OPPapers.com Essay Index >> Miscellaneous >> Textual Analysis - Maybelline Xxl Mascara
We have many free term papers and essays on Textual Analysis - Maybelline Xxl Mascara. We also have a wide variety of research papers and book reports available to you for free. You can browse our collection of term papers or use our search engine.
Textual Analysis - Maybelline XXL Mascara. In the January of 2006, Maybelline
New York featured a full-page advertisement in the ...
Submitted by michellynette on May 3, 2007
Category: Miscellaneous
Words: 1171 | Pages: 5
Views: 186
Popularity Rank: 56,632
Average Member Grade: N/A (Add a Comment / Grade this Paper)
In the January of 2006, Maybelline New York featured a full-page advertisement in the magazine Cleo, displaying their new XXL volume + length microfiber mascara. This analysis will argue how this particular text produces an ideology of androgyny and investigates its means of doing so through its selections of signs and semiotics, use of intertextuality, choices of register, rhetoric, and interpellation, and the addresser-addressee relationship it constructs.
The visible signs in Maybelline’s text lay the foundations for further meaning to be produced, and strongly connote the ideology of the desirability of androgyny. The initial signs that are seen are the top half of a Caucasian woman’s face, a thickly striped black and white jumper being pulled up and covering the lower part of her face, the mascara product itself, and its accompanying text. The model is not presented as a person, and is not assigned a name or personality, but embodies the ideology of androgyny designed to be desired by the addressee. In an attempt to initiate a phatic bond between the addresser and addressee, the model’s face is shown close up and intimately. Her mouth is covered, however, and connotes her as uncommunicative and silenced. Similarly, her eyes are upward and do not invite any form of contact or connection between the addresser and addressee. This distance between the addressee and addresser is present to encourage the addressee to desire the object the model is representing. Her elevated gaze, apart from displaying the model’s product-lavished lashes, also connotes confidence, ambition, victory and strength; all traditionally ‘masculine’ abilities and traits. The way the model has her jumper pulled up over her face also contradictorily connotes traditional femininity through a sense of shyness and modesty. The model’s hair and jumper shape a space exclusively for her eyes and through intertextuality of the ‘headdress’, connotes Muslim and exotic ideologies. Tying in...
You must Login to view the entire paper.
If you are not a member yet, Sign Up for free!