ADVERTISEMENT ANALYSIS
‘Fashioin Junkie’
Brand: Sisley
Published: 2007
Advertising Agency: Zoo Advertising, Shanghai, China
Creative Director: Alex Sean
Copywriter: Sandy Sang
Photographer: Taurus
Sisley started its own clothing line in 1968. It was not until 1974, when the Benetton Group bought the exclusive rights to use the brand name. Although by 1985, Sisley had created an individual and unique personality within the Group.
This disturbing advertisement has attracted the attention of millions of viewers from all over the world. This form of shock advertisement fulfills the company’s marketing objectives as this advert ‘blows in our face’. This advertisement portrays two anorexic, under-aged women ‘inhaling’ a white dress, which resembles cocaine. A credit card with some white powder on it is also displayed on the table in the gloomy room. The dusky background also gives you wrong vibes, and a suggestion that the setting may be in a club.
The objective of this print ad is to create awareness in our society, that nowadays we have all become ‘addicted’ to fashion. We’re forever conscious about what we wear at all times of the day, or night. The target audience, the youth, is obsessed with the apparel they wear. Even health is not considered as much as sense of fashion is, in today’s world. You could also say that this ad refers to the female gender, more than the males, as females are known for their addiction to shopping, in order to fit into the society through their clothing attire. The ad is quite direct, as the term ‘fashoin’ is purposely used to make it sound a bit similar to cocaine. The models used in the ad, exhibited as anorexic, young girls in party wear sniffing on that dress insinuated to be a drug, provides a n...
... middle of paper ...
...ers is very important. The method of using shock advertisement for such an ad is quite helpful, as people may realize and relate to the ad and change themselves for the better. It may change the perspective of the audience, and they may understand and appreciate the objective of the ad, too. Therefore, even though this ad may seem disconcerting at first, on further judgement, its audience may accept the ad and its message may also be promoted.
Works Cited
"Analysis of Print Advertisement." Review. Web log post. Wordpress. N.p., n.d. Web. 18 May 2014.
"Brand History." Sisley. N.p., n.d. Web. 18 May 2014.
Danae, Alycia. "Fashion Junkies by." StudyMode. N.p., Nov. 2012. Web. 18 May 2014.
Dewulf, Brianna. "Advertising in Society." Longwood Blogs. N.p., 21 Sept. 2012. Web. 18 May 2014.
"SISLEY - Fashion Junkie?" BCM110. N.p., n.d. Web. 18 May 2014.
Works Cited
Goldman, R. & Papson, S. Advertising in the Age of Accelerated Meaning. In Schor, J.B. and Holt, D.B. (eds.). (2000). The Consumer Society Reader. (pp. 81-96). New York: The New Press.
Advertising is so prominent in American culture, and even the world at large, that this media form becomes reflective of the values and expectations of the nation’s society at large.
According to the New York Times, many multi-modal texts expose the average person to at least five thousand advertisements a day (Story). In today’s world, ads are everywhere—on television, in magazines, and even inside cereal boxes. Ad Council, a non-profit organization, joins with various sponsors to produce and promote unique collaborations of public service announcements. The organization has found ways to stimulate action against many problems in the world that concerns Americans (e.g., texting and driving, dating violence, and child hunger). Accordingly, Ad Council has cooperated with Feeding America, a nationwide network that ventures to advocate food insecurities in America. Together, the organizations have recently released a new campaign—“summer
The target audience for this particular advertisement is males, both in their teens and twenties. The appeal to men in their twenties is strongly evident, through the overt sexual nature of the photograph. While most of the female’s features are not visible, the parts which can be seen, result in a highly sexualized image. The appeal to the teenage male population takes a bit...
The documentary Killing Us Softly 4 discusses and examines the role of women in advertisements and the effects of the ads throughout history. The film begins by inspecting a variety of old ads. The speaker, Jean Kilbourne, then discusses and dissects each ad describing the messages of the advertisements and the subliminal meanings they evoke. The commercials from the past and now differ in some respects but they still suggest the same messages. These messages include but are not limited to the following: women are sexual objects, physical appearance is everything, and women are naturally inferior then men. Kilbourne discusses that because individuals are surrounded by media and advertisements everywhere they go, that these messages become real attitudes and mindsets in men and women. Women believe they must achieve a level of beauty similar to models they see in magazines and television commercials. On the other hand, men expect real women to have the same characteristics and look as beautiful as the women pictured in ads. However, even though women may diet and exercise, the reality...
