Blog #5: Olay Total Effect

                The Olay Total Effects advertisement represents the myth of the beauty. The advertisement shows us the myth of the beauty through the notions of femininity, class, and a slight amount of heterosexuality. The advertisement shows us Kajol Mukherjee’s head to her shoulder. The advertisement also comes with a quote distinguishing why she would use this product. The advertisement shows us a photo of the product as well.

                The small bottle displayed in the advertisement represents a sense of working or middle class. The small bottle presented is a small 1.7 oz bottle, which can sometimes be used up in a rapid manner. A small bottle can usually be used within a week to two. Meaning if a person wishes to continue using this product, they would have to repurchase the product every time they run out of what they previously purchased. On target.com, a 1.7oz bottle of Olay Total Effect runs for about twenty dollars a bottle before tax has applied. This also implies that the bottle does not cost too much and can be afforded by all classes but particularly for the working or middle class, since it is one of the cheapest and affordable bottles with a brand most people may recognize. The small bottle in the advertisements shows a notion of working or middle class.

                The phrase “Visit www.olay.in for a free sample” gives a sense of the working and middle class. This phrase allows for the people of the working and middle class to try the product before purchasing the product. When a person purchases a product and they don’t like it, then they would have wasted their time, effort, and money on that product which they don’t like. This differs from the upper class who just buys things they seem to like but just leave it there if they don’t like it, always wasting money which they don’t like. When the working class usually sees something which they can get for free, there is usually a line in front of the free item. Showing that free samples represents the working and middle class.

                Kajol Mukherjee, in the advertisement, displays a sense of middle and high class. Kajol Mukherjee, a celebrity from India, represents someone who comes from between middle and high class. Most celebrities start off in working class or middle class families, but for Kajol, her family comes from the middle and high class. She also comes from a family of actors, actresses, directors, and film makers. Kajol represents the middle and high class in this advertisement.

                The phrase she uses to tell us about this product extinguishes a notion of femininity and heterosexuality. Kajol tells us: “I feel very proud to be a part of the brand that has made millions of women feel younger. Olay Total Effects carries everything that you would need for your complete skin care regimen and puts to rest 7 signs of skin ageing such as open pores, fine lines and dark spots. From moisturizing to sun protection, Olay Total Effects has everything that will make your skin glow and give it a youthful appearance. So why not try Olay Total Effects and join me in the battle against ageing!” When looking at what she tells the consumer, she tells us about youth. Being full of youth is one of the dreams of the beauty and gives a female their appeal to be liked by some male figures. The Olay Total effects brings the female back to youth their beauty. The phrase, “join me in the battle against ageing!” shows a sense of the beauty myth. Females, who strive to be beautiful, think about wanting to look younger. By looking younger, they are giving males a sense of their feminine appeal and how great they look. This phrase also tries to allow others to join and start purchasing or trying out the product presented by Olay. The phrase tells females to take more care of their body with this product therefore they can feel and look younger. This phrase gives a sense of both femininity and heterosexuality.

                The facial expression of Kajol gives a sense of femininity. Her facial expression is welcoming consumers with a graceful smile. We usually see these types of facial expressions at servicing industries, such as fast food, supermarkets, etc. , and these expression are presented as feminine. She is also looking right at the camera when we see her in this advertisement. Her smile also signifies how happy she may be with the product she has used and welcomes us trying to tell us that this product would also help others who are fighting against bad skin. The facial expression of Kajol presents a sense of femininity.

                The presentation of Kajol being shown in this advertisement gives a sense of femininity and heterosexuality. In the advertisement, her head to her shoulders are being shown. Her skin glows and seems to be very smooth and gives viewers a sexual desire towards her. It shows that her skin is very well cared for after using the product, but at the same time, it gives some viewers the urge to want to know how well the skin is and feels after using the product. Her hair is also neatly combed back showing neatness. The fact that her hair is neatly combed back shows notions of femininity. Her eyes are also welcoming us and are very lightly colored, giving somewhat of a notion that she is kind-hearted. Kajol’s appearance represents a sense of femininity.

                The myth of the beauty presented to us by Kajol in the Olay Total Effects advertisement represents femininity and heterosexuality; as well as the working class, middle class, and upper class. These facets of identity are all represented by the appearance and quote of Kajol Murherjee as well as by the words trying to get consumers to purchase or try the product. 

Blog #4: Carry Out

                The “Carry Out” music video of Timbaland featuring Justin Timberlake shows notions of heterosexuality, gender, and class through the stereotypical notion of the “playa”. The music video is shown with a diner type of background and displays Timbaland and Justin Timberlake in the middle usually. They are both sexually aroused by many of the female dancers in the music video while the two are singing. They are also in the middle of a parking lot where it has a car service type of diner where female figures roller blade to the car to take their orders.

