Friday, May 8, 2015

Final Blog--Same Sex Love in Shunga and Manga: Representrions of Patriarchal and Gendered Roles

            The reason why I chose this topic begins strangely not with any ties to same-sex love but actually from my fascination with romance, love, and society. I own many manga whose spines have been well worn from years of reading, so much so that the books often open to my favorite sections. Most, if not all, of these sections are romance related. In middle school and through high school when I read most of my manga collection, I formulated my ideas of romance and love around these representations.  The below image is from one of my favorite series, Inu Yasha. This scene shows tenderness as Inu Yasha takes Kagome’s hand and hints at the growing love between the two characters. However, this panel does also portray stereotypical gender roles, such as Inu Yasha proclaiming that he will protect Kagome. In spite of the fact that Kagome is quite a skilled archer, Kagome is often kidnapped or forced into other situations which result in Inu Yasha coming to her rescue. This is the same basic concept that many early Disney movies, such as Snow White and the Seven Dwarves present. In the image below, snow white is presented as passive, simply waiting for her love to seek her out. Also, the way the picture is framed paints her as a demure figure in the subject of a male gaze, as she does not make eye contact with the camera, but instead gazes down at her Dwarf friends, who could also be seen as her children

  
Figure 1: heteronormative representations in Inu Yasha Vol. 50, Ch. 494
   
Figure 2         
Another factor that drove me to pursue this topic was my increasing interest in feminism. Over the past few years, I have become more interested in looking at the way women are viewed, and also how notions of love are also funneled through heteronormative standards, that often place power in relationships in the hands of males. A few years ago, I looked at the issue of Japanese censorship of erotic art and manga. During my research, I found it interesting how much pressure was placed upon women to conform to the standards of Japanese society; that is to eventually get married and have children. In general, this demand pushed Japanese women away from their own desires in life, even if this meant being forced to change their sexual preference. I decided to see if this same push towards patriarchal standards and also gendered roles also existed in same-sex love representations. The focus of this essay will look at patriarchal and “gendered” representations in depictions of same sex love, particularly concerning the persistence of gendered norms within shunga, which are erotic woodblock paintings, and also manga, Japanese comics. Throughout Japanese history, there has been a tendency to place gendered notions upon same-sex love as well as present images in a way that portrays "feminine" figures as submissive to "masculine" figures. 
Japan has a long tradition of accepted male homosexuality, but this tradition is also steeped in negative and patriarchal perceptions of women. The beginning of the societal shaping of views of homosexuality begins with religion. According to Watanabe Tsuneo and Jun’ichi Iwata, Japan’s tradition of male homosexuality has often been attributed to Kūkai (CE 774-835) who returned from China in 806 CE, bringing esoteric Buddhist teachings to Japan. One of the practices that he supposedly brought back from China was homosexuality. However, the authors comment that this linking of Kūkai to homosexuality is most likely just a legend, and same-sex relations probably existed long before Kūkai’s journey.[1] Although it is more than likely that Kukai was not bring the tradition of homosexuality to Japan, this still shows that societal views of sexuality and also genders was connected to religion. Gary P. Leupp adds that while Buddhism repulsed the idea of procreation due to the fact that the ultimate goal of Buddhism was to escape rebirth, “[h]omosexual activity may have been viewed as a lesser offense than homosexual involvements.”[2] Women, due to the fact that they were responsible for birth were often viewed negatively, and women were looked down upon in Buddhism. Leupp writes, “One scripture suggests that, when offered a (female) prostitute, the historical Buddha responded, ‘Why try to tempt me with that thing? It is a bag full of shit and piss. I would not touch it with my foot.’”[3] A tradition of accepted homosexual practices emerged among monks. McLelland comments that during the Heian period (794-1185) it became acceptable for monks to take on younger acolytes as sexual partners, and this tradition was referred to as chigo.[4]  
Religion has also attempted to separate the roles and associations of male and female. Gary P. Leupp notes some gendered beliefs of Confucianism. Chinese Yin-yang philosophy looks at the relationship between male and female. Yin is the force which is representative of the female essence, and yang is the force which is representative of the male essence. In order to create stability within oneself, these two essences must be balanced, and “[s]ex is one activity that contributes to this balance.” Leupp adds that while Confucianism portrayed sex as necessary in order to balance yang, overindulgence in sexual pleasure with a woman could be dangerous. “This is because the female yin essence, modeled after water, can quench the male yang essence, which is modeled after fire. Homosexual intercourse, by contrast, results in no net loss of yang force for either male.”[5]
Samurai also established a tradition of accepted homosexuality. McLelland comments that during the Edo period (1603-1868), samurai could take part in homosexual and heterosexual affairs. “Same-sex relationships were governed by a code of ethics described as nanshoku (male eroticism) and shudō (the way of youths), in the context of which elite men were able to pursue boys and young men who had not yet undergone their coming-of-age ceremonies, as well as transgender males of all ages from the lower classes who worked as actors and prostitutes.”[6] Leupp offers some insight into how the tradition of accepted male homosexuality among samurai developed. He first notes that samurai were often removed from contact with women for long periods of time, therefore resulting in homosexual behavior. He also notes that feudalism may have played a role. Feudalism, which based on hierarchal standards, arose in Japan during the twelfth century due to “the collapse of centralized state institutions.” Strong men took the power in the absence of state institutions while women’s power within society decreased. “Strong men’s traits, which represented the ability to survive in unstable conditions, may have acquired erotic significance to women and men alike.”[7]      



