Part A
Figure 1:
The advert for PASSIONEYES Mascara part of a range of make-up sold under the Dolce and Gabbana fashion house label. Dolce and Gabbana are a luxury brand and are renowned for high quality products. The model in the advert is the Hollywood actress Scarlett Johansson.
Q1 – 8 marks
How is media language used in Figure 1 to create a positive image for the Dolce & Gabbana mascara?
The question aims to test the students’ knowledge, understanding and application of the theoretical framework, specifically, media language, to analyse media products focusing on (although not limited to):
- How media language is combine to create meaning
- How media language creates ideas and, in this case, brand identity.
The following suggests a range of possible responses. Answers are not expected to cover all the points and credit should be given to alternative, valid answers.
- In combination, the media language choices create ideas about luxury, pleasure, glamour and, by association, success.
- The foregrounding of the celebrity brings elements of Johansson’s own brand image which could be different for different members of the audience, but holds cultural meanings of Hollywood glamour and success.
- Johansson is represented in full make-up and with her hair up creating a sophisticated image. She is an aspirational figure and is presented as an ideal of feminine beauty.
- The panoramic view of a perfect, sunny beach creates the idea of holidays and leisure – again linked to luxury. The exotic flowers bordering the image adds to this meaning. In combination, the landscape, the flowers and the celebrity create a romantic image.
- The use of blue and gold tones reinforces the feeling of luxury and this is reflected in the colour of…
