textual analysis

2. 0.02
• The camera is tracking 180 degrees round the
model while in a long shot connotes her being
in the centre of the male gaze.

3. 0.03
• The urban background behind the model connotes that she is
standing out from the crowd and the clothing helping with this.
The urban representation and setting connotes a modern,
urban, brand. It is also a postmodern use of Bricolage.

4. 0.04
• The close up of the model at a 45 degree angle
connotes her empowerment in her sexuality

5. 0.05
• We like the high key lighting throughout the
clip as it emphasises that it’s a day advert. The
high key lighting connotes a daintiness and
elegance of the model.

6. 0.07-0.10
• There are then quick cuts which go along with
the beat of the electronic score. The dramatic
quick cuts connotes the models empowerment

7. 0.10
• There are then close ups of the models outfits, we like these
shots as it means it will be showing the target market what the
clothes look like.
• The light pink clothing and the high key lighting connote the
models innocence.

8. 0.11• The low angle shot of the model connotes her dominance
over her sexuality which supports Gauntlets theory of
women in control of their sexuality. This ties in with the
models innocence as it suggests she is enjoying showing off
her body whilst having removed herself from any sexual
sphere

9. 0.12-0.14
• The next few shots feature 45 degree angles,
this connotes the model flipping the male gaze
theory.

10. 0.15
• The medium close up of the model while she is in
a empty car park, while the camera tracks around
her to the right connotes that she is in the centre
of attention and the male gaze.

11. 0.19
• The model in the plain grey dress in front of
the wall connotes that even in plain clothing
she will still be in the male gaze.