Figure 3: depiction of a samurai and a female prostitute.

            Depictions in shunga portray the sense of power, especially over more feminine participants, even in the case of homosexual representations. The figure above depicts a samurai and a female prostitute, and there are several features that associate male dominance over females. The woman is being positioned and supported by the samurai. Her hand is bent in a delicate way, further show her femininity. While the lack of depth in the woodblock print suggests that the samurai could be lying next to the prostitute, he is instead still illustrated as being above her.

Shunga depicting male homosexuality also displayed a similar theme, In Figures 4 and 5, both images show a samurai with a Kabuki actor. In both representations, the kabuki actors are also being positioned by their lovers. In figure 4, the samurai is turning the actor’s face towards him, and in figure 5, the samurai is in a dominant position on top of the actor and is lifting the actor’s Kimono. These two representations also present the actors as feminine. Both actors also have their hands positioned in a delicate manner which is similar to that of the female prostitute. The actor in Figure 4 is also dressed in a woman’s long-sleeved kimono (furisode). 



Figure 4

Figure 5

            While female same-sex love was represented in shunga, there were still aspects of the artwork, which fed into the patriarchal society. Mark McLelland comments that “Edo-period sexual culture was phallocentric and organized around active/passive polarity—that is, one sexual act was of overwhelming significance: penetration by a penis.”[viii] Women were lacking the necessary feature to fit into this phallocentric representation. Leupp further notes that “[f]urther underlining the phallocentrism of the culture, they usually portray the use of dildos as penis substitutes.”[ix] Women were depicted using dildos as a substitute for men. Both the producers and consumers of lesbian shunga, Leupp adds, were mostly men.[x]There was no formal term for love between two women, unlike terms like nanshoku, love between two men, and joshoku, love between a man and a woman. During the Edo period, there were artworks as well as writings which depicted lesbian sex. [xi] In figure 6, two women preparing for coitus. Both women are gazing at the dildo which has been tied around the other woman’s waist. The direct gaze at the dildo ties into this idea of phallocentrism: in spite of the fact that the two women intend to make love with each other, both women are more fascinated with the phallus. In a Freudian interpretation of Figure 7, the woman’s arm snaking under the kimono looks somewhat like a phallus. Also, the woman whose robes are opened is presented as the more passive figure, allowing her lover to take control over her. This further attributes to the sense of “gendered” roles, even between same-sex lovers.


