Representation of Women in Vance Joy - Riptide (Music Video) 2

Representation of Women in Riptide - Vance Joy (Music Video)

 

• 1 ideology that is presented in the video is that women are vulnerable, women are represented as being a stereotypical 'Damsel in Distress'.
• Individualistic and Powerful.
• Women are always looking distressed and in pain (Shot 1)
• Consistent shots of hands and feet which objectify women and dehumanises them as we do not know anything about these women.

• Looks like a model.
• Glowing, healthy face. 
• Mature face - 35/40.
•  Prominent facial features (Cheekbones)
• Sharp nose.
• Sensible hairstyle - slick, severe.
• Lipstick stands out - shade of red is a dark berry red suggests she is mysterious.
• Middle Class
• Close up - we are extremely close to her - and makes her feel uncomfortable, were not supposed to be this close to a performer also with the high angled shot it makes the shot even more creepy as we are supposed to be seeing a performer in a long shot from a low angle shot with a lot of other people in the audience aswell.
• There is no specific ideology of anchorage in the music video, nothing works together.
• Her lip syncing goes wrong throughout the video and does get worse as the video progresses along with the wrong subtitles.

Magazine 2 - Lesson 1

Adbusters Magazine

• Detournement - 'Culture Jamming'
• Hijacking or re-routing something.

• Culture Jamming - in-depth definition
• the practice of criticising and subverting advertising and consumerism in the mass media, by methods such as producing advertisements parodying those of global brands.

Genre of Adbusters from looking at 3 front covers

• The genre is not automatically clear on first glance due to all covers being completely different and no inside into what stories are featured so we have no clue.

• Parody
• something that makes fun of something else.
• example: scary movie - parody of scream.

• Political
• from the Donald Trump magazine cover.

• Brand Identity
• Informal.
• Main image.
• All different mastheads so that is a big deal as its not consistent with their brand.
• Barcode is in a different place every time, on the 3rd image its directly on his moustache so he looks like hitler and it shows he may be in power only due to his wealth.
• Adbusters does not feature paid adverts if it does include adverts its because they're hijacking it and detournement.

• Adbusters Context
• Published six times a year by Adbusters Media Foundation, 1989 to present.
• Set Edition: May/June 2016
• Price: £10.99 (expensive because they dont include paid adverts)
• Circulation: 120,000 readership (April 2017)
• Genre: Independent/ campaigning/ culture jamming.
• Subtitle: 'Journal of the mental environment'

Analysis of Adbusters Front Cover

• The sans serif so it seems quite modern and is directed to a more high class audience maybe due to its high price point.

• Dark images, not colourful shows a deep meaning and perhaps no happiness in the meaning behind the image.

• 'Post - West' - Going against ideas of western society and is very much anti western.

• Critical of our culture in the idea that we are obsessed with war, as the model seems to be happy and cheering for war.

• The masthead with dirt over the top it looks as if they have ruined there own front cover, the spray paint tool has been used in order to achieve it, shows it is self vandalism, they dont care what we think about them, its more about what they've got to offer inside the magazine.

• We do not know what we would be getting for our money if we spent £10.99 on this, its not clear on what were paying for so we are unable to justify due to the unconventional magazine layout of the front cover.

• Subverts many conventions.

• Masthead is plain white sans serif font clearly visible top of cover, although partially covered over by the 'spray paint' effect, it looks vandalised. The reason why this is unconventional as usually we need to know what the magazine is. Adbusters are also known for deliberately changing the masthead into something different which isn't easy recognisable as an adbusters magazine so we as the audience and consumer are unsure on what were buying as mastheads are conventionally in your face and they stand out whereas this masthead does not and in fact changes to make them less recognisable and identified.

• Black background, main image of male in camouflage jacket, angry expression, clenched fist, image partially spray painted over - subverts codes of consumer/lifestyle magazines, the meaning behind the man screaming is unknown which is an example of a hermeneutic code as we are in the unknown so we are off put by the subversive magazine due to the conventions it is breaking in just the front cover.

• Title of front cover 'POST-WEST' in same white font as the masthead, dominantly positioned in the lower third of the cover, 'POST-WEST' could be considered as the magazine's name as it is unclear what the masthead is so it is easily confused with being the magazine rather than just a story title due to it shouting out and being so in your face.