                The video shows notions of heterosexuality when we see two female dancers dancing outside the car of Timbaland. The singers are aroused by the dancers which are dancing around them or hugging them. We also see one of the people in the passenger seat of Timbaland’s car getting really distracted by one of the females dancing outside of the window of his seat. The two females dancing outside Timbaland’s car shows a sense of heterosexuality.

                Through the lyrics of the song in the music video, we receive a sense of heterosexuality. The lyrics: “What’s your name? What’s your number? I’m glad I came. Can you take my order?” gives the sense of heterosexuality. Both Timbaland and Justin Timberlake are usually directing the lyrics to the females which are dancing. This shows that they prefer the other gender when it comes to sexuality preference. They are also telling the females to “come closer” while asking the female dancers to take their order. Not only is most of the lyrics are not about ordering at a diner like I.H.O.P., but it is also showing heterosexuality of the singers wanting to have the female dancers.

                The camera angles shows heterosexuality. The camera angle aims at most of the females’ breast. The camera angles show us how big the breast of the female dancers is. The camera angle also shows the butt of the female dancers. Both these appearing gives either males or females a notion of desire for the females. One scene with Justin Timberlake sitting in a chair while a maid bends towards him is showing her butt in the angle of the camera. Heterosexuality is shown through the camera angles in the music video.

                The actions of the female dancers give a sense of heterosexuality. The females dance in a very heterosexual method. The dancers are moving their bodies in sexual matters. These females are all shaking their bodies and especially their butt and hips most of the time. They are also showing off their slim bodies. As they are dancing they touch some of their body parts in a very slow way. One of the females, which we weren’t able to see, had her arms around Justin Timberlake and slowly moved down towards the floor.

The outfits of the females show notions of femininity and heterosexuality.  The way the female dancers are dressed shows a lot of skin. The way the females are dressed shows heterosexuality as well. The way they are dressed shows a lot of skin and it seems that it is especially emphasizing the size of their butts. The females are wearing clothing that is tight or very short. They seem to just have their underwear on without pants, but instead of pants, they have straps going from their underwear to there really long socks or really high boots. The clothing on the female dancers also shows the upper part of their breasts. The maids also show heterosexuality and femininity, where they are wearing clothing that does not cover their backs beside a strap. Their outfits show part of their breast when we see them from the side because their outfits are loose and not covering the back and the side of their arms. The females’ outfit represents both heterosexuality and femininity.

                The music video shows Justin Timberlake or Timbaland seated, or in the car, singing to a female dancer shows a notion of masculinity. The female is serving both Timbaland and the passenger in the car. This gives a sense of sexual masculinity where the males are in charge and the female dancers are all there just to serve their needs such as there “order.” The music video gives the males of the music video a sense of masculinity.

                The way Justin Timberlake and Timbaland are dressed shows a sense of upper class. Justin Timberlake is wearing a tuxedo type of outfit with a black bow. He is also wearing a fedora. The outfit of which Justin Timberlake is wearing seems like he is a high class person who still favors the past fashion. Timbaland wears an outfit similar to a rich gangster. His outfit is similar to what some of the higher ranked mafia members would wear or the outfit of the higher people of the drug dispensers which we see in the Fast and the Furious movie series. The ways they are dressed show a sense of upper class.

                The accessories of which the people in the video are wearing show a sense of middle class to upper class. They are wearing jewelry of which seems to be expensive. There is also a Dr. Dre headphone which is put onto one of the dancers. All these seem to be worth a great amount of money to purchase it. The chains that they are wearing also seem to have cost a bit. They female dancers also seem to be wearing varsity jackets. Varsity jackets which are usually worn by sports players of the middle class to upper class. The accessories worn by the singers and dancers represents somewhat of an attitude of the middle to upper class.

                The background shows a type of class. The background, or setting, shows a sense of working to middle class. The background shows us a diner type theme and also a drive-thru type of theme. Usually diners would be used by both working and middle class. The higher classmen tend to not go to diners or drive-thrus because they would usually get most of their food from a higher class place, such as the dining area of a high class hotel, or even high class restaurants. Class is shown through the setting of the music video.

                The “Carry Out” music video gives the stereotypical sense of the “playa.” We see the sense of class from the working class, middle class, and upper class, along with notions of gender and heterosexuality. We see all these identities through the clothing of the people, as well as their actions, and also through the lyrics.