Figure 6

Figure7


            Now I will move to more modern representations of same-sex love. Beginning around the 1970s manga concerning homosexuality began to appear. The two branches of homosexual manga I will look at are Yuri, which features same-sex love between girls, and Yaoi, which features same sex love between young men. Both of these series are also primarily illustrated by women. Concerning Yuri and Yaoi, there have been many debates over whether both of these genres support patriarchal standards and “gendered” roles between lovers or if they are a liberating force.
            Themes of same-sex love among girls which are found in Yuri have also been seen as a form of patriarchal control under the guise of S (esu) culture, in reference to shojo (meaning girl). McLelland explains that due to the fact that interactions between sexes were viewed negatively in the early 1900s, same-sex crushes for girls and boys were actually permitted and somewhat encouraged.[xii] S culture Nagaike Kazumi further notes, was originally cultivated “under conditions of oppression, as the principle modernist ideal in relation to women’s social status was ryosai kenbo (good wife and wise mother). This ideal compels women to fulfill the functions of (heterosexual) mother and wife in the interests of national development.”[xiii] Although same-sex crushes and infatuations were allowed for schoolgirls, these ties were not intended to last, but to be “outgrown.”[xiv] Although same-sex desires were encouraged by patriarchal society, this encouragement was not necessarily to encourage equality for women in their desires, but instead to further support patriarchal control and further build the nation.
            Depictions of Same sex love in Yuri have at the same time conformed to patriarchal standards while also deviating from patriarchal control. The image below depicts tow school-age girls. Both girls are presented as near equals. Both girls are feminine, and there is no trace of masculinization, denoting dominance; although, there is one exception that one girl is older than the other, as noted by the suffix, sempai. Nagaike comments that stereotypical Yuri usually does not contain much sexual imagery due to the fact that most of the readers of Yuri are assumed to be young girls. Female-female relationships are therefore often presented as “spiritual” rather than “corporeal.”[xv] However, some characters within Yuri series do recognize that female same-sex love is not truly accepted outside of adolescence. Nagaike features several examples of girls lamenting that their love for another female peer may not last. “’After all, a lesbian relationship is no more than a mutual favor. After graduation, we’ll forget it and start having real experiences in society, just as if we were awakening from a dream.’”[xvi] This quote notes the presence of patriarchal ideas within society, affirming that same-sex desires have no purpose outside of adolescence, due to the fact that the girls will need to have “real experiences” in contrast to what they are experiencing in their adolescence, which is presented as just an illusion or “dream.”

Figure 8
           Yaoi comics also “gendered” stereotypes as well as an avenue to escape patriarchal structure. As noted earlier, Yaoi comics, although featuring male same-sex love, are mostly created by women for women. In figure 9, the two men portrayed, similar to Figure 9, are portrayed as nearly equal. There are some differentiations, such as the longer hair of the blond male and the slightly more feminine-looking eyelashes. Also, within representations of men, there is no “gender” stigma—that is, that there are less negative and patriarchal stereotypes associated with males.   
   


Figure 9
            However, there are some representations within Yaoi manga that still support “gendered” roles within relationships. Febriani Sihombing comments that Yaoi characters still usually fall into two categories, Seme and Uke, due to their roles during sexual intercourse, and charactes rarely switch categories.[xvii] Uke refers to the character who is usually the recipient of the sexual act, and Seme refers to the giver of the sexual act. In figure 10, the two young men are portrayed in more gendered roles, which fit in with ideas of dominance over more feminine actors in patriarchal societies. The blond man is presented in a more feminine way, with slightly softened features. The light touch of his lover’s arm is also reminiscent of the portrayal of the female prostitute in figure 3. However, not all Yaoi manga gives direct visual clues to sexual roles. For instance, Sihombing comments that some representations of Yaoi characters do not necessarily give indications of Seme and Uke. The cover of the Flight Control, represented in figure11, portrays the two main characters very similarly. There is “no significant differentiation in their persona codes.”[xviii] “They have almost similar eye shapes, eyebrows, lips, and face shapes, although they have different eye color and hair.”[xix] Rather than portray the characters as masculine or feminine, the artist chose to portray them as equals.     


