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From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising
Unformatted Document Text:  6 6 Let us now apply this reading to the advertisement 2 again for Louis Vuitton. 3A. Denotation Denotation consists of describing as accurately as possible the text that is to be analysed. This advertisement consists of a photograph spread over two A4 pages horizontally framed by a white border. Above the photograph in the border on the left-hand page, is written in a simple script Louis Vuitton Monogram Vernis. Below the photograph in the right hand corner of the border is written Louis Vuitton in capitals. On the left hand border is written in faint script the addresses of a number of retail outlets. The photograph consists of a pale green background which seems to be a wall and in the foreground a brown wooden table. On the left-hand side we have a single strawberry lying on a table, isolated and then towards the middle of the double page spread but leaning to the left, there is a young woman with exposed pale cream arms and a slightly transparent green dress reminiscent of the colour of the wall. It reveals the pale skin of her breasts. She has red hair and brown eyes. She has red lips and two red cheeks. She is holding her hand to her mouth with red fruit and her hand is full of fruit, which she is licking with her tongue. Her elbow joins the table in a V shape. Her other hand also holds red fruit. Both hands have red nail polish. The right-hand page consists of her left arm forming an L shape. This is a beige/cream coloured handbag on the table with red fruit pouring out of it. Her gaze is directed out of the page towards the viewer. 3B.Connotations Connotations refer to the abstract ideas or qualities that are suggested by the images of concrete things. They are often subjective. In this advertisement, we can see the connotations of consumption, openness, pleasure, of fruitfulness and possibly fertility as well as elegance. 3C. Juxtaposition/Opposition The juxtaposition of elements is very clear in the advertisement. Both Messaris (1997) and Williamson emphasise the importance of juxtaposition to visual communication. Oppositions vary from the concrete ones of juxtaposed objects to the abstract ones of the qualities these objects may represent. Colour is also of great importance as it creates connections and similarities between objects which would normally not be associated with each other. If two quite dsimilar thins have the same colour in na advertisement, we tend to associate them. The woman is juxtaposed with the bag. There is also an opposition of open/closed. Her bag and her lips are open and both have fruit in the openness. Hence the opposition between animate/inanimate (woman/ bag/) is contrasted by the fact that share the fruit and openness. The opposition between nature and culture is also important in this advertisement which quotes from the art historical genre of the still life (natura morta). The fruit represents a natural element and the bag a cultural element with the woman being the intermediate space, part culture like the bag and part nature like the fruit. Indeed her skin,

Authors: Doyle, Waddick.
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background image
6
6
Let us now apply this reading to the advertisement 2 again for Louis Vuitton.
3A. Denotation
Denotation consists of describing as accurately as possible the text that is to be analysed.
This advertisement consists of a photograph spread over two A4 pages horizontally framed by
a white border. Above the photograph in the border on the left-hand page, is written in a
simple script Louis Vuitton Monogram Vernis. Below the photograph in the right hand corner
of the border is written Louis Vuitton in capitals. On the left hand border is written in faint
script the addresses of a number of retail outlets.
The photograph consists of a pale green background which seems to be a wall and in the
foreground a brown wooden table. On the left-hand side we have a single strawberry lying on
a table, isolated and then towards the middle of the double page spread but leaning to the left,
there is a young woman with exposed pale cream arms and a slightly transparent green dress
reminiscent of the colour of the wall. It reveals the pale skin of her breasts. She has red hair
and brown eyes. She has red lips and two red cheeks. She is holding her hand to her mouth
with red fruit and her hand is full of fruit, which she is licking with her tongue. Her elbow
joins the table in a V shape. Her other hand also holds red fruit. Both hands have red nail
polish. The right-hand page consists of her left arm forming an L shape. This is a
beige/cream coloured handbag on the table with red fruit pouring out of it. Her gaze is
directed out of the page towards the viewer.
3B.Connotations
Connotations refer to the abstract ideas or qualities that are suggested by the images of
concrete things. They are often subjective. In this advertisement, we can see the
connotations of consumption, openness, pleasure, of fruitfulness and possibly fertility as well
as elegance.
3C. Juxtaposition/Opposition
The juxtaposition of elements is very clear in the advertisement. Both Messaris (1997) and
Williamson emphasise the importance of juxtaposition to visual communication. Oppositions
vary from the concrete ones of juxtaposed objects to the abstract ones of the qualities these
objects may represent. Colour is also of great importance as it creates connections and
similarities between objects which would normally not be associated with each other. If two
quite dsimilar thins have the same colour in na advertisement, we tend to associate them.
The woman is juxtaposed with the bag. There is also an opposition of open/closed. Her bag
and her lips are open and both have fruit in the openness. Hence the opposition between
animate/inanimate (woman/ bag/) is contrasted by the fact that share the fruit and openness.
The opposition between nature and culture is also important in this advertisement which
quotes from the art historical genre of the still life (natura morta).
The fruit represents a natural element and the bag a cultural element with the woman being
the intermediate space, part culture like the bag and part nature like the fruit. Indeed her skin,


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