GHD advert analysis

How does the advert reinforce stereotypes?

The advert stereotypes women and generalises them into groups rather than representing intellectual attributes. The woman at the start of the advert is depicted as the virgin innocent character which is symbolised through the white dress connoting purity. Historically women were either seen as pure or corrupt, the virgin/whore dichotomy. Similarly as the innocent girl fall from grace she becomes a fallen women (whore), thus exemplified through her parted leg position. The camera seems to focus on her private area in contrast to the previous close up of her innocent face. Her anatomy is the main focus of the advert.

Yet, the woman with the voodoo doll portrays the evil side of women as shown through her sadistic laugh. As she pushes the nail in the voodoo doll it proves her violent nature, the phallic symbol (nail) makes the virginal character falls from grace. Therefore, like Freud’s notion of 'penis envy' and the fact that women envy the power the penis gives men. Ultimately suggesting that women must embody male characteristics to demonstrate their power.

Moreover, the voodoo doll event is proceeded by a cat fight presenting the animalistic nature of women. As the 'sister' chuck each other down in an almost pornographic manner is made even more suggestive through the lingerie and the slightly parted dressing grown. Again there is a Binary opposition between the good sister in white and the corrupt sister in black, highlights the simplistic stereotypes of women. But as the sister in white is chucked down she too has a fall from grace. Therefore showing her naughty side and corresponding to Mulvey’s male gaze as she serves to arouse the male audience. Additionally, the advert suggests they are fighting over the hair straighteners which are also a phallic symbol. Despite the fact that a male is unseen his presences is felt throughout the commercial.

However, a male then enters the scene but he is on top of woman and seems to be pushing her down implying that men have the ultimate control. Although she is seductive in her expression he is superior. She is cheating with her best friend's boyfriend portraying women as sexual predictors with little self-control, characteristics associated with men.Lastly, the woman at the end is represented as evil with her glasses giving the audience little insight into her facial expression. In addition, the glasses create a demonical facade, but her stern expression during the emotional funeral indicates that she is cold hearted.

All these representations of women are overtly negative and the sole purpose of women in this narrative is to entertain men. In every scene a women falls down for a man highlighting their passive nature. it can also be interpreted as being blasphemes as looks override religion. All the women are money grabbing and consumerism is vital (post-modern idea). However, the use of female voice over could suggest that the film conforms to matriarchal ideologies and women control the advert.

Theories
Laura Mulvey- 'male gaze' women are eye cand; to some extent Giselle is simply in the film to serve as a beautifil symbol but she is more of an aspiration for young audiences.
Feminism- it explores females postions throughout history; it can relate to Enchanted and discover if the female representation is relavent.
Barthes- narrative enigma; the storyliner remains conventional but her shocking choice for her prince is ambigious throughout the film.
Levi- Strauss- Binary opposition between good and evil.
Uses and gratification theory- the protagonist is an aspiration tool to young audiences.

This reflects Enchanted (2007) because the females are assigned certain roles and they cannot change these positions. It classifies women as having the certain personality traits but ignores female diversity and their intellectual capacity. Although Enchanted (2007) is not sexualised like the GHD advert women still serve as the man’s ‘eye candy’. Giselle may control who she ends up with but men’s beliefs are ultimately forced upon her. However, Giselle’s main focus in life is not based on her appearance because Giselle naturally looks ‘perfect’ whereas the girls in the GHD advert are extremely self-centred. Additionally, the women in the GHD ad embody nasty characteristics such as jealousy whereas Giselle appears to be kind with no evil agenda.

Postmodernist theory

• Postmodernists feel that the media creates gender roles rather than reflects them.
• Through consumption we now construct our identities

Postmodernism is a relatively new way of viewing society but is widely accepted within the media. Enchanted can be considered very much postmodern as it pokes fun at the genre of film and could also be mocking gender stereotypes rather than encouraging them. Possibly the Binary opposition between modern trouser wearing Nancy and traditional dress wearing Giselle could be further ridiculing the concept of gender roles in postmodern society.