Figure 10


Figure 11

Homosexual representations in art have been "gendered" and constructed through a patriarchal lens, favoring male dominance, especially in Japanese history prior to the twentieth century. Gendered representations, which also support patriarchal society, still continue, but there has been headway made through the fact that at least women can express same-sex desires of their own through artwork.


Notes


[1] Tsuneo Watanabe and Jun’ichi Iwata, The Love of the Samurai: a Thousand Years of Japanese Homosexuality, trans. D.R. Roberts (GMP Publishers Ltd., 1987), 31-2.
[2] Gary P. Leupp, Male Colors: The Construction of Homosexuality in Tokugawa Japan (Berkeley: University of California Press, 1995), 21.
[3] Ibid.
[4] Mark McLelland, Queer Japan: From the Pacific War to the Internet Age (New York: Rowman & Littlefield Publishers, Inc., 2005), 17.
[5] Ibid., 20-21.
[6] Ibid., 16.
[7] Leupp, 47-8.
[viii] McLelland, Queer Japan, 17.
[ix] Ibid., 18.
[x] Ibid.
[xi] Ibid.
[xii] Ibid., 25-6.
[xiii] Nagaike Kazumi, “The Sexual and Textual Politics of Japanese Lesbian Comics: Reading Romantic and Erotic Yuri Narratives,” Electronic Journal of Contemporary Japanese Studies, http://www.japanesestudies.org.uk/articles/2010/Nagaike.html (accessed April 1, 2015).
[xiv] McLelland, Queer Japan, 21.
[xv] Nagaike, “Sexual and Textual Politics.”
[xvi] Dream Drops, Vol. 9: 168, quoted in Nagaike Nagaike Kazumi, “The Sexual and Textual Politics of Japanese Lesbian Comics: Reading Romantic and Erotic Yuri Narratives,” Electronic Journal of Contemporary Japanese Studies, http://www.japanesestudies.org.uk/articles/2010/Nagaike.html (accessed April 1, 2015).  
[xvii] Febriani Sihombing, “On the Iconic Difference Between Couple Characteristics in Boys’ Love Manga,” Image and Narrative 12, no.1 (2012): 150.
[xviii] Ibid., 156-157.
[xix] Ibid., 157.



Bibliography
Bouissou, Jean-Marie. “Manga: A Historical Overview” In Manga: An Anthology of Global and Cultural Perspectives. Ed. by Toni Johnson-Woods, 17-33. Continuum International Publishing, 2010.
Bryce, Mio and Jason Davis. “An Overview of Manga Genres.” In Manga: An Anthology of Global and Cultural Perspectives. Ed. by Toni Johnson-Woods, 34- 61. Continuum International Publishing, 2010. 
Dream Drops. Vol. 9. Quoted in Nagaike Nagaike Kazumi. “The Sexual and Textual Politics of Japanese Lesbian Comics: Reading Romantic and Erotic Yuri Narratives.” Electronic Journal of Contemporary Japanese Studies. http://www.japanesestudies.org.uk/articles/2010/Nagaike.html (accessed April 1, 2015).   
Leupp, Gary P. Male Colors: The Construction of Homosexuality in Tokugawa Japan. Berkeley: University of California Press, 1995.
McLelland, Mark J. “From Sailor Suits to Sadists: Lesbos Love as Reflected in Japan’s Postwar ‘Perverse Press.” University of Wollongong 2004.
---. Queer Japan: From the Pacific War to the Internet Age. New York: Rowman & Littlefield Publishers, Inc., 2005.
Nagaike Kazumi. “The Sexual and Textual Politics of Japanese Lesbian Comics: Reading Romantic and Erotic Yuri Narratives.” Electronic Journal of Contemporary Japanese Studies. http://www.japanesestudies.org.uk/articles/2010/Nagaike.html (accessed April 1, 2015).
Sihombing, Febriani. “On the Iconic Difference Between Couple Characteristics in Boys’ Love Manga.” Image and Narrative 12, no.1 (2012): 150-166.
Tanaka Hiromi and Ishida Saori, “Enjoying Manga as Fujoshi: Exploring its innovation and Potential for Social Change from a Gender Perspective, International Journal of Behavioral Studies 10, no. 1 (2015): 77-85.
Tsuneo Watanabe and Jun’ichi Iwata. The Love of the Samurai: a Thousand Years of Japanese Homosexuality. Trans. by D.R. Roberts. GMP Publishers Ltd., 1987.
Williams, Alan. “ Rethinking Yaoi on the Regional and Global Scale.” Intersections: Gender and Sexuality in Asia and the Pacific 37 (March 2015).

