Referring to Sturken and Cartwright's discussion, "Addressing the Consumer," describe how the above advertising image "interpellates" or calls a viewer to occupy the subject position constructed by the ad. (Please click on image to view larger size)
If within a consumer society, the purpose of the advertisement is no longer to sell products, but rather "lifestyle and identification with brand names and corporate logos" (S&C: 198), what ideas, qualities and/or beliefs are associated with this clothing brand? In what ways can the ad be read as contradictory in terms of its appeal to the potential consumer?
19 comments:
Each of the celebrity models is looking directly at the viewer, bringing him/her into the ad with a promise that the viewer could be as cool or hip as the models. Each model poses and dresses in a nonchalant manner. By doing so, they’re appealing to youthful culture. There is a woman with several layers of clothes and men’s pants. The male model looks rugged but chic with worn looking pants and a scarf carelessly tossed around his neck. These images aren’t intended to appeal to a middle aged population who may be more interested in a tailored, matching look. They’re intended to capture the attention of a younger audience by appealing to their desire to be unique but the same. “Create your own sound.” and “Make up your own philosophy.” come across as “Be different but be the same as me.” Lastly, the models are full of confidence and the viewers will interpellate that attitude and look and be inclined to buy that clothing.
This clothing hints coolness, attractiveness, popularity, individuality and confidence. “Hence, most ads speak a mixture of familiarity and newness. One of advertisers’ primary strategies is to turn a product into a recognizable brand.” (S&C: 206) The ad speaks about being different and creating your own look. However as Sturken & Cartwright point out in the quote above, advertisers are also trying to sell a look and make a direct association between a style and a recognizable brand. You can’t be both unique and part of a recognizable style or brand. Therein lies a major contradiction.
When looking at advertisements such as these two Gap ads it is easy to recognize that the product wishes not only to sell the clothes the models are wearing, but to sell the aesthetic that is assigned by it, like being young and looking classically modern. The first image of the woman that reads “create your own sound” exemplifies a look which is coupled with an “alternative” lifestyle within music and art, a chic and rugged look that says avant-garde underground and the culture and look that is automatically associated with it. The ad then tells us that she is her own “sound,” unique in form and fashion. It is a representation of a specific culture which Gap hopes will call upon young females whom either already consider themselves a part of this culture or desire to be included in it. This is the reason why this ad works, by mirroring Gap’s idea fashion and lifestyle onto ourselves we hope to become it and eventually live it to create the same emotion within others as we felt when we first witnessed it. This is the same idea for the image of the man, except that he projects a different meaning and lifestyle. The slogan “make up your own philosophy” suggests that he is his own idea/philosophy, dressed in an urban scholars uniform who only associates with others like himself. We then compare and identify our own lifestyle with his, and for some reason, most likely the mysterious effect of advertising, we wish to be him, to live our lives in his image and do the things he might. Sturken and Cartwright say “the implication is that the product being sold will make the consumer unique, special, and highly individual.” It is a belief that one can present themselves in any way they wish, that is in this case young, intelligent, and mysterious, that society will absorb them this way and fulfill that belief, allowing people to live life as if it were captured on film and watched by everyone. There is a contradiction here however because if this ad is trying to sell individualistic principles and those principles include looking a certain way in a certain lifestyle, the Gap lifestyle, then everyone ends up looking and perhaps eventually thinking the same way.
In the images above, they display pictures of two models. They are good looking people, and they are wearing some very nice clothing. The first model, is a young women who is wearing a leather jacket and a nice scarf on the inside. Her hair is straight and is looking towards the camera. Her hands are tucked in her pockets giving her appearance a style type of look to her. The little side note on the picture is “Create your own Sound”. The second example is of a young guy, wearing a dark courteroy looking jacket, and 2 scarves and lastly a white looking shirt. His hands are too, in the pockets and has a crocked looking smile on his face.
To answer both of the blog questions on the assignment, I would have to say that the type of advertisement and the way they advertise is the solution to getting and selling merchandise. In the images above we have these models, advertising clothes. They are trying to attract teenagers and so if they look like they have the top clothing, they will have wonderful glory sort of speak. Both of these models are trying to give off the idea that they have it all and their clothes is what is trying to prove them having it.