Disney often depicts a simplistic view of life and ignores the complexity of life such as money. Money struggles are not addressed once in Enchanted (2007) instead characters purchase objects without considering the cost. Thus relating to the idea of consumerism, it teaches children that to be successful or to get the Prince or Princess you must be wealthy. In addition to this children are taught that to gain status they must be better than their counterparts which creates competition. Corresponding the idea of keeping up with the Jones, from a young age we are aware that material wealth equals high status.

Feminist theory

Feminists argue that women in the media are perceived as passive because they tend to play subordinate roles in society. Therefore Giselle in Enchanted (2007) conforms to this tradition as she is the damsel in distress that needs to be rescued by her Prince. The representations can also be challenged to some extent which can be exemplified through the wicked witch as she is dominating and ultimately has control over Prince Edward (her stepson).

According to other feminists the media creates female roles and justifies them through the way these positions are glamorised. Women then feel that it is their duty to conform to these roles rather than a natural instinct. But because these roles are so often reinforced by the media women believe it is a nature way to behave without questioning it. 'A woman is made, not born' (Simone De Beauvoir) therefore women are made to feel they have a certain role but in reality women can behave as they wish. Enchanted (2007) enforce the old cliché of the tradition motherly nurturing position, as well as not question not her standing Giselle also embraces it. Thus women are moulded to fit in with patriarchal ideology and serve men’s needs.

Gaye Tuchmann created the phrase 'symbolic annihilation of women' which simply refers to the way women are ignored, marginalised, excluded and trivialised in the media. Stereotypes of women include housewives and sexual attractiveness which are patriarchal notions of the sexual division of labour. Not only is Giselle conventionally beautiful but she is also a domestic Goddess suggesting that women only serve to meet men’s needs. Her ditzy persona simply highlights the way women are classified as beneath men and with their help can succeed. In these types of films women usually do not embody intelligence which means they can be suppressed or controlled by somebody else.

However, Wilmott and Young suggested that this is in fact ridiculous and both men and women now share the domestic labour. They argued that a new symmetrical family has come into play and men now participate in household chores. This has given rise to a 'new man' who takes on roles that were once consider the women’s jobs such as clean. Yet, if this is the case why does Enchanted (2007) portray clearly gender divided roles. Either Wilmott and Young theory is irrelevant in Western society or Enchanted (2007) depict an outdated view of the way society is constructed.

'The media act as socialization agents...teaching children in particular their appropriate sex roles...It is thought the media perpetuate sex role stereotypes because they reflect dominant social values' Van Zoonen, quoted in D. Strinati, An Introduction to the Theories of Popular Culture. Enchanted (2007) evidently appears to be reinforcing this notion as Giselle is type casted as thee less object. Despite appearing to have control over her fate through choosing her unexpected true love it is he that shows interest first by initiating the first kiss when Giselle is asleep.

On the other hand Gamman and Marshment feel that patriarch can be challenged sometimes and a female gaze can be possible. They describe the media 'as a site where meanings are contested and dominant ideologies can be disturbed’. Therefore, it is not necessarily true that all media are created through the male gaze nor is it fair to suggest that audiences are so passive that they are incapable if understanding that certain texts prompt the maker's ideologies whether they are capitalist ideology or patriarchal ideals etc.

Jean Baudrillard is a philosphier who criticszed the hidden corporate nature of the company in his book America:
"The whole Walt Disney philosophy eats out of your hand with these pretty little sentimental creatures in grey fur coats. For my own part, I believe that behind these smiling eyes there lurks a cold, ferocious beast fearfully stalking us."

Narrative theories

Todorov is a Bulgarian intellectual of the Russian formalist school.

• He is particularly known for his work on ‘narratology’, or the structuring of narrative. His approach is founded on his belief in a common basis of human experience and the underlying narrative behind all human activity.
• Todorov’s sequence is made up of five propositions outlining a basic state of narration, which is disturbed and then re-established:
  · A state of equilibrium where everything is in order
  · A disruption of the order by an event
  · A recognition that a disruption has taken place
  · An attempt to repair the damage of the disruption
  · A return to some kind of equilibrium

Propp, Vladimir

His research refers to the types of character in folk tales and the events that involve them. He found that folk tales begin with an initial situation where the characters are introduced. This is followed up with 31 functions, not always occurring in the same order.

