Use the pre-writing questions below to help you analyze your images and start writing notes that will help you develop your paper ideas.
1. Claims: What claims does the image make? What type of claim is it?
- Fact Claim: Is it real?
- Definition Claim: What does it mean?
- Cause Claim: What is the Cause? What are the effects? How are these related?
- Value Claim: How important is this? How should we evaluate it?
- Policy Claim: What is the solution? What should we do about it?
2. Visual Composition: How is the image arranged or composed? Which of the following aspects of composition help makes the claim? Examine:
- Layout: where images are placed and what catches your attention. How visual lines draw your attention to or away from the focal point.
- Balance: size of images and how they compare with one another. Is the focal point centered or offset?
- Color: how color (or lack of color) draws your attention or creates a mood
- Key figures: what is the main focus? How does this contribute to meaning?
- Symbols: are there cultural symbols in the image? What do these mean?
- Stereotypes : how does image support stereotypes or challenge them?
- Exclusions: is there anything left out of the image that you expect to be there?
3. Genre: What is the genre of this image? (examples: fine art, movie, advertisement, poster, pamphlet, news photograph, graphic art etc.). How does it follow the rules of that genre or break away from them? How does that affect the meaning of the image for the audience?
4. Text: How does any text or caption work to provide meaning to the visual?
5. Appeals: How does it appeal to the audience to believe the claims? Are appeals to logic? Emotion? Character? Authority? Are any of these appeals false or deceiving?
6. Selling: Does the claim move into a sales pitch? Does it use a cultural value or common cultural symbol in a way that exploits that image?
7. Story: What story does this image convey? How does this story help the claim or appeal to the audience?
I have examined and analyzed the COVERGIRL™ NatureLuxe advertisement that uses common feminine stereotypes. In this advertisement, COVERGIRL™, which runs in Seventeen magazines, targets women through their choices of colors, fonts, and images used. Certain stereotypes are used; such as, those who are more feminine tend to prefer lighter, happier colors, such as pink. Also, the use of a celebrity, who many young women look to as an icon, assists in the advertisement of the COVERGIRL™ product. COVERGIRL™, more than likely, is able to successfully market their lip-gloss product in the United States by using common gender stereotypes to show femininity and how those, mainly women, should be presented in today’s society.…show more content…
Next, the lip-gloss is the second largest image on the page so that the reader can clearly see and read what feminine product the celebrity is using. Also, the text on the advertisement draws in the reader, primarily the brand name COVERGIRL™ that is scripted across the top of the page in a large font, which makes it to the point for readers.
When I first looked at this advertisement, to me, it did exactly what it was meant to do. At first glance, I saw the beautiful image of Taylor Swift taking up an entire page. As I looked at it, the words COVERGIRL™ caught my attention next and I instantly knew that this was for some sort of cosmetic accessory. As I continued to read over the page, the lip gloss in the bottom corner told me exactly what this was for: COVERGIRL™ was releasing a new line of lip gloss and it looked appealing, at least on the model they had positioned carefully to draw me into the advertisement. The details that are presented in this way are stereotypical to femininity because those who are more feminine find the celebrity appealing, but are given textual information, and also multiple images, pertaining to the product, where as those who are more masculine do not necessarily care for small details.
There are several key parts in the positioning and photographing of the woman in this advertisement. Everything from the camera angle, to the way she is positioned, must be