Task 5: The Gaze

The Birth of Venus, Alexandre Cabarel (1863)

Eva Herzigova Wonderbra Ad (1994)

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‘according to usage and conventions which are at last being questioned but have by no means been overcome - men act and women appear. Men look at women. Women watch themselves being looked at’ (Berger 1972, 45, 47) 

Throughout history, men have been the dominant gender in society, with women seen as a means of satisfying men.  For example, the vast majority of nudes in historical art were women, aimed to be admired by men.

Today, the scenario is more or less the same, but with a much different approach.  Whereas historical women were submissive and ever obedient, modern women have developed an authority over men that wasn't present before the mid-20th Century.

The first image, The Birth of Venus by Alexandre Cabarel, is a prime example of a woman appearing.  Her pose signifies submission, allowing herself to be looked upon with no confrontation.  The cherubs surrounding her back up the innocent fantasy of the piece and creates an idealistic portrayal of the perfect women for the ever dominant male presence of the 19th Century.

In contemporary culture, there is more emphasis on the woman watching themselves being looked at.  With the progression of female rights, more opportunities are opening for women and with that, a social equality is being formed.  Modern women are very rarely submissive, like they were in the 19th Century, and have the ability to strike fear into men.  They have become more challenging, they have a stronger presence.

The Wonderbra Ad from 1994 displays Eva Herzigova in very limited clothing, paired with a suggestive strapline.  She is allowing herself to be gazed upon, but also has a stance that evokes power and potential confrontation.  She is stood firmly, showing emotion at her own beauty.  It gives men permission to look, but lets them understand that it is her choice; any risk of detection and the man would feel challenged, under her authority.

The shift in power over the gaze is what separates the two images and eras.  Similarities show in the male gaze on the female body, but the modern woman has the potential to have authority over men - using the gaze.  The fact that men are now being objectified in modern advertising demonstrates the social equality that has been reached, and with that a shift of power with the gaze.

Task 4: Hyperreality

 

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Celebrity status brings with it a range of qualities that the person holds to the public: desirability, envy, something to aspire to - they are perceived as perfection.  Whether they are placed on the front of a high end magazine, photographed on the red carpet of their newest box office hit, or simply snapped in public unaware, they are constantly critiqued on their appearance and the impression they leave on a global scale.  

The advancement of technology over the past 25 years has opened new doors in terms of photographic reproduction and tweaking.  The software available in the present day harbours new techniques; techniques that can be implemented past the initial shot, applied to give the image an added edge that the original simply didn't have.  The act of doctoring images is an example of hyperreality in the media today - an exaggerated form of an original image.

The three images that I have included are the best examples of photographic alteration through digital means, in my opinion.  Before the restoration, Penélope Cruz has prominent wrinkles, George Clooney looks older than he should and Kim Kardashian has visible cellulite.  Regular problems for regular people, it seems.  But these images are rarely seen by the public eye.  It is the latter images that people see on the front of magazines, through self promotion and as a part of corporate advertisements on a worldwide scale.  These images are constantly streamed to the public to give a false perception of celebrity appearance. 

The simulation of celebrity perfection also creates false aspirations, which reflects on personal appearances of the public.  Personal imperfections that are picked up on by members of the public may be present on many celebrities, but are simply airbrushed out prior to public release.

Essay Proposal

Title
An investigation into the consistent designs of Coca Cola and how it contributes to the brand's success.


Brief Description
Coca Cola was established in 1886, and since then has stuck with the same logo and colour scheme.  These have been used in the company's designs ever since, and has been transformed into one of the globes most recognised brands.  The power of the branding allowed the company rights to Santa Claus, which is an extremely powerful commercial device.

I will use Pepsi as an example of a similar company that changes their designs regularly yet don't receive as much success as Coca Cola.

6 Sources


Van der Bergh, J. and Behrer, M., (2011) How Cool Brands Stay Hot, London, Kogan Page Limited.

Verma, H. V., (2010) Branding Demystified, New Delhi, Response Books.

Olins, W., (2004) On Brand, New York, Thames & Hudson.

Quantam Books, (1999) Coca Cola Memorabilia, Kent, Grange Books.

http://www.aber.ac.uk/media/index.html

(the handout from audience & context)

Task 2: Benjamin & Mechanical Reproduction

The 'Keep Calm and Carry On' poster was originally designed as a propaganda poster for the second world war.  It should be a rare item in the modern era, existing only through genuine posters from the original era.

Instead, it has been transformed into a replication of the original design, through altered messages in the same style, and reproductions of the poster on mugs and other everyday objects.  It has become extremely kitsch, a selling device that is steadily losing its original perception and role that it once held.

The original poster design itself was mechanically reproduced, and it could be argued that the designs lost their "aura" throughout this process, even back in 1939.  However, the designs stood for a purpose.  It was specifically designed to calm the public in an immediate crisis, a genuine threat from an enemy nation.  Today, that threat no longer stands - on that scale anyway.  The message has been transformed from a calming device in the time of impending war, to a cheap message that aims to be adhered to, reflecting in no way on the original scenario.

"Technical reproduction can put the copy of the original into situations which would be out of reach for the original itself." Benjamin, Walter (1936)

This quote links directly with these posters, as nothing can be done to preserve the original perceptions and meanings of the original piece.  Much like how photography revolutionised art in the 19th Century, new technologies of the 21st Century have helped to reproduce this once serious, meaningful message into a kitsch mainstream trend.

Task 1: Panopticism

Choose an example of one aspect of contemporary culture that is, in your opinion, panoptic. Write an explanation of this, in approximately 200-300 words, employing key Foucauldian language, such as 'Docile Bodies' or 'self-regulation, and using not less than 5 quotes from the text 'Panopticism' in Thomas, J. (2000) 'Reading Images', NY, Palgrave McMillan.

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One brand new concept that has been integrated into people's lives in the past 10 years is social networking.  Sites such as Facebook, Twitter and in the past MySpace, give the individual a stage in which to act on and an audience to perform to.  Users have the ability to create perfect, idealistic versions of themselves to reflect what their viewers want to see.

When referring to the Panopticon, created by Jeremy Bantham, Foucault explains the concept as "so many small theatres, in which each actor is alone, perfectly individualised and constantly visible."  This describes modern social networking perfectly: each individual is alone, a small part of the big structure.

"He is seen, but he does not see" reflects upon the user being watched, but never knowing if they're being observed at any one time.  This forces them to act in a certain way, to filter their profiles to be acceptable, in the event of being seen.

"The prisoner should be constantly observed by an inspector, for what matters is that he knows himself to be observed."  Knowing that all can see makes the user behave in the way that is expected of them.

"No more bars, no more chains, no more heavy locks."  The user is free to do whatever he or she wants, there are no limitations, but the majority choose to act in a regulated fashion.

"A system of permanent registration."  Each post is registered, and permanently monitored.