For my production piece I decided to create three television sitcom posters in order to represent American women in an idealistic way. I drew influence from my research project surrounding the popular sitcoms Desperate Housewives and Sex and the City. I wanted to illustrate this within my production work. I viewed existing sitcom posters from the same genre and noted conventional themes and styles that I would later adopt in my own work. Only until the audience read the website credentials at the bottom do they know what sitcom the poster is promoting.
This would mean that people who were not familiar with the programme or the genre may take an oppositional or negotiated view to the poster, however because of the bold iconography of the image it would immediately make the viewer look, even if they do not appreciate the genre. This I feel this was a successful decision and has been done deliberately to engage the viewer and focus the eye on the image so that the reader decides to look further.
The iconography is strong, the red strawberry and lips give connotations of lust and sex, which a female audience will aspire to primarily because the passive male audience appreciates the image.
I worked closely with this theory within my research project and found that to engage my female target audience one also has to target the male audience because the camera has taken on the male perspective. Implemented within my work I also learnt how to use fragmenting within a shot.
By focusing on her face and torso and slightly blurring out the rest of her body, this section of the body was emphasised in a sexual way helping re-enforce the message. Nevertheless I had to edit lighting into my shot because I did not have the means for natural or focused sunlight. I felt this was a negative aspect of my work and would have looked more natural if I was able to use lighting more effectively.
On my third piece I used four females to represent each character of the sitcom. I chose to create a mask on each of my characters, edit them to black and white and highlight each object they were holding in red.
This is called equating women with objects, taken from the Male Gaze, and is mirrored in sitcoms such as Desperate Housewives and Sex and the City, where the central characters are placed with objects such as apples and knives to create the lustful, dangerous look. I had a positive response and successfully created a poster that attracted this demographic, as the audience were able to identify with the women in the poster.
All the characters in the posters are young attractive white females, and the text on each poster is seductive and risky, I feel that somebody from an ethnic background or an older audience may take an oppositional reading due to the narrative representations.
Nevertheless I felt my strengths shone through within my work, my ability to edit each photo through Photoshop using the spot healing brush to create a flawless look proved very successful. I feel that during the process of creating my production pieces, my original idea of using a laundrette as a background was too ambitious as to create these images successfully it had to look believable, and often poster sets are made to suit the occasion.
If I was to create this effectively or to enhance my original posters I would need a better camera as posters like these are enlarged for billboards. I would also need a bigger budget in order to create sets and maximise lighting effects. Therefore by simplifying my ideas I feel I have created three unique posters that look professional, and give cohesion to my research project. This viewpoint has been supported in a number of studies are suggests that: Teen-age girls who viewed commercials depicting women who modeled the unrealistically thin-ideal type of beauty caused adolescent girls to feel less confident, angrier, and more dissatisfied with their weight and appearance Hargreaves, I looked closely at the episode of season 3 episode 15 featuring a woman called Kelly; she had been through breast cancer and as a result of treatment was left with only one breast.
He is kind and encouraging and never judgmental, preferring to apply more positive manipulation of a passive audience rather than a negative. Focusing on every good aspects of the woman whether it be their killer legs or fantastic breasts boosting their self believe in the hope of erasing the idealization that seems to have been mediated into their minds.
People with a preferred reading of the show would really identify with it on a personal level and may be even try to incorporate these qualities into their lives and from this personal level they get a gratification from it like a companionship from Gok. Also this may encourage a comparable reaction within peer groups who pass the information from friend to friend.
Similarly I take a hegemonic approach but rather than passively and excepting its codes I can actively see the deeper message the programme is trying to portray. Active audiences may also see that even though there is manipulation it is not at a superficial level but more psychological and therefore more likely to last.
The first genre conventions that come to mind when discussing action films are men with guns, expensive cars, explosives and a damsel in distress. It has been suggested: Ripley is in her underwear but puts on the spacesuit to fight the alien, thus hiding her feminine figure and creating a masculine air. This is evident in the opening scenes of the film, when the crew leaves the pods in their underwear, plainly showing the difference between the men and women. Appendix 2 Due to this moments of sexism and male orientated scenes are created.
However Sigourney Weaver goes on to explain how Ripley dealt with these issues: The second do they talk to each other?
And the third do they talk to each other about something other than a man? Majority of action films do not pass this test, examples are: Transformers, GI Joe and Wanted but there are many more.
The more mainstream a film is, the less feminist the characters will be, as they need to appeal to wider audience in particular the male audience of the industry. But also stunningly beautiful, unbelievably beautiful. This combination has characterised film heroines since the s. This objectifying of the character is clearly shown on advertising for the film. Men do the looking; women are there to be looked at.
Furthermore in the original films the character of Croft is played by Angelina Jolie however a new Tomb Raider has been commissioned without her, suggesting that clearly another attractive female can easily replace her role.
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