1. DECONSTRUCTING ADVERTISEMENTS
By: Kristina Yegoryan

2. COLORS IN ADS Black and White are they colors too?

3. COLORS and their Meaning

4. Yellow: Happy or Not? Happy vs Powerful

5. ENERGY and POWER!

6. DO WE ALWAYS NEED COLOR TO ATTRACT ATTENTION?

7. UNITED COLORS OF BENETTON

8. COLORS and the FAMILIAR

9. Panzani advertisement The bringing together of the tomato, the pepper and the tricoloured hues (yellow, green, red) of the poster signifies Italy.

10. LOOK, GAZE and INTERPELLATION

11. 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).

12. LOOK is Powerful; it attracts attention!

13. THIS LOOK?

14. Or THIS LOOK?

15. Or may be This Look? Ad: United Colors of Benetton

16. 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

17. Interpellation & De-familiarization The crucifixion pose

18. 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.

19. 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. 

20. 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)

21. Ad Themes -Emotional -Aspiration (lifestyles) -Sexual -Familiar
-Exotic
-Enticing  
-Informational
Rhetoric of Images
•Ethos: perceived credibility
•Logos: the logical appeal
•Pathos: the emotional appeal