Magazine Advertisements
(from Nylon Magazine: November 2013 Issue)
The advertisement's format is glossy and is in color. Brown and gold hues are the most prominent. The kind of image the advertisement displays is a combination of reality and fantasy. The model-actress, Keira Knightley, is an actual person, but the place is abstract (a modeling studio) as well as the way Keira interacts with the camera - neither of these are real or candid. Yet, still, Knightley exists and so does the studio she was shot in. The artistic advertisement seems to be geared towards an audience of wealthy, young women. Knightley is a 'young' actress - most people who were preteens during the release of Pirates of the Caribbean recognize her more easily than, say, middle aged women. The advertisement gives off, or emotes, an idea of serious and sensual luxuriousness. The coat, gold and brown hues, presence of a wealthy, well-known actress and Chanel perfume consisting of amber liquid all lend to this idea. Both Keira Knightley and the bottle of perfume are prominent components of the ad's composition. The layout naturally draws the viewer to Keira Knightley's face, as immediate recognition happens, and then directly to the perfume with which she is interacting. The text of the advertisement is limited and consists of Coco Mademoiselle in messy lettering that comes across as young and girlish as well as a white, boldfaced, logo of Chanel on the top of the advertisement. The response the advertisement extracts is that wealth and luxury aspiration desired by so many Americans - it makes one feel as though one can become beautiful, wealthy, and glamorous through the purchase of the perfume.
The appearance of the advertisement is colorful; the images are transposed on a white background with lettering, reminiscent of a collage. The kind of image, at least, appears real. The girls, though models, look more like everyday girls, and their backgrounds are a wall and a field. The ad appears to cater to a younger, more eclectic audience, as the girls are depicted youthfully - their cleavage is not displayed, they have no high heels on, and their hair appears real, wavy, and long. The emotion the image carries is a carefree, fun feeling because of the playful way the girls are posed and the simple, yet stylized clothing they are wearing. The model's hair and clothing are prominent in the composition of the advertisement while its layout draws the viewer immediately to the models' clothing and poses, then to the outer lettering that advertises the clothing company. The text of the advertisement is scrambled and in dark red solid lettering as well as outlines. The response the image evokes is the recall of a happier, more carefree time in childhood and, thus, a bit of nostalgia.
The image's appearance feels cold - it is displayed in dark colors, with a man and a woman wearing heavy clothing meant for colder weather. It appears to be cloudy around them. The kind of image, though impractical - many people would not be walking on the wrong side of a road near the edge of a cliff - does recall a real place, and has two real people - though they are models posed carefully. The image appeals to a more curious, perhaps outdoorsy or, even, daring, audience who live in cool or cold areas. After all, the man and the woman are walking the opposite way down a lane of an abandoned path in what appears to be misty, cool weather. The image conveys a daredevil's spirit - in other words, its emotional response is excitement, perhaps even a bit of fear. The composition of the advertisement includes, mainly, two people - a man and a woman - and the logo of Adriano Goldschmied in red lettering. The layout leads the viewer from the models in their precarious environment, then down to the company that makes the clothes they are wearing. The text is red and stands out from the cool coloring of the rest of the advertisement and is placed at the models' knees. The emotion, or mood, the image evokes is that of the adventurous American spirit - 'rebellious', in the traditional meaning. The models look serious and calm and are taking their dangerous trip along the mountain independently of anyone else.
The image's appearance is in black and white, but appears sharp (the gradient is fine). It looks romantic, 'sexy' even. The image shows a model sitting and relaxing in a chair. It is real, though obviously staged - the transparent background is not a real place. The advertisement targets a younger, more 'fun' audience - the model has a young-looking hairstyle and is wearing casual attire. The emotion the image brings back is of adolescence - casual, fun times that have more devious undertones. The model is clearly a 'badgirl' - she has the smoky eye, denim shorts, and wavy, highlighted hair that is associated with them. The composition brings the model's hair and jeans to front and center and then the layout brings the viewer from the jeans to the text at the top of the page, which contrasts sharply from the white background and white shirt the model is wearing. The text is Wildfox Jeans in bold, capital letters, with "makes good" in smaller, cursive lettering - proclaiming "Wildfox makes good Jeans". It is confident, simple, and to the point - like the image itself. The response the advertisement calls forth is a sort of challenge - Wildfox Jeans clearly knows that they are a quality brand with a good sense of style, and they are expecting the viewer to already know, or try out their jeans and find out for herself.