His work emphasises the role of character in structuring narrative and is useful in helping to understand generic conventions, but it is rigid and of limited use in deconstructing complex contemporary narrative. Propp’s character types include:
· The villain
· The hero
· The donor, provides an object with magic property
· The dispatcher, who sends the hero on his way with a message
· The false her
· The helper, aids the hero
· The princess
· Her father

Key concepts

Disneyfication is a term used by critics of the Disney style to describe the way in which a story is sanitised by the removal of controversial sexual, morally ambivalent, or violence content in order to make it suitable for family viewing. Disneyfication also involves the neutralising of cultural differences and variations, either through the creation of safe ethnic stereotypes or their elimination from the narrative.

• For example Pocahontas (Mike Gabriel and Eric Goldberg, 1995), a pro-colonial; narrative with stereotyped ethnicity and patriarchal values. The genocidal behaviour of early white settlers in their conduct towards Native Americans is conveniently sanitised.

This term originates from the word 'Disney' and is allegedly applicable to all Disney films as well as other films targeting young children. It links to my study as it is the counter argument to my hypothesis. It suggests that Disney edits its stories to create child friendly tone by removing morally corrupt events. However, it ignores the deep underlying tone which can be interpreted as subconsciously teaching children that patriarchy is acceptable.

Moreover, it neglects the economical influences a film has; Disney alters a story in order to profit from them. Therefore they are concerned with the money rather than the storyline. Capitalist ideologies and values are also placed upon children as they learn that to live happily ever after and get the princes you have to be a princess in a castle. Thus, you have to be affluent which is further exemplified through the princesses’ extravagant attire (dresses).

Lastly, traditional images such as girls wearing dresses and boys wearing trousers are still very much evident in Disney film and are possibly classified as outdated. Additionally, Disney also paints a distorted reality as these stereotypes no-longer holds relevance in modern socity. Again the Disneyfication censorship is possibly harming children through the dark message rather than preserving their innocence.

A parody is the imitation of one media text by another for comical effect.

For example Blazing saddles (Mel Brooks 1974) parodies all the iconographic, narrative and character features of the Western genre; Scary Movie (Keenan Ivory Wayans, 2000) parodies the horror genre.

In relation to Enchanted (2007), it certainly is a parody as it makes constant reference to previous Disney films by mocking them. For example when Giselle (Amy Adams) sings in a Snow White fashion as the animal flourish in the apartment it ridicules the impracticalities of animal, in particular vermin, in the home. Fairytale references include Snow White and the seven Dwarfs, Sleeping Beauty and Cinderella. Interestingly parallel to old previous Disney films instead of producing three dimensional (3D) computer graphically enhanced animation for the first thirteen minutes Enchanted uses traditional cel animation. Through the conventional techniques and through the plot lines Enchanted emulate its Disney predecessors in a humorous fashion.

According to director Kevin Lima, "thousands" of references are made to past and future works of Disney in Enchanted, which serve as both a parody of and a "giant love letter to Disney classics". (Wikipedia)

Disney Corporation (the Walt Disney Company): a vertically integrated, diversified, international media corporation founded by Walt Disney.

• The company has wide holdings across media industries including publishing, broadcasting, film, multimedia, music, theatre, sports and theme parks.
• Disney companies include ABC television (USA) and US regional television holdings, the History channel, the Disney Channel (worldwide), Buena Vista Television, Touchstone Television, Walt Disney Pictures, Miramax, and Buena Vista International together with internet, music, sports and Disneyland theme parks.

In relations to my research this highlights the extent of control that Disney have over children’s viewings. Therefore, like Rupert Murdoch, Disney has a significant influence over the messages they send out and can selectively choose the portrayal of the sexes. Thus, subconsciously from a young age children are taught the way in which they ought to behave according to their sex (gender roles). Children are unable to escape Disney’s messages as they have immense control over the media that targets young children. Often they represent princess as feeble which teaches girls to be passive and the prince/hero is depicts as brave and that encourages boys to behave in a dominate manner.

