Deconstruction of an Advertisement Essay Example for Free

Deconstruction of an Advertisement Essay Each day we are inundated with thousands of advertisements which contribute to shaping and defining our world views. As a capitalist society ads are crucial to attract the attention of the consumer. They are everywhere, whether it be a billboard, a commercial or a radio announcement, advertising reaches out and touches almost everyone living in our modern world. The effectiveness of an advertisement campaign has a huge influence on the purchaser. Ads are carefully constructed to appeal to the consumer in order to sell a product and to make a profit. An effective ad appeals to the emotion of the consumer as â€Å"80% of decisions are influenced by dormant emotions in the subconscious. †( ) through the ingenious construction of ad campaigns a consumers purchases are greatly influenced. The CK one ad campaign for the Calvin Klein brand is an excellent of the example of the thought and assembly needed in order to create an effective advertisement. Through the deconstruction of the CK one ad found in the April 2011 issue of Elle Canada it will be shown why the ad was created, how it’s used to grab the attention of its target audiences, and the use of hidden messages and social issues that are being expressed. The target audience of the CK One ad is clearly directed towards women as it appears in a magazine called Elle! Elle Canada has a 90% female readership ( ) whose ages generally range from a younger segment to a middle segment (18 to 34 and 35 to 54). Elle Canada has a large age demographic due to the fact that their articles encompass a broad audience and the magazine contains ads that focus on the younger market as well as advertisements focusing on middle aged women. Although Elle Canada has a large readership age range, the CK One ad seems to be targeting more directly the 18-24 and 24-35 age range. The advertisement incorporates a focus on social media and a ‘rebellious’ look which is often directed towards the younger market. Young people who are still questioning authority and who are still defining themselves will see the dark eye makeup and lassiez-fair ‘detached’ attitude of the model and feel attracted to the ad. Furthermore the ads target audience is aimed towards 18-34 year olds because it uses ‘technology’ to capture the audiences attention. The model is ‘trapped’ in the CK One box and in order to get in the box, the bottom left hand corner of the ad tells you that you can â€Å"Download the App at CKONE. COM†. The ad is definitely towards the 18-34 age group because ‘getting in the CK box’ with a rebellious young woman is ridiculous notion unless you’re a young person with very little responsibility. Finally, although the spending power of the older age groups is greater (Diversity: Targeting the Ever-Changing Marketplace, p35) it is trendy to market to and advertisers remain youth obsessed. The targeted income level for this advertisement seems to be for those from the middle-middle, or upper-middle class. Calvin Klein is an iconic American brand that is moderately expensive and is featured in respected magazines. The median income of and Elle Canada reader is around $70 000 ( ) therefore is it logical to assume that Calvin Kline is directing its ads at those who are willing to spend a little more. This advertisement would also be directed towards the Emulator-Achiever or Emulator groups. Emulators are young and impressionable people who will buy products to help them fit in (Duncan, p75). Emulators would be attracted to this ad because it offers the chance to fit in and join the CK One box; all you have to do is download the app! On another note, this ad would also be directed towards Emulator-Achievers because this group feels more comfortable with uptown brands such as Tiffany, Gucci or Stella Mcarthy and Calvin Klein is a very well known and respected American Brand. This brand offers prestige and it fits in with typical ideas of American wealth. Finally it appears that this advertisement is slightly more targeted for Caucasian’s. The model is Caucasian and there isn’t a single background model or object indicating the inclusion of any other racial groups. Although minorities represent a huge market and are predicted to exceed 1. 