Some good ways of getting people get these clothes are the logos or brands. The idea of having these clothing from these brands and logos has a tendency to give the person more of individuality or even a new lifestyle depending on the extreme. These models above tend to try and give teenagers that idea because of the types of clothing they are wearing. The contradictory of this is making the common person feel bad or hurt that they can’t keep up with the clothing of the time. Most of the times these clothing can have a high cost to them causing a economical status level between one person and another.
These ads interpellates the viewer by having the models look at the camera as if they are actually looking at you. Then they add the text, “Create your own -blank-” and “Make up your own -blank-” to encourage the viewer to rhetorically complete the sentence even though it has been completed already. The words “sound” or “philosophy” bring about images of artistic expression and individualism. These techniques cause the viewer to put themselves into the subject position by associating the image of the model with the rhetorical text and the desire to express oneself though an artistic means. To be artistic and unique means to look like these models, and to look like the models one must shop at Gap. Gap is known for providing a clothing line that is mix-and-match. All of their clothes are designed to compliment each other. So, Gap is selling the illusion of individual choice with their clothing and accessories.
Nathan Irish
TA Dayna Moses
Kevin Witkowski
TA Dayna Moses
The advertising images above call the viewers to occupy the models space with many effective techniques. The first one I noticed was the way the models are looking. They look directly into the camera, which allows the viewer to form a sense of connection with him/herself and the model. The models also seem very relaxed and comfortable. Viewers can relate to this feeling and than put themselves in the photo. Another technique the image calls the viewer in is not with the image but the text. Both ads have the word “your” in it, which directly connects the viewer to the ad. They also have an underlined word, which is suppose to represent a “fill in the blank” question. We, the viewer, can fill whatever word we want into it even though there actually is a word in it already. The point of them underlining it is so that it seems like the company didn’t make that choice, the individual in the ad did. This ad is trying to express individualism. They’re also expressing freedom and a loose and fun life style. Even though the ad says their clothes help you become more of an individual, the fact is, every item of clothes in the store is made in a factory where there are millions just like it. The ad tells us we can become an individual by wearing their clothes, but that’s impossible when there are millions of clothes that look just the same.
Kevin Witkowski
Li Wang
Film 114 Section 801
These are nostalgic black and white color images whose contents are simply young models wearing casual and elegant clothes. For the female model, the short jacket, long coat, easily twisted scarf and loose belt produce a chic appearance. Similarly, the male model dresses in the same style leaning against his background. For the visual effect, looking at these two advertising images, viewers will feel that the models are staring at themselves in frontal direction. With the text Create Your Own Sound and Make Up Your Own Philosophy, these images seem to speak to the viewers directly, which gives a hint that as if you wear their products, you can become as elegant and unique as these young models. Through leading viewers to imagine above situation which is very attractive to young people, the advertisement addresses consumers in its subject position.
If within a consumer society, the purpose of this advertisement is more than selling the clothes. When you look at these images, it is not difficult to understand that this brand attempts to convince potential consumers that if they wear such chic clothes like the models, they can establish a unique and rebellious lifestyle. What is more, the advertisement may encourage potential consumers that by purchasing more products not only clothes, but also perfume or hats, they can live a very different life from others. However, the only reason to produce the advertisement is to sell as much as possible products in mass-production period. Therefore, it would become contradictory that people wearing similar clothes of the same brand which are mass-production commodities could be distinct.
In the first ad with the girl and the text “create your own sound” the ideas trying to be sold with her is that if you wear Gap clothes you can create a look that makes you look like a rugged musician with the leather and a person that others want to become. But then it is also telling you to become the individual by looking just like her. Her face is looking straight at the camera and at the viewer in a seductive way making you want to either dress like her so you can look like her or you want to hang out with a girl that dresses/looks like that. With the guy and “make up your own philosophy” his clothes makes him look more like he’s a college student with the soft leather and the plaid scarf. He is showing that if you dress like him you can look smart and seem like you have your own philosophy on life. His face is also looking at the camera/viewer but his look is more fun. His eyebrow is slightly raised and his face looks like he is saying, “Are you coming?” Are you going to go with him to buy some Gap clothes and be like him? I would, he’s dreamy. The ads are contradictory because the ads are trying to get you to express your individuality, but express it in the way that you wear the same clothes as the two in the ad. They want you to be an individual but in the same clothes as everyone else. It’s like goth people, they want to be individuals, but they all look the same. Maybe the Goths should wear Gap.
