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From Naturalisation to Sacralisation: Changing Paradigms for Analysing Visual Advertising
Unformatted Document Text:  7 7 a natural element is the same colour ad the cultural object, the bag and her lipstick and nail polish (cultural or artificial elements) are the same colour as the natural element, the fruit. Another opposition to be explored could be art/life. Another useful opposition to consider would be the spatial one of vertical/horizontal or the chromatic ones of green /red, beige/ green, beige/ red. 3D.Organisation into parts Clearly the ad is divided between the border and the photograph. The placement of the words Louis Vuitton in the two corners allows drawing a diagonal line which crosses the model’s gaze directed towards us as well as her tongue licking the fruit. The reader is hence placed in relationship to the model. They look at each other. The photograph can be divided into two parts; the left-hand side consists of the model with her elbows and arms on the table. The right hand side has the bag open with the fruit. The image can also be divided vertically into three planes table elbow; bust/bag; head/wall. 3E.Correspondence between parts The most striking similarity is then between the model and the bag. The model’s skin matches the colour of the bag. Both have fruit pouring out of them. The bag is monogrammed LV and her left arm forms an L and her right arm forms a V. This reverses the LV initials of the brand or at least makes us read them as though we were in her. position. Her flowing red hair also resembles the flow of fruit from the bag. The colour of her dress is the same as the colour of the background wall this suggesting a homology between her and the whole photograph. Louis Vuitton is written on both borders and hence names this whole universe of meaning. Thus, we can see what Williamson termed totemism, the identification of a subject with an object. 3F.Integration of parts/Synthesis. By drawing parallels or homologies between different sections of the advertisement, we can arrive at a synthesis of its meaning. The Louis Vuitton frame contains both the woman and thebag and then we can see a clear homology between the bag and the woman. Both are to be consumed just like the fruit that they are consuming. The red lipstick and nail varnish of the model suggests that she, like the fruit, like the bag, is available for consumption. As however, she is also dressed in green like the background that contains her, it as though she represents the universe of Louis Vuitton. This universe contains the fruit, the bag, and herself (her image). Louis Vuitton is inside her and she is inside Louis Vuitton. Her arms are shaped like a LV monogram. She is literally branded on her body. Branding means in English both the marking of animals’ bodies with a hot iron to indicate their ownership and also the establishment of a commercial name. This body is inside a photo surrounded by the words Louis Vuitton. The synthesis is achieved bu incorporation. We can see the representation of

Authors: Doyle, Waddick.
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background image
7
7
a natural element is the same colour ad the cultural object, the bag and her lipstick and nail
polish (cultural or artificial elements) are the same colour as the natural element, the fruit.
Another opposition to be explored could be art/life.

Another useful opposition to consider would be the spatial one of vertical/horizontal or the
chromatic ones of green /red, beige/ green, beige/ red.

3D.Organisation into parts
Clearly the ad is divided between the border and the photograph. The placement of the words
Louis Vuitton in the two corners allows drawing a diagonal line which crosses the model’s
gaze directed towards us as well as her tongue licking the fruit. The reader is hence placed in
relationship to the model. They look at each other.
The photograph can be divided into two parts; the left-hand side consists of the model with
her elbows and arms on the table. The right hand side has the bag open with the fruit. The
image can also be divided vertically into three planes table elbow; bust/bag; head/wall.
3E.Correspondence between parts
The most striking similarity is then between the model and the bag. The model’s skin
matches the colour of the bag. Both have fruit pouring out of them. The bag is
monogrammed LV and her left arm forms an L and her right arm forms a V. This reverses
the LV initials of the brand or at least makes us read them as though we were in her. position.

Her flowing red hair also resembles the flow of fruit from the bag. The colour of her dress is
the same as the colour of the background wall this suggesting a homology between her and
the whole photograph. Louis Vuitton is written on both borders and hence names this whole
universe of meaning. Thus, we can see what Williamson termed totemism, the identification
of a subject with an object.
3F.Integration of parts/Synthesis.
By drawing parallels or homologies between different sections of the advertisement, we can
arrive at a synthesis of its meaning. The Louis Vuitton frame contains both the woman and
thebag and then we can see a clear homology between the bag and the woman. Both are to be
consumed just like the fruit that they are consuming. The red lipstick and nail varnish of the
model suggests that she, like the fruit, like the bag, is available for consumption. As however,
she is also dressed in green like the background that contains her, it as though she represents
the universe of Louis Vuitton. This universe contains the fruit, the bag, and herself (her
image). Louis Vuitton is inside her and she is inside Louis Vuitton. Her arms are shaped like a
LV monogram. She is literally branded on her body. Branding means in English both the
marking of animals’ bodies with a hot iron to indicate their ownership and also the
establishment of a commercial name. This body is inside a photo surrounded by the words
Louis Vuitton. The synthesis is achieved bu incorporation. We can see the representation of


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