5 trillion in buying power, ( Diversity: targeting the ever changing market) Calvin Klein still uses mainly Caucasian models. Despite the fact that the ad features a white woman it could still be directed to a variety of racial groups because the model doesn’t necessarily represent a stereotypical white american girl; almost anyone can be a rebellious youth regardless of your ethnicity. Although her beauty and figure represent the social ideal her ebellious look is not necessarily the ‘norm’ and therefore enables more people to relate to it. Determining the target audience enables us to better interpret and understand the construction of an advertisement. Based on a target market, advertisers use eight main elements to create an ad that speaks to the heart. Ads that create emotional appeal are based on these eight elements; models, setting, copy, sound, color, point of view and details (Dun can, p77). In terms of the CK One ad, the model that was chosen was a young white attractive looking female. The model is in black lingerie and she is in a sexual pose. There is a hyper-sexualization of the model as her cleavage is very prominent and being pushed up against her bra. The models hair and makeup are messy with a ‘bed head’ look which suggest rebelliousness and late night partying which is considered both fun and exciting. Finally the facial expression of the model suggests a sexual and confident attitude. More over the model is very slim and her skin is flawless, her face is clear and her hair is blonde. The ‘perfection’ of the models skin and face reflect the ideals of society. Despite the models dark makeup and ‘bed head’ look she is our societies ideal with her blonde hair and beautiful figure. These ideals that the ad is promoting are completely unrealistic for the average female and it creates body image issues and warps both female and males idea about what an average person should look like. Furthermore through the continual use of impossibly beautiful models our society becomes body obsessed and through this many women and men experience body image issues. The CK One ad has been specifically and ingeniously positioned to promote the preferred reading. Most notable is the is the models physical position within the ad; her body, more specifically her cleavage, is framed between her hands which are pressed against the screen. The positioning of the models hands also frames the word, fuck, which has been discreetly positioned within the ad. The F is seen by the table which is cut off by the models buttocks, the U is seen in the models cleavage and the CK is to the right of the model, at chest level. Furthermore, through the technical code of camera angles the model is close-up with a slight low angle. These technical codes suggest power and intimacy with the model. The Ck One ad could be promoting their products by relating the suggested feelings of power and sexuality with the purchase of the product. The oppositional reading who be through a critical point of view that it is impossible to obtain any type of lasting feeling with a purchase of a material item. As for the captions, they are the only thing that has any coloring which draws attention to them. The most noticeable caption in big bold lettering that says CK One _Jeans_Underwear_Fragrance_ which is right next to the models cleavage. This caption is necessary to inform the reader what is being advertised because the model is only wearing plain black underwear it would be likely to assume that it was the only product. On the bottom left-hand corner of the Ad is says â€Å"Get in the CKONE box Download the app at CKONE. com† this caption really allows us to tie in the key concepts of the ad. The Calvin Klein ad also employs a font that ads to the incorporation of digital media. Lastly the fifth line of writing on the bottom left-hand corner says â€Å"Scan Ad to Reveal More† which could be referring to the hidden message (the word fuck) within the ad. Through the captions is it’s very clear that this Calvin Klein ad is trying to incorporate digital media and sex with the purchase of there products. In terms of the coloring of the advertisement, it is very unique because it supposed to represent screen to a computer or gaming device. The coloring is mostly black and white apart from the bright green which is used to draw attention to the captions. The color green is generally a calming color which represents wealth and well-being however it can also be used to symbolize envy or jealousy. The use of green indicates that Calvin Klein is a desired brand. Furthermore the green coloring is also placed just above the models forehead, this use of specific placement of the color could indicate 1st level cropping in which a models forehead is removed. By covering the top part of the models head with a different color advertisers objectify the model and remove any signs of her intelligence. On another note, the lighting that is used is artificial however it ties in with the setting. The