Colour pallette 2013/14 collection

PowerPoint.

These are the main two ideas that I have contrasted. The two advertising campaign are substantially differet and show how muchcthey appeal to ddifferent audiences. The quote at the bottom suggests why these campaign are so different. As you can see from dolce and gabbana, the lifestyle shown us luxurious and shows a well off atmosphere. For the men at least The lady on these pictures us shown to be of less status and and considerably less clothed. This shows that she is an object of man and implies that she is less important. Even still she is most likely the most important part an memorable part of the campaign. The other image us by f+f at Tesco. Both male and female have been shown to be if similar status, they both look like they work and they both hold similar strong poses. Thus us because the audience at Tesco is likely to be busy, with children, have a busy social and family life. Being able to buy clothing at the supermarket means a coincidental ease whilst shopping. This also means the clothing is less costly than at dolce and gabbana

Presentation

The advertising I have chosen is typical to magazines such as vogue and Elle. Fashion advertising relies on magazine coverage ti become popular. Popular imagery in turn becomes part of a social image in time. I will talk about this later.
These magazines are popular because they sell a partial lifestyle. It is based in an image of a woman who is self supported, works for independence, has a boufriend or partner, is fashion interested or related and cares about her image. By buying in to these magazines the customers are also buying in to a special image that will provoke and image but they will do it to become part if an audience.
Safety in numbers.

Presentation

I have looked in to the gendered gaze theory by Barbra Kruger. Sone if her works have had a huge impact on the way women have been viewed.
There are also other events like wars, the financial economy, male reactions to public debates, popular literature, dramas on feature, photograhy, film and popular television. These all have a huge impact on the way women have been viewed because of the new options suggests to society.

Presentation.

A really useful sources for this essay has been men act women appear by john berger. 1972.
It talks about the way way women must continuously watch et self to correct the way she is always being perceived. She learns to consider the surveyor and the surveyed. This in turn makes her an object because she creates an image in whatcshe must be watched and watching always.

Presentation backwards to make sense.

A famous French poet, Charles pierre Baudelaire, came up with the term 'flaneurs' which was a name for youths that would situate outside of a shopcif an ares they wanted to be associated with. This created an identity for tehe brand and for the consumer  as well as associated te consumer with being ib trend and cool. This wad the whole aim of the process.

Presentation backwards to make sense.

A large part of my essay has been based on the gendered gaze theory by Laura mulvey. She illustrated how men and women are viewed separately and in different lights effectively. She use a camera to get an impression of her subject as a first opinion of the subject. This showed an original state of the subject and nit a tailored idea of what the ssubject wanted the picture to look like. For example being given then opportunity to pose in a photo gives light to some part if the subjects personality. This is what she was trying tO avoid. Showing the intended identity wad against what mulvey was trying to show.
In the design journal, C.A.Sawyer summer up well what we think of when we first see an object that makes an impressionable emotion on us. I like it, I want it, what is it?  This shows the immaculate thought process we go through and act on.

Presentation in reverse order to make sense.

I have been looking at intentional consumerism. Advertising is designed a specific way so that it is emotionally attached to the customer base. What I meant by intentional consumerism is that we purposely buy a garment or artifact to be viewed a certain way. The particular view we have of the product will be transferred to a person and this will be our view of them. This has become a way of maintaining an image, by buying what people would expect us to buy. This creates and keep our image identity.
Alot if the things I looked in to were fixed on image and personal attributes.
By buying what is socially expected of us to buy we are aligning ourselves with a lifestyle. We are maintaining the image and the way we are viewed.
The manufacture of faked goods have become a popular market for people who would like to appear a certain way but can't afford the designer labels. Thus carries the elite status and certain level of a privileged lifestyle. Quotes in screen.
Another quote I found partially engaging was knowledge us about an artefact....... Etc I have included this because it illustrates exactly how faked products are viewed. As much as we might love ti ha e the designer labels and products it may not be suitable for our particular image at the given time frame. A fake object diminishes our view if the object and if the person.

Presentation backwards to make sense!

In 2005, Burberry underwent some drastic changes that meant that they were effectively banning some people from wearing their goods. Social groups such as chavs and football hooligan to name a few, started wearing knock off versions of the Burberry check that had become increasingly available on market stalls and from cheap manufacture. This had a huge effect on the way Burberry as a company advertised as any association with the check was becoming froned upon and intimidating. It got to the point were people seen wearing  this particular check were banned from clubs and not allowed in to social events because of the subconscious label that was now thought of with this style of check.
Thus caused a huge stereotype to be created nationally for the brand. This was a lot of negative feedback that did knock the company. 
Burberry have been locking down on the knock off versions and cheaper manufactured good that resemble their copyrighted check. This is to ensure that their true customers dont get attacked by the negative feedback reaching the brand. The new advertising campaigns have petty much eradicated this threat.

