Less Hops, More Masculinity
CMC-400 Documentary Storyboard
Rich Ford
Part One: Introduction
My project will open with a 30 second montage of images from the beer
commercials analyzed to set the ground for the following discussion.
The montage and documentary will stylistically replicate channel surfing.
This decision was made to keep the viewers interest level piqued and because I
think in AfterEffects I will be able to give my documentary an unconventional
vibe that locks in the viewer from the start.
- The film will begin with 4 seconds of footage of 1080p HD Television static
taken from youtube.
link: http://www.youtube.com/watch?v=DH0BQtwEAsM
- The static will be followed by an “Old Hollywood” style countdown from
five seconds. This countdown will either be made by me in
AfterEffects of taken from youtube. I will most likely make it.
- The music playing will be an original song written and performed by Zach Cole
and myself.
- This countdown will give way to images from the commercials analyzed
airing for between 3 and 4 seconds.
- The first clip will be from the Miller Lite ad “Men of the Square Table” it
will run for between 3 and 4 seconds.
- The second clip will be from the Dos Equis ad “The Most Interesting Man
in the World” running for between 3 and 4 seconds.
- Third clip: Heineken “Walk-In Fridge”
- Fourth clip: Sam Adams “Skunky Beer”
- Fifth clip: Bud Light “Bear”
- Sixth Clip: Corona “Girl watching – beach”
- Seventh Clip: Guinness “Evolution”
- Eighth Clip: Pabst Blue Ribbon “Keep it classy”
- Ninth Clip: Coors Light “Vent”
- Tenth Clip: Natural Light “Nattyisms – natapult
- Eleventh Clip: Budweiser “Wild West”
After the eleventh clip, the footage will go to either television static or an old
television “Please Stand By” message for 3 seconds. Maintaining the style of
channel surfing. After this I may have the screen actually channel surf for a
second before the first real scene, again juxtaposing beer commercial imagery.
Part One Set Up
The first scene will be a mid-range shot of myself
filmed in front of the green screen and
progressing to a close up.
The shot will consist of me dressed in the style of
Hugh Hefner or James Bond iconography
representing myself as “the ultimate male” and
also parodying the ‘Dos Equis’ campaign, “the
most interesting man in the world.”
The green screen will show footage of a fireplace and
set the “ultimate male” aesthetic for the viewer.
Part One Script
Abraham Lincoln once said of the American people; "I am a firm
believer in the people. If given the truth, they can be depended upon to
meet any national crisis. The great point is to bring them the real facts,
and beer.”
Truth, facts and beer.
The National crisis facing contemporary America is the ideological
obfuscation of the hegemonic masculine identity. What follows is a
Critical Media and Cultural Studies examination of contemporary
representations of masculinity depicted in beer advertisements. To
uncover the truth, I will examine the theory, the facts and the beer.
This is. “Less Hops; More Masculinity.”
Part One: Introduction - Outro
After I say “this is – Less hops; More masculinity” I will
create a 5 second long clip in AfterEffects that depicts all
the beer brand logos flying at the screen and stopping,
piling up on one another before exploding. My
documentary title will emerge from this explosion
“Less Hops, More Masculinity.”
Part One: Introduction Argument
I need to reconstruct my introduction, better formulate my argument and
clarify my ideas better. Below is a rough abstract of what I’m trying to prove.
What my argument is, is as follows:
I am arguing that in lieu of the social movements and ideological
shifts caused by the women’s liberation, civil rights and gay liberation
movements, that the construction of Hegemonic masculinity has been
fundamentally altered. The representations of masculinity in the beer ads
reviewed depict the incorporation of changing American values into the
ideology of hegemonic masculinity. The inclusion of subordinated identities
ideologies into hegemonic masculinity functions to challenge the premise of
patriarchy as the fluidity of masculinity is struggling to include/exclude
subordinate identity ideologies and reify dominance. The social shift towards
feminine, homosexual and ethnic equality has given way to the challenging of
the hegemonic position by subordinate identities.
Part Two: Patriarchy Intro
Footage of myself doing a monologue explaining that in order to examine
representations of masculinity in beer ads it is first necessary to understand the
theory behind those constructions. Enter patriarchy.
Close-up.
15 second quick clip.
Filmed in front of the green screen.
Outfit either the same as the previous scene of me or different.
Part Two: Patriarchy Scene One
Interview Footage from interview with Dr.
Vaughn Schmutz discussing the Marxian notion
of material and mental production, and the
nature and construction of patriarchy.
15 second clip.
Mid-range shot.
Name and title to be added
in AfterEffects.
Part Two: Patriarchy Scene Two
Interview footage from interview with
Dr. Lisa Tillmann discussing the nature and
construction of Patriarchy.
15 second clip.
