Uses and Gratifaction theory- Beyonce Heat Perfume

Bulmer and Katz’s Uses and Gratification theory Short Essay I chose this essay because it appeals to both genders in separate ways. Men may feel the urge to buy this product due to the fact that a pretty woman such as iconic Beyoncé is on the front. They would either buy it because he would like to give it to his girlfriend or because he likes to look at an attractive woman. This relates to the Uses and Gratification theory because most men would like to see an attractive woman and the media has purposely added a half-naked lady because the audience would like it. Beyoncé is sometimes known as the queen of music, thus a woman would like to buy it because they look up to her as she is an iconic figure. Red can be connoted in many ways. Firstly it’s a very sexual colour and also it is a danger warning colour. The danger warning colour can be because it is the colour of blood. It is also the countertype view because a woman is not associated with danger. The hair is down which shows us that she is being relaxed and she is casual. This connotes to a man that she isn’t a stressful woman. Beyoncé is wearing minimal clothing and is wearing it exposed. Men are more likely to look at this because her cleavage is exposed and her legs are long. Her groin is only just covered up which acts as a tease for whoever interested. Her tanned ‘bottle’ like appearance appears to us as perfect. This impacts the audience because a man will assume every woman should look like this because of their ‘needs’ though uses and gratz. This will all provoke a preferred reading perhaps ,within the audience as they would like to buy this product .

Preferred meaning: I would like to buy this product.

 

Negotiated: I like Beyoncé but I’m not a fan of perfume so I will not buy it.

 

Opposition: I would not like to buy this perfume.

 

 

Sign: Red           

Signifier: connotes the sex and danger. This relates to the danger or the ‘heat’ of a fire perhaps.

Sign: Heat

Signifier: This is a countertype of a woman because the woman isn’t associated with danger which attracts men.

Sign: Heat                       

Signifier: This is because she is red hot.

Sign: Use of celebrity

Signifier: with an iconic figure shows that woman can look up to her as a good piece of iconography.

 

Sign: Hair is down

Signifier: Denotes casualty and makes her appear sexier. Not wearing very much and men appreciate that.

Sign: Exposed body

Signifier: Cleavage is exposed and legs are stretched out sexually and all that’s covering her up. Men may then buy it for their girlfriends.

Sign: Attractive woman

Signifier: Men may think women should be like that. To have a natural tan, bottle shaped body and a slim figure. Thus putting pressure on women for how a male expects them to look.

Sign: “catch the fever”

Signifier: this could mean that as soon as it is put on everyone else wants it.