Thursday, April 30, 2015

EAS 299 summary


The first part of the course where we looked at lantern slides and discussed the role of semiotics in these photos was very interesting. My first “real” look into the history of Japan was mostly through photos like this. I had taken for granted that they were showing the “truth” when they were actually still showing the opinion of someone else.




                The unit where we covered Tanizaki and In Praise of Shadows was also very interesting. This was something that further helped me to see how every group also creates "myths" around themselves as well as around others.



At the beginning of this unit, I would not have considered this to be “high-class art,” but now I definitely acknowledge that it is. It was sad, yet enlightening to see how much Western influence dictates our conceptions of “reality.” Within this unit, it was also interesting to see how Japanese artists made critiques of Japan as well as the world in general. This was one of my favorite works of art.







This is a design by Yamamoto Yoji. I really liked this unit because it further gave me insight to the world of design. It took me a while to realize that this is also a form of art and still carries meaning.



This is probably one of the images that stuck with me the most. Thinking back, maybe it is because we rarely see bodies in the open-they are usually covered or the picture is taken from an angle that prevents us from either truly knowing whether or not the person is alive or we see little more than the body for its parts- focusing on limbs. There was a video posted to the visual culture blog on a photojournalist who went to Fukushima following the disaster. Before this image was shown on screen he made a comment that the Japanese government had made sure that the streets within towns at least looked “clean”-that there were no visible bodies. The journalist said that he only had to walk about 30 seconds off the main road in order to find this man. What shocks me the most about this picture is that even though the man is not facing us, so that we could determine whether or not he is dead, there is no question that he is deceased. 

Thursday, April 16, 2015

Mori Fashion

Mori (森) -meaning forest- is a fashion that combines vintage elements, innocent cuteness, and an earthy feel into clothing styles. This style, like several other Japanese street fashion styles, strives to be doll-like, but to look like you have achieved this look in a natural and casual manner.

Mori fashion usually features many layers of neurtal, earthy-toned clothing, incorporating colors such as navy, burgandy, tan, brown, and creme.


There are elements within mori that are related to cute, but instead of incorporating big, colorful barrettes or bright or even pastel colors, it uses a more innocent and vintage idea of cute- think vintage children's clothing from around the 1930's made with simple while linen.

 
Drawing in vintage elements, mori fashion can also incorporate lace. Clothes are also loose fitting and usually A-Line (garments are narrowest at the top and then continually become wider -example: poodle skirt)

 
Accessories can include fur articles, leather bags, and other small pouches.

.
And pocket watches are always acceptable



Friday, March 27, 2015

Research project

My research project is on representations of same sex love is represented in Japanese art. I will be looking at shunga (erotic ukiyo-e), manga, and also contemporary art.
I haven't done that much research yet, but I have found a decent amount of sources to look at.

