Trevor Millum

Trevor Millum

In a study of advertisements in women’s magazines, Trevor Millum offers these categories of female expressions:

• Soft/introverted: eyes often shut or half-closed, the mouth slightly open/pouting, rarely smiling; an inward-looking trance-like reverie, removed from earthly things.
• Cool/level: indifferent, self-sufficient, arrogant, slightly insolent, haughty, aloof, confident, reserved; wide eyes, full lips straight or slightly parted, and obtrusive hair, often blonde. The eyes usually look the reader in the eye, as perhaps the woman regards herself in the mirror.
• Seductive: similar to the cool/level look in many respects - the eyes are less wide, perhaps shaded, the expression is less reserved but still self-sufficient and confident; milder versions may include a slight smile.
• Narcissistic: similarities to the cool/level and soft/introverted looks, rather closer to the latter: a satisfied smile, closed or half-closed eyes, self-enclosed, oblivious, content - ‘activity directed inward’.
• Carefree: nymphlike, active, healthy, gay, vibrant, outdoor girl; long unrestrained outward-flowing hair, more outward-going than the above, often smiling or grinning.
• Kittenlike: coy, naïve (perhaps in a deliberate, studied way), a friendlier and more girlish version of the cool/level look, sometimes almost twee.
• Maternal: motherly, matronly, mature, wise, experienced and kind, carrying a sort of authority; shorter hair, slight smile and gentle eyes - mouth may sometimes be stern, but eyes twinkle.
• Practical: concentrating, engaged on the business in hand, mouth closed, eyes object-directed, sometimes a slight frown; hair often short or tied back.

Texts- Modes of address

uper-smiler: full face, wide open toothy smile, head thrust forward or chin thrown back, hair often wind-blown. Projected mood: aggressive, ‘look-at-me’ demanding, the hard sell, ‘big come-on’ approach.

Romantic or Sexual: a fourth and more general classification devised to include male and female ‘two-somes’; or the dreamy, heavy-lidded, unsmiling big-heads, or the overtly sensual or sexual. Projected moods: possible ‘available’ and definitely ‘available’.

Texts- Modes of address

Texts- Modes of address, Mulvey, Millum.

Chocolate Box: half or full-smile, lips together or slightly parted, teeth barely visible, full or three-quarter face to camera. Projected mood: blandly pleasing, like a warm bath, where uniformity of features in their smooth perfection is devoid of uniqueness or of individuality.

Invitational: emphasis on the eyes, mouth shut or with only a hint of a smile, head to one side or looking back to camera. Projected mood: suggestive of mischief or mystery, the hint of contact potential rather than sexual promise, the cover equivalent of advertising’s soft sell.

Tv Add Analysis

Choice of People – Have they chosen a celebrity or model to endorse their product?  Why?  What effect will this have on the audience?

Facial Expressions – If there are people / animals / characters in the ad, what do their facial expressions suggest about the product?  Do they tell you how you would feel if you bought the product?

There are two main characters in the ad a girl who is kiera and the man who is a photographer; their facial expressions show lust between

By picking kiera Knightly the advert has now got a huge advantage in the market because she is a world-renowned actress loved by the nation and recognized by the public as a role model so by putting her in the advert people will buy it to be like kiera.

Them and it makes the spectator feel if they buy the product they will have the same experience with a girl or boy.

Body Language – What does their body language tell you about how you would feel if you bought the product?  Are they close together, far apart?  Do they look energetic or relaxed etc.?

Their body language is synced with each other till the women start to tease and move away then disappears onto a bike and then leaves. They are close and far from each other and they look relaxed then energetic.

Color –What colors have been used in the advert and what do they suggest about the product / brand?  Are the colors associated with any particular emotions or feelings?

The colors they have used are mainly white and light colors suggesting calm and happy making the product seem more desirable to the audience.

Lighting – Where is the light and shadow in the picture?  What effect does this have on the audience?  Does it draw your eye to any particular points?  What effect does it have on the look of the product?  Is it subtle or dramatic?

The lighting they have used is mainly high key lighting however when the advert goes on the lights go darker giving it a low key lighting and a wide screen shot showing the whole set where the photo is being took.