airbrushing_and_hyperreality powerpoint.ppt

8/17/2019 airbrushing_and_hyperreality powerpoint.ppt

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HYPERREALITY and the representation of women

By the end of the lesson you should be able to:

• Able to identify how an advertisement appeals to it’s audience using

The Male Gaze and Maslow’s ierarchy of !eeds• "nderstand and practically apply the process of airbrushing digital images

• Able to use the concept of hyperreality when analysing representations ofwomen in print media


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Maslow’s Hierarchy of Needs

#reams$aspirational lifestyles


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Airbrushing and the concept of the HYPER-REAL


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What is airbrushing?

Imagine that you are a PICTRE E!IT"R for a maga#ine$$$

You ha%e se&ected this image for the front co%er$ "n the sheet pro%ided'

annotate which of the mode&(s features you thin) need to be airbrushed

before the maga#ine can *" T" PRE++$


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,ean audri&&ard was a socia& theorist who is best )nown for hisana&yses of the modes of mediation and of techno&ogica& communication$

"ne of his ma.or areas of study was the way techno&ogica& progress

affects socia& change$

In particu&ar' he wor)ed on the way ad%ances in media techno&ogy ha%e

changed representations of rea&ity$ He de%e&oped a theory that tried to

e/p&ain the effects of these changes on society$


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audri&&ard c&aimed that modern society has rep&aced a&& rea&ity and

meaning with symbo&s and signs' and that the human e/perience is of a

simu&ation of rea&ity rather than rea&ity itse&f$

The media' and especia&&y the ad%ances in digita& techno&ogy' are )ey to

the creation of this HYPERREAL wor&d$ He termed e/amp&es of the

hyperrea& as +I0LACRA$

audri&&ard argues that today there is no such thing as rea&ity$


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%st &nd 'rd (th )th

1th


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The number of children admitted to

hospital suffering from anore*ia hasrisen dramatically during the last

decade+ The increase is most

mar,ed among pre-teens. where

admissions went from '/ in %00/$1

to 2% in &33/$1 4 a rise of %&)5+

2hat are the socia& affects of hyperrea& representations3

The Independent reported in &33/

that the cosmetic surgery industrywas worth in e*cess of 6)'0 million

in the "7 alone in &33'+

8n &33' The Guardian reported the

cosmetics industry to be worth

over 6(+) billion in the "7+ The dietindustry in the "7 is valued at over

6%3 billion a year


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4$ In you own words' e/p&ain the concept of hyperrea&ity$

5$ How do you thin) hyperrea& representations of women

might ha%e an affect on society3

HYPERREALITY A6! THE REPRE+E6TATI"6 "7 2"0E6


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omewor,:

Compare and contrast the representations of women in the

ad%ertisements for 8Coco 0ademoise&&e( and 8Tommy *ir&($

9aura Mulvey’s theory of The Male Gaze

Maslow’s ierarchy of !eeds

Baudrillard’s concept of yperreality

ith reference to:

airbrushing_and_hyperreality powerpoint.ppt

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