DECODING ADVERTISEMENTS

In this weeks theory lecture we discussed the meanings and messages embedded within advertisements. It was a really interesting lecture and this week's task is to decode an advertisement of our choice. I will upload my notes at the bottom of the post.

Here I've taken this Tom Ford eyewear advert from the most recent issue of Vogue - a high end fashion and lifestyle magazine based in New York. Firstly looking at the linguistics, the text included is the brand name and 'eyewear', both in the recognisable font involved within the Tom Ford brand identity. It reflects a minimalist, high end, fashion orientated, luxury brand. This is very relevant to the magazine's demographic as the majority of the 

products and brands involved are luxury and expensive. The text is also halfway up the page - eye level - linking to the 'eyewear' concept. Regarding the image, the ad involves a fashion model, and it is obviously a non spontaneous set up. There has been a clear influence of an art director, makeup artist etc. making this a structured image, and could be interpreted as a work of art. Pink is the key colour here, which is a bold feminine colour, allowing us to infer that this ad is aimed at girls/women making a bold fashion statement. Attention is definitely drawn to the glasses as these are black and massively stand out within the image, which is good for an eyewear advert. The lips are also a key focal point as they are bright glossy pink, and are in line with the text which is clever as the viewer with then read across the image. The image is a close up, with the model looking seductive, drawing the viewer in - intimacy. You could also decode that as the model is 'dolled up' this links to confidence, which leads to the associations with the desire to be confident. Regarding anchorage, I would say this ad is image-specific as the image sends the main message. 
Furthermore, looking at the myths involved, I would infer that it is implied this is a signifier of feminine beauty. The model involved is a white, young, blonde female, which is the dominant normality.