Pixar is a digital animation company, maker of Toy Story (John Lasseter, 1995), Monsters, Inc (Peter Docter, 2001) and Finding Nemo (Andrew Stanton and Lee Unkrich, 2003).

• Pixar was involved in a distribution deal with Disney, which ended in 2004 to allow the company greater independence.
• Toy Story (John Lasseter, 1995) was a landmark production breaking new ground in the use of computer-generated imagery technology.

Pixar has the same young target audience as Disney. However, Pixar appeal more to boys than Disney. Despite this difference Pixar like Disney has remained conventional in its portrayal of girls and boys. I will be exploring the different approaches and representation of females by both institutions.

Hypodermic needle theory: early attempt in the 1930s and 1940s to explain the effects media texts have on audiences.

• Based on the assumed ‘passive’ nature of a mass audience, the theory argues that consumption of media texts is like the injection of a drug and that the audiences’ behaviour and opinions are opinions are therefore directly affected.

The hypodermic needle theory is applicable to my analysis of Enchanted (2007) as the primary target audience are children and are considered to be a passive audience. Due to children’s innocence and lack of knowledge, in particular under 7 year olds, they are unable to challenge a text because they are not media literate. Therefore the images they have seen are taken at face value (absorbed) as their perspectives are so simplistic they being to emulate the behaviour they have seen. For example young girls watch children cleaning like Cinderella so they mimic this behaviour. Cleverly, institutes use children’s naivety to pass on dark underlying messages onto children. Feminist may argue that these subtle messages help to maintain patriarchy as they allocate positions to both sexes and educate them into accepting these responsibilities.

Controversially, it has been suggested that Disney injects youngsters with rubbish, through the unrealistic view of life that the creators depict. However, it can be argued that the influence that Disney has over its viewers is overestimated. Nowadays, Disney films (like Enchanted, 2007) target older audiences as well as children through the satire and the purpose of Disney is fun family viewing not corrupt young minds.

Stimulus response theory: the theory is associated with passive audience theory which views a media message as a drug administrated to a passive audience with immediate behavioural effects.

Possibly Enchanted (2007) could psychologically affect the audience and cause them to behave like the character whether it’s costume, attitudes or image that the audience are copying. So whatever passive audiences watch it impacts their interaction or opinions.

Levi- Strauss (1908-90): French structuralist anthropologist whose analysis of human culture and myth argued for a common origin of all narratives, based on shared human life experiences fears expectations.

• Using the techniques developed by Saussure, Levi Strauss identified the underlying structures of all myths as being the same. His narrative theory of Binary opposition is based on the essential difference between such concepts as culture and nature, the raw and the cooked, good and evil. Narratives are based on oppositional forces and the resolution of conflict. Audiences are positioned on the side that justifies their own cultural values and resolution reduces underlying anxiety about threats to their way of life.

Enchanted (2007) similar to all fairytales crates a Binary opposition between good and but all there are also character Binary oppositions. Giselle’s purity is contrasted with the tainted witch’s evil intentions. Robert's (hero) generosity is opposed with Prince Edward (false hero) self-love. Although the Binary oppositions basic nevertheless they generalise women either they are good (beautiful) or bad (ugly) which is a harmful assumption. It shows children they have to conform to what is ‘beautiful’ and teaches them the false notion of ‘perfection’.

Musical: a film genre that incorporate songs as part of the films narrative.

• The genre has provided versatile, adapting to different musical tastes and changes in expectations.
• For example, Classical musicals through the decade include: Top Hat (Mark Sandrich, 1935), The Wizard of Oz (Victor Fleming, 1939), The King and I (Walter Lang, 1956), Moulin Rouge (Baz Luhrmann, 2001) and Chicago (Rob Marshall, 2002).

Enchanted has a hybrid genre and uses a variety of conventions. Often Giselle randomly burst into song to express feelings and emotions. This encourages audience interaction and becomes a form of escapism for the audience. Her random singing reflects unpredictable personality. Stereotypically, in the main song Giselle is singing about love which portrays women as romantic as well as being obsessed with love.

Feminism is a political movement to advance the status of women by challenging values, social construction and socioeconomic practices which disadvantaged women and favour men.

