Mediation

This image is from a MAC advertisement, when Miley Cyrus brought out her own line of make-up with this company in the viva glam collection. It shows her presenting herself in a sexual, provocative way and this is through her position that she is lying in and her revealing outfit reinforcing Cyrus as a sex icon. Her wide legged position, connotes how women are seen as objects and they are presented like this, because they are desired. However, this also shows a woman who is in control of her own sexuality, while being a juxtaposition to traditional values such as a woman shaving her head ultimately making her viewed as in control of her own image. The message encoded is that your image is important and this is highlighted through the fact it is a make-up advertisement, but mirrors are used in the background letting the audience see all of her body and this, along with her open chest and legs shows how she is a very real and open person, who doesn't have anything to hide. 

The use of direct address to the audience through her eye contact, makes it feel more personal and like Cyrus cares for her audience. She is represented as a caring person, through the anchorage of her and the text saying 'every cent of the selling price of viva glam lipstick and lipglass goes towards helping women, men and children living with HIV/AIDS' this also shows Cyrus as a believer in equality and in helping people who are in need. This then plays at the target audiences need to nurture and maternity qualities. 

The target audience for the text, would be women aged between 16-30, who's interests are inclined towards their image and other peoples perceptions of themselves. They would accept the preferred reading of the text, that looking good for other people is important and Cyrus is a sexual object of desire. This is because, society still views women as sex objects and this advertisement clearly suggests that even though she does have control old values and traditions still crop up. The qualitative adjective 'glam' is again used as anchorage, to show that Cyrus is glamorous. Her made-up look shows that she is a celebrity and therefore is always in the limelight and reinforcing her glamorous persona.

Her outfit and make-up shows how she is a performer for people and in the consumerist society we live in fashion and pop-culture is important and therefore valued.