• Social/Political message - image linked to article 'Time for a radical rethink of what is considered a normal life in the decadent west'. Also suggesting a link to 'post-truth'.

• Intertextuality is the use of taking references or knowledge from other forms of media or occasions and using it in their own form of media, as we need a not of knowledge to understand the title of 'POST-WEST'.

• Front cover image not fully anchored - assumes a level of understanding in the audience.

• Anchorage - how a media product fixes its meaning. We see poor anchorage in this media product as we have no idea there is no meaning behind anything and we have to make assumptions about the magazine rather than knowing for sure due to what the producer is giving us, but the producer gives us nothing and leaves us questioning.

Introduction To Newspapers

Introduction to Newspapers

4 Concepts of the A-Level Media:

• Section A
• Media Language 
• Representation
• Section B
• Audience
• Industry

Media Institution

Institution - The values and ideology of a media production. 

Institution and Industry are completely different terms.

Long Road Website Advertising

• The girl seems quite edgy as she has different coloured hair , this kind of shows that the college is promoting difference and the idea of freedom as the majority of high schools would've kicked you out for having different colours in your hair so it makes the sixth form seem caring for individuality and being different. Also, her quote says 'ready to be independent, to be treated as an adult shows that although they're still a sixth form that they're a big difference to high school.

• The idea that all the students are different. Jack (Afro) is a bit edgy, and looks a bit afro Caribbean, the connotations of these people are that they are laid back, so it makes the college seem extremely laid back.

• Josh looks very 'stereotypically' mature or nerdy, which gives connotations that he is sensible and mature, whereas Isobel looks very different and edgy.

• By using these people, they look very different to the subjects they take, showing that you can take whatever you want and be your own person.

• Long Road puts across the messages and values that they do to attract students and get money from the government. 

• Differentiation
• Competition
• Identification
• Ideology 

Logo's - Deconstruction / Textual Analysis

• Shell Logo
• Looks like the petrol gauge for your fuel level, also with the red around it, it makes drivers think that there fuel is low and that they are in need to fill up as red connotes danger or emptiness. 
• Red and yellow symbolises fire and combustion and they will catch your attention if you see it. 
• The red also symbolises power and royalty. 
• The shell also looks like a sunrise so it makes you think that its a routine in the morning to go fill up at shell.
• Sharp lines look fast.
• 2 colours make it simple and clear.
• Also bold and powerful.
• Shell shaped so it shows that it is natural.
• Starbucks
• American - has a passing resemblance to the statue of liberty.
• Green - Colour of money.
• Soothing and Wavy - Solve that issue by having a coffee. 
• Mermaid - Stereotypical to a women. 

First Impressions on Daily Mirror Newspaper Front Cover

• More of a gossip mail rather than news and politics due to the tv shows at the top.
• Informal as they're using slang terms like 'Corrie Claire' so they're assuming that we know who Corrie Claire is due to her being off of coronation street so they're making large assumptions to who their audience is, due to their being no context 'ITV show Coronation Street's Claire says...'
• Informal working class gossip magazine.
• Sensitive issues being joked about and being treated very light hearted and they're using puns, comes from boxing, so you need a lot of knowledge to understand the background of this mail.
• Quite a lot of images, so the target audience has quite a short attendance span, so theres not much writing at all compared to photo's as they're targeting the working class demographic.
• Daily Mirror is anti-trump, due to the choice of language. This is the dominant reading that we see this and think 'Trump is disgusting'. Daily Mirror is using dark humour and a pun, a simple source of humour, this suggests that the target audience is quite immature and working class rather than the upper more mature class. The photo used has been selected as it suggests about trump that he is sleazy, creepy and odd.

Kiss Of The Vampire Poster - Case Study

Kiss Of The Vampire Poster (1963) - Case Study

• The use of connotative features;
• There is a direct link between the generic paradigm and the genre of the media product.
• The red could mean death, love also connotations from a sexual nature. 
• They're pretty much wearing nothing to 1963 standards, which is major connotations to sex. 
• The women are objectified (the process of representing an individual as an object).
• Sexualisation (the process of representing an individual for sexual purposes).

