Critical Investigation How does fashion/beauty advertising, such as for perfumes, perpetuate the feminine ideal of size zero, does it influence young teenage girls/models and why?

I will be investigating how fashion and

beauty advertising such as perfume

adverts represent size zero as a

feminine ideal and the obsession with being

size zero and does it really influence young girls/models to follow the trend of being

freakishly skinny and why do they want to follow this trend?

why do most young girls want to be size zero?

What appeals to them about being size zero? modelling ?fashion ?

Do they really think they look good!

Linked production

I am going to produce a 30 second perfume or fashion beauty advert challenging the stereotype of size zero models along with a print advertisement to feature in vogue magazine.

My Inspiration

Beyonce heat perfume Beyonce diamonds

MIGRAINChannel coco

Channel no 5

Media language what techniques are being used to make meaning in the

text?

• semiotics-anchoring, signification

• cinematography-pans,tracking shots,

• mise en scene-glamorous, fashion, famous, models,beauty,new york,paris,london-all fashion capitals

• lighting -photo shoots, top lighting ,high-key lighting, flashy

• sound-voice over narration,non diegetic sound

• editing-dissolves, cross cutting ,montage,

Institution who produces,distributes,regulates the text?

•2004, Director Baz Luhrmann

•Producer- Baz Luhrmann

•Film director of Moulin rouge

•Moulin rouge theme

•Channel brand

•Nicole Kidman

•Advertising film

•Size zero

•advertising film

•2007,director Joe Wright

•Producer-Joe Wright

•Channel brand

•Keira knightly

•Size zero

Genre what type of text is it ?

•Advertisement

•Iconographies of perfume adverts

•Sophisticated,elegant,beautiful,stylish,chique,glamourous

•Beautiful models

•Size zero

• fashion capitals, new york,paris,london ,Milan

•Themes from romance films

Representation

who or what is being represented in the text? how ?

•Celebrities –glamorous ,role models, rich,

•Models

•Beauty

•Elegance

•Attraction ,attention

Audiences

who consumes the text?

•Females

•Celebrities

•Rich people

•Fans of the celebrities

•Fans of the brand name

Ideology and values

what are the belief systems/messages/values underpinning the text?

•Feminism

•Beauty

•Attraction

•Satisfaction

•Glamour

•Attention

•And smelling good!

Narrative

how is the narrative in the text organised and structured?

•Non linear narrative- flashbacks

•Fairytale

•Narrative roles-princess, hero ,villain

SHEP

Social

•Appearance

•Attraction

•Attention

•Feeling good

Historical

Economical

• Environment

• Recyclable

• The ingredients ?

• The packaging ?

• Money

• Designer brand

• Recession

Political

Issues and debates

Representation and stereotyping

How are models represented in the media?Negative/positive ?Role ?models What impact they have on teenage girls ?

Media effects

•How the media represent size zero models to the audience

•The influence is has on the audience e.g. young girls

•How they manipulate the audience e.g. perfume ads

An audience theory that tends to see the audience as passive and seeks to measure how exposure to particular aspects of media content can influence the behaviour of the reader or viewer.

News values

The term used by researchers to describe the various criteria involved in the selection of news by broadcasters and journalists.

•How the news report the stories

•Negative /positive ?

•Influence on audience

her motto is the phrase 'nothing tastes as good as skinny feels'. –Kate Moss

Moral panics

The way in which media focus on the behaviour of a social group or an event can be inflated by sensational reporting and the repeated use of stereotypes, leading to public overreaction or panic at a supposed threat to society.

Media technology and the digital revolution

•The technology used to influence the audience

Media theorists/theories

Post modernism

•Postmodernism is a tendency in contemporary culture characterized by the rejection of objective truth and global cultural narrative or meta-narrative. It emphasizes the role of language, power relations, and motivations; in particular it attacks the use of sharp classifications such as male versus female, straight versus gay, white versus black, and imperial versus colonial

•Postmodernism in fashion has developed over the past twenty years with designers.

•But why the expectations of models have not changed

•“after the modernist movement”

Audience theories

•The beliefs, values and social and educational background and life experiences audiences bring to a text are seen as influencing the way they accept ,negotiate or challenge the preferred reading.

6-10 points •How do models influence young girls e.g. Kate Moss

•Some people may have an eating disorder but why do most girls starve themselves on purpose

•What is so appealing about being size zero

•Why do teenage girls want to follow this trend

•what is the skinny trend and why has it got such a powerful influence on young females

•Vulnerability, conscience,

•The difference between skinny and slender

•

How my research topic fits into the contemporary media landscape

My research topic fits in to the contemporary media landscape as fashion is always changing however the expectations of models are not as many young girls suffer from eating disorders such as anorexia and bulimia because some feel the pressure of being skinny to look good or follow the trend of size zero as they see fashion models as role models. As Kate moss is also very controversial she influences fans and most females to follow the skinny trend.'nothing tastes as good as skinny feels'.

However it also fits into the contemporary landscape as every fashion/beauty/perfume advertisement we see today features skinny slender models which influences the audience to want to follow the skinny trend. and be like there role models or feel conscience about their weight. fashion is always contemporary, this also influences young girls to follow the skinny trend.

Bibliography" Vogue editor launches new war on size-zero fashion - Times Online ." The Times | UK News, World News and Opinion. N.p., n.d. Web. 4 Dec. 2010. <http://women.timesonline.co.uk/tol/life_and_style/women/fashion/article6489243.ece>.

"BBC News - Is our obsession with size zero damaging health?." BBC News - Home. N.p., n.d. Web. 4 Dec. 2010. <http://news.bbc.co.uk/1/hi/health/8510160.stm>.

"Fashion Industry, Fashion Designers, Underweight Models, Size Zero Models, London Fashion Week." Fibre2fashion - Premier B2B Marketplace For World Textile, Apparel & Fashion Industry, Best B2B Textile Portal, B2B Trade & Business Portal . N.p., n.d. Web. 4 Dec. 2010. <http://www.fibre2fashion.com/industry-article/9/867/go-size-zero1.asp>.

"Italian fashion designers ban size zero models from the catwalks | Mail Online." Home | Mail Online. N.p., n.d. Web. 4 Dec. 2010. <http://www.dailymail.co.uk/news/article-423522/Italian-fashion-designers-ban-size-zero-models-catwalks.html>.

"Mark Fast Challenges Fashion’s Size Zero Obsession." Fashion Blog – Fashion News Blog – ELLE. N.p., n.d. Web. 4 Dec. 2010. <http://fashion.elle.com/shopping/shop-darling/2009/09/21/mark-fast-challenges-fashions-size-zero-obsession/>.Size zero and its side effects - The Times of India." The Times of India: Latest News India, World & Business News, Cricket & Sports, Bollywood. N.p., n.d. Web. 4 Dec. 2010. <http://timesofindia.indiatimes.com/life-style/health-fitness/fitness/Size-zero-and-its-side-effects-/articleshow/5934386.cms#ixzz14h5mtaMn>."Size zero model is banned from London Fashion Week | News." London News | London Evening Standard - London's newspaper. N.p., n.d. Web. 4 Dec. 2010. <http://www.thisislondon.co.uk/news/article-23411630-size-zero-model-is-banned-from-london-fashion-week.do>.http://www.dailymail.co.uk/tvshowbiz/article-1229115/Kate-Moss-causes-outrage-Size-Zero-motto-Nothing-tastes-good-skinny-feels.html