Wednesday, March 25, 2015

Cute Culture

The readings made me think about how cute, child-like things are far more accepted in Japan than they are in the United States. When I was in Japan, I got a cute Rilakkuma 8 pocket folder. I bought it because it was functional: it was cheap, durable, and able to hold a lot of paper. I also got it because I knew it was a print that would remind me of Japan. I used it all the time when I was in Japan, and students, both international and Japanese, thought that the folder was adorable. The reaction was not the same when I tried to use it at Ursinus. One of the first days back at Ursinus, I pulled the folder out during a politics class and immediately saw about three people stare at the folder, but they said nothing. I continued to use the folder for a few more weeks, but I felt so self conscious using it that I eventually bought normal folders.

I think that in general, American society is not as accepting of the retention of "childlike" qualities, whether that is in personality, clothing, or other consumption of goods, especially for people who are past their early twenties. To me, it seems like there is an encouragement for teenagers to mature faster, and the kind of child-like regressions that are permitted are nostalgic hobbies.

Thursday, February 19, 2015

Ukiyo-e

Oiran by Tominobu Kasentei
This ukiyo-e depicts a high class courtesan. I chose this ukiyo-e because I liked the layers of kimono. The many layers of kimono, an obi tied in front, and the many hair ornaments are all signifiers of a courtesan. It is interesting that compared to western depictions of courtesans and prostitutes, this oiran is wearing a considerable amount of clothing. I also have previously done research on erotic ukiyo-e and one of the most interesting details that I noticed/read about was that even ukiyo-e that featured more erotic situations still many times featured figures dressed in many layers of clothing and many folds in the fabric. This was because kimono are expensive, and even the opulence was somewhat seen as  seductive. She also appears to be very poised, and proper, compared to Western representations of women associated with entertainment and pleasure quarters. Oiran were not only selected for their beauty, but also because they were still entertainers: many knew calligraphy, flower arranging, how to perform tea ceremonies, how to play instruments, and were well read.

Profile (Red Girl) by Saitou Kiyoshi

 I chose this ukiyo-e after I chose the one of the oiran because this ukiyo-e also reminds me of a more modern version of representations of women in red light districts. Besides being bathed in red light, associated with pleasure quarters, the woman is also portrayed in a very sultry way. The darker red areas of the face emphasize her full lips, thick eyelashes, and finely shaped eyebrows. These are all traits that westerners usually associate with women who work in the pleasure industry.
However, this ukiyo-e also has a very natural feel to it. The lighter red lines in the background look somewhat like reeds, and the shading in her hair and on her face and neck looks like a texture created by a natural sponge. In spite of her sultry look, "natural" quality seems to give the subject an organic or even "pure" image.

Thursday, February 12, 2015

Imagined travels in Japan




Here a Moos'mie pours tea with exceptional delicateness. Whereas in the West, one pours tea for the soul purpose of drinking, those in Japan take pride in pouring their tea with slowness, indulging in the action's connection to nature.


Here a man and a woman make fans. These fans are exceptionally large and do not fit well in coat pockets. Instead men and women carry them tucked inside their kimonos for easy access. This type of fan is usually used by courtesans.


This is a temple called kinkakuji. It sits nestled in a beautiful area surrounded by untouched land. The Japanese always place their sacred sites in such areas of beauty. This temple is adorned with gold and on top of the roof sits a golden rooster which is a symbol of Japan as the land of the rising sun.



Teachers try to teach their students how to do traditional dances. Unlike Western dance, Japanese dance is not graceful or flowing but instead has shorter and more rigid motions. The dancers barely move while dancing.


This is a moos'mie who is playing the shamisen. The shamisen is played by many and has a curious sound. The instrument is tuned very differently from Western instrument and has a twang that is very very harsh to western ears. It is reminiscent of the banjo



Tuesday, February 10, 2015

Globetrotters pictures

In the essay on representation and misrepresentation, Dower used an image of two women feeding chickens, and he notes that the fake chicken in the photo just emphasizes how unrealistic the image is. Even though the process of washing kimono may be similar to what the women in the picture are doing, the photo is still staged in order to make the image look attractive to foreigners rather than to actually show how the process is done or reflect the actual lives of the women.