Blog #3: Racism

                In Rush Hour 3, there is a lot of hysterical moments which everyone may find the same or different, but there are also a few racist moments. This happens throughout all three movies and not just the third movie. There are stereotypes of the Black man and Asian man being used in the three movies, which are all directed between the roles of which Jackie Chan and Chris Tucker play.

                In Rush Hour 3, the scene in front of the martial arts dojo and inside the martial arts dojo had many racial scenes. In front of the dojo, Inspector Lee tells Detective Carter to go home but Carter would not listen to anything he says. While in the Dojo, both Lee and Carter try looking for the master of the Dojo, but Carter is too ambitious to get the job done and gets the two in trouble with a tall Asian guy.

                In the scene outside the Dojo, Lee tells Carter to go home. He also states that the matter which he was trying to take care of was the business of China. When Lee said this I don’t think he was thinking because he was in America when this matter had taken place. He was also telling this to a Black guy. The Black guy could say that he was also Chinese by nationality.

Chris Tucker makes a racial statement about stereo types after Lee had told him to go home. He claims that he is now part Chinese now. He makes a long statement about how he is part Chinese: “That’s right Lee. For the last three years I have learned the ancient teaching of Buddha, earning two black belts in Wu Shu Martial Arts, every afternoon at the Hong Kong Garden Massage Parlor in Pee Co Lum Bon Dee. I am half Chinese, baby.” He has made a stereotypical claim saying that by learning the teachings of Buddha, or Buddhism, he would be able to become Chinese or Asian. This includes being able to do martial arts. Detective Carter makes stereotypical claims about being Chinese.

                Jackie Chan tries to be Black. He claims that he is half Black: “If you’re half Chinese, than I am half black. I’m your brother and I’m fly. You down with that snoopy, that’s dope ain’ it.” This statement shows that Inspector Lee shows the stereotypical Black man talks like this and tries to become Black in order to say that he isn’t half Black and Carter can’t be half Chinese. He tries to tell us that a person can only be what they are born to be and belongs to the race of which their parents are from.

                Carter answers with: “Sorry Lee, you can’t be black, there is a height requirement same as riding the “Matterhorn.” This would imply that in order to be black, a person would have to be tall. They would also have the height of the “Matterhorn’s” height requirement. The height of a Black man is actually pretty tall, but not all African Americans are very tall. Saying that a person needs to be tall in order to be black is a very racial statement.

They later go in to find that the master won’t be here for a few minutes. But while Carter continues to be ambitious to find the master and complete the task at hand, he runs into trouble and gets Lee involved. While Carter moves about the dojo, we see the students who are mostly Asian and with a few diverse disciples. This shows a stereotype saying that Asians study a lot of martial arts and know a lot of martial arts, especially with the smallest one there, an Asian boy kicking Carter in the shin and hurting him.

                Carter than enters a door and walks into a giant. This giant is Asian, and shows that not all Black people can be tall and not all Asians are short, especially when we see this giant. He is taller than Carter. He tosses Carter around and Lee gets caught in between the mess. They are both easily taken down by the giant no matter how much they try to get out of the mess.

                The tall giant says the words “funny Black Man.” This seems like a very racist statement. It implies that he is trying to make fun of Carter because Carter isn’t able to properly use nun chucks. Implying the words Black makes a person seem to be racist. When a person says the words “chink,” “spic,” “black,” or “negro,” it makes the person saying those words racist and may also offend the person that they would be saying this to.

                “May I help you?” This scene is pretty hilarious. Most Asian names usually contain two to four letters. This was sort of racist because the name of the master, “Xe Fu,” is Yu, which sounds very similar to the word “you.” The conversation between Carter and Yu had been prolonged. The Master talks in a third person type of matter. He never uses the term “I” or “me” when he is talking, but instead he uses his own name “Yu.”  

                Not only does Yu use third person talk, but Mi does too. While Yu and Carter are having a conversation, Mi is bought into the conversation. Carter misunderstands the use of Yu and Mi by Yu while Yu is talking. Mi also talks in a third person method of speech. This happened when they begin to talk about “me.”

                Rush Hour 3 uses many types of stereotypes. We can see many of these stereotypes through the conversations between the characters and their actions. These stereotypes do not only occur in the scenes in front and outside of the dojo, but also throughout the movie and also we see a lot of these stereotypes after the movie in the bloopers of the movie. This also occurs in Rush Hour 1 and Rush Hour 2, where there are many stereotypes taking place throughout the movies. 

Sources: 

http://www.youtube.com/watch?v=yb19aP0hWr8&feature=related

                http://www.youtube.com/watch?v=qZnhz1pnlM8