• Character Archetypes
• Damsel in Distress 
• Dark clothing on the males
• Bats around the characters

• Binary Oppositions
• Light and Dark
• Evil and Innocence
• Kiss and Vampire
• Male and Female
• Power and Helplessness

Comparing Advertisement Genre's

Comparing Advertisement Genre's

Charity Adverts

• The repertoire of elements used in charity advertising are;
• Low key lighting to reflect on their life and/or living conditions. 
• Costume is dull and looks dirty also it doesn't fit properly showing that it could be his mothers/sisters clothes it shows that they are living in complete absolute poverty.
• Text is all in sans-serif so it is in an informal typography, so this appeals to people who are more working class, it also is more easier to read and simple so it doesn't take much reading to understand what its trying to say which is good so then people can quickly read this and understand straight away the kind of message they're trying to get across.
• The Mode of Address used;
• It is very direct address towards the people reading the media text always speaking directly to the audience, saying 'You can help' or uses the guilt trip in the idea that they say 'will you help?' like the example I used has done. This makes the audience feel as if it's their responsibility which makes them want to help and feel like they have no other choice than to help these less fortunate children.
• The Ideology used;
• The ideology in this is the fact that we should help these people that have been put in a less fortunate position than the norm, so our belief's is to help out these children as they are children and nobody wants to see children have a bad upbringing as that shapes their future, so us as the older and better off audience are always expected to help out these children. 
• The representation, stereotypes etc used;
• The clear stereotype is the child in poverty, so they are wearing clothes which are clearly been handed through generations hence the size, the 'unclean' look, so they look grubby and dirty as they cannot afford a decent wash. Also the stereotype of these children majority being black, majority of charity adverts use a black model to put emphasis on the fact that they are in poverty, maybe due to the fact that years ago black people were considered dirty as white is clean 'pure white' 'as white as white can be', but then these black people are connotations to being dirty, which is used in this advert to show how this child is dirty and cannot get the best out of life due to his family situations. 

High End Clothing Advertising

• The repertoire of elements used in this advertising are; 
• The costumes used are all considered to be high end and extremely expensive and also seen as sexy, the woman in minimal clothing is sexualised which is a very common in high end clothing adverts. 
• There is no text which is common in high end adverts, as they don't really need to persuade you to buy it through text as all you need to know is the brand selling it as they are a well known brand and you know that the clothes are going to be of high quality due to the expense of it. 
• The setting of the advert is also quite strange as it is always in very weird places where the audience cannot relate to, adding to the sense of the luxury of the item as it is somewhere we have never seen before or been so it is a luxury to be able to wear it. Also this is added to by the camerawork as we see men standing on ledges which have been editing together so it looks quite simplistic with the basic colour scheme but then at the same time it has all been editing together. 
• The Mode Of Address used; 
• There isn't any text in this advert other than the brand, to be able to understand their approach, but this is purely because the name is known and you know you don't need to be persuaded to buy this item as you can ensure the quality will be good due to the price tag and the brand name on the label.
• You can tell though from the advert that it is extremely high end so it is aimed at middle class and up, the ones who have enough money to afford their luxury clothing.
• The Ideology used; 
• The ideology behind high end clothing adverts is that the women need to wear skimpy small clothes to get all this male attention and at the same time the male's need to make the effort by being classy and dressing smart, so a women in order to get a males attention needs to have a good body and wear heels with a tight figure hugging bodysuit and with boys they need to all be wearing smart suits in order to compete for this women's attention. 
• The Representations / Stereotypes used;
• You have the stereotypical girl with lots of makeup on, drop dead gorgeous with a good body wearing short dresses or figure hugging outfits to catch the boys attention and they do indeed win this attention. 
• You also have the stereotypical male looking into the distance with the perfectly chiseled face, wearing a perfectly fitted suit with the expensive watches on giving the girl attention.
• This is to show that if you wear this clothing then you can look 'that good' and you can catch the girls/guys attention and 'succeed in life'

Introduction to Charity Advertising

Introduction to Charity Advertising

• What is the purpose of a Charity Advert?
• The purpose of a charity advert is to make the audience feel guilty. 

• How do they work?
• They guilt trip the audience make them think its their responsibility.

• What mode of address do they take?
• They use a mass amount of emotional issues, which touches the audience's heart they also try to build a relationship with the audience.

• What conventions do they demonstrate?
• They are always usually near christmas time, they usually have a midday slot/early afternoon in the middle of Jeremy Kyle, homes under the hammer etc. The people who will be at home watching are housewives, elderly.
• The people speaking have soft toned calming voices
• They use a mass amount of direct mode of address 'You could help them'.

