In this two-page skin beauty advertisement titled “Skin Genesis (L’Oréal)” in a 2010 U.S Vogue Magazine include two celebrities Eva Longoria and Kerry Washington. They have different skin tones and are photographed for an advertisement for a “complexion equalizer” that is able to provide you with the best looking skin. This advertisement is promoting the beauty of minority women, in this case Latinas and African-Americans; but most importantly the “attainable” beauty “ideal” of a young and flawless looking face which is also an ideal for women in China according to Qinwei (Vivi) Xie and Meng Zhang’s case study.[1]

[1] Xie, Qinwei (Vivi) and Meng Zhang. “White or Tan? A Cross-Cultural Analysis of Skin Beauty Advertisements between China and the United States,” in Asian Journal of Communications 23, no. 5 (Routledge: 2013) 546-547

Advertisement: Skin Genesis (L’Oréal). Vogue 200, no. 2 (February 1, 2010): 78-79

In this first page of the advertisement the “natural” beauty of these two women consists of having a flawless and non-white skin tone. The viewer can see that they do not have any acne or anything other mark that could ruin the flawless looking skin. Authors of the case study, “White or Tan? A Cross-Cultural Analysis of Skin Beauty Advertisements between China and the United States,” Qinwei (Vivi) Xie and Meng Zhang conclude that advertisements represent the “ideal” appearance of the skin within a country.[1] Having a non-white skin tone was not always desirable in the U.S, but it was not desirable in China. In the 1920s Coco Chanel reproduced tan skin as a trend, so skin beauty advertisements marketed to women in the U.S till this day have women with non-white skin tones.[2] Although in this advertisement both women do not have tan skin, it could symbolize the fact that some Latina and African-American women do not need to be tan because their skin color is naturally non-white or pale. Lastly, the statement at the bottom suggests that having non-white and flawless looking skin is the perfect combination. This advertisement could possibly been one of the advertisements that was used in the case study because it is within the time frame the authors studied which is why I chose it.

the visual advertisement well delivers its message of ideal appearance with non-white skin. Do explain why the non-white as model for the potential Chinese consumers? Any social, gender, ethnic indications?

[1] Xie, Qinwei (Vivi) and Meng Zhang. “White or Tan?,” in Asian Journal of Communications 23, no. 5 (Routledge: 2013) 541

[2] Xie, Qinwei (Vivi) and Meng Zhang. “White or Tan?,” in Asian Journal of Communications 23, no. 5 (Routledge: 2013) 538-539.

Advertisement: Skin Genesis (L’Oréal). Vogue 200, no. 2 (February 1, 2010): 78-79

On this second page of the the advertisement it does not only show the actual product in a spotlight, but the words and statements used assure young and flawless skin. The advertisement includes statistics in the shape of a graph to show that the process is trustworthy, but also simple. Also states things like “4 weeks to your ideal skin” and the slogan especially “because you’re worth it.” Not only does this advertisement advertise unrealistic expectations for a woman’s skin to look like naturally, but it also makes beauty equivalent to a woman’s worth. Having flawless skin is an easy way for society to value women because it is just based on appearances.

denotation of text and connotation of its message: how does the ad convey its message? let the questions of how the ad draw viewers’ attention and why lead your analysis rather than description. For instance, why minority/colored women as models and why the textual messages? 

Source: Cancan Chu/Getty Images News: “Miss Plastic Surgery Finals,” 2004. Beijing, China.

The image above, titled “Miss Plastic Surgery Finals” portrays the winner of a beauty pageant in Bejing, China, Feng Qian. The pageant is not what one would consider a “typical” beauty pageant, however, but a competition for Chinese women who have received extensive plastic surgery. In this image, Feng Qian celebrates her victory amongst a colorful downpour of celebratory confetti. She smiles proudly while holding a red book and cloth above her head. Author Erica Swallow explains how the philosophy behind the beauty pageant is that “all ‘ugly’ women can become beautiful with the wonders of man-made beauty” (Swallow, 7).

The image exemplifies how the beauty market and economy in China has propagated the belief and standard that women must reach a certain measure of beauty in order to gain internal and external happiness, success, and societal worth. When viewing “Miss Plastic Surgery Finals,” one can observe various signs upon conducting a deep connotative analysis of the image:

1) Plastic Surgery: Considering that China hosted its first annual Miss Plastic Surgery beauty competition in 2003, one can contemplate how the quest for beauty has become increasingly popular in China. The propagation of beauty standards has directly impacted the Chinese woman, evident in more than makeup and beauty products, but surgical beautification. Surgery suggests permanency, causing one to consider the lasting effects of beautification on Chinese culture and society, in addition to the feminine body and psyche. The image also causes the viewer to consider what types of cosmetic surgery Chinese women are opting for. One may perceive that Chinese women are choosing surgeries that convey a more western appearance (need evidence or explanation), suggesting how a psychological inferiority complex may be present between the Chinese woman and the western woman. (Swallow, 1).

