Blog 7
The first assemblage
I would like to present is an ad campaign by Veet promoting avoiding “dudeness.”
This campaign is an example of bare repetition and was fairly controversial for
Veet, as it was seen as stereotypical and sexist. It was basically body shaming
women who have hairy legs, and sticking with stereotypes of what the typical
woman should be which is hairless. Needless to say it received some backlash
for this idea.
Here’s the link:
The second
assemblage which can be considered ethical is an ad by apple. This ad features “The
Rock” and it’s basically an assemblage or montage of all these different clips
of “The Rock” doing all these different activities all in a day.
Here’s the link:
So the first assemblage
contributes different things to its audience because it’s a series of different
commercial ads showing different ways in which women display “dudeness”, but
the message stays the same, to avoid “dudeness.” As for the second assemblage
it displays different things to its audience through montage. They take “The
Rock,” and they have him go through a day completing all these ridiculous
feats, and doing all these different adventures.
When negative
assemblages occur, I think the proper thing to do is let our voices be heard,
and spread the word. Especially now-a-days with technology and social media, we
can spread word within minutes to voice our displeasures with an ad. Take the
first assemblage here for example, Veet released a campaign and upon the release
of that campaign they quickly received backlash, and had to apologize for the
ads. Another example is Kylie Jenner’s Pepsi commercial. Literally, after one
day of the commercial’s release, it was immediately rescinded and banned
because of peoples’ complaints with the ad.
I don’t know
that I would say Fair Use “ensures” that assemblages do more than create bare
repetition. Rather I would say it makes an attempt to. The idea of Fair use, is
that you have to produce something in a way that it can be considered yours,
but whether that changes the way something is viewed and creates discussion or
not depends entirely on whoever is responsible for the assemblage or creation.
Design can
affect and assemblage’s status as ethical or unethical depending on the way you
make the design. Did you mimic another person’s design or did you create
something by yourself? I think that’s the question to keep in mind.
In terms of Fair
use, I do think that circulation can affect an assemblage’s ethical status. The
assemblage may have been meant for an educational purpose, but if the
assemblage by some chance circulates elsewhere and you could potentially make
profit off that assemblage, then I think it’s fair to say that what was once
ethical might be able to be considered unethical.
Yes, I really like how you focused on A&A's third question: Who does this affect and what are the implications for those different communities? using that lens of gender!
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