The Construction of the Bride Danielle Gumina Fall 2010 Semester CMC Paper #1 Presentation

 ENZOANI magazine advertisement from Martha Stewart Weddings’ Fall 2010 Issue

Textual Analysis Thesis – This ad appears to challenge the illustration of the relationship between “commercial” brides and “real modern-day” brides by incorporating conflicting features in the ad relating to bridal imagery in order to attract its viewers to its fundamental product – the dress. Although eye- catching, the ad does not necessarily portray the classic vision of the symbol of marriage and the significance of the bride’s presence.

Textual Analysis Content: Expression – Techniques/ textual elements: Attitude, Nonverbal Emotion, and Physical Traits. Attitude: this bride is not looking at camera, avoiding eye contact. Not interactive. Something else is important to her (rather than the wedding), and keeping her in her own world. It is making her forget her role as a bride and her significance. She is in a deep state of thought and reflection. She is not performing but the audience is watching. She is forgetting who she is. The camera could be anyone but it is assumed the camera is female, specifically “brides to be’s” from a wide range of demographics. This conflicts with the classic vision of the purpose of marriage and the attitude that normally correlates to that. Again, not assuming all women are happy on their wedding day; however, this does not portray the “classic vision” that comes to mind of brides and their attitudes/ perceptions of weddings.

Textual Analysis Content: Expression Techniques/ textual elements: Attitude, Nonverbal Emotion, and Physical Traits. Non- verbal Emotion: She looks serious, confused, depressed, isolated, hurt, fearful, abandoned, unwanted, scared, ashamed, guilty, regretful, vulnerable, submissive, beautiful, flawless, princess-like, fashionable, well- dressed, attractive, natural, upset but sensual and curious. The idea of fear vs. desire. Despite her dark emotional state, something interests her more than it possibly should. What is the reason she looks fearful? We don’t know what she sees but it looks like a distraction. She isn’t performing the correct role expected of her, since she is in a bridal gown. All these assumptions come to play. But there are tons of other reasons for this circumstance. It could be that she is just pretending to be a bride and is not necessarily really a bride. Something seems to grab her eye; temptation from another source? The only copy present is the name of the company who is selling this dress and its website. It is up to the viewer to create the meaning of this ad. Articulation vs. Interpellation

Textual Analysis Content: Expression Techniques/ textual elements: Attitude, Nonverbal Emotion, and Physical Traits. Physical Characteristics: she is standing, one arm bent the other hanging to the side, head is tilted, face is looking towards the light and the ground – something is holding her back/ keeping here there. She is frozen, glued to the ground, and very stiff like a mannequin. Definitely performing the model role the girl is literally told to do. The only jewels on her are in her hair, which look like chains – rather plain and disturbing for a bride/ nothing on her neck, wrists, fingers – no ring? She stands out with her white dress against the dark and heavy background. There is some black (dark) fabric on her dress that matches with the dark setting. She is not the “typical bride” The light is drawing her eyes to something. Although the light is not focusing on her, she is focused on the light. The light is prioritizing the dress over her. (this is the purpose of the ad – to attract viewers to the product). Placement in the scene  “misenscene”. This bride is very much out of place since she is in a wedding gown. She should be at the ceremony site. While the wedding could be outside, she is the only one, there are no other people with her. She looks like she ran- away due to last minute doubts and fears that took her over. Her desires are elsewhere. Portraying the “run-away-bride” for these reasons. Not the classic vision of weddings.

Decoding Signifiers Summary: The ideological content of this image sells a certain kind of truth even though it contradicts the (potential) female fantasy idea of weddings’ purpose and the role of the bride. The ad is fundamentally there to sell the dress, but it is also selling an idea of truth. Perhaps some brides feel the way this bride does (based on body language and setting etc.) on their wedding day and perhaps they do run-away (ex. The case of Jennifer Wilbanks who ran away from her fiance). But it is not the “classic vision”. Based on these expressions, when looked in depth it suggests what the camera is trying to deliver; the camera is not trying to portray the “classic vision of marriage and brides” but rather perform desirability by incorporating different elements appropriate for a bridal magazine that suggests a different vision - the diversity of experiences and opinions that women have of the meaning of marriage and the role of the bride.