2) Confetti: Swallow explains how “rather than accepting themselves as Chinese and embracing their natural beauty, young women are seeking medical treatments and beauty enhancements to make themselves appear more foreign” (Swallow, 1). Rather than admonishing these beliefs and re-defining them amongst the Chinese youth, both Chinese and western influencers have celebrate an unnatural standard of beauty through advertisements and societal rhetoric. In the image, the raining confetti can be viewed as symbolic of how foreign beauty has been celebrated while “ugliness,” and natural beauty have been societally condemned.

confetti: celebration of surgical beauty rather than natural beauty: indication? explain “western influence”: how the image suggests the influence? 

3) Red Book: The red book that Feng Qian holds reminded me of the Maoist red book utilized by the Red Guard movement. The red book in this image stands in ironic contrast to beauty ideals during the Maoist period. During the Red Guard period, wearing beauty products was frowned upon as it undermined the Communist philosophy of standardization amongst people. It is ironic to consider, then, how plastic surgery as perpetuated by the beauty market, has, in a way, “standardized” beauty in a very different way. Beautification has pushed people not to look different, but to look similar in acceptance of uniform beauty standards.

I think that the red book is the certification or award document

4) “Audience”: One might also begin to consider who is “behind the camera”; not the photographer, but the audience at the event. This may lead one to question who is supporting such standards of beauty at the small-scale, local level, and further, at the commercial, global level. One may consider beyond who is “behind the camera,” and consider, further, “who is behind the face?” The molding of a new face is more than the work of a plastic surgeon, but the doing of various advertisements and a standardized rhetoric for feminine beauty.

this paragraph sounds strong

The image ultimately displays how foreign standards (does the image suggest foreign standards, if so explain)  of beauty have been promulgated and celebrated by both Chinese society and the western beauty market, creating a psychologically harmful standard of beauty amongst the Chinese female population. Further, a new standardization of feminine beauty has emerged in contrast to the Maoist period.

First Glance: In this photo taken in 1980 we can see the distinct fashion trends that had taken over the industry in China. The title of the photo, by Li Xiaobin, is Young People in Fashion. From the title, even someone divorced from the fashion trends of the 80’s can tell that these young adults are dressed stylishly. Even today these outfits would be considered to be fashionable, if not a bit outdated.

Outfits: The two women and man in the photo are all wearing several layers of clothing that make an overall appealing outfit. The man is wearing a beautiful, and probably designer coat from an American designer, Ralph Lauren or Tommy Hilfiger. He layers underneath it a turtleneck, which was the essential 80’s men’s (and women’s) fashion choice. The color of his jacket it both neutral and bold. His hair cut is similar to many American men’s haircuts. The woman at his side is wearing a trendy leather trench coat. She pairs it with a gorgeous scarf that, planned or unplanned, compliments both her male counterpart’s jacket as well as her own. Her own cream turtleneck under the jacket indicates the common 80’s trend. Her hair is in a flouncy ponytail, probably very voluminous in the back. The third woman is wearing what looks like a velvet or corduroy, maroon jacket. She also is donning red gloves. Red was a huge fashion trend in 80s China and nearly all women wore red in some way in their outfits.

Subjects: These three young Chinese adults all look at least moderately well off. In the U.S the 80s saw the birth of the “yuppie” generation. Young, college-educated, professional adults who lived in cities and spent their incomes on material goods, being the culmination of several previous generations hard work to provide prosperity. These people all look very well to do, and are certainly at least middle class if not upper class.

China in the 1980s was different from the US. It was a moment of transition from Mao’s to Post-Mao society

Li Xiaobin, Documentary Photography 1976-1989. Young People in Fashion (1980).

Analysis: As compared to the pictures of fashion trends during the Red Revolution and the popularization of the Mao suit, these individuals are all dressed very differently. The uniformity of the clothes once seen in the 50’s is gone, replaced by individuality. Furthermore, while the Mao suit was a distinctly Chinese fashion item, the clothing these hip young people wear is heavily influenced by European and American designers. This combination of both the outside influences and newfound individuality is indicative of a changing political background in China. The most reminiscent trace of Chinese fashion in this photo is the red gloves. The prevalence of red in Chinese fashion is a holdover from the Red Revolution and the political ties the color had. This photo shows a changing younger population in China and its roots in a changing political climate. a stronger paragraph

without a thesis argument, the analysis could be misled by description. How about the thematic claim of fashion in transition in the 1980s? Then support the theme with denotations/connotation of the photographic image?

Since the late 1980’s when Chinese versions of Western magazines became available across China many American models and celebrities have graced the covers in China. Although Vogue China is written in Chinese many of the covers that include a Western celebrity also include English headlines.  

