The advertisement uses a
constructed reality of what is perceived to be an ideal view of female models
who display having perfect, straight, clean and white teeth. The roles of the models are used to portray
what a healthy and desirable set of white teeth can look like to enhance one’s
own beauty as re-enforced in ‘Big Ideas’, saying that “a female fashion ‘model’
embodies our current knowledge about what women are and our attitudes towards
what they could (should) be”.
By including the visual appeal of
attractiveness, it simulates what the ideal woman should look like. The creation of dissatisfaction of reality by
not having white teeth solves this problem.
The narrated voice throughout the
advert, in particular, “What would happen” with the answer of a smiling model
displaying her white teeth replying it would “light up the room” simulates how
much better a woman’s quality of life could become if they used the product
themselves.
By incorporating woman from a wide
range of ethnic backgrounds, it simulates that the product is not exclusive to
only the good looking-having white teeth will make you good looking.
Gucci by Gucci - Raquel
Zimmerman, Natasha Poly and Freja BehaErichsen Campaign
The ad from Gucci uses a
constructed reality of beauty and style.
The model is presented to the reader, with nothing else than herself and
the product. The model embodies the
reader’s current knowledge that she is strong, sensual and driven by desire for
both her achievement and unmistakable feminine allure.
The reader’s attitude towards the
product is constructed to believe that this is a signature fragrance for the
modern day icon. It makes its entrance
early and like all Gucci women, leaves a lasting impression.
This is simulation: You may be a
Gucci woman by scent, but not in reality.
This attempt at altering the add so
that it no longer resembles simulation was achieved by removing the product and
all signs that referred to Gucci, by replacing the product so that now the
woman is holding a dog and the new key message of “always adopt, never buy”
turns the attention of the reader to support a well-known cause for the
protection of animals by NOP group Peta.
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