Mid-range shot.
Name and title to be added in AfterEffects.
Part Three: Masculinity
Introduction
Mid-range shot of myself filmed again before the green
screen. Discussing the construction of hegemonic
masculinity, relation to femininity and subordinate
identities.
Background to be inserted, setting to depict a stereotypical
masculine hangout yet to be determined.
Costume: dress shirt, dress pants, silver blazer – possible tie
included.
15 second clip.
Part Three: Introduction to Masculine Theory
Scene Two
Interview footage from interview with Dr.
Greg Cavenaugh discussing the nature and
construction of hegemonic masculinity,
relation to femininity, and fluidity.
20second clip – first half will depict Dr. Cavenaugh
and then move to narration over clips exemplifying
content.
Mid-range shot.
Name and title to be added in AfterEffects.
Part Three: Introduction to Masculine Theory
Scene Two
Interview footage from interview with Dr.
Tillmann discussing the construction of
masculinity, and processes of
subordinating ‘Other’ identities.
20-30 second clip.
Mid-range shot.
Scene starting on Dr. Tillmann and then
switching to narration over relevant imagery
from commercials.
Transformation from interview to relevant footage
voice over occurring using AfterEffects to switch
Dr. Tillmann mid-range shot with commercial
images depicted on her computer screen. Footage
on computer will get larger and take over the
screen while Dr. Tillmann continues discussion.
Part Three: Introduction to Masculine Theory
Scene Three
Interview footage from interview with Dr.
Schmutz discussing the construction of Dominant
masculinity, relations to and subordination
processes of ‘Other’ identities.
20-30 second clip.
Mid-range shot.
Footage starting on Dr. Schmutz and then
switching to Dr. Schumutz’s narration over
relevant imagery from commercials.
Part Three: Introduction to Masculine Theory
Scene Four
Need to interview another professor to get footage for
this section.
Hoping to insert footage of an interview with either Dr.
Cummings or Dr. Gournelos.
20-30 second clip.
Mid-range shot.
Footage beginning on the Dr. and then switching to
voice over of relevant footage from commercials.
Part Four: Masculinity as Represented in Beer Ads
Introduction to study done by myself.
Explain original research, coding, content analysis,
literature reviewed, textual analysis.
Mid-range shot.
To be filmed in front of green screen.
Background currently undecided but will be added
later.
1 minute clip.
Clip will evolve from a mid-range shot of me to me
narrating over relevant imagery and examples as I
explain them using my research and theory.
Part Four: Masculinity as Represented in Beer Ads
Transition from footage of me explaining
my project to charts created in AfterEffects
showing the findings of my original
research with narration.
20 second clip.
Audio is my voice over from previous scene.
Part Four: Masculinity as Represented in Beer Ads
Interview footage from interview with Dr.
Tillmann in which Dr. Tillmann analyzes the
commercials studied.
Part of the interview in which Dr. Tillmann
covers the Miller Lite “Men of the square
table” commercial.
20 second clip.
Mid-range shot showing Dr. Tillmann and the ad being
played on her computer to her right.
This scene will start as a narrative, with Dr. Tillmann’s
narration taking over my own discussing the commercials.
The scene will then pause at an opportune moment to
reveal Dr. Tillmann in her office, watching the commercial
being discussed on her computer.
Part Four: Masculinity as Represented in Beer Ads
Interview footage from interview
with Dr. Schmutz in which he
discusses the representations of
masculinity in beer ads.
20 – 30 second clip.
Mid-range shot.
Footage starting on Dr. Schmutz and then
switching to his narration over the ad he is
talking about.
Part Four: Masculinity as Represented in Beer Ads
Interview footage from interview
with Dr. Cavenaugh in which he
discusses the self-policing of
masculinity by males.
20 second clip.
Mid-range shot.
Scene changing from
interview to narration
over relevant footage.
Part Four: Masculinity as Represented in Beer Ads
Need to get more interview
footage with Professors discussing
and analyzing the ads being
examined.
20 second clip.
Mid-range shot.
Footage starting with interview coverage
and switching to the ad being analyzed.
Part Five: Conclusion
My conclusion will be a monologue done by
myself to the camera in front of the green screen.
I will incorporate relevant material and transition
from my close up to narration over relevant clips.
I will cover my results, conclusions, implications
for further research, implications for
contemporary gender roles and ideologies and
wrap it all up by saying something either thought
provoking or witty.
Part Five: Conclusion
What I need to work on now, having
storyboarded, is getting all of the footage that I
need. I need to get at least 3 or 4 more interviews
with Professors and may end up filming a student
focus group to use as b-roll.
I need to tighten up and focus my argument more
which will come with the additional footage.
I have already amassed all of the commercials I
reference.
I need to make the charts for my original research
portion of the film.