Globalizing BeautyA Film by Martha Watts

Intro Sequence Text on a black screen typing in

Beauty-the quality present in a thing or person that gives intense pleasure or deep satisfaction to the mind

Have different definitions of beauty fading in and out on the screen

Voiceover Beauty. The dictionary defines beauty as the quality present in a thing

or person that gives intense pleasure or deep satisfaction to the mind

Intro Sequence Visuals

Headshots of a diverse group of girls that fades in from left to right

Voiceover In our world with so many different shapes, sizes, races, hair, eye, and

skin colors it seems nearly impossible that we could come to agree upon exactly what is the ideal beauty.

Opening Credits Visuals

Have a magazine cover and the text written on the covers about what is inside the cover pop out and change to: A CMC Production Written and Directed by Martha Watts With the participation of: Jacqueline Chan

Have the title of the magazine pop out and change to from the title “Cosmopolitan” to “Globalizing Beauty”

Sound Music (upbeat)

Act 1 Visual

Interview with myself Pictures of myself through my life

Voiceover I have grown up most of my life in Columbus, Ohio For my teens years I went to a small all girls school. Back then getting ready for class meant pulling my hair back in a

pony tail and putting on a head band. Wearing make-up meant only putting on a little eyeliner and I only did that on the weekends. I would only ever wear a pair of heels for special occasions such as winter formal or prom.

Act 1Interview with Jacqueline about her teenage

years. What she was like, how she dressed, how much makeup she would wear, how important was fitting a certain model of beauty?

Inciting Incident-My story of being at Rollins

Visual Interview with myself

Voiceover I set out looking at colleges thinking that I would

end up at school in Florida. I’ve definitely seen myself grow and change over my four years here. But some of these changes, such as my perceptions of beauty standards have happened almost unconsciously.

Inciting Incident-Jacqueline’s story of being at Rollins

Interview with Jacqueline about coming to Rollins and how her perceptions of herself, others, and beauty have changed since being a student here.

Act 2 Visuals

Have the numbers count up to 3000 on a black screen Show montage of commercials with clips mentioning beauty and how

to become more beautiful commercials People flipping through various magazines A Pinterest page with a screen shot scrolling through someone’s

fitness or beauty board

Voiceover Everyday we are exposed to over 3000 advertisements. From

commercials, to magazines, and now with the rise in social media sites there is no way to escape this information overload.

Act 2 Visual

Text on black screen: Who pays the biggest price?

Interview with Joan McCain (UCF Advertising Expert) Women are the greatest target of advertisers because they are the

greatest consumers People on Madison Ave in control

Visuals Show clips of NYC and Madison Ave

Act 2 Visual

Show a magazine cover and have specific quotes pop out Show beauty product advertisement and have a quote pop out

Voiceover Magazine covers tell women to “quote” while beauty product

advertisements tell women to “quote”

Act 2 Visual

Screen with text: So what is ideal beauty?

Interviews Interview with Meredith Tweed professor of Women’s Studies at UCF describing

ideal beauty and what this means for females

Act 2 Interview with myself

I’m currently a college senior. Since entering college I have started highligting my hair, I wear at least some make-up everyday, and I wear heels at least twice a week

Without truly being aware of it myself I have been conforming to fit the beauty ideal that so heavily surrounds me in different forms of media everyday daily basis. I think also being in the college culture has added to my changing perception of beauty.

Act 2 Visuals

US magazine covers of top magazines Fade out into magazine Chinese magazine covers

Voiceover This has made me consider that if advertisers market products and

create advertisements that portray only the ideal beauty here in the US, then what does this mean for females in countries such as China, who see the same magazines and advertisements from many of the same companies, but whose racial qualities do not fit what is shown as the ideal beauty

Act 2 China hungry for global power

Show news clip (montage?)

Act 2 Visuals

Statistics on China

Voiceover reading statistics

Voiceover While China is a top world power, the US still holds great control when

it comes to the fashion advertising sector. Top US magazines such as Vogue, Elle, and Cosmopolitan also top the charts in the Chinese marketplace presenting the western fashion, products, and beauty ideals.

Act 2 Visual

Black screen with text: What is the traditional Chinese definition of beauty?

Interviews Professor Wei describing Chinese beauty (Confucius description) Professor Moore describing Chinese beauty (Confucius description)

Act 2Interview with Jacqueline about what she feels is

the traditional beauty and does she see that still holding true today? Does she desire this look or the more Western description of beauty?

Has she ever used or been interested in using the skin whitening products that are so prevalent in the media?

Act 2 Visuals

Women in Western advertisements and on the covers of Vogue, Cosmo, and Elle

Graphs with statistics

Voiceover In my analysis of US editions of Vogue, Cosmo, and Elle… Talk about how there is a hybrid of cultures seen in the

advertisements such as from my textual analysis

Act 2 Visuals

Women in Chinese advertisements and on the covers of China’s version of Vogue, Cosmo, and Elle

Graph

Voiceover In my analysis of Chinese editions of Vogue, Elle, and Cosmo Talk about findings from textual analysis There is a sense of cultural imperialism in the dominance of skin

whitening products and the portrayals of Western forms of beauty

Act 2-ClimaxInterview with myself

I feel more aware now of the messages around me. Of these beauty standards and how I can work to make my own decisions about beauty. If I feel the pressure here at Rollins then I cannot imagine what it must be like for someone from a culture that is so extremely culturally different

Act 3Interview with Jacqueline about what it has been

like for her at Rollins. Has she found herself able to hold true to her own perceptions of what she feels to be beautiful? Has she grown to be more aware of the way the culture here at Rollins has affected her?Have camera zoom out to show the two of us

talking together

Act 3B-roll

Rollins campusVoiceover

Rollins is a college with a beautiful setting and beautiful people. For the females here it can be especially difficult to get past conforming to the standards of beauty so readily placed upon us in this environment. I have learned from talking with Jacqueline that even girls from two very distinct cultures feel many of the same pressures and that there is a global beauty that we are all trying to obtain but can never quite reach. That is because beauty is not concrete but ever changing in shape, size, color, and form.