• How do they position the audience?
• We are placed in a more fortunate position so we feel as if we need to help them as we are with them almost. 

NSPCC - Open Your Eyes Video Advertisement (2000) 

• Repetition - of the on screen graphics and of the lexis and the language, the connotations of this repetition makes the audience seem as if they dont have a choice and puts the responsibility in their hands. 

• Shot Type - high angle shots, makes the children look vulnerable so you need to help them. The shot is in back and white the connotations of this is that it is down, miserable. The child also looking up makes it seem like they're asking for your help so you connect with the child. 

• Slow Paced Editing - on the last shot of the child crying makes you feel uncomfortable and you need to look away as you cannot cope, you feel as if you owe it to them to pay that £2 a month. 

• Costume - The clothes of the young boy is all tatted and ruined so you feel uneasy and want to give them money to get better clothes. 

• If we donate to the charity then this shot of the boy crying will stop crying and we will help him. 

• Music - full on ambient electronic track makes it seem more intense and we get swallowed into the misery that these children are going through. 

• It makes us think that if we dont give money then we are just as bad as the abuser and we are letting them get away with it. 

WaterAid No Choice TV Advert

• Looks so realistic due to the setting in which it is placed, and we see these people go about their day to day whilst also drinking this scummy water. 

• Direct looks at the camera, shows how it isn' 'real', we see these people from african countries, we see flies on their face and drinking dirty water, and she is looking at us, we are positioned as her last chance and her hope, we are British. 

• Two halves of an advert to empower the idea of binary oppositions, the colours are dull and desaturated the mood is reflected into the colour, which is a symbolic code. 

WaterAid Claudia TV Advert

• Complete opposite approach rather than the other adverts we have seen. We see the positive outcome, rather than the negative.

• We get desensitised seeing the same advert of the dying children and suffering children, so then we engage to this advertising campaign much more than other ones as it is something different and a breath of fresh air.

• The victim is a talented singer, so people would be familiar with her and makes the audience feel more obliged to donate to the campaign. 

• The eye level shot we see of her makes us feel as if we are on the same level as her, which is a different approach to the other adverts we see when we are looking at these children from a high angle shot and they are put in a vulnerable position, whereas this one is eye level so we are on the same level as her and relate to her more and build a connection with her. 

• We also dont see direct eye contact from Claudia, unlike other adverts when we are placed directly in shot with the subject and we get direct eye contact from them, ruining the realistic aspect from the advert, whereas with this advert we carry on that realistic aspect and its as if we are following her and seeing how appreciative they are of this clean water rather than begging for it, so when we see this pure happiness it makes us want to help as many people as we can to be as happy as Claudia. 

• The setting in the beginning is clearly English, which creates a true Binary Opposition, between this muggy english setting, the radio and the rain outside, also the radio presenter has an english accent and is complaining about the amount of rain to then suddenly change to this setting of a Zambian bush, in the scorching heat, with no technology and in the broad sunlight, needing water, this is good as it also relates to the audience instantly as it is a UK based company so the audiences majority is English, so we relate, and feel involved in the advert instantly making us want to help these children even more, as we see how much we take for granted in a clear binary comparison through the use of the editing and settings. 

• Proairetic Code - in the first shot someone is getting ready, and we dont know what they are going to do, they could be going to work or going out for the day or just listening to the radio whilst laying in bed, but our attention is quickly changed when Claudia comes on the screen as we are disorientated. 

• We see a low angle shot which empowers her as she gets her water rather than a high angle shot which makes her feel vulnerable so us as the audience feel proud rather than guilty which makes us want to help out other people like Claudia, its slowed down aswell to emphasise her getting her water and the importance of her getting her water, we also see her costume is not tatted it is quite nice actually again a completely different advert to the 'conventional' charity adverts. 

• Shot of flowing water is in slow mo so it is a symbolic code and the connotations with this water is the future, and the pureness of water. 

• The shots of water shows the binary oppositions between Claudia on her own and everyone together enjoying the water coming together as a community. 

• The empty establishing shot at the beginning of the advert when we arrive in Zambia, we are unknown to where we are so it is an example of a Hermeneutic code as we have a sense of mystery. 

