Celebrities
are always on duty, especially when they have a new project coming out. The
necessity for them to uphold their persona persists even when they are simply
walking on the sidewalk, something we all do mindlessly. The celebrity life and
style bloggers, Tom and Lorenzo, have an entire series on their blog dedicated
to the “Sidewalk Sashay”, which they define as instances when celebrities
capitalize on the paparazzi presence for publicity. If they are being seen,
they might as well promote their brand and project all at once.
Tom
and Lorenzo referred to Taylor Swift’s publicity for her album 1989 as her
“Manhattan Summer Sidewalk Tour ‘14” and Reese Witherspoon’s efforts for her
role in Wild as her “Parking Lot Tour of 2013/14”. These stars wear borrowed clothes and accessories to promote their
upcoming projects, their own images, and the brands which lend them their items
for promotional purposes.
These
publicity techniques are updated versions of what Thomas Harris refers to in
his piece “The Building of Popular Images: Grace Kelly and Marilyn Monroe”. Harris
asserts “modern publicity methods decree that the screen star be known to his
or her potential audience not only though film roles but also through fan
magazines, national magazines, radio, television and the newspapers” and that
“the totality of this publicity build-up is calculated to make the personality
better known to a public which will respond by attending the screen hero’s
starring films” (Harris 41). The combination of the pervasive nature of the
paparazzi and the daily circulation of celebrity images online has led to the opportunities
for stars to promote themselves shifting from the focus of the time Harris
refers to. However, the intention of celebrities remains the same.
Harris
goes on to reference the stereotyping process in Hollywood in which “publicists
have worked with the studio policy makers to assure that their efforts will be
consistent with the screen image” (41). Just as Grace Kelly and Marilyn Monroe
had to curate their images to maintain their individual type of fame and their particular
audiences, Witherspoon and Swift do the same by styling themselves in a manner
that perpetuates their images. Tom and Lorenzo note Witherspoon’s “Coordinated Schoolgirl Look” of a plaid
skirt and sweater set, which parallels her sweet, girl-next-door image. Taylor
Swift’s Sidewalk Sashay was similarly pretty painfully obvious as a publicity
ploy. Although she was photographed each day “leaving the gym”, she was
consistently perfectly coiffed, made-up and styled in a manner which matched
the message of her 1989 album and her
new image of grown-up but still girlishly relatable. Although, leaving the gym
in Oscar de la Renta is quite clearly exclusively star behavior.
No comments:
Post a Comment
Note: Only a member of this blog may post a comment.