DECONSTRUCTING ADVERTISEMENTS By: Kristina Yegoryan
COLORS IN ADS Black and White are they colors too?
COLORS and their Meaning
Yellow: Happy or Not? Happy vs Powerful
ENERGY and POWER!
DO WE ALWAYS NEED COLOR TO ATTRACT ATTENTION?
UNITED COLORS OF BENETTON
COLORS and the FAMILIAR
Panzani advertisement The bringing together of the tomato, the pepper and the tricoloured hues (yellow, green, red) of the poster signifies Italy.
LOOK, GAZE and INTERPELLATION
LOOK “Seeing comes before words. The child looks and recognizes before it speaks.” John Bergen “The ability of a visual language to express more than one meaning at once is also its limitation” Umbero Eco (1994). In looking, power generally given to person who is looking (subject) over the person being looked at (object).
LOOK is Powerful; it attracts attention!
THIS LOOK?
Or THIS LOOK?
Or may be This Look? Ad: United Colors of Benetton
INTERPELLATION Coined by French Philosopher L INTERPELLATION Coined by French Philosopher L. Althouser , Interpellation means: 1. identification with a certain similarity , 2. seeing oneself in the other
Interpellation & De-familiarization The crucifixion pose
THE GAZE In advertising, the Male Gaze is used to encourage men to want a girl (and by extension, the product she is selling) and women to want to be her, in order to attract the same gaze Suggests that women can be made to view the world - and themselves - through the eyes of men, and that women raised within this dominant paradigm expect to be the gazed-upon, not the gazer.
In advertising, the Male Gaze is used for men to desire a girl and the product she has and women to to be her and wanted by men.
But there is “Female Gaze” Too A direct female equivalent of the Male Gaze with male figure (body) as object of the gaze Or strong woman ( in men position)
Ad Themes -Emotional -Aspiration (lifestyles) -Sexual -Familiar -Exotic -Enticing -Informational Rhetoric of Images •Ethos: perceived credibility •Logos: the logical appeal •Pathos: the emotional appeal