An Ideology of Modern Femininity - Essay Example

? Introduction Background The argument analyzed in this paper is about an advertisement endorsing the brand d DKNY Donna Karan New York. This brand offers perfumes especially for women. This paper describes the ways through which the product is endorsed in the advertisement through text, connotations or denotations that are used to convey the purpose and increasing sales of the brand. The main object of analysis is the image that is used in the advertisement which is discussed in detail. Thesis statement “Be Delicious” image connotes an ideology of modern femininity and sexual attraction. Outline of Essay/ method This paper focuses on the categorical case of the use of language, phrase, image, symbols and other elements that create the entire ambiance of the advertisement. This analysis presented in the paper concludes the ways in which the advertisement message is portrayed in every aspect. The effectiveness of the message is also analyzed by figuring out the volume of sales before and after the new advertisement presentation. The goal of the advertisement is to attract maximum number of customers. The complete research aims to get the idea that how much sale boost company can get from such advertisements. Body 1 The radical essay of Barthes ‘Rhetoric of the image’ written in 1977 proposed that the images portrays different meanings than words and these can be described in many ways. The images can be communicated in wrong ways sometimes because people get the idea of every phrase or image from their perspective. Reading Barthes approach is about the idea of three layers of the meanings which an advertising image conveys when used with other symbolic representations. The first layer is perceived as the linguistic part from the message which consists of words and text messages. The second layer by the Barthes proposition is the coded iconic message which is connoted message by the organization or the brand which they are signifying or expressing indirectly. The third and last layer described by Barthes is the non-coded iconic message that is delivered by the content of the message which is the directly implied message presented in front of the target market for perceiving the idea of the brand or for creating brand recognition. The basic presentation is perceived by people through the first meaning of the image, context, and the way to hit the target market for making the visual or vision of the brand. The second denotation is used for identification of the actual product that is designed for the target market. Body 2 The same analysis that is conducted by Barthes in 1977 is applied to the DKNY advertisement about perfumes. The same layer formula is also applicable on this advertisement image of the DKNY perfume advertisement. Reading The linguistic layer of the theory proposed by Barthes has the most important part of the text that it contains the most prominent words of the text area which are ‘Be Delicious’. These words can be injunction that acts as admonition to the advertisement and also these words can be a way to intimidate the audience to buy the product and use it for making themselves more seductive and appealing. Another motive of these words is to promote the idea that this product of DKNY will make its user ‘delicious’. In combination the message conveys the idea of getting the two way benefit through the purchase of this product, first one is to make this product desirable and second one is to fulfil their need to be delicious. The word delicious can be taken in different senses. The first meaning can be extracted from the word delicious can be the fruit extracts used in the making of the product or another sense of sexual attraction that could be negatively perceived by the audience (Barthes, 1977). Example/Explain This word delicious makes us look at women as a commodity to be consumed as any other thing that could be delicious. This is also related to the perception of the target audience and other people to create the desire of possession or being possessed by the use of this product as it creates the aroma of being delicious. Conclusion In this advertisement the word delicious used as a slogan can be an indirect sexual attraction that is used in a way to create two-fold meanings. Body 3 The next part or layer of this proposal of Barthes essay is about the phrase used in combination with the image that says ‘the fragrance for women’. Reading The words women and fragrance can be used in either ways. The word woman is taken as a single sense but the fragrance can be a denotative or connotative functioning word in this phrase. The word women can only be taken in the denotative meanings (Rhodes and Zuloago, 2003). Example The article in the start defines only the functions of the perfume as a product especially made for women. The competition for this product is not added in this advertisement or in any of the content whether image form or in the phrasing of the advertisement. Conclusion It implies that the message is made in confident manner to show people that it is a complete fragrance for women and they do not have to look further for the substitutes in the market. Body 4 The language that is used in the advertisement message sticks to the visual message and explains it into the text. The use of the apples in the image can be taken in a positive way and can have significant meaning in the complete perception of the advertisement. Reading The analysis of mise-en-scene can be used for the further exploration of the advertisement. In this ad the centre of attraction is a woman who is holding an apple close to her mouth that is bitten from one side. Other apples are also shown in the bottom of the image that shows that the apple in the hand of the young lady is picked up from those green apples. Between those real apples the bottle of the DKNY perfume is also shaped like an apple and placed. Brown cardigan is worn by the model on half of her shoulders. The autumn atmosphere is created with the use of green and brown colour shades in the whole image. The connotation of apple is used for inter relating model and the perfume as it describes both the meaning of fragrance and delicious taste. The association of green apple to the perfume makes it more attractive, alluring, attention drawing, and pleasant, provocative and seductive perfume all in one image. Example The apple is associated with several myths and stories. It represents a forbidden thing according to the Bible. It symbolises the knowledge, temptation and sin. It is taken as a forbidden treasure something which is thought as difficult object to get and thus considered as desirable. The apple which is displayed in this ad is complemented by the body posture of the model and is also enhancing the idea of the sin behind the purpose of apples (Chandler, 2009). The erotic tone is created with the models half open mouth, revealing clothes and fussy hair. To present a curious effect in the advertisement the specific camera angle is used with low lighting effect to enhance the shadows around the image. The autumn ambiance is balanced with soft lighting effect on the model’s face. The exceedingly good adjective is polished with the sinful word. The mythological association