The appearance of the text showcases dull colors, with pops of purple - the image gives off the appearance of a club at night, the dark lighting with florescent catches of the clothing make it so. The kind of image is both real and abstract. It shows two females who are in motion, appearing to 'club-hop' and are in an alley, that is obviously staged. The advertisement is directed towards an audience of young party-goers - perhaps college students- who are old enough to club hop and have a night life. The emotion the ad conveys is one of excitement; it seems like the models are in the middle of a crazy night (they have loose curls, functional yet chic outfits, an overnight bag). The model on the left even seems to have dilated pupils and the model on the right is in the middle of running. The composition of the photograph includes two models and their clothing as the main components; the logo also can be considered a main component as it contrasts sharply with the dull background. The layout draws the viewer to the left-hand model and who is still and stares intensely at the camera. Then, one notices the model on the right who is running and, finally, as the viewer is sizing up the model's clothing, he or she is drawn to the logo at the bottom, "collection b". The text of the advertisement is the "collection b" logo that stands out in white and is placed just above the model's knees. The response the ad calls for is one of desire to be the life of the party, to have late night fun, and do it in style.
The photo's appearance is "sexy" - it is in black and white and the model is posed in a raunchy position. The kind of image the advertisement uses is both abstract and real. The model poses on a transparent background and, though, photo-shopped, she is undoubtedly a real person. The advertisement is both artsy and a call for purchase. It attracts an audience of both men and women. It attracts men because the model is barely covered up and slouched in an inviting pose. The advertisement attracts women by promising them they will be as attractive as the model if they buy the clothes Young & Reckless is offering. The emotion of the ad is both serious, sexy, as well as fun and young. The main components, or the composition of the advertisement, are the model, her shirt and pose, and the logo for Young & Reckless that rests on the upper right-hand corner. The layout draws the viewer to the model and, almost, directly after, to the Y & R logo. The text of the advertisement includes both the text advertising the company on the model's shirt as well as the text advertising the company in the upper right-hand corner. The response that the advertisement evokes is one of desire - that whoever purchases this clothing will be sexy and desired, or that one who purchases the clothing will attain someone attractive and desirable.
Billboard Advertisements
The advertisement's appearance consists of bright yellow and black - the entire ad is designed to look like the Nokia Lumia that it advertises. The kind of image is both abstract and real - it represents a real item, the camera cellphone, but is life-sized and, thus, not actually a depiction of the phone. The advertisement attracts an audience of all people who own cellphones - but perhaps those who care about photography more or are disappointed with their own cellphone's photo-taking abilities. The emotion the image conveys is excitement about a new product that has better abilities. The composition is of a neon yellow background with the camera lens front and center - the layout draws the viewer from the centered camera lens to the neon color of the cellphone and, finally, to the caption above the camera lens. The text says "The most megapixels you can fit into a pair of skinny jeans" and, thus, caters to a more hip, perhaps photo-oriented person. Also, there is text on the camera lens itself and details below. The response the image calls for is a desire for this phone - a desire to get something more hip, newer, and better; the response is, thus, almost competitive.
The appearance of the advertisement is colorful and simple. The kind of image it is, is abstract - it is a computer generated skyline with a computer generated Vons grocery bag next to it. The audience the advertisement targets is those who already shop at Vons and are either too busy or, perhaps, incapacitated or inconvenienced in some way - perhaps they live in a busy city or are physically handicapped. The emotion the image conveys is one of relief and comfort - Vons will get the food and the customer does not have to move a muscle. The composition is of a skyline, a Vons logo, and a grocery bag in the foreground; the layout of the advertisement draws the viewer from the skyline to the logo, then to the familiar Vons grocery bag. The text says "vons", in bold, above the skyline and on the grocery bag, and "fresh to your door" beneath the logo, then has some details about the delivery service on the bottom of the advertisement. The response the advertisement calls for is one of relief and thoughtful consideration of the service.
The appearance of the photo is colorful and very much a modern portrayal of how native peoples looked - the woman looks as if she is wearing a sports bra and her head dress is probably not historically accurate. The kind of image is a combination of fantasy and reality - the woman is a real woman, but the head dress she is wearing is super imposed, as well as the bottle of Sambazon in front of her. The audience the advertisement targets are health-conscious people who follow new diet fads (acai is a big fad that has been reappearing more and more lately). The emotion the image conveys is one of power. The composition of the photograph is a woman with superimposed drawings around her. The layout leads one from the woman's headdress to the logo. The logo, or text, of the advertisement is "Warrior Up.", capitalized, with "Drink Sambazon: Organic Amazon Superfood" beneath it. The response the advertisement evokes is one of wanting power - to gain strength and health.