First Draft: Assignment #1

First Draft: Assignment #1

            All around us we are faced with advertisements, created to reach the deepest parts of our psyche to encourage us to buy a variety of goods and services, but no one takes the time to analyze what messages the advertisement cleverly feeds to its viewers. Giorgio Armani's new Aqua Di Gio fragrance advertisement brings new light to the growing topic of whether or not there is now more than one acceptable form of masculinity in our society today by bringing to life a form of masculinity of their own making; a cool, refreshing, sophisticated scent for the young business man who carries himself calmly and collected, but with the untamable nature of the powerful ocean. The model in the ad brings to question different labels from a reading by Susan Bordo that implies that advertisers use different types of looks to portray different kinds of masculinity. The ad is double-sided showing where the advertiser is using multiple strategies in order to reach the viewer and draw them in. The product being advertised also raises many questions about whether there are double standards in advertising for similar products marketed differently for men and women. Regardless of all the different points that can be thought of it all goes back to the model in the ad, cause obviously he is the individual your meant to put a great deal of your attention on.

            In a chapter called “beauty (re)discovers the male body” of a book by Susan Bordo (pgs 168-225), she discusses advertisers using three separate looks to display masculinity in advertisement such as “the rock” (pg186), “leaner” (pg186), and “Gilmore face-off” (pg188). The model in the Armani ad in my opinion portrays the more traditional "the rock" masculine portrayal while giving small hints of "leaner" and the Gilmore face-off, supporting the concept that Armani is creating a new design of masculinity for there brand. The photo is black and white giving the model this strong and stone-like demeanor. Even though the ad focuses more on his face showing very little of his body you can tell he is in physical good standing emphasizing the traditional “the rock” portrayal. He is not standing but leaning and pulling his hair back with one of his hands which would more so fall into the more feminine model pose of “leaner”. Regardless of both of those he still manages to pull off the Gilmore-face off using his facial expression alone to create a powerful intensity to the viewer. By combining the three portrayals into one model I think Armani has created masculinity that supports our traditional views but gives us a sample of new ideas about the portrayals of men therefore, successfully creating a masculinity the Aqua Di Gio fragrance can be based on. Armani was also clever by making there ad double-sided so if the model didn’t you pull you in maybe the second page alone, or the combination of the two got you.

            The Giorgio Armani fragrance ad featured is double-sided; one page featuring a black and white photo of a model, the other showing the roaring rushing waves of the ocean. In my opinion that extreme intensity the model uses in his facial expression is to draw you in, the viewer feels confident in themselves because of the stone-like nature of the photo as if he cant move and you can come in as close as you want. Then once onto the second page he’s captured you like the waves of the roaring sea, showing you who his true nature, power, and masculinity. Very comparable to the nature of the product being sold, from a distance you cant smell a men you can just see him like a painting, but once you come close enough his aroma fills your nose and in some ways that painting has now sprung to life. Or maybe to downplay that last thought the image of the ocean is just to find a similarity to the fragrance and the type of masculinity meant to be displayed by the person wearing the scent; this cool, refreshing, powerful scent worn by a calm and collected man. Now if a scent is adding all this to man what man would not want to wear it and have all the characteristics supplied by the ad then placed onto his portrayal to women. All this talk of fragrance and masculinity is confusing when fragrances are something to described as feminine in nature and purpose, but Armani has seemed to make fragrances ok for both sexes with there different sex fragrance ads that are both similar and difference. 

            The fragrance ad I have chosen also has a female counterpart advertisement. It is not in the GQ magazine because it’s a men’s magazine but both ads are advertised on the Giorgio Armani Website. They both sell a fragrance and its expected for them to be entirely different but they do share similarities supporting the concept that Armani is creating a masculinity of its own that can even be similar to feminine ads in ways. Each advertisements focuses on the models face and their facial expression but their facial expressions are different, hers inviting and alluring, his strong and slightly intimidating. Overall the ads share basic similarities but carry little differences depending on the intended sex of the products consumer.  In Bordo’s reading she discusses that men’s advertisements both sell similar products but mans ads are made up in a way to recreate feminine characteristics in a masculine way. For example the ocean is calm, there is floral scenery, and coloration throughout the female ad while, the male ad has the roaring ocean wave, coloration only regarding the ocean, and no floral scenery. Even though today men and women are now using similar products the ad shows that they are still going to be some differences to make sure that the products portrayal is masculine and not feminine, even if a few basic feminine characteristics found in female ads are used in its format to create something new and unique for men’s masculinity.

WILL ADD CONCLUSION SHORTLY!

Quick Write on Theroux's Article

Quick Write: What is Theroux's definition of masculinity? feminity? Do you agree with his defintions?