• The movement emerged from liberation culture of the 1960s, although individual feminist argued for women’s rights from much earlier in time.
• Feminists have provided an important perspective for the critique of the media products, especially from the standpoint of representation, and have sought to challenge dominant ideologies which reinforce patriarchal values.
• Feminism encompasses various perspectives e.g.: black feminism, liberal feminism, Marxist feminism, radical feminism and post-feminism.

Feminist might argue that Enchanted (2007) maintains a patriarchal meaning through the constant stereotypes. The stereotypes exemplified through the traditional attire. The predictable narrative can be interpreted as promoting sexist ideals e.g. Giselle is rescued by Robert.

Stereotype: the social classification of a group of people by identifying common characteristics and universally applying them in an often oversimplified and generalised way, such that the classification represents value judgements and assumption about the group concerned.

• For example ‘dumb’ blonde, the ‘mean’ Yorkshire man

Stereotypes are prevalent throughout Enchanted from gender stereotypes to class stereotypes. The poor builder is not well articulated compared to the affluent well spoken Giselle.

Sexism: representations that discriminate on the basis of sex, especially against women, which is seen to derive from and sustain patriarchy.

• Some feminists would see any media representation of women that confirmed a stereotype as sexist, for example, the display of women’s bodies as sex objects in lads mags for the entertainment of men.

Enchanted (2007) demonstrates its sexist nature through the stereotypes. However, the Disney representations may have remained constant as audiences expect it or that it still reflects society.

Fantasy – a genre built around an artificially constructed reality which can never exist in real life, often involving classical mythology at all fairy tale.

• Fantasy films generally set real human characters against mythological or supernatural creatures in an imaginary world.
• Computer generated images have made possible a dramatic extension of the fantasy universe.
• For example, the seventh voyage of Sinbad (Nathan Juran 1958), Jason and the Argonauts (Don Chaffey1963), Willow Ron Howard 1988, the Lord of the Rings Trilogy Peter Jackson 2001-2003.

Corresponding to my research, the fantasy life that Giselle leads links to the way certain men view women. Some men feel that women are living in a fantasy world and her deluded nature symbolises her innocence. For a woman to be attractive she must pose a pure virtue.

Men’s and women’s magazines reinforce stereotypical representations of women as sexual objects.

From being portrayed as domestic goddesses to being depicted as sexual beasts the representation of women has altered immensely within the past fifty years. Years ago the archetypical representation of women was a housewife or they were absent from the media whereas nowadays they are profoundly recognised within the public domain. However, men and women are represented in stark contrast to one another, whilst men are strong heroes women are the weaker sex. It has been argued that these segregated roles are outdated but Haralambos and Holborn (2004) implies that these portrayals will never disappear because old programmes are recycled on satellite and cable. Even nowadays men and women have separate representations in the media and many feel that magazines as well as other media reinforce stereotypical depictions of them.

Well endowed semi-nude women have been thrust upon front covers of numerous magazines from ‘lad mags’ to women’s magazines and has become socially acceptable. It is now considered normality for magazines to depict explicit images of the female anatomy. Corresponding to Mulvey’s male gaze theory women are objectified, becoming somewhat a fetish for the audience. Therefore females are being projected as the male fantasy through the male gaze rather than showing a realistic portrayal of women.

Recently ‘lads mags’ (magazines targeting 15-25 year old males) have developed, usually the magazines are pornographic or semi-pornographic but deal with other aspects of interest such as gadgets and jokes. FHM is the epitome of a ‘lad’s mag’, as exemplified through January 2007 addition front cover. Conventionally Tamara Ecclestone (the model) is outstandingly beautiful; she is flawless and creates a false notion of ‘perfection’. In addition to this she is extremely sexualised demonstrated through her hand caressing her slightly parted legs pose, which is extremely suggestive to a young male audience. Tamara has been captured wearing sexy black lingerie which symbolises corruption and indicative of her ‘dark side’. Often tainted black is sported by models on pornographic magazines, similarly Hayden Panetire, Olga Kurylenko have posed on FHM in black.

