Critical interpretation or rhetorical analysis - Essay Example

Rhetorical Analysis Throughout the semester a number of critical interpretive lenses have emerged that have been implemented in examining images andgeneral visual culture. While there are a variety of critical lenses it’s clear that certain situations demand different perspectives on reality. Still when examining an image, it is important to bring as many critical perspectives as possible to its analysis. This essay implements a pragmatic strategic approach in analyzing the Britney Spears website, arguing that there are a number of dimensions that must be considered to grasp its full signification.

One of the first images one notices when viewing the Britney Spears page is the prominently featured picture of her, along with her name, and name of the recently released album. These elements occupy the entire upper portion of the screen and clearly and are structured in a way to immediately grip the viewer. One clear interpretation of these elements are that they represent advertising for Britney Spear’s new album ‘Femme Fatal’. These visual elements are structured in such a way as to be highly appealing to the eye.

While there are no filmic elements, the combination of the picture, name, and album title represents a sort of image signification. While there are a variety of possible interpretations of this combination, one of the central one’s is that it is a sexual narrative. Spears’ face is expressing a sort of teasing attitude that is indicative of a sexual nature. As this is coupled with the femme fatal concept the sign is complete. One might argue that the album is attempting to draw on film noir conventions in promoting Spears as a sort of sexual deviant.

In either instance, it is successfully engaging, attesting to the fact that the album has sold millions of copies after only being available for a few weeks. In these regards, one considers the critical lens put forward by Laura Mulvey in ‘Narrative Pleasure and Visual Cinema. Mulvey states, “The cinema offers a number of possible pleasures. One is scopophilia. There are circumstances in which looking itself is a source of pleasure, just as, in the reverse formation, there is pleasure in being looked at” (Mulvey).

When this concept is applied to the image in question one notes that rather than just the simple image that is being presented is appealing, it is the voyeuristic aspect of the narrative that is a highly effective part of the advertising in this section of the page. As one views other elements of the page a number of further observations can be observed. Below the initial advertising examined earlier are three elements relating to Spears recent music projects. Each project contains text next to a picture image.

The effect is one that immediately draws the viewer’s attention, as the pictures are all prominently featured and containing elements of a sexual nature. In these regards, the advertising understands that the most engaging elements that can be implemented in presenting a product are the prominent feature of picture imagery and sexual subtext. Rather the choosing to read the text, the human eye tends directly towards the images of lust and desire. As the viewer’s interest has been attained, the next step is logical as they will then turn their attention to the product being advertised and potentially purchase, or attend the event.

The entire website functions in this creative advertising manner; it distinguishes itself from other sites in that it pushes the envelope of socially acceptable imagery, while remaining legal and to a degree artistically tasteful. A final feature that is notable is the centrality of the Britney Spears image. While it is her website and this should come as no surprise, there are elements on the site that in different contexts would potentially be featured in different proportion. It seems that to an extent the size dimensions of the images specifically related to Britney as compared to her collaborators, may function as a subtle means of arguing that Spears actually represents the superior talent.

The viewer then is lead to spend their money on Spears’ products over those of her collaborators. In conclusion, it’s clear that the Britney Spears website functions as an effective means of advertising projects and events for Britney Spears. It’s demonstrated that in large part the advertising functions in a narrative format to draw the viewer into the provocative nature of Spear’s message. It also implements visual imagery and sexual subtext as a means of gaining and holding viewer interest.

In all, the website is highly effective and successful at gaining the interest of the viewer as a means of getting them to purchase products and create enthusiasm for Spears’ new events. References Mulvey, Laura. ‘Visual pleasure and narrative cinema.’ Luxonline. http://www.luxonline.org.uk/articles/visual_pleasure_and_narrative_cinema(1).html Spears, Britney. ‘Britney Spears’ http://www.britneyspears.com/