Kaitlyn Murray
These two ads are trying to sell more than just clothing, they are trying to sell a look. These ads call the viewer in, and gets them to look at this because the people in the ads look good. Humans are naturally attracted to good looking individuals, and this ad is exactly what that is. This ad isn't selling a product, there really isn't much of a distinguishable product in the picture. This ad is selling a style, and a personality. This ad is making the models look like they are individuals. How can a character in an advertisement be an individual? They can't be, not when the entire ad is telling viewers to be like them. The contradiction is blinding, and because of that, this ad is much like those of any other major clothing brands. I really don't think that this ad does a very good job selling their products, it doesn't showcase anything except attractive models in nice clothes. It doesn't lure people into their stores, and it doesn't make me want to wear those clothes.
Tyler Arthur
The great irony in lifestyle advertising is that instead of selling the product as being unique, the company is intent on selling you a better, more unique version of yourself. Of course, the companies are only interested in selling as large of quantity of product as possible, so there will be an infinite number of people, longing to be unique, but instead becoming living, moving advertisements for this company's idea of "individuality."
The ads depict a certain idea through the edgy clothing and use of celebrities. The Gap has achieved actually displaying the clothing they’re trying to sell unlike other companies, but it still has an agenda. The clothing is modern and stylish, and the black and white makes it seem more artistic. They’re trying to say that their products are of good quality and not cheap. Also though, the text suggests that choosing from their line will make the consumer unique. They can “create their own sound” and “make their own philosophy” even. The contradiction is that these sounds and philosophies are made out of the same materials the other consumers are using. Achieving that uniqueness then, seems unlikely. The ad uses goodlooking people, emphasizing that maybe that could be you. Hugh Dancy, for example, if the consumer is familiar with his work as an actor would know that he’s a classy guy. The image of him wearing Gap clothing gives the idea that attractive classy people should look like that. He appears in the ad and the image is timeless, but we have no real knowledge of whether he wears this kind of clothing in real life. The ads are all about image and say little about reality or these ideal people existing outside of their advertisements.
Cassie Hutzler
Dayna Moses
The advertising image grasps the viewer's attention by dressing the models in fashionable clothing. In this case, the company is reaching out to a young generation (teens and lower 20's). In addition, the models are acting like the audience that is being targeted. They are standing against a wall relaxed. Also, the way they are looking into the camera captures the viewer's focus.
Furthermore, the printing on the ad features an incomplete sentence and the viewer has to finish it. This gives the viewer a sense of individuality. According to Sturken and Cartwright, "The implication is that the product being sold will make the consumer unique, special, and highly individual (205). The idea is that if a person is wearing a certain clothing brand that is famous for style and "being cool," the person will also be cool through association.
Erik Wagner
T.A. Dayna Moses
Section 801
According to Sturken and Cartwright, “Interpellation is the process by which we come to recognize ourselves in the subject position offered in a particular representation or product.” (203). While keeping this explanation in mind, I looked at the two ads. The first obvious thing that stood out in both is the line that says Make/Create your own __________. One of the blanks is filled in with sound, and the other is filled in with philosophy. This to me makes it seem like Gap wants the viewer to insert their own word. I suppose that this would make the viewer identify with the ad, and then in turn identify with the clothing being displayed. I also think that it makes it seem a little more personal, which would also make it easier to identify.
The ideas being put across in this ad are the ideas of creating your own identity. The reason I say this is because of the blank space provided. Even though the blank is filled in, I believe that the company also wants the viewer to insert their own. The lifestyle that can be identified with this company can be seen as somewhat revolutionary. Not revolutionary in terms that Gap is doing something new, but that the individual wearing Gap is in their own personal revolution. By wearing Gap you are doing your own thing. This is where I see the contradiction. By this sense, everyone wearing Gap will have a personal identity, the personal identity ends up looking the same as everyone else’s.
Antonio Vargas
801
In both of the ads the models are trying to give a relaxed, cool lifestyle. They are both leaning on a wall to give the impression of solitude and ease. Also both models have many layers on to show a way of ruggedness and a sense of 'I don't care' about what people think of me. The scarfs also give a kind of 'hoboness' as well, where the models seem like they can live through anything and that they are sort of 'tough guys.'
The clothing company just wants people to buy their product, so they advertise their clothing on how the company thinks a certain age group wants to feel and look like. In these ads the company is pursuing upper adult to twenties audience where they want to feel independent and strong. So in turn the clothing company has their advertisements resemble what they think the particular audience wants to be like, so they purchase their clothes.