setting is white relatively bare room, which is the ‘Ck One box’. The only furnishings are a stool, a table, two wooden boxes and game console. There is also a door with a visible knob; this indicates that the model is trapped in the ‘box’, however it is an exclusive place that you can get into- if you purchase the product and download the app. However this is where the oppositional reading come in; through the download of an ‘app‘ you will not enter the Ck one box you will not become a gorgeous model. The Ck One ad is trying to promote digital media therefore the bare setting could be used to represent whats behind your screen when you download the app. The limited settings also enable us to focus more closely on the model and the attitude she is giving. Gender representation also plays a key role the preferred reading of this Ad. Although the model is selling lingerie there is an irrelevant sexualization of the model ( Duncan, p. 46) The bra and panties that are being advertised are relatively plain and not the focal point of the ad; instead the ad is marketing the models body. The models cleavage is pouring out of her bra which actually distracts the audience from the bra itself, instead readers are led to believe that this lingerie will help them have the ‘perfect’ body. Furthermore, as mentioned previously, the ad also includes dismemberment. The presence of the green color above the models forehead which suggests objectification. Also the models legs are cut off below the knee which causes the reader to mostly focus on the core body of the model. This greatly objectives the model and females as a whole in advertising. Furthermore, there is also a bit of clowning present because majority of people do not stand in such a contorted position as the stance of the model. Although the model isn’t necessarily in a foolish or silly position her stance certainly is unnecessarily contorted in order to appear more sexual. These gender representations lead to the final conclusion that women are sexual objects to be looked at and played with (Duncan p. 48) All the elements used to construct the ad lead us to the general meaning of the ad: Sex. The meaning is so clear that it is even explicitly written within the ad. The models ‘look’ establishes the preferred reading. The preferred interpretation is that through the purchase of the CK One clothing line you will gain confidence and become sexually appealing while being fun and rebellious. Advertisers use body obsession and female insecurities to help sell products because through the preferred reading consumers believe that will look like the model through the purchase of the product (Duncan p14-15). This leads to us the oppositional reading, it is completely impossible and unrealistic to think that through the purchase of a product you will automatically you will automatically become beautiful and sexualy appealing. The reality is that most photographs of models have been retouched and realistically even the models dont look as good in real life. Calvin Klein has always used a variety of controversial ads ranging from pictures of a half-naked Kate Moss to an ad featuring young children wearing only Calvin Klein underwear. Shock advertising is used in order to generate more press and more profits. The Ck One is not an exception with its use of the subliminal message featuring the word fuck it is a clear example of shock advertising. Ultimately the theme of the ad comes down to rebellious sex. The CK One ad uses a variety of different elements in order to sell its products. First it employs the use of stereotypical gender representations. Although the model is in a ‘powerful’ position as she is staring directly at the camera and looking slightly downwards, she still in an overly sexual stance with very little clothes on. The models brain has been covered with a different color giving off the impression that she is laking intelligence. The model is beautiful and has a ‘perfect’ body. The advertisers played upon female insecurities and there desire for perfection in order to attract customers and make a profit. Another aspect that the advertisers used to attract attention to the ad was the rebellious look and the incorporation of digital media. The ad gives false promises that through the purchase of Calvin Klein clothing you will be a sexy, young rebel who fits in to the CK One box. Consumers should alway be aware of the image a brand is trying to portray and the affect it has on its target audience. Advertisers are trying to sell a message and our consumer society should be aware of how the advertisements shape and impact our everyday lives.

