"I just use fashion as an excuse to talk about politics. Because I'm a fashion designer, it gives me a voice, which is really good."- Vivienne Westwood
This is a French advert from the 1960s, advertising a French companies "authentic Italian food. In this we had to look at the denotative and connotative languages being used.
I picked up on the fact it is a French brand of Italian ingredients, Portraying what they view as 'Italian'- being a myth. They used a lot of red, white and green- the Italian flags colours. The positioning isnt natural as everything has fallen out in a perfect way to show off each ingredient perfectly. The brand deem themselves as "luxury" this is enticing to customers because they will be more likely to want a luxury item then a home brand which is cheaper. |
This is a modern advert for Dior advertising their latest perfume "Joy". The advert depicts Jenifer Lawrence a contemporary celebrity. In this we learnt that using celebrities in adverts is a conscious decision. They will bring their own connotations to the brand, meaning brands are quite smart in their choices. Jenifer Lawrence has a brand of being relatable to the general public, being funny and calm. Working for Dior means a relatively upper class brand could be accessible to a poorer audience.
I picked up on how feminine the advert is, yes because she's been photoshopped, is wearing jewellery and has her hair pushed back could be targeted towards men. However she isnt posed sexually, her face isnt suggestive and she isnt seen as being entrancing, shes ethereal, vapid, caught off guard. |