I must admit I was thrown for a loop as soon as I began to read the article by Theroux because not only do you get the feeling he hates men and being a man himself, but he also says so himself. He suggests many negative attributes make up what it is to be masculine in society. Describing masculinity and the attributes that define it as stupid disasters in the making. He talks about sports like there the breeding grown of all negative characteristics of a man. Describing us as violent, emotionless, soilder-like creations that without orders run create destruction to due to lack of mentaly stimulation to do anything productive.

Women were not spared by Theroux cruel opinions either, describing them as societies visual entertainment. Something to be admired and viewed and seldomly understood or respected. Forgive me if I have it wrong but Theroux gave the impression that women became the stepping stool for men to stay at the consistent belief that they are masculine. It kind of makes since in way, because if it is that we truly can not understand women and they can force us to deal with insecurities we are not normally pressured to deal with, then yea we would in return downgrade them and continusouly step on them to maintain our masculinity in some aspects.

I personally do not agree with Theroux viewpoint about the sexes, yes there are some negative things about both, but the nature in which he expresses his thoughts make him sound like an abused child. If i had tor ecreate hsi childhood I'd picture the kid who stood alone all the time due to bullying by the other boys who played sports. He probally found some activities liek reading which is described as being feminine which most likely put him in an awkward position in the world. Most likely he spent most of hsi time defending his own masculinity from the world, hating the typical masculine guys, and hating woman for being so easil allowed to do something he himself enjoyed.

Only thing I will agree on is that certain aspects of our society are indeed the ultimate creation for indidvidual disaster. Without proper guidance and support any child can become more deadly than anybody on the nfl roster this season.

Formal Outline

Preliminary Thesis:
Giorgio Armani's new Aqua Di Gio fragrance advertisement brings new light to the growing topic of whether or not there are now more than one acceptable form of masculinity in our society today by bringing to life a form of masculinity of their own making.

I.
1st Supporting Point: The model in the ad brings to question different labels from a reading by Susna Bordo that emplies that advertiser use different types of looks to portray different kinds of masculinity such as "the rock", "leaners", and the gilmore face-off.
Example: The model in my ad in my opinion portrays the more traditional "the rock" masculine portrayl while giving small hints of "leaner" and the gilmore face-off. Supporting the concept that Armani is creating a new design of masculinity for there brand.
Further Detail: The model appears strong and stone-like do to it being a black and white photo.
Further Detail: He is not standing up straight but slightly leaning in his pose but still providing a very intense look through his facial expression.
Analysis: By combining these three different portrayls into one ad using one model I feel Armani has succesful depicited a new form of masculinity that relates to our traditional views of men but also gives us a taste of new afe ideas about men and how they can be seen.

II.
2nd Supporting Point: The ad provided by Armani in a GQ magazine is double-sided showing where the advertiser is using multiple strategies inorder to reach the viewer and making sure the viewer becomes connected to advertisment and the product.
Further Detail: The first page of the ad is simple and its main point of focus is the model and the product & brand second. The first page with the model is black and white providing this stone-like cold vibe. Providing a very intense ad focusing on the facial expression and the product name. Armani definitly strategized make this page life-less because the second page becomes its counterpart, creating a complete visual creation.
Further Detail: The seond page of the ad supplies a color background of a trashing wave now bring the advertisment to life. On this page of the ad you can now also smell a scent sample that is not placed on the first page. So now you can connect the fragrance to an environment you can visually see.
Analysis: The ad comes full circle being double sided by not only supplying a depiction of a man that men want to be like or for women a man you want to recreate with your own male counterpart, but also providing a image of an enviornment to connect to the fragrence they are trying to sell.

III.
3rd Supporting Point: The advertisment from Armani is an advertisment for a fragrance which also raises debate about whether or not there are double standard for men and women through advertisments for similar products.
Example: The fragrence ad I have chosen also has a female counterpart advertisment. It is not in the GQ magazine because its a mens magazine but both ads are advertised on the Girogio Armani Website. They both sell a fragrence and its expected for them to be entirely different but they do share similarities supporting the concept that Armani is creating a masculinity of its own that can even be similar to feminine ads in ways.
Further Detail: Both ads for Armani scents supply imagery of the ocean but they are different. Both ads also focus on the models face and there facial expression but there facial expressions are different. The way the ads are made up and some of the things included on the ads like background, scenery, coloration, and the design of the fragrance bottles are different. So overall the ads share basic similarities but carry little differences depending on the intended sex of the products concumer.
Further Detail:In Bordos reading she discusses that mens advertisments both  sell similar products but mans ads are made up in a way to recreat feminine charateristics in a masculine way. I feel my ad does take some characteristics normally found in female ads but changes them to appeal to views of masculinity. For example in the female version of my ad the model face is the main focus but her eyes are colored and she doesnt display the same kind of intensity that is displayed in my male ad.
Analysis: Even though in todays society men and women are now using similar products my ad shows that they are still gonna be some differences to make sure that the products portrayl is masculine and not feminine even if a few basic feminine charaterictics found in female ads are used in its format.