However, women magazines like Ok! , More! and Heat! portray semi-nude women as an aspiration tool rather than titillation. Unusually despite being aimed at a slightly older audience on the OK! magazine front cover (the October 2008 issue) Melanie Brown is photographed wearing lingerie but unlike ‘lads mags’ this is not the central focus. Her new appearance appeals to the audience but the ideal representation creates negative competition amongst females, low self esteem and low self-image. Debates have arisen that put forward that women magazines with their scrutinising of ‘fat’ celebrities have led to the drastic increase in anorexia especially amongst young girls. Hannah Whittaker essay ‘Glamour models made me sick’ comments that the airbrushed ‘perfect’ images of models cause damaging psychological affects:

‘it teaches women such as myself that they’re ugly and imperfect when really there’s absolutely nothing wrong with them’.

More! has a younger audience appeal which is reflected through the central focus (teenage actress). Representing the teen soap star ‘Helen Flanagan’ on the front cover intrigues young readers to respond to her appearance as it creates personal relationship. Instead The young actress embodies features associated with conventional beauty for example her white pearly teeth, radiant flawless skin and glowing blue eyes further reinforce the notion of ‘perfection.’ This can be a prompting tool as the readership may aspire to the star. But rather than being domineering, like on ‘lads mags’, the actress looks approachable. In addition, the curvaceous actress is represented parallel to her curvy acting predecessor Marilyn Munroe she is depicted in a fan blown pose. Yet, with debates such as size 0, unusually More! embraces the fuller figured woman.

Similar to FHM’s Tamara Ecclestone, Jessica Simpson on Maxim (July 2006) is wearing black although Jessica’s cleavage is slightly on display; however, it is far more tasteful than Tamara on FHM. Whilst Tamara’s top is slipping down, it is invites readers to undress her with their mind therefore leaving little to the imagination whereas Jessica less provocative. Both Maxim and FHM’s typography is red; red connotes passion as it’s a fiery fierce colour which mirrors their facial expressions their glares are wild and mysterious. It has been argued rather than degrading women ‘lads mags’ empower them as it is the female luring the male audience. But Rosie Boycott believes ‘lads mags’ purely fulfils one purpose:

‘Every month, magazines such as FHM, and now Zoo and Nuts, serve up page after page of breasts, bottoms and sexual titillation’

Moreover, Loaded directly exemplifies patriarchy on the October 2007 cover 50 cent is dominantly standing in the middle of two barely dressed women. One model’s hand is placed upon her knickers insinuating sex whilst the other places her bottom so that it is touch his thigh. Even though he is receiving this female attention, he has a stern expression implying that it is normality for 50. Parallel to other ‘lads mags’ the women appear unblemished and ‘anyone with any sense will realise that women in magazines...have all been airbrushed’ (Simon Guirao, editor of Loaded). Yet, women still feel they have to live up to this great image. Capitalist ideology is also promoted highlighted through 50 cents hand positioning over his pocket, the emphasis of the word ‘money’ and the headline ‘The man who made $410 million dollars in a day’. The list of three bold typography Guns! , Girl! and Money! uses the Hip Hop culture stereotype to encourages violence, the objectification of women and an irrational love for money. Thus, loaded is justifying the exploitation of women suggesting that it is acceptable as it is part of Hip Hop culture.

Additionally, females in women’s magazines can be presented as dutiful mother and devoted wives. Jade Goody is pictured hugging he two sons whilst they are all giggling on OK! magazines cover October 14 2008. Despite her cancer ordeal Jade manages to maintain a jovial facial expression stereotypical women have to be emotional strong. Dunscombe and Marsden found alongside their career and housework, they have to emotional support the family. Motherhood is considered by most women as undoubtedly the most rewarding moment in life but is argued that the media over-exaggerate women’s roles with family.

Finally, ‘lads mags’ often uses clichés when referring to women as honeys on FHM (January 2007) again degrading women as Mulvey suggest just viewing women as ‘eye candy’. Stereotyping women are sweet like honey ignores women multiple personalities and generalises them as passive. As well as referring to her a princess as they are considered dependent on men (the prince). Similarly, Loaded refers to them as girls which group them and girls refers to the child-like innocence of women like ‘honey’. Additionally, Maxim describes women as ‘hotties’ again objectifying them.