Representation and Identity

Anchor Spreadable Butter Advert

• The groups represented in this advert are the elderly and the young, all in the same family. The boy monkey is a teenager and a the girl monkey is a pre-teen. 

• It also represents dementia, as its a stereotype of elderly people loosing their memory and forgetting everything. 

• It also represents grandmother and grandchildren relationships

• The grandma is Jamaican, stereotypes of these people is that they enjoy cooking, as they have a large food culture. 

• Her voice is very soft and makes her seem very chill, it empowers the stereotypes of jamaican's being so laid back. E.g Usain Bolt and Bob Marley. 

• The young boy is very sarcastic which empowers the stereotypes of teenagers. 

• The shot of the siblings is a mid shot so we can see the teenagers body languages. 

• Representation of a close family - we can see a photo of the kids on her fridge so the mise-en-scene suggests the closeness of the family. 

• The advert is being inclusive to attract potential customers attentions,so a more mass market will see this advert. 

Pot Noodle Advert

• Start off with establishing shot, to portray the group of 'messy teenagers', his room is messy he looks as if he is working class due to the state of his room, his walls are tatty. 

• His accent is from up north the stereotypes of this is that he is working class as Glasgow is one of the poorest cities in the country. 

• Family of 10 all sitting round a small table eating pot noodle, emphasises the working class, as they are having this for their dinner which is very cheap and not a full dinner. 

• We see a huge example of binary oppositions as we see the bleak and stripped colour of 'home' and then the vibrance and enhanced colour to vegas, showing the difference. 

• Our expectation is completely flipped, as we thought he was going to be a boxer but instead he comes out as a ring girl.

• When he comes out he is stereotypically dressed as a female, with his walk and the clothes that he is wearing.

• His family accepts him and are proud of him, while eating a pot noodle, so it shows 'with pot noodle you can do anything and be accepted' an idea of a changing generation. 

• The black guy looks like he is rich as he is wearing chains and chains could be associated with gangs/rap stars. This also stereotypes black people as sex obsessed, as he is licking his lips at him finding him sexually attractive.

How do we define ourselves?

• Our Hobbies
• What we wear
• Taste in music/film
• Where we live
• Accent/Language
• Ethnicity/Race
• Grades 

Key Theory - Stuart Hall - Theories of Representation

Key Theory - Stuart Hall - Theories of Representation

Representation - The way in which a media product (eg. the producer of the media product) constructs the world and aspects in it, including social groups, individuals, issues and events.

Lindt Lindor - 'Do you dream in chocolate?' 

• Sound - Women's Voice - Well spoken middle class women, connotations of luxurious and classy, so makes us think that the chocolate is high end and classy and will taste like luxury as this middle class women is talking about it in a very calmly way. The chocolate is represented as a luxury. 

•  Shot Types - close up of melted chocolate, the connotations of this is that it makes the audience want it and emphasises the smooth texture which makes us think its pure, clean and luxurious. 

• Shot Types - close up of women's face represents the sexualised nature of the video, and she is also in bed, which makes it more sexualised so then the representation of this is that its a luxurious item and replacing this man figure with chocolate, as chocolate can fill their needs. 

• Shot Types - Transitions in editing, rather than a hard cut, there is some kind of movement, this represents the chocolate as soft flowing and reflects the smoothness of the chocolate compared to the editing, it also adds to the sexual nature aswell and also adds to the calming vibes of the chocolate. 

• We've got a representation of chocolate, as its saying if we have this chocolate then we can lounge around on these cream chairs and lay in bed and be in this luxurious state that everyone else is in. 

Superbowl Commercial Break 2015 

• Disabled people are being represented, they are being represented in a positive way saying how you cannot stop them and that they are trying their best to do what they could normally do. 

• In the first advert we had a very clear representation of America, through the hard and empowering music and the big american truck, portraying america as empowering and hard. 

• The american revolution was portrayed and its a cultural code so us as British people do not understand it, the assumption in this is that you should know the American history, and the American viewers would be expected to know so it shows that they know their history.

• A women reckless driver is funny as it goes against a stereotype of women being caring mothers and worrying about their children with strangers, while this women is telling a little boy to get in her car. 

Stereotypes

Definition - A commonly held belief about a certain group of people. 

Richard Dyer - The Role of Stereotypes

• An ordering process
• A short cut (for producers)
• A reference point (for audiences)
• An expression of dominant societal values.

