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My Media Photo Scrapbook

English Media ISU
by

Adriana Gibowic

on 4 June 2014

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Transcript of My Media Photo Scrapbook

My Media Photo Scrapbook
English Media ISU
By: Adriana Gibowic
So since this ISU photo collage was meant to be handed in as a scrapbook, I thought.. what better way to create a scrapbook for a media class than by creating the scrapbook using media!
This photo was taken at the store 'Garage' where there are 2 touch screens available for customers to access to "stay connected" with the brand. This photo represents the idea of a
global village
where the world can be seen as a single community connected by telecommunications.

Social media sites such as Facebook, Instagram, Twitter and Pinterest enable people around the globe to instantly communicate and stay connected as an online village, where now company's and businesses can use the global village as a way of marketing to the public. Not only is 'Garage' forming a community where consumers can be informed and updated about products online with a simple click of a button, they are able to expand the brands name through social media as well. The global village allows consumers to have instant access with the marketer, and also allows the marketer to promote through social media.

The global village overall allows information to be transferred to the public easily and effectively, benefiting both consumers and company's by being interconnected.
The pictures above are a representation of how
all media is a construction
, where the sets above have literally been constructed. The filming sets of the shows 'The Social' and 'The Marilyn Denis Show' are shown in the pictures above where you can see the set design and the different lighting, sound and camera setups that have been created and are required in order to film these shows.

The key concept, all media are constructions, portrays that the media does not reflect reality but rather presents carefully crafted constructions that reflect embedded messages and values of the people who created it. These constructions of media then begin to
construct reality
. Majority of our view of reality is based on these media messages that have been pre-constructed and have attitudes, interpretations and conclusions already built-in. We build our personal understandings of the world and how it works through observations and experiences from media.

In order to construct a sense of reality and the intended messages and values in media things like camera angles, lighting, sound effects, music etc. are used, which can be seen through the sets in the pictures above.
The picture to the right was taken at the 'MAC Cosmetics' store and is an example of the
branded entertainment
partnership between 'MAC' and 'Disney'. 'MAC' has created a makeup line based on the new 'Disney' movie 'Maleficent' as a way of advertising and promoting the film.

These companies are working together where 'MAC' created this makeup line and is advertising it specifically to help sell the movie. Although with branded entertainment it'd usually be the opposite where a movie would be created in order to try to sell the makeup line, the same idea of
branded content
is present with this example of two company's partnering and working together to sell each others products.
The clothing store 'Laura Petites' uses
image advertising
as a strategy to sell their products to a specific
demographic
, which is portrayed directly from the store name. This company has a general brand name which is 'Laura', however has separate stores that sell their clothing according to the size of the consumer; either 'Laura Petites' which of course targets smaller women or 'Laura Plus' which targets larger women.

Through image advertising a favorable mental picture of the product is created in mind of the consumers. This image aims to associate the advertised product with certain people, lifestyles and/or values, 'Laura Petites' aiming to associate with thin and more sophisticated adult women.

Although 'Laura' does provide clothing for all sizes of women it is common that both stores will not be available to the public at the same location just like at the Eaton Center there was a 'Laura Petites' but not a 'Laura Plus'. The company does provide for a wide range of women according to size, however Laura's advertising image primarily is associated and targeted to petite women.


The photos above were displayed at a 'Peoples Jewellers' store portraying and associating the idea of
family fun
to the product. These photographs show happy families and couples who are enjoying each others company as if the product will bring more family togetherness.

The family depicted in the photo represents a
nuclear family
, which is typically a white family consisting of a mother, father and their son and daughter. The media commonly portrays this type of family as the ideal in society. Although nowadays the
hybrid family
; mixed race families, same gender parents, re-married couples etc., has become more popular in media, there is still a common image and stereotype related to white families.

'Peoples Jewellers' is trying to attract their target demographic by selling a lifestyle and a feeling of happiness and togetherness.
When it comes to trying to sell products to the targeted demographic of a brand/company, many
advertising characteristics
such as the gender, age, income, education etc. of the consumer come into play. Through this, many
gender stereotypes
are created and portrayed in media when marketing and advertising.

In the picture to the left you can see the 'Disney' store is divided into the "girls side", where products relating to princesses can be found, and the "boys side", where superhero related products can be found.

'Disney' is a huge company that has a great influence on gender roles and stereotypes being portrayed in media to kids, and this reflects in their stores.
The pictures above are advertisements found in the store 'Aerie' that sells undergarments and lounge wear. 'Aerie' has started a new campaign called #AerieReal which promotes
real beauty
no matter what colour, size or shape you are. Their message is that "the real you is sexy".

As stated in the ads above, 'Aerie' has stopped
airbrushing and retouching
their models as part of their campaign, however there is still controversy when it comes to choosing their models. Although their models may be wearing very minimal makeup, natural hair and have some flaws, these girls are still attractive and still have the typical body shape seen in media; thin yet busty. As seen above the models are posing in unflattering positions to help prove that these girls aren't perfect, however they still possess an ideal image the media wants.
The pictures shown to the right are a comparison of
mannequins
found in clothing stores that are used for modeling their products. In stores these two mannequins are considered to have very different
body types
, however realistically they're practically the same. The mannequin on the left is the typical mannequin found in clothing stores everywhere; it's very skinny, has a large thigh gap and a regular bust while the mannequin on the right is considered to be a plus size mannequin even though in reality the body type is still very slim and definitely not overweight.

The media portrays an image where everyone needs to be very attractive, super fit and ideally need to look perfect. This need and expectation is translated in clothing stores where the clothing on display on mannequins and advertisements on the walls portrays the image of needing to be fit to fit in.
Not only do different brands market their products targeting a specific group of people through advertisements, this
advertising image
is reinforced in stores such as 'Hollister' and 'Abercombie' where even the store works need to match up to the wanted image of the brand.

The picture above is of a very attractive, young, tall and fit male who works at 'Abercombie'. These stores tend to hire people who look like the models in their advertisements in order to further portray the brand image. These stores also tend to only carry smaller sizes, their large clothing being smaller than regular, so that young, fit people can wear their brand and even further promote the advertising image to the public. 'Abercombie' and 'Hollister' also tend to have their brand name or logo written on every article of clothing so that the consumer are advertising the brand while wearing it as well.

When workers are being hired based on their looks, it shows how greatly media can affect how things are in the real world in terms of expectations on how to look.
The picture to the left is an advertisement found in 'La Senza' for light push up bras. The model has been
sexualized
greatly in order to help sell the wanted image of the brand and ultimately sell to the public since
sex sells
. The girl is of course a blonde with fair skin, the typical bombshell. She has big hair, an open mouth to add seduction and portrays a sense of s&m with elements like the chain and spiked jewelery.

The short phrases "beyond sexy" and "real hot cleavage" are used to help sell the product as well. It's also funny that this advertisement is for light push up bras when really it looks like it could be an ad for an extreme push up bra considering how high and close together her boobs are (cough cough boob job). The marketers are trying to show the consumer the results they will get if they buy this bra when in reality it won't do what is shows.
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