Sorry about the weird italics. My phone had a mind of its own!!

Presentation in reverse order to make sense.

Going back to my original questions. Why do we buy in to brands for a certain lifestyle or identity? What makes us perceive differently?
I have been looking in to personal maintaining and keeping up a certain level of appearances. This must be kept in line with a certain amount of social acceptability that keeps with the Hollywood status that I will tell you about in the next slide.
In my essay I talked about an image that has been created for us or created by ourselves to suit our place in society but this might not necessarily coincide with any of our actual personal attributes or general feelings in society. In general  we dress in a way we feel comfortable and to some degree with what we feel expresses us but mainly we wear what we want society to see. We want to be seen a certain way and this is why we create an identity. Thus identity is tied in to the gaze I talked about previously.
The way we dress also acceses certain information  about our llifestyle. It will show where we shop and maybe something about what we do for a living it about hobbies and interests we have.

Presentation in reverse order to make sense!

Laura mulvey discussed that the use of popular Hollywood movies have determined an image that has been supported by pre-existing social patterns.
It has developed a want to always look our best and create a person we aspire to be so that we are constantly maintained at our best.
The use of Hollywood and worshipping g celebrities have created an image for society to up hold. This creates social pressures to live up to and this us were advertising once again comes in. By tapping in to this want to be 'perfect',  brands can associate themselves with sone material wants that their potential customers will be in line with. This will attract a specific type of character and in turn this will develop the brand name.
The brand become as way the individual is responded to and identified with. It can create a social barrier between groups of people in society but mostly will allow customers and consumers of all kinds to access the identity in mind.
Thank you for listening and reading my presentation.

Essay notes and partial feedback.

Et voila.

The sources part is crossed out after I have finished using them not because I no longer aim to use it.

The award for the best book this essay goes too......

FASHION BRANDS. Introduction, a history if seduction,  fashioning an identity, when haute couture meets high street,
This book has had many perfect quotes for my essay. The pictures depict the quotes.

YOU DONT BUY CLOTHES, YOU BUY IDENTITY. Ahhh perfect!

Sone parts have been very relevant the whole way through. For example. Controlling the plot. I highlighted pretty much the whole page and made notes although I can't just take a huge chunk out of another essay. I have ended up using small snips of it.

CHIC BATTLES CHEAP. Catchy phrase useful for my cause!

You can dress head to toe in Gucci if you like- that proves you're rich, but it doesn't prove you have taste. It's more imaginative to wear you Gucci with some H&M

Other sources I looked at..

This is from fashion theory, volume 4 issue 1 pp. 27-48z published by berg in 2000 uk.

Sophie Woodward. Aesthetics of the self.

Personhood is aesthetic form.
What combines a person?
The quote I like the most from this is 'as dressing involves not only individual preferences but fundamental cultural competence.
Clothing I'd worn next to the body. It enters the realm of the intimate.

Clothing as a culture material. Edited by Suzanne kucher and David miller. Published by berg 2005.

Clothing as part of our culture. Are we forced to wear clothes?
How has it become sexual to bot wear clothes?
Why has genre, stereotype and identity been attached to clothing?
What is our social role?

Christopher breward 1998 cultures, identities, histories: fashioning a cultural approaching to dress.

The conception of fashion as a magical system, which might benefit from textual or linguistic scrutiny, is an area also well tested in the field of film theory and history. The dress historian can draw useful methodology parallels from the way in which authors such as Jane Gaines 1990, PamCook 1996 and Christine Gledhill 1987 take examples of cinema and describe the manner in which filmic images interact with women's perceptions of themselves in terms of fashion, sexuality, maternal and marital duty and work. Gaines makes the connections with cultural studies linguistic abd political concerns explicit:

There us a significant link between the notion of woman displayed by her dress and woman displayed by other representational systems. In addition, one might say that contemporary feminists have understood woman's inscription in the codes if contemporary representation because they themselves know too well what it is to be fitted up for representation.

C.A.Sawyer in the design journal.

The designer Richard stymie has succinctly summed loathe potency if this first impression. Referring to the work if psychologists, he has suggested that judgements abiyt products are made almost instantaneously and a design that is capable of making an emotional tie spurs the viewer to make three subconscious statements, namely, 'i like it. I want it. What is it?' 2001

Stuart walker in the design journal.

Knowledge about an artifact can affect how we see, expirience and respond to it. For example, if we learn that a painting, by an artist we admire, is in fact, a fake, this knowledge will diminish our view of it.

After taste- the power and predjudice of product appearance.

