Capitalism – An economic system in which investment in and ownership of the means of production, distribution and exchange of wealth are held primarily by individuals and corporations, as opposed to co-operative or state owned means of wealth. Capitalism is based on an ideology of free trade, open markets and individuality
(8) – (Sturken and Cartwright 2001: p 350)
Commodity Culture – Commodification is the process by which material objects are turned into marketable goods with monetary value. Commodities are goods marketed to consumers in a commodity culture
The Consumer Society – This emerged in the late 19th Century at the same time as industrialisation and urbanisation. It was the age of mass production and increased access to the media. Combined with new notions of self and identity, the birth of the Department Store and the start of consumer credit the ‘Consumer Society’ was born!
Advertising Photography “The essence of advertising photography is to turn something mundane into an exciting and arresting image. The advertising photographer is selling dreams and aspirations. Commercial photography of this nature means painstakingly creating an elaborate yet intimate image that invites the viewer to almost imagine a story rather than just see the objects in the shot” (Wells 2004: p 208)
(9) – The above taken from PP 22nd Nov 2016
Task:
(10) – Levi’s Jeans Ad from 1980s – Levi Strauss …Internet 11th January 2017
The above image shows a sexy lady driving a fast car and is having a great deal of fun. Sexily dressed, slim, fit, with a hint of adventure – any young girls dreams can be fulfilled here! She is in an dreamy older car. The colour of the car seats, steering wheel, parts of her checked shirt and background lighting has all a lighter blue that her jeans.
The words ‘Jeans for Us’ and ‘Go Forth’ suggest adventure, a go and do it attitude, everyone can do this!, Her posture and laugh suggest massive enjoyment.
This advert is aimed at a younger females and possibly males who want to emulate this. The adverts is saying ‘buy Levis jeans’and you will have adventure, enjoyment and excitement…
I feel the main communication technique is ‘Exciting, Fun and Adventure’ Symbolic language will be the laugh and determination in her arms and hands and right leg thrust down on the accelerator…
Is the ad directed at any of the levels within Maslow’s Hierarchy of Needs?
Biological and Physiological Needs – sex
Belongingness and Love Needs – Possibly! Relationships maybe -maybe suggesting man want to be with sexy girl!
Esteem Needs – Achievement – Status
(10) – Levi’s Jeans Ad from 1980s – Levi Strauss …Internet 11th January 2017
(11) – Arturo Calle Jeans Print Ad – Pinterest Internet 11th Jan 2017
(12) – jeans.about.com/od/Jeans101/ss/History-Of-Jeans-Advertising Internet 11th January 2017
I feel with all the above adverts there is a common denominator of communication is Sex! Regardless if these adverts are seen as an individual or in a collective the message outreaches this and then becomes multimodal. The same message is most apparent. Whether male or female the messages are of feeling good about ones self, sexy, looking fit and shapely – even when someone really know they are not that shape or ‘fit’ the images give a sense of happy well being that warms the soul…
Andy Young Photography 