In the section on Globetrotters, there was a list of the different "types" of globe trotters. The descriptions of these different types of globetrotters made me think about how different groups of globetrotters would only be interested in certain areas or topics, such as nature, people, or palaces; therefore, the images they selected would not only show a potential bias, but also be skewed towards only certain areas of information.

Thursday, February 5, 2015

Beato's Photographs

The way this image was shot an also the words accompanying it in the caption provided with the photo suggest that this area is essentially untouched by humans and technology. This lends to the myth of Japan as very old-fashioned, and extremely focused on nature.


 This image also shows a romanticized view of Japan. The ladies are dressed in draping kimonos, and the folds of the fabric are quite evident. The one woman who is purring on the obi is also not placing that much tension on the fabric in order to put it on.

Tuesday, February 3, 2015

Yokohama Woodblock Prints

Y0137_American_family
This image blends Japanese and Foreign elements. Using the idea of interpellation, the woman, although Western-looking, is also carrying the child in a more Japanese manner, making her relatable, and the man is smoking a cigarette, which was popular I think during that time.

Y0135_MtGongenTourism
This painting actually presents women as more active, perhaps because the woman is riding a horse, which was not done by women in Japan. Although, the women in the photo are more of a focal point and do still just "appear," and therefore are still a part of the male gaze.

Tuesday, January 27, 2015

Images of Japan

I think that this picture taps into the myth of Japan as a uniform culture that is pristine, orderly, and homogeneous. Mt. Fuji is also present in this picture, and is usually one of the most commonly used images relating to Japan. The connotation of this image could be seen as representing the culture of Japan and how ancient it is.
 
This picture uses the myth of ninjas. Adding onto the comment along with the previous picture, the presence of Mt. Fuji in the background gives the connotation of a tradition that has been around a long time, and, like a mountain, is unmovable or unchangeable, it persists throughout the years and serves as a foundation. This image also blends traditional and modern, combining traditional, or at least Asian-looking, architecture with the more modern looking multi-paneled screens
This photo presents a more cute and child-like representation of Japan, which contrasts with the first image that represents the more traditional side of Japan. In spite of the fact that these two girls look to be in high school, they are wearing clothes that many Westerners/Americans would associate with children's clothes, such as the Minne Mouse purse or the colorful barrettes. These are all items that could be considered the signified items to the signifier, "cute."  

Wednesday, January 21, 2015

Advertisment

I apologize ahead of time if I make anyone feel uncomfortable. I chose a U by Kotex ad for sanitary napkins.


Recent U by Kotex ads have tried to convey simplicity; that is, pointing out that their products and advertisements do not need all of the gimmicks that other tampon/sanitary napkin commercials use in order to attract consumers. 

The black background and simple, yet emphasized font, make the add look uncomplicated. The message in the white font is meant to identify with female consumers who have likely gone through the process of comparing brands and choosing which ever brand has come up with the best or most descriptors for their product. The yellow/green font at the end of the message is the emphasis of their message. Overall, the separation of the product and the message seems to suggest that if the consumer likes their clear, simple, and gimmick-free message, then the answer is simple- just buy the product.

The name of the brand also is supposed to say a lot about the product. The signifier, U, represents the signified consumer. The connotation of "U" is that it is used in informal written conversation. Although "U" is very informal, it still conveys a simple, and nearly impossible to misunderstand message. This is also a way of skipping all of the "unnecessary letters," where a letter makes the same sound that sounds like a well known word in the English language. It also could be seen as playing into the myth hat simpler is better.  

(Here is one of their commercials that sort of implies the use of semiotics while making fun of the stereotypical tampon/pad ad.)
https://www.youtube.com/watch?v=lpypeLL1dAs