; having more models of ethnic backgrounds styling them to embrace their culture or others. My inspiration for this magazine came through ID magazine as they have a huge appreciation for the minorities of society whether racially, sexually and creatively. However, my magazine is more focused on ethnic cultural vibrance.

This magazine represents individuals through visual creativity as I’ll be experimenting with a variety of locations around London such as Dalston market, Shepard’s bush market and a lot of studio work exploring gel lighting to enhance colours and costume.

The message the target audience would receive from my magazine would be the constant feeling of empowerment and knowing that being ethnically and culturally different is something to be proud of.

The way my magazine would be distributed would be through online and promoted a lot through social media and blogging.  Once building a high rating of viewers the magazine would be sold in popular stores around central London, Shoreditch and hackney so that it’s accessible for the target audience. Then eventually being sold at WHSmith in order to reach a wider audience globally.

The layout for my website would be very similar to my magazine such as using similar images; reinforcing the theme of cultural appreciation and the same font so it’s visibly obvious. My aim of the website is for it to be an easier and just as visually pleasing for the audience. Nevertheless, through this format, the readers would be able to engage with the magazine and participate through sending their own looks back (this would be uploaded through social media and hashtags).

Magazine Courcework