SOC213 Presentation: Analyzing Mass Media
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Transcript of SOC213 Presentation: Analyzing Mass Media
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ANALYZING MASS MEDIA
Ashlee Amparan
SOC 213
January 19, 2014
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CHARACTERISTICS OF
ADVERTISEMENTS
Plain backgrounds
Expensive brand-name jewelry, perfume, handbags, makeup, and
clothing from
• Tiffany & Co.
• Dior
• Burberry
• Chanel
• Michael Kors
• Louis Vuitton
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Exclusive brands only offered in certain places, particularly in cities
that are reputable in “high-end” fashion
• Milan
• Beverly Hills
• New York
• Miami
• Paris
• London
Characteristics continued…
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Features famous actresses
• Julia Roberts
• Katie Holmes
• Blake Lively
Characteristics continued…
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Old fashion
Vintage
Characteristics continued…
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ADVERTISEMENT ANALYSIS
Longines Saint- Imier Collection
Kentucky Derby imagery
• “Millionaire’s row”
• Black and white
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SOCIOLOGICAL ANALYSIS
Role: the set of behaviors expected of someone because of
his/her status (Ferris and Stein, 114)
• People of higher socioeconomic status are expected to dress formally
when attending the Kentucky Derby
• “Elegance is an attitude”
• The way one is elegant is wearing Longines accessories
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Stereotyping: judging others based on preconceived generalizations
about groups or categories of people (Ferris and Stein, 114).
• Not used negatively, in this case
• People will assume someone who is wearing Longines to be rich
Sociological Analysis continued…
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In-group: A group that one identifies with and feels loyalty
towards (Ferris and Stein, 132).
• United by elegance , shown through sitting in the Millionaire’s club
and wearing Longines
Out-group: Any group an individual feels opposition, rivalry, or
hostility toward (Ferris and Stein, 133).
• “us” vs. “them” mentality
• Sense of superiority over out-group
Sociological Analysis continued…
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Reference Group: A group that one aspires to belong but of which
they are not yet members (Ferris and Stein, 133).
• Consumers of Longines are elegant, and become apart of upper
crust
• Looked at respectively by Elite if one owns Longines
Sociological Analysis continued…
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ARTICLES
Audrey Hepburn spread by Luca Dotti
• The epitome of elegance in American society
“A Holiday for the Jet Set” by Michael Callahan
• Luxurious travelling
Houghton Hall by James Reginato
• History
• English royalty
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“Steak- America’s Contribution to World Cuisine” by A. A. Gill
• Emphasis on Western Capitalism as a positive force
• People of upper class America typically agree
Articles continued…
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MESSAGES
Vanity Fair aimed at elite, upper crust of society
• Classy
• Elegance
• Exclusivity
• Worldly/cultured
People of this social class need the products being advertised
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REFERENCES
Ferris, K. and Stein, J. The Real World: An Introduction to
Sociology. Norton: New York, 2012.
Callahan, M, Dotti, L,Gill, AA, and Reginato, J. Vanity Fair. May
2013.