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The connection between Hollywood costume design and the films of the 007/James Bond franchise, especially in regards to the changing perspective of the “Bond Girl”, is an intricate relationship that has previously been little researched. In the most recent Bond films, in particular, the female characters have become more powerful

The connection between Hollywood costume design and the films of the 007/James Bond franchise, especially in regards to the changing perspective of the “Bond Girl”, is an intricate relationship that has previously been little researched. In the most recent Bond films, in particular, the female characters have become more powerful than the early characters and their roles within the narratives have changed with their characters taking on stronger and more integral roles. This thesis seeks to examine the films of the 007/James Bond franchise and how the rhetoric of the franchise’s costume design affects the representation of femininity and power in regards to the Bond Girls. After an overview of Bond history and costume theory, two films are analyzed as case studies: Dr. No (1962) which marks the beginning of the film franchise and Casino Royale (2006), which marks the more recent turn the films have taken. This thesis examines how the representations of Bond Girls and the use of costume design for their characters have changed over the course of the franchise from the days of Sean Connery to the recent reboot of the franchise with Daniel Craig as 007 James Bond. In addition to an examination of Bond Girl costume design, this thesis considers the role and influence of the costume designers. A designer’s vision of a character is derived from both the writing and the physical features of the actresses before them. Here this thesis considers how the rhetorical choices made by designers have contributed to an understanding of the relationship between femininity and power. Finally it shows how the costumes effect the power of the female characters and how the Bond Girls of today (Casino Royale) compare and/or contrast to Bond Girls of the past (Dr. No). This thesis combines the areas of feminist film theory and costume theory to provide an original rhetorical analysis of the Bond series in relation to costume design and examines the rhetorical statements made by the costume designers in their designs for the characters and how those statements influence the representations of the characters.
ContributorsSeverson, Andrea (Author) / Goggin, Maureen (Thesis advisor) / Ore, Ersula (Committee member) / Lamp, Kathleen (Committee member) / Arizona State University (Publisher)
Created2013
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Description
This research examines four stateswomen fashion icons—Jacqueline Kennedy Onassis, Diana, Princess of Wales, Michelle Obama, and Catherine, the Duchess of Cambridge—and the way these stateswomen used clothing and personal style to create a public identity. Dress is a powerful tool of personal expression and identity creation and when we look

This research examines four stateswomen fashion icons—Jacqueline Kennedy Onassis, Diana, Princess of Wales, Michelle Obama, and Catherine, the Duchess of Cambridge—and the way these stateswomen used clothing and personal style to create a public identity. Dress is a powerful tool of personal expression and identity creation and when we look at stateswoman style, we see the ways that dress gives them agency to negotiate the “official” identity that’s being placed on them. Personal style is the way we use personal adornments (clothing, jewelry, cosmetics, etc.) to form messages about who we are, who we dream we could be, and what our personal values are. It is a system of communication with rhetorical influence on others that, in return, offers a way to embrace, challenge, or subvert societal expectations and cultural norms. The choice to embrace, challenge, or subvert to the expectations is fluid, and the women continuously move back and forth between these states. I argue for the ways the selected women in this analysis make choices and negotiate such expectations on the national stage through their clothing choices.

While personal style does not construct our identities on its own, our dress is often the first indicator of our identity and personality. Dress, therefore, becomes one way to express our identity, even in situations where we are otherwise silenced. Stateswomen are “not body as advertisement”—as celebrities are—but “body as a source of agency.” For every woman, stateswomen included, clothing is a rhetorical statement that they make every day. These women exemplify the way choices can be made powerfully—because they are “like us” more than fashion icons. These stateswomen icons show the public evolving negotiations between personal and public style and identity. They demonstrate the ways that clothing choices can be empowering ways to construct identity and use clothing as an identity statement. This is instrumental in helping average women of the public learn how they can use clothing as a rhetorical statement that creates agency and identity.
ContributorsSeverson, Andrea J (Author) / Daly Goggin, Maureen (Thesis advisor) / Lamp, Kathleen (Committee member) / Boyd, Patricia (Committee member) / Arizona State University (Publisher)
Created2018
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DescriptionThe project analyzes the history of indie music and culture, and how the aesthetic has been undermined by the modern music industry. The project discusses rhetorical theory on the nature of publics, including group identification through rhetorical discourse as expressed through indie culture.
ContributorsBisbee, Evan Owens (Author) / Lamp, Kathleen (Thesis director) / Mook, Richard (Committee member) / Berry, Shavawn (Committee member) / Barrett, The Honors College (Contributor) / Department of English (Contributor)
Created2013-05