1.) According to the essay, interpellation is “the process by which we come to recognize ourselves in the subject position offered in a particular representation or product.” Ads usually grab the viewers attention through multiple modes of address. One of these modes of address is written text inside the ads which speaks directly to the viewer as “you”. The two adds posted both use this technique, one says: “Create your own sound”, the other says: “Make up your own philosophy”. These adds specifically speak to “you”, and try to appeal to “you” as an individual. The essay states
“ The implication is that the product being sold will make the consumer unique, special, and highly individual.” These adds are trying to convince buyers that a product created for the masses will make them a unique and different person, different from the millions of other people who will purchase the exact same product,
2.) This clothing brand is putting for the idea of “Individualism”, being yourself and stand out from the crowd person. The ads for this product are contradictory because their ask you to “ make your own” and “create your own”, buy bying their products. The ads ask you to be an individual buy purchasing items created for the mass population. If you buy their products there will be millions of “you”, not just one “you”.
The images that are shown of the two models both represent how many advertising campaigns work today. They appeal to a certain audience, in this case a person in their late teens or lower 20s. The clothes that the models are wearing are semi dressy but yet they look more casual than dressed up. The man is wearing a sort of suit coat and dress shirt, but his messy hair and loose scarf make this look more casual. The girl’s look is the same way, dressy clothes but they are in a few layers and they look loose so they are more casual. This “casual dressy” look that The Gap shows in its advertising appeals to the younger college age audience because it lets them show sophistication and how they are young by wearing nice clothes, but not combing their hair. This can be looked at as sort of a contradiction, since dressy and messy don’t really match together. To an older person this may seem confusing why someone would spend time buying nice clothes but wearing them in many layers and not bothering to pay attention to grooming their facial hair. This advertising to the younger audience seems to be more of a transition from clothes they wore in their teenage years to your average adult would wear.
Matt Dwyer
Film 114 Section 33068
The advertisement calls the viewer into the position of the model with its use of aspects similar to those of mise-en-scene. The lighting for both is not only soft but natural. Making the image black and white causes the viewer to look at the ad as whole. The actual model appears casual which adds to the motif well. The attitude displayed by the model goes along well with the slogan, causing the viewer to believe that they can “make your own” and be whoever they wish. In way they are trying to sell not the cloths of but an idea of freedom of expression through clothing. (But only clothing with the Gap label of course)
The “Make your own” slogan of the Gap ad denotes an idea of individuality for the consumer. The producers or Gap believe their consumer to Even though this also implies that this individuality can only be gained through the brand. This two conflicting assumptions cause the contradiction in the advertising. It all has the same irony that is never truly comprehend by those that walk into the Gap everyday.
RORY PETRY
“It is a convention in advertising that ads speak in important terms about products that may in the long run have very little importance” (S&C 207) In the given gap ads the clothes are very much secondary to the air of the subjects. These aren’t just faceless nameless models sporting this sophisticated dress; these are known people, known faces. The female, Leigh Lezark is a well-known New York DJ apart of the DJ trio The Misshapes. She is a self-empowered individual who has infiltrated the once primarily male New York DJ scene and rose to the top. This ad tells women age’s 18- 30 who they should look up to. This is the ideal. A modest well dressed young women who can entertain thousands of people in some of New York’s biggest clubs. By wearing these cloths you can so the same. The male I believe is Hugh Dancy. Dancy acted in recent small roles in movies like Black Hawk Down and the 2004 King Arthur. He is rugged and intelligent. Men step in line so you can be him to.
I believe there is something to say about the typical young adults awareness of these stars. These are not well-known actors or musicians. Gap wants you to inquire on who these people are. They are not making the clothes, the clothes are making them. They already had there achievements and success before they did the ad, but the ad want us to believe that gap found these people and that’s why there famous. The cloths they’re wearing define them and they can do the same for you. You just like everyone else can be unique, can be found. Mass produced clothing lines uniforming everyone to be themselves.
Interpellates is "the process by which we come to recognize ourselves in the subject position." When you look at any type of advertisement you just automatically associate it with something or someone. Advertisers that use Interpellation want you to associate it with yourself. The pictures posted give off text and want you to think about it. They use the word "your", because they are speaking to you, the viewer. There feeding off ideas and beliefs for you to think you should own the clothing that is pictured. The ad can be read as contradictory in the fact that it is taking away from individuality. If everybody is wearing gap, it takes away from the individuality.
Sam Furseth
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