Quick Write in response to Bordo's chapter

Quick Write: Choose one of the three quotes from Susan Bordo’s “beauty (re)discovers the make body,” interpret it and show how it applies to advertisement you are analyzing.

2.)    “Male grooming products too are often marketed by way of “action hero” euphemisms which obscure their relation to feminine versions of the same product (a male girdle marketed by BodySlimmers is called the Double Agent Boxer) and the fact that their function is to enhance a man’s appearance: hair spray as “hair control,” exfoliating liquid as “scruffing lotion,” astringents as “scrubs,” moisturizers and fragrances as “after”  or ‘pre’ accompaniments to that most manly of rituals, the shave”(Bordo 196).

My Ad:

Female Girgio Armani perfume ad:

My Response:
I agree with Bordo statments from the quote above that yes in ads that are even selling similar products and by the same brand , there are differences if its for men or for women. Take for example my chosen ad from girogio armani and a female ad from teh same brand both selling perfume. In the womens ad there is the presence of a calm ocean and floral accents arounds the photo. Where is my a depicting the male model there is the photo of the raging ocean and he has a simple black and white background behind him.

I also agree with Bordo that yes for the mens ad his smooth shaven apperance can reflect the ideaology that the perfume for men is to enchance him after the ritual of shaving. I cant say I can make that same type of connection with the womens ad but maybe thats because i am a man.

Something I also come to notice about this and other male perfume ads that they are remarkable simple compared to female ads. Like in this one for the most part the majority of the ad concerning the model is black and white and thats hwo it appears in the maagzine. The part with the ocean is displayed on the next page which in itself is a little different. Supplying color , a different visual effect, and having a scent sample. For the womens ad there is color throughout the whole things and her image is apart of the water ocean background.

Also have come to notice that perfume is not openly used to describe perfume by this ad nor is the term cologne. On the ad itself neither word is used at all. But online where both products are sold they use the unisex title of fragrance which maybe be something in itself.

Quote from Aristotle

"Men acquire a particular quality by constantly acting a particular way... you become just by performing just actions, temperate by performing temperate actions, brave by performing brave actions. " - Aristotle

Acqua di Gio - Lars Burmeister Video Advertisment

Thats the video advertisment to the perfume ad im using from GQ magazine.

Men's Magazine Advertisment

For our major writing assignment coming up we had to pick an advertisment from a men's magazine. I picked a Giorgio Armani perfume ad from a GQ magazine. Here is what a pic of it looks like from online.

If you want to purchase click link below:

http://www.giorgioarmanibeauty-usa.com/_us/_en/fragrances/for-him/acqua-di-gio.aspx

Common Basic "typing" or spelling issues

Sup,
In class we briefly discussed a few meanings of word that people tend to incorrectly use while writing. So feel free to take a look as a reminder of the correct use of these words.

There- pointing out location
Their- possesion - plural pronoun
They're- they are (blended)
your- possesive -pronoun
you're- you are (blended)
it's- it is (blended)
its- (possesive
then- past
than-comparison
subjective verb agreement:
Ex. The dog is smelly.
dog- subject
is- verb
*subject and verb must agree
men- (is, are) masculine - plural (men are)
man- (is, are) masculine - singular ( man is)

Hope it helps...

In Class Quick Write: Monday September 20, 2010

So our second reading for class was "beauty (re)discovers the male body" by Susan Bordo pp. 169-225.
(Really interesting read by the way)

The part of the reading we went over in class discussed a couple of ways in which the male body is represented in advertisments and how they portrayed different kinds of masculinity. It was really indepth discussing how the different representations where used to not only affect the viewer a certain way but to represent the advertisment in different ways depending on the needs of the product and its target audience.