Ideology

Ideology

The function of an advert is;

• to promote something
• make them feel like they need in their life
• gives them a sense that their lives aren't very interesting and we need that product to make it better.
• makes looking good and using a product seem effortless
• portrays people's 'stereotypical' roles, through adverts, so you buy this product as its stereotypical for your culture, and you need to be like that to be 'accepted into society' 

Ideology - the beliefs and values of a media text

Producer is the maker of a media product. 

Dominant Ideology - The set of ideas or culture that is most common or widely accepted in a society. The dominant ideology can change over time.

Tide Advert Ideology;

• portraying that women enjoy to clean, it is a glamourised job, and not only do they clean, they want to.
• The idea of men cleaning doesn't exist, in more modern times it is comical men cleaning but men cleaning does not even exist in the Tide advert, it is purely a women's job. 

Old Maybelline Advert Analysis

• Model - A beautiful women, who has good makeup, so the ideology is that you need makeup to look pretty, and she follows the rules of being attractive which is done through her makeup which is the product in which they are trying to sell. 

• Stereotypical 'large' eye, which is viewed as really attractive.

• "A pretty great way to keep your eye's in line." - Saying that she's in line so she does as she's told, so she's good, and if she was out of line then she would be considered unattractive as she wont be wearing makeup, so again the idea of you need makeup to be happy. 

• It says it doesn't come off so she doesn't need to re apply, and if she did re apply then it would mean that her makeup came off, and when she doesn't wear makeup she is considered unattractive. 

'Tides Got What Women Want'

First Impressions

• Sexist 
• Stereotypical
• Aimed to working class or middle class, to someone who doesn't have enough money to hire someone but is still looking wealthy. 
• Being sold through romance
• Idolising women who clean
• No men to be seen
• In a romantic relationship with this washing powder
• Extremely colourful and bright which has connotations that this washing powder will give you a better life and will brighten your life like the advert, also the colours used are appealing to the feminine eye so they're more to take interest in it. 
• Advert is full of text, compared to the more modern adverts. You would really have to sit down and read this advert to know what it is about when in more modern adverts we have very minimal text.

Context

• Designed specifically for heavy-duty machine cleaning, Procter & Gamble launched Tide in 1946 and it became a brand leader in America, and still is today.

• The D'Arcy Masius Benton & Bowles (DMB&B) advertising agency handled P&G's accounts throughout 1950's. Its campaigns for Tide referred explicity to P&G because their market research showed consumers had high levels of confidence in the company. 

• DMB&B used print and radio adverts, they all included the 'housewife' character, and the public claimed to 'love' Tide. 

Textual Analysis

• Font - Sans-Serif so this means that the advert is marketing their product towards the working class as Sans-Serif is informal which shows that this advert is aimed at the working class who cannot hire a maid to do their washing for them.

• Colours - Feminine colours used, such as light blue's, reds, oranges, yellows and vibrant white. The colour also isn't stripped, its extremely bold so it stands out even more. 

• Proairetic Code - She's doing the washing, and she's hugging the box enthusiastically so she might go to fall in love with it in the long run. 

• Symbolic Code - The red stands out and is the symbolisation of a relationship and love, so she is going to fall in love with this product or they already are. 

• Symbolic Code - The white in the background connotates the purity, innocence and cleanliness of the product and the way women feel about it. 

• Z-Line - There is a lot of text but the photo's show a narrative, and also follows the Z-Line, so by just looking at the photos, you get the narrative. 

• Symbolic Code - The women is wearing makeup, so it kind of shows that by doing the washing you feel good and look good, persuading women to buy this product. 

Textual Analysis on Lexis / Modes of Address

• Direct Address - "No wonder you women buy more tide than any other washday product", more direct towards women, siding with them, understanding them, almost building a relationship with the potential customer.

• "No wonder you women buy Tide" - got a sense of authority, talking down to the audience but in a way that they know best. 

• "Only Tide does all three" - saying that they're the best and if you're using any other product then you should stop and move to Tide, giving them the sense of empowerment. 

• "Sudsing Whizz" - Very archaic language, informal

• Hyperbole - "It's a miracle!" Exaggeration of the product, giving them false hope

• "Whitest" - The inference here is that white is the best colour and white is better than any other colour, aimed at white people aswell as white is clean.