Have you ever seen an advertisement for a product and could immediately relate to the subject or the product in that advertisement? Companies that sell products are always trying to find new and interesting ways to get buyers and get people’s attention. It has become a part of our society today to always have products being shown to them. As claimed in Elizabeth Thoman’s essay Rise of the Image Culture: Re-Imagining the American Dream, “…advertising offered instructions on how to dress, how to behave, how to appear to others in order to gain approval and avoid rejection”. This statement is true because most of the time buyers are persuaded by ads for certain products.
In a brilliant update of the Killing Us Softly series, Jean Kilbourne explains the dangers of advertisements and how they objectify women. Advertisements intelligently portray women in a sexual and distorted way in order to attract the consumers’ attention. Media sets a standard on how young women view themselves and puts them at risk for developing an eating disorder. Kilbourne’s research has led her to educate those who have fallen victim to achieving the “ideal beauty” that has evolved in today’s society.
The models are thin and wearing nice, party dresses, which show a fair amount of skin. This showing of skin creates a fashionable and carefree image. The dresses that the two women wear are tasteful and complement each one individually, adding a sense of appeal to the men and women that are viewing the advertisement. The clothing, fitted to slimmer models, implies that Diet Coke does not cause weight gain. The dresses "promise" the consumer that they will look thinner and more radiant if they drink the product. Also, the Diet Coke advertisement uses thin models to portray that drinking this product is harmless to the body. The slim models compel the viewers to believe that they won 't gain weight if they drink this beverage. If young women see beautiful girls drinking Diet Coke, they 'll want to drink it too, so that they might look as attractive as the models. Meanwhile, the young men who see this advertisement will want to drink a Diet Coke so that they would have a common interest with girls similar to those presented. When an individual sees the image of the two models having a fun time, they associate it with the Coca Cola brand and will want to buy a Diet
Analysis of an Advertising Campaign We are swarmed by advertising. Companies constantly battle to compete for the sale of their product. Adverts appear in every form of media including radio; television; Internet; billboards; newspaper; flyers and magazines. The advertiser wants us to buy their product above their competitors. The basic aim of advertising is to convince the target audience that their product is the best in the field and superior to the other products of similarity.
Advertising is always about appearance. It is also about information and what really satisfies people. Undoubtedly, that advertisement of women has been increased dramatically and obviously in such a way that it turns out to be an important part of people’s lives. Recently, with advertising developments, there are more and more prospective shows to the public. It cannot be denied that advertisements consist of negative scenes that shape female identity.
The advertisement project was a great learning experience on learning what it takes to produce a print ad, and getting harsh feed back from the consumer. The project exposed how hard it is to actually produce a good advertisement that will pop to the consumers eye and reel them in to have interest in buying the product your trying to sell them. In my groups jean print advertisement we used a method from Arthur Asa Berger’s book Ads, Fads, and Consumer Culture. We in particular used chapter four, “Running it up a flagpole to see if anyone salutes”, in this chapter Berger says choose a way you want to do an advertisement and do it. The consumer will either like it or not it’s a 50/50 gamble. All you can do is what you think will work and run with it. And that’s basically the approach we had from the minute we were posed with the project. Since we didn’t feel like playing the sex sells card, the group and I felt that chapter four of Berger’s book was the best to use to produce our advertisement. While we learned a lot from this project in understanding advertising and consumer culture, the aspects of the project ranged from the original concept to the survey results of the responses from consumers.
Advertising." Current Issues: Macmillan Social Science Library. Detroit: Gale, 2010. Opposing Viewpoints in Context. Web. 4 Dec. 2013.
Technological advancements have changed our culture in many ways, even having it’s personal effect on advertising. With the invention...
The absence of clothing has become omnipresent in today’s advertising. Some ads focus on the removal of clothing, while others focus on no clothing at all. This idea is ever-present in fragrance advertising, as it forces the viewer to focus on the product over the appearance of one’s clothing. The absence of clothing creates a very specific mood for the ad: sex. The ad is able to portray a meaning that is not even included in the ad just by removing pieces of clothing. Fragrance advertising, such as Gucci Guilty, uses sex as a tool to sell a product without knowing anything about it.
Stafford, Marla R., and Ronald J. Faber. Advertising, Promotion, and New Media. Armonk, NY.: M.E. Sharpe, 2005