Le Oscars

The Oscars, a collision between the most famous people in the world and the logos to match them. The actors who attended the Oscars were scrutinized for their clothing as much as they were for their acting. When Jeff Bridges (whom the media loved) was interviewed on the red carpet, him and his wife were immediately asked "who" were they wearing. This was a very interesting way of asking a question about someone's clothing. It was as if the clothing worn was supposed to match the brand's image. Jeff responded by telling the reporter he was wearing Gucci, he was "all Guccied up", and his wife was wearing some other expensive designer brand. The women were critiqued very seriously on how their dress looked and what that dress was supposed to say. Some dresses were revealing, and the commentators judged whether the amount of revealed skin was "appropriate" or not. Likewise, when some women had fancy and complicated dresses a lot of people watching the Oscars would comment on "how much was too much". Here is Halle Berry in her dress.
The men were not really picked apart like the women were. Mostly because the men did not put as much effort into their appearence and the all wore suites. The men had it easy during the Oscars because they could look much more laid back than the women. George Clooney looked very calm at the Oscars, even though the media and even the other stars were all over him.

Apart from the dresses and Gucci suites, the branding seen at the Oscars lied predominantly in the advertisements. Almost every advertisement was for a clothing, luxury car, or personal hygene product company during the commercial breaks. Every product tried to either strengthen their current luxury brand, or rebrand to give off a luxury vibe. Mercedes Benz was the major luxury car company that I remember advertised during the Oscars. They had a commercial that featured their latest model driving through a city street with chandalliers instead of street lamps. J.C. Penny advertised during the Oscars. J.C. Penny isnt exactly a luxury brand, but in their advertisements they promoted their designer clothing line and the perfumes they sold.

The Oscars makes every average Joe sitting at home feel like they are a part of the clebrity action, which the advertisers fed off of by promoting their brands in a elitest sense. Everyone wants to be part of the club.