Quick Write: Based on todays reading,which type of masculinity portrayal,that Bordo mentions, do you find most masculine? Considerone of the following:
"Rocks" pg 186
"Leaners" pg 186
Gilmore's Face Off

My response:
In my opinion i feel that "rocks" and the gilmore face-off both are the most masculine. I argue this point because an advertisment where the model is described as "rock" portrays the model in his strongest and most masculine form and alot of times incorporates the gilmore face-off as well.. Standing upright in a strong pose, strong facial expression, and very built physique. Now in "rock" advertisments the model is suppose to be found dominating the viewer,  making you feel like the model is in control and can take control of you. Same concept applies with the gilmore face-off; providing a staring glare from the model directly at viewer forcing you to be the one who must blink or look away. In both forms the model is dominating and in control and uses the eyes and facial expression to emphasis his dominance over the viewer. Like discussed in the reading itself this form of advertisment takes us back to our primal nature in which animals stare each other down trying to force the other into dominance. In most cases, if not all the male species is to dominate the female species in the relationship, and i feel the feel the advertisments go for that same effect when using "rock" and gilmore face-off modelling. Now in persepctive to men seeing this ad I think it clicks with us by showing us something or someone we want to be like therefore coaxing us into buying the product. Also listening to your female counter-part gossip over what she seen my give that incentive to try and recreate the ad for to the best of your ability.

The Male Privilege Checklist: Response

Hi, I wanted to take the time to respond to a comment posted to my post about The Male Privilege Checklist. Below you will find the comment that was posted.

Comment:
Miss B,
This is a great analysis of the 'privilege' Deutsch metiones, men enjoy as they are praised for doing even the minimal amount of child rearing. Your post covers not only the effects this has on men and their relationship with their children, but also on the children's perception of fathers. We can take this even further and think about what the new generation of men will think of their role as fathers if their fathers set a bad example? Also, think about how women fit into this picture? Do you think women are part of the problem and claim to be the more capable care takers?

My Response:
For future generations that have gone through the experience of having a "bad example" for a father I think it will create a a variety of different situations. I think for some it will provide an inspiration to be better fathers to there children then there fathers were to them which would be an amazing step in the right direction. For some men they could want to not want to be like there fathers but because this "bad example" is somewhat acceptable and excused it provides room for them to give themselves excuse if they find themselves recreating there fathers in a new generation. Sad to say but unfortunately there will be some who will completely recreate those "bad examples" without any thought for trying to make a change for the better.

I think women play certain roles in the creation of this "bad example" of fathers that exist today. Some women have been tradiional thought and influenced that man can provide just primary care for their children and thats all that is required. Some I feel allow its existence for personal gain whether it be they want the main responsibility of caring for  the children or enjoy the financial benefits of there male counterparts "primary care giving" nature. Something I will I have noticed is that today women are more willing to challenge there male counterparts to doing more and being more for there families. So maybe even woman to are taking a step in the right direction to rid society of its acceptance of "primary care giving fathers".

The Male Privilege Checklist Link

Hey, for anyone interested in reading The Male Privilege list it can be accessed via the link provided.
Link: The Male Privilege Check List

Birth of Zeus

I decided to upload this clip from the video game "God of War 2" that depicts the Birth of Zeus to further emphasize my point in my last blog that being a traditional primary care providing father doesnt always end well...Especially if your traditional primary care is to eat you own children??? ( WHERE THEY DO THAT AT??? SMH!!!)

THE MALE PRIVILEGE CHECKLIST

The Male Privilege Checklist
By: Barry Deutsch

In class we discussed "The Male Checklist" and a discussed few of the different numbers listed. The assignment is to pick a number and write whether you agree or disagree that the privilege in fact privileges men.
#11: IF I HAVE CHILDREN AND PROVIDE PRIMARY CARE FOR THEM, I'LL BE PRAISED FOR EXTRADIONARY PARENTING IF I'M EVEN MARGINALLY COMPETENT.

Traditionally it was ok for the man to just priovide primary care for his children and be seen by society as a great father. If it came in to question as to why he didnt spend time or bond with with his children he would be excused because he provided for them exceptionally in other forms. Now in the year 2010 man are now being hit with the expectation to not only be great providers in the already traditional form but to break new ground by providing care for children by bonding and parenting.

Due to previous traditions and the lack of fathers willing to even provide primary care now a days this mentality stills flourish. If a family has a father in the period picture but one that is able to provide that primary care that is an essential it is seen as a blessing.

Even though over the course of time and in todays day and age it seems fathers pay for just providing primary care for there children in some cases. Without bonding and parenting children now question whether there fathers are turly into them and care to be around them. They ponder on thoughts that even more push away chances for bonding later on and life and ultimately care less about their father and more for the primary care he provides.

Yet all is not lost because now in days there are alot of fathers who provide both the traditional primary care and the bonding and parenting that unite and builds a very strong family.

So in the end I do not like the idea that men can just provide primary care and be seen as a hero, why not put forth the effort and become that hero and truly earn the praise and benefits that benefit not only you but your family. So I honetly cant say I agree its a privelege to men or not because I think that is based upon the individual situation and the mind-fram of the man in question. Personally for me I wouldnt be happy knowing I was privileged to be seen as a great father by society knowing I didnt give my all.