Analysing Adverts - Louis Vuitton

📽 Analysing Adverts 📽

How does mise-en-scene construct meaning in the advert?

• lighting
• makes her look like a model on a runway or at a circus
• lights all on her making her 'the show' and 'the prize'
• dark lighting contrasts against her skin, making it stand out
• intensely bright, making the model the centre of attention which reinforces the idea that the woman in the advert is important
• the mise-en-scene of the high-key lighting is reminiscing the circus, which connotes themes of being different, eccentric and exciting. 
• physical sexualisation
• the Louis Vutton ball lifts her up, highlighting the shape of figure making her look like an hourglass
• ball contrasts against her body to make her look slimmer, exaggerating her feminine features
• advertises the idea of femininity
• model resembles a life-size doll. Her skin is significantly tanned, which may have connotations of beauty pagents.
• uncomfortable contrast between innocence and sexuality
• clothing and beauty
• wearing very little clothing which sexualises her 
• wearing a corset highlighting her figure and a very short skirt
• subjective to Mulvey's Male Gaze Theory
• legs are out which is an attractive feature
• bow on the models clothing suggests innocence and girlishness, which may attract a younger audience, but also an older audience who want to look younger
• corset top is vintage, suggesting an earlier time which has connotations of timelessness and nostalgia
• reflects changing trends and may appeal to the older target audience
• model is an american beauty standard, typical of a model (slim, blonde hair and white skin)
• model is dressed in bright colours which contrasts to the drab and dull background which again reinforces her importance
• makeup is minimal yet classic, and may make references to 50s american glamour such as Marilyn Monroe
• heavy use of irony - clothes model is wearing very few clothes. Big contrast between themes of innocence and sexuality
• stage positioning, lifestyle and brand
• model takes centre stage
• target audience sold a luxurious lifestyle
• Mise-en-scene of the stage setting connotes ideas of acting, identity and themes of being the centre of attention
• big emphasis on the brand as opposed to the lifestyle
• brands logo is repeated a significant number of times, emphasising the importance of the brand
• models stare into the camera is direct and intense, creating a confident and assertive manner, connoting themes of empowerment and confidence
• facial expressions are quite seductive
• model is bending in a way which draws attention to her buttocks

High-key light - a single very bright light that may also cause deep shadows

Fetishism - an object of obsession, often sexual in nature

Roland Barthes

A code is any element of media language which creates meaning for the audience.

Hermeneutic codes (also known as enigma codes). Something within a media product which creates mystery or suspense. For example, a dead body with a knife in the back of it - a whodunnit scenario.

Proairetic codes (also known as action codes). Something within a media product which suggests that something will happen.

Symbolic codes. Something within a media product that creates a deeper meaning for the audience

Z-line - the idea that our eyes follow the z-line shape

Rule of thirds - media products split into 3 sections

Serif font - flicky font

Sans-serif font - not flicky font

Lexis - choice of language used in a media product

Mode of address - how a media product speaks to its audience (e.g colour, shot types)