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The University of Hong Kong
Department of Sociology
Assignment Cover Sheet
Title of Course: CCHU9012 – Body, Beauty and Fashion
Student Name: LE Ha Thu Oanh
Student Number: 3035453787
Faculty: Arts
Tutorial Group Number (including day and time): tutorial 12, Thursday 10.30-12.20, Sep 21, Oct
12, Oct 26, Nov 9, and Nov 23
Date of Submission: Wednesday, November 1, 2017
Assignment: Field Work Assignment / Journals (please circle the correct one)
Plagiarism
Plagiarism is the presentation of work which has been copied in whole or in part from another
person’s work, or from any other source such as the Internet, published books or periodicals
without due acknowledgement given in the text.
Where there are reasonable grounds for believing that cheating has occurred, the action that
may be taken when plagiarism is detected is for the staff member not to mark the item of work
and to report or refer the matter to the Department. This may result in work being disallowed and
given a fail grade or if the circumstances warrant, the matter may be referred for investigation
and disciplinary action.
Student’s Statement:
I have read and understood the information provided on the assignment cover sheet relating to plagiarism and
therefore declare that the attached work is entirely my own, except where work quoted is duly acknowledged in the
text, and that this work has not been submitted for assessment in this course previously or any other course.
Signature____________________________________________Date_______________________________
Fieldwork Assignment
Topic: Review two advertisements and reflect on your own experiences. Do these advertisements
limit or expand your definition of beauty? What are some of the positive and negative messages
conveyed in these ads? If given the opportunity, would you change any element of the ad? Why or
why not?
Advertisement #1: Yves Saint Lauren Babydoll Mascara featuring Cara Delevingne
Link: https://youtu.be/_kgWokCQSBs
The video shows a model, Cara Delevingne, using the Yves Saint Lauren Babydoll mascara that
enhances her lashes and makes her eyes more captivating, thus becoming more confident and leads
an exciting life. The message the advertisers want to convey is that by using this type of mascara,
users can have longer and thicker lashes; bigger, livelier and more dramatic eyes. Consequently the
users will become more confident in their self-esteem.
How does this ad expand my view on beauty?
When I watch the ad, there are two sayings from Vietnamese culture that come to my mind, which
is “The eyes is the window to the soul”, and “There are no ugly women, only women who don’t
know how to make themselves beautiful.” This ad not only supports these traditional beliefs in my
culture, but also adds more modern meanings to them.
Firstly, the ad places great emphasis on the eyes, since it is a mascara advertisement. I find that a
deep eye set with big eyes, double eyelids and long, apparent lashes, like that of Cara Delevingne,
