1. Last week…
- Saturation
- Sell & Spin
- Branding
- Objectification of women
- Potentially leads to violence
towards women
- Dismemberment - cropping
12. “Shares of Abercrombie & Fitch dropped
20% Tuesday after the teen apparel
retailer reported its 14th straight drop in
sales” (Fortune.com, 30/8/2016)
16. Apply what we have discussed so
far, and brainstorm related ideas
to your chosen video.
(10 mins)
17. Metrosexual
Noun
1994
a man who is attracted to women sexually, but
who is also interested in fashion and his
appearance
A neologism (a made up word with metropolitan
+ sexuality) to represent a changing economic
trend in male shopping and representation
dating from the 80s.
18. For some time now, old-fashioned (re)productive, repressed,
unmoisturized heterosexuality has been given the pink slip by
consumer capitalism. The stoic, self-denying, modest straight
male didn't shop enough (his role was to earn money for his wife
to spend), and so he had to be replaced by a new kind of man,
one less certain of his identity and much more interested in his
image – that's to say, one who was much more interested in being
looked at (because that's the only way you can be certain you
actually exist). A man, in other words, who is an advertiser's
walking wet dream."
— Mark Simpson, Salon.com
19. Changes in culture and attitudes toward
masculinity, visible in the media through
television shows such as Queer Eye for
the Straight Guy, Queer as Folk, and Will
& Grace, have changed these traditional
masculine norms
20. Old Spice | The
Man Your Man
Could Smell
Like (2010)
21. Spornosexual
noun
2014
A neologism (a made up word with sport +
porn + metrosexual).
The metrosexual has passed and is evolving
The spornosexual is a more extreme breed of man than his
metro forebear. He is just as plucked, tanned and
moisturised, but leaner, buffer, more jacked and obsessed
not just with "looking good" in the abstract, but with the
actual physical proportions of his frame: the striation of his
abs, the vascularity of his biceps, the definition of his
calves.
22. A lumbersexual or
urban lumberjack is
a man who has
adopted style traits
typical of a
traditional
lumberjack, namely
a beard, plaid shirt,
and scruffy hair,
substituting
otherwise clean-cut
and fashionable
style choices.
When women and girls are targets of objectification, they begin seeing themselves through others’ perceptions. Self-objectification breeds shame and anxiety
Mike jeffries
Jeffries was appointed as A&F’s CEO in 1992 to revamp the brand. Jeffries was responsible for coming up the company’s sexed-up image, with its racy ads, catalogs and topless in-store male models that the brand has become well-known for.
The male body as an object of desire by the female.
Female body is covered
http://cdn2-www.thefashionspot.com/assets/uploads/2014/01/CKJ_1.jpg
postmodern ideas such as the retro use of Motown soundtracks. The sales of boxer shorts went through the roof as an unexpected correlation. The key point here is to examine the ‘female gaze’ and the role of Kamen as an aspirational role model for young boys.
Mediated by gay men as a messenger
No personality “fix”, but all surface improvements
Tendency towards buffness is a cultural phenonmenon
The spornosexual is a more extreme breed of man than his metro forebear. He is just as plucked, tanned and moisturised, but leaner, buffer, more jacked and obsessed not just with "looking good" in the abstract, but with the actual physical proportions of his frame: the striation of his abs, the vascularity of his biceps, the definition of his calves.
http://www.esquire.co.uk/culture/news/a7588/the-rise-and-rise-of-the-spornosexual/
Google “aryan propaganda”
In relation to photography unit...Bruce Weber as a photographer...The message he is conveying...sultry, voyeuristic, black and white--are classic Weber. fantastical, black and white abstraction from reality. Note, all 3 photos so far all all Weber...
http://www.esfmedia.com/page/2015-++Q3.+REPRESENTATION+IN+PRINT+ADVERTISING
The Caucasian, almost Aryan look of health and vitality, which forms the subject and focus of the image is contrasted with the blurred image of the American flag, seen in the background. Using sign and signifier, the flag is clearly synonymous with or a signifier of beauty. The brand identity of Abercrombie and Fitch was controversially promoted by CEO Mike Jeffries who told Salon:
“It’s almost everything. That’s why we hire good-looking people in our stores. Because good-looking people attract other good-looking people, and we want to market to cool, good-looking people. We don’t market to anyone other than that...Are we exclusionary? Absolutely. Those companies that are in trouble are trying to target everybody: young, old, fat, skinny. But then you become totally vanilla. You don’t alienate anybody, but you don’t excite anybody, either.””
http://therepresentationproject.org/wp-content/uploads/The-Rep-Test-2.01.pdf
PALETTE - What sort of range of colours is used? Light, dark, bright, subdued, autumnal, bold, pastel? What word describes it best?
VISUAL HIERARCHY - What is the most important visual element in the composition? What else is important?
SHOT - What type of camera shot is used? What angle (high level, low level, eye level?) What distance (ECU, CU, MS, LS, ELS?)
TYPOGRAPHY - What typefaces or fonts are used? Serif, sans-serif, handwriting fonts?
COMPOSITION - Vertical, horizontal, z-shaped, spiral?
EDITING - Has the image been heavily edited?
LAYOUT AND DESIGN - Text / image ratio? Is the layout clean or busy?
What is the effect of the colour scheme? What CONNOTATIONS do these colours have? Who will they (stereotypically) appeal to?
Why are certain visual elements emphasised? What sort of audience appeal is being used?
Why was this particular shot used? What is the usual meaning conveyed by this particular shot?
What does the typeface suggest? What is it meant to look like? What does that suggest about the line of appeal of this ad?
Why was this particular composition used?
Is the image edited? How and why?
Why has this particular design style been used?
En savoir plus sur http://en.vogue.fr/vogue-hommes/fashion/diaporama/flashback-bruce-webers-1990s-campaigns-for-abercrombie-fitch/36436#FwjXGBDWYEurcOgI.99
