Globalizing Beauty

1. Globalizing Beauty A Film by Martha Watts

2. 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

3. 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.

4. 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)

5. 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.

6. Act 1 • Interview 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?

7. 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.

8. 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.

9. 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.

10. 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

11. 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”

12. 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

13. 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.

14. 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

15. Act 2 • China hungry for global power • Show news clip (montage?)

16. 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.

17. 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)

18. Act 2 • Interview 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?

19. 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

20. 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

21. Act 2-Climax • Interview 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

22. Act 3 • Interview 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

23. Act 3 • B-roll • Rollins campus • Voiceover • 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.