The faces and covers that international magazines use directly influence Chinese media and the perception of beauty in China. sound statement

This particular cover of Vogue China illuminates the model, Gigi Hadid, an American model with a celebrity status. The denotations of this image are ????, A Vogue China magazine cover with a model who is not Chinese. The model has light, flawless skin from top to bottom and blonde hair. She is posing in a pastel blue crop top with white shorts. The majority of the writing on the image is in Chinese, except for the headline, “Girl on Fire”. There is a white background making Hadid the sole focus of the cover. This image can easily be glanced over without connotatively analyzing the cover. However, with some context one can understand that the Vogue image is sending a message to Chinese consumers. what is the message?

Gigi Hadid is known to have moles on her skin that fans can see on her stomach on forms of social media. In this particular image she is airbrushed of any imperfections. Along with this Hadid’s skin, particularly her face, is very light almost blending into the background. It is common in Chinese culture to buy skin whitening products. Because light skin is a beauty standard in China it makes sense that Hadid appears whiter than usual on the Vogue China cover. The clothing Hadid is wearing on the cover makes an effort to show trends that are currently in style including: pastels, crop tops, and choker necklaces. Since the headline is in English there is potentially a  Western allure. This cover of Vogue China creates a desire to be not only like Hadid but also to possess characteristics of a “Western woman”. Blonde hair, blue eyes, etc.

the pair of denotation and connotation, unfold one at a time: the western model, the title of girl on fire, Vogue in Chinese, for instance.

The intention of this magazine is not to inform Chinese consumers of trends happening within their own culture, instead this cover is informing Chinese consumers of how they can “Westernize” their style. Because Vogue has a powerful voice in the world of fashion, it is easy for the magazine to influence the perception of beauty.

Along with media influencing how consumers perceive beauty, international magazines are reflecting consumer culture. By having Gigi Hadid on the cover of this international magazine it draws in consumers because it is a face that is recognized globally. Vogue also encourages consumer culture by filling the magazine with ads for skin products, clothing designers, and other international companies that people like Gigi Hadid might be using.

good ideas which need coherent organization

Photo source:

http://www.dailymail.co.uk/femail/article-3453737/Gigi-Hadid-fans-accuse-Vogue-China-airbrushing-model-s-signature-moles.html

Throughout history, the image and symbolism of the white woman has overwhelmed the contemporary world. Additionally, the political and the sexual have become entangled in the commodity of the white body. The white body also has had an impact on the idea of location in China. Metropolitan bodies value whiteness because of both the exposure of the western world due to social media, consumer advertisements, and influence due to television, movies and other popular culture. Whiteness also was symbolic of wealth and modernity, as the minority culture living in the country side, known as “Duocai,” meaning colorful, has been indicative of a lower socioeconomic class, where darker skin has been represented by working outside in the sun. This image, taken from Sports Illustrated Swimsuit Edition, has multiple meanings and symbolic undertones that ultimately exploit everything involved in the picture, from the man, the woman, and the Eastern world, in order to make gains for the privileged CEO’s of the company.

 select and focus on one of the “multiple meanings”

There are many contrasts in this photo, both exploiting the man and young woman in the picture. The first blatantly obvious difference between the two is their age. The woman is a young, youthful woman who clearly is a lot younger than the man who is next to her. This creates a perverted type image which is intended to sexualize both the man and half-naked woman sitting next to him. The clear age difference shows that femininity is valued for youthfulness by all ages, and that women should strive to be young. Because of this age difference, there is also a connotation of youthfulness representing modernity. This young woman, clearly out of place in rural China on the elderly fisherman’s boat, is a bold contrast to the traditional Chinese culture that this man has lived through. By placing the two next to each other, the woman looks much more modern than the traditional old man, and this contrast is used to sell a product, because the “white woman sells.”

 the idea of “white woman sells” sounds powerful and you may use it as topic sentence, then explain how and why white woman sells

It is important to remember that the people who run Sports Illustrated are there to make a profit, and are likely not concerned with cultural implications that go along with this picture. By using the exploitation of both the man and the woman, there is no concern for how they are viewed. The man, without this woman in the picture, would appear to be innocent and just doing his job and living his life. However, when the woman is placed into the picture, the way the man is viewed changes. It then appears that he craves young, white women, when in reality, the placement of this woman is so bizarre and does not make any sense. There is also a contrast in the socioeconomic statuses between the people who set up the picture and the people in the picture. The man, a traditional fisherman, is likely not making a lot of money, whereas the producers of this picture and the female model in the picture are likely making a lot of money, and the head of Sports Illustrated is making the most money of them all. Ultimately, the placement of the western woman into the eastern world is forcing eastern culture to value western ideals, specifically, the white woman.

I would say displacement of the white woman. good ideas and intentions which nee a better organization. Try to begin and focus on one pair of denotation/connotation before you move to the next