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Chloe Connell
Case Study: Women
Justin Bieber – All That Matters (Music Video)
 The woman in the image is connoted in a sexual desire
as she is positioning herself bending over allowing the
audience to see her bottom.
 Her legs are seen to be extra long and smooth (model
material) reinforcing Naomi Wolf theory that women
have to be beautiful, skinny and youthful
 She is leaning into the male (Justin) as he is just sitting
there casually, this denotes that woman need to act in a
sexual manner in order to seduce them and make them
contempt when this isn’t true in this image as this is
not what he wants.
 From this long shot it doesn’t enable to see the
woman’s face which represents that she is using her
body in order to represent herself
 Her provocative position conforms to Laura Mulvey’s
male gaze
Chloe Connell
Justin Bieber Perfume Advertisement
 The woman is laying on the bed which reinforces she’s
there for a sexual desire
 There is a white focus light which allows her to stand out
 The positioning and shape of her is next to Justin’s head
which suggests that she’s in his thought bubble that he is
thinking about her
 The woman is connoting that if you wear the perfume, you
will be able to feel sexy like the woman in the image
 The camera is positioned above her which connotes that
woman are looked down upon, whereas Justin is standing
there showing he is more dominant and the focus person
 Reinforces female gaze theory as the perfume is for women
and so women will look at the woman and want to be like
her
Chloe Connell

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Representation of Women

  • 1. Chloe Connell Case Study: Women Justin Bieber – All That Matters (Music Video)  The woman in the image is connoted in a sexual desire as she is positioning herself bending over allowing the audience to see her bottom.  Her legs are seen to be extra long and smooth (model material) reinforcing Naomi Wolf theory that women have to be beautiful, skinny and youthful  She is leaning into the male (Justin) as he is just sitting there casually, this denotes that woman need to act in a sexual manner in order to seduce them and make them contempt when this isn’t true in this image as this is not what he wants.  From this long shot it doesn’t enable to see the woman’s face which represents that she is using her body in order to represent herself  Her provocative position conforms to Laura Mulvey’s male gaze
  • 2. Chloe Connell Justin Bieber Perfume Advertisement  The woman is laying on the bed which reinforces she’s there for a sexual desire  There is a white focus light which allows her to stand out  The positioning and shape of her is next to Justin’s head which suggests that she’s in his thought bubble that he is thinking about her  The woman is connoting that if you wear the perfume, you will be able to feel sexy like the woman in the image  The camera is positioned above her which connotes that woman are looked down upon, whereas Justin is standing there showing he is more dominant and the focus person  Reinforces female gaze theory as the perfume is for women and so women will look at the woman and want to be like her