COURSE BLOG for GWSS 3307: Feminist Film/Media Studies (Fall 2007)

Context: I found this ad in Elle magazine and then found it on the internet. The ad is selling MAX FACTOR cosmetics, specifically eye makeup (eye shadow, mascara, liners, etc.) Since the ad is selling cosmetics, the ad is targeting women, adolescent age and up. I chose this ad because in every women magazine some sort of cosmetic is being sold using a beautiful celebrity or model to sell their product.

Content: The MAX FACTOR ad displays Carmen Electra as the model. The consumer is told to “feast your eyes on the new MAXeye collection.� This phrase is directed towards women, along with the small display of the product on the right side of the ad, but Carmen Electra pose is not to attract women viewers. Carmen Electra is in a sexualized position, with her hand pulling back her wavy blown back hair. Her mouth is open draws attention to her face, which is selling the product, but not by looking extremely sexualized. Carmen Electra is wearing a halter top, revealing her skinny body and glowing skin. The fabricated image of Carmen Electra is telling viewers how they should look and act, being sexy.

Form: The frame is cut around the face and upper body of the model. This gives focus to the face and thin body Carmen Electra has. Lighting adds to the “glow� of the skin and highlights certain features of Carmen Electra. Pinks and purple accentuate the models eyes. This however is actually what the ad is selling, eye makeup. By wearing only a little halter top, Carmen Electra is given an added sex appeal to the male viewers. Her body position also appeals to the male viewers. Carmen Electra is in a sexual position, with one hand holding back her lush voluminous hair, and having her mouth open.

Reading Analysis: The MAX FACTOR ad is influencing women how to look. They are led to believe that by wearing this brand of cosmetics you will look like the model Carmen Electra, which will doubtfully happen. Through telling the viewer to “feast your eyes� portrays women less as a person and more as an object for men.