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From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising
Unformatted Document Text:  16 16 8. Sacralisation: Analysis However it is our contention that by analysing a third Louis Vuitton ad, that at least some advertisements sacralise products by associating them with media worlds.. Let us now apply this reading to the advertisement 3 9 for Louis Vuitton using a photo taken by Demarchelier. We will follow the same methodology as in the previous exercise but bring in additional elements. 8A:Denotation We can see a photograph set in a New York street with an open phone booth, one wall of which is a billboard advertisement. In the background, we see a truncated New Work skyline contrasted with the blurred image of the New York traffic punctuated by fluid strokes of colour that seem to be bright yellow taxis. In the foreground, we see the model inside the phone booth dressed elegantly holding a bag. In the poster, we see an image of the same model seemingly naked covered only by the same monogrammed bag. . 8B:Connotations In this advertisement, we can see the connotations of modernity, speed, immobility, metropolitan life, elegance, and street shabbiness. We can also see those of glamour and celebrity and banality. 8C:Juxtaposition/Opposition The most striking opposition is that of the woman in the phone booth juxtaposed with the same woman in the billboard. This immediately sets up oppositions between naked/dressed: advertising/real world: reality/image: hidden /revealed. The naked is associated with the media world of the billboard and the dressed is associated with the ordinary world of the street. The other key opposition is that of mobile/still as in the contrast between the blurred image of the moving traffic on a horizontal plane and the still vertical skyscrapers of New York. Hence the still world of a naked model covered only by the product hovers in parallel to the ordinary world of the street, of movement Yet another opposition would be the yellow taxi versus silver grey buildings and buses. 8D: Organisation into parts The relevant parts are background/ foreground. Within the foreground, the principal division of space is that between the embedded ad and the phone booth. In the background, the principal division is between the buildings and the traffic. As we shall see below the oppositions between space/ place and media world/ ordinary world are inscribed into these different parts. 9 This consists of a photograph on the following website. http://www.demarchelier.net/ad/vuitton/nycphone.html

Authors: Doyle, Waddick.
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background image
16
16
8. Sacralisation: Analysis

However it is our contention that by analysing a third Louis Vuitton ad, that at least some
advertisements sacralise products by associating them with media worlds.. Let us now apply
this reading to the advertisement 3
9
for Louis Vuitton using a photo taken by Demarchelier.
We will follow the same methodology as in the previous exercise but bring in additional
elements.
8A:Denotation

We can see a photograph set in a New York street with an open phone booth, one wall of
which is a billboard advertisement.

In the background, we see a truncated New Work skyline contrasted with the blurred image of
the New York traffic punctuated by fluid strokes of colour that seem to be bright yellow taxis.
In the foreground, we see the model inside the phone booth dressed elegantly holding a bag.
In the poster, we see an image of the same model seemingly naked covered only by the same
monogrammed bag.
.
8B:Connotations
In this advertisement, we can see the connotations of modernity, speed, immobility,
metropolitan life, elegance, and street shabbiness. We can also see those of glamour and
celebrity and banality.
8C:Juxtaposition/Opposition
The most striking opposition is that of the woman in the phone booth juxtaposed with the
same woman in the billboard. This immediately sets up oppositions between naked/dressed:
advertising/real world: reality/image: hidden /revealed. The naked is associated with the
media world of the billboard and the dressed is associated with the ordinary world of the
street. The other key opposition is that of mobile/still as in the contrast between the blurred
image of the moving traffic on a horizontal plane and the still vertical skyscrapers of New
York. Hence the still world of a naked model covered only by the product hovers in parallel to
the ordinary world of the street, of movement Yet another opposition would be the yellow
taxi versus silver grey buildings and buses.

8D: Organisation into parts

The relevant parts are background/ foreground. Within the foreground, the principal division
of space is that between the embedded ad and the phone booth. In the background, the
principal division is between the buildings and the traffic. As we shall see below the
oppositions between space/ place and media world/ ordinary world are inscribed into these
different parts.
9
This consists of a photograph on the following website.
http://www.demarchelier.net/ad/vuitton/nycphone.html


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