of apples is with the history and other stories with the Hercules collecting golden apples for the tasks given to him from the tree of Zeus by defeating the monsters in the way (‘Apples of Hesperides’, n.d.). The desirable and difficult to obtain sense is clarified from this myth. The golden apple myth in Atlanta is another association with these apples which can also be recalled. This story is about Hippomenes who won the hand of Atlanta by throwing golden apples in her way (Parks & Corbett, n.d.). In this story the apple is once again presented as the object of temptation and desire that is strong enough which can change the circumstances with its glowing effect. But at the same time in this story the apple symbolises defeat also because Atlanta lost the race owing to these apples. In another context the gain of sexual partner is also associated with apples which are used as a connotative way of the advertisement. The association to the myth of ‘judgement of Paris’ is also considered with the apples. In short the apples are mostly associated with young and beautiful women that are of supernatural kind similar to goddesses. The desirability of the beauty and sexual attraction is always the key concept behind these mythologies (Atsma, 2011). This image in combination with the text is used to attract the target audience with creating the maximum amazement to the concept that is full of denotations and connotations and have wide scope that covers different perceptions of the people as they want to perceive in their own way. This is another way of giving the advertisement a godlike stature. Conclusion In depth analysis of the advertisement shows so many negative aspects of the concept that may appeal to the audience, but the positive message is also portrayed for presenting the main idea of the advertisement for which it was made. Body 5 The colour combinations are also of the kind that conveys connotative meanings with the hidden message for the people to perceive according to their minds. Reading The luxurious effect is created by the use of greens in the apples, model’s eyes and to the background. The sense of jealousy and envy is also associated with the colour shades of greens. The maturity of the advertisement comes with the combination of brown colour with the green and then touch of decency is created with the ambience. The autumn like weather conditions are creating the serious dramatic effect to the image. Example The ad is designed for mature people also to acquire the sinful knowledge of the apples which is the theme of the ad and the perfume. Conclusion The young bright colours are not used in this advertisement. It is designed especially for targeting the urban working women who are not interested in being young or youthful but they wanted to be mature, desirable and attractive personalities in their surroundings. Body 6 The use of the index and signs in the advertisement acts as both connotative and denotative meanings. There are other things also present in the image which have double meanings for the advertisement perspective. Reading Because of the half open mouth of the model, the parted lips are displayed in the image which shows the indexical sign of that she have bitten the apple which she is holding in her hand. On the other hand the same feature presented in the ad of the parted lips can be taken as the sexual invitation which is clearly visible from the model’s body language. It drives the attention of the audience towards both the aspects of the bitten apple and towards the sexual aspect of the advertisement for purchasing the perfume. The ambience of autumn is especially created for the perfume because it is creating a mood to use this perfume especially for this season. The silent message is also conveyed to the audience which is unobtrusive (Barthes, 1977). The reflection on the top part of the perfume shows the New York sky with the reflection of empire state building which is clearly visible on the image. This symbolises that the target market is urban professional women. This value is also attached to the brand named the DKNY. Example The self-explaining image of women convinces people or the audience that they can get the same lifestyle with buying DKNY perfume as illustrated through the image or the content of the image. This image also shows the attitude and independent behaviour of the professional women of New York who have a separate luxurious lifestyle besides working environment. Conclusion The identity of women is shown in the advertisement. It presents that women are strong, sexually empowered and professionally targeted women who have the confidence to move forward in life independently and are responsible enough to choose and select the ways of life by themselves. This ad gives clues about these facts trough the linguistics, connotations and denotations that are directly or indirectly linked with these aspects of the independent women. Overall Conclusion The implied description of advertisement which is designed for the poster of the brand DKNY have all the visual and linguistic clues to directly or indirectly influence the target market with the catchy phrase and the attractive image of the woman. The ad is a perfect description of the product with appropriate use of colour schemes, image quality, camera work, shading, message content and selection of perfect attracting words for the tag. The advertisement in combination with all these necessary features best describes the nature and usage of the product of the brand along with creating the need and desirability of the product among the target market. The mythologies and emotions of jealousy attached to these apples as shown in the image have special significance in conveying the message to the audience. The sexual attraction and invitation can be the indirect messages that is communicated with this advertisement with use of the word ‘delicious’ which implies woman to look as a commodity. The desire of getting attractive is addressed in this advertisement that with the use of this product people can be desirable or can be appealing to others. That is why apples are used as a symbol with the apple shaped bottle of the perfume, as the apples are known as symbol for finding the sexual partner. In totality this advertisement exploits all the necessary requirements to attract customers and to portray the product in the best way relating to the features of the product to the right target market of the working women in New York. References: (2008, September 2). Apples of Hesperides. Retrieved from: http://www.perseus.tufts.edu/Herakles/apples.html Atsma, A. J. (2011). Judgement of Paris. Retrieved from http://www.theoi.com/Olympios/ JudgementParis.html Barthes, R. (1977). Image Music Text. London: Harper Collins. Chandler, D. (2009). Signs. Semiotics for Beginners. Retrieved from http://www.aber.ac.uk/ media/Documents/S4B/sem02.html Images de Parfums. (n.d.). Retrieved from http://www.imagesdeparfums.fr/ Karan_Donna/Be_Delicious.php# Parks, J. and Corbett, S. (n.d.). Atalanta. Retrieved from: http://www.hipark.austin.isd.tenet.edu/ mythology/atalanta.html Rhodes, A. and Zuloago, R. (2003). A semiotic analysis of high fashion advertising. 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