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: Louis Althusser (French Philosopher) •Images “interpellate” users –Images & media texts “hail” us –Ideologies “hail” subjects and enlist them as their authors; hail views as individuals: “just for me”

INTERPELLATION_ seeing onself

INTERPELLATION How is the image personalized? –Construct within the “You” of ad –Questions –Idealized future (or shared aspirations) –Identifiable characters and situations –Photographic/Filmic codes and conventions (close-up, point-of-view, over shoulder) –Romantic fantasies of intimacy

Interpellation: Group Activity Way an ad/text draws you in as if it’s just for you Watch: AT&T “You Will” Ads: https://www.youtube.com/watch?v=TZb0avfQme8 Questions (for group) What interpellation strategies are used here? Are they effective? Can you think of other strategies in ads/movies? Think of two other examples.

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

ART IN ADS http://www.worth1000.com/contests/12920/contest