<p>When it comes to the promotion abd marketing of these goods notions of social elitism and exclusivity are, some what paradoxically, interwoven with popular preferences and tastess in order to encourage consumerism. Thus even though mass produced products tend to be rather uniform and bland, and have to be affordable to many, their marketing often suggests privileged lifestyles and exclusivity. - The implication being that ones expression of good taste, through the purchase if the product, somehow aligns the purchaser with such llifestyles.

Interesting quoted I have found on my task of completing this essay!

To achieve this, the appearance of mass market products, which is defined to a largeextent by the industrial designer, tends to be of type. Things begin ti look the same-sex they ate often inoffensive; acceptable to most, innocuous, bland, even boring. AFTER TASTE- THE POWER AND PREDJUDICE IF PRODUCT APPEARANCE. Dormer 1997. 

My final image after the cut down is....

This sassy creation from Silsby. The woman Is actually bound, near nude, smudged up and looking really scruffy. Not really sure what the man is doing.. Either tying her up or untying her. Either way it doesn't look goo for them
The girls outfit is fairy tacky abd she looks underweight. The old fashioned sofas also look a little bit of a dodgy place for a photoshoot.
I haven't found much information on this picture so I am just putting sone what im seeing. This has been interesting for my  essay because it dies show the empowerment of men over womens. It does show that women are weaker in general. It also say shop here if you are a man and you will have this empowerment. 

A cut down of my images has left me with....

Another image by dolce and gabbana. This is a very extreme advertising campaign. The woman is dry obviously being over powered an controlled or pinned down by the men. She looks like an object. She is wearing more clothes than in the previous image by dolce and gabbana although the actions in this one speak louder. Everybody have been baby oiled to within an inch of their lives. They are all smooth and shiny and look like an elite race of people. They are beautifully tanned but all suspiciously have the  same amount of tan.
The men seem to have very similar hair cuts and have similar styles if dressing. It basically says that it is sexy to over power women. This image is focussing in on the sexualisation of women but does also use the toned shiny bodies of the men to fully illustrate the point.
In my essay I went back to saying how this style of advertising wouldnt be appropriate for Tesco. Dolce abd gabbana did receive some negative feedback for some of their advertising campaigns and have since changed their style to be much more family value. This I would be a suitable style for Tesco although for the sake of the essay these more raw images are more suitable.

A cut down of my pictured have left me with....

<p>BARBARA KRUGER.. Your gaze hits the side of my face.<br>
I find this image and a lot of her other works very powerful. The use if ready created images used montage with powerful wording aimed at certain people, groups or a collective. <br>
I used this image in my work to illustrate the theory of the gaze. As I am looking in to the way women are viewed differently from men this will work perfectly! I have stated in my essay how the gaze is to say a first opinion. It shows what you immediately think of someone and how that is changeable. It talks about women acting a certain way just to be seen.

I have talked about how the gaze on women from men and women have changed dramatically due to events such ad wars and the financial economy. It has also changed from the reaction of men. For example the second world war. Men had to rush off to battle an women were left at home to accomplish the previous jobs of men abd to also raise a family. This pressure on women allowed them to step up and prove that they could do it. Etc etc

Krugers work changed the way parts if society focused. It touched on personal attributes that were influenced by society and helped changed the view of women as an object of men.

A cut down in my pictures left me with....

I compared the previous dolce and gabbana picture to this image from f+f at Tesco. This image shows both the female and male posed equally both holding a strong stance. Whilst dolce and gabbana promotes a privileged lifestyle, Tesco is also promoting freedom to work for both sexes and shows that busy families can have a certain quality of exclusivity and affordability whilst rushing around d the kids and doing the shopping.

I have also used both these examples to state that the advertising styles would bit be suitable switched ways round as they could prove quite offensive towards some if the main customers. This advertising styles have been crested to be aimed  at particular audiences at ti attract them for a reason.

STUART WALKER.

A cut down in my pictures gave left me with....

I have used this dolce and gabbana advertising campaign because it shows how some fashion houses have used nudity and the sexualisation of women to advertise the brand. It shows the men being stronger characters and possessing the female. I am writting about the lifestyle encouragement that comes from advertising that makescustomerss shop at a specific brand or choose quality over image. This sums it up well. A good start picture.

Essay feedback..

Saw Rachael

Went through essay

Tidy up the title.. What do I mean by it? How can it be phrased better

Throughout the essay dont use me, my, I, we etc be in 3rd person

Make sure all the pictures are actually relevant.. Can they be compared easily and are the all relevant to the essay questions.

With the writting, by using more specific words I can cut out whole sentences. This will help to not go over the word limit.

Remember the essay is a debate or an argument between two things not just a conversation!

Keep returning to the question so that it isn't forgotten.

Go over each paragraph and maje sure it flows well.

Look on blackboard for sone tips and pointers on essay writting and how to plan it out more appropriately.

Found this in facebook!! Thought it was funny!

Art history simplified!!