Plato and Aristotle: Their Contributions to the Development of Western

The philosophies of Plato and Aristotle and their contributions to the development of western philosophy. Plato was a classical Greek philosopher and one of the top 5 contributors to Western philosophy, educator after his mentor, Socrates and teacher of Aristotle. His sophistication as a writer started while under the tutelage of Socrates, continued through his establishing of his own academy, (The Academy of Athens which has been labeled as the first institution of higher learning in the Western World) and throughout his many years as an open minded author. Many of his works in early adulthood displayed his willingness to ask questions of any type, no preference to scope, difficulty withstanding, political and intellectual current issues. Plato had such an authentic feature to his writings that made him so much more distinctive among any other of the great philosophers and that literary way stands alone but has been referred to many of his contemporaries and close followers through the centuries. That specific style is the â€Å"dialogue† form, not as many of the other brilliant ...

Human resource management Essay

1. How can human resource management contribute to a company’s success? Human resource can contribute to a company’s success in that, it helps the organization motivate people ensuring that their goals are met and satisfied, individual’s goals or needs could vary from money, self-realization, learning, developing and more so growing as an individual. 2. Imagine that a small manufacturing company decides to invest in a materials resource planning (MRP) system. This is a computerized information system that improves efficiency by automating such work as planning needs for resources, ordering materials, and scheduling work on the shop floor. The company hopes that with the new MRP system, it can grow by quickly and efficiently processing small orders for a variety of products. Which of the human resource functions are likely to be affected by this change? How can human resource management help the organization carry out this change successfully? The human resource functions likely to be affected by almost all nine functions of Human resources. The design of work would need to be considered in a new light than it was before the change in systems. The human resource management job would change itself as it’d become automated, Recruitment, selection, hiring as well as training would require some modifications. Performance management would need to be reevaluated because of the changes from the new system. Human resource management can help the organization carry out the change successfully by using its knowledge of individual’s behavior as well as performance management tools so as to help the organization to manage the process in a productive manner. 3. What skills are important for success in human resource management? Which of these skills are already strengths of yours? Which would you like to develop? The skills important for Human resource management are as follows: * Organizational * Business Ethics * Communication * Multitasking * Dedication * Decision making skills * Leadership skills * Technical skills All of these skills are strengths of mine; however, I need to improve on my leadership skills as well as my technical skills to keep me updated on new techniques. 3. Traditionally, human resource management practices were developed and administered by the company’s human resource department. Line managers are now playing a major role in developing and implementing HRM practices. Why do you think non-HR managers are becoming more involved? Line managers are becoming involved in the development and implementations of human resource management practices because the information from line managers is needed to determine policies and practices that would be used to reinforce the day to day needs of the organization 5. If you were to start a business, which aspects of human resource management would you want to entrust to specialists? Why? If I were to start a business, the aspects of human resource management which I would entrust to specialists are Administrative services and transactions, which would take care of hiring employees and answering questions. I chose this aspect because, with the knowledge of my business, the human resource specialist will be in a better position to find the qualified applicants. 6. Why do all managers and supervisors need knowledge and skills related to human resource management? All managers and supervisors need knowledge and skills related to human resource management because; some of their responsibilities are usually closely related with the functions of human resource managers, such as interviewing candidates, providing training, analyzing employees work. Taking a close look at their jobs, managers and supervisors are sometimes the face of the company to their employees. 7. Federal law requires that employers not discriminate on the basis of a person’s race, sex, national origin, or age over 40. Is this also an ethical requirement? A competitive requirement? Explain. In my opinion, it is not an ethical requirement because ethics simply refers to the principles of knowing what is right and what is wrong. Further, organizations have to adhere to laws and regulations which are put in place. It is not a competitive requirement either because; most people would rather work for a company who they can trust. If the company is operating on an unethical manner, its might be detriment to the company and if they operate in an ethical manner, then the company would benefit from that. 8. When a restaurant employee slipped on spilled soup and fell, requiring the evening off to recover, the owner realized that workplace safety was an issue to which she had not devoted much time. A friend warned the owner that if she started creating a lot of safety rules and procedures, she would lose her focus on customers and might jeopardize the future of the restaurant. The safety problem is beginning to feel like an ethical dilemma. Suggest some ways the restaurant owner might address this dilemma. What aspects of human resource management are involved? The restaurant owner may address this dilemma by acquiring some knowledge on the values of safety training as safety is important for workers as well as the customers. If the owner views the safety training as an addition to value to the restaurant, the owner may be able to get over any fears and worries associated with this dilemma. The area of human resource management that could be involved would be the training and development function. 9. Does a career in human resource management, based on this chapter’s description, appeal to you? Why or why not? No, a career in human resource management does not appeal to me, this is because, I have career aspirations which does not fall under any aspects of Human resource management.

Celia, a Slave Book Review Essay - 1134 Words

Book Review #2 How History Exposes the System By: Nicholas McGee (w1073395) History 320 Fall 2012 How History Exposes the System A significant portion of African-American history in the western new age democracy of the Americas over the past four hundred years is a reminiscence of stories from the years when African-Americans were used as slaves on the plantations or farms of affluent, white farmers. One intriguing story of slavery and the struggles with it was written by a guy named Melton A. McLaurin. Released in 1993, Celia, A Slave was written as a true story of a young slaved girl who broke some of the most unbreakable of the rules that applied to slaves which took more abuse than most of her peers. The work as a whole†¦show more content†¦While on the Newsom plantation, Celia became romantically involved with another slave. Only after exhausting all other options, she revealed the crimes to her lover, who predictably became very distressed about the whole ordeal. As the rapes continued, Celia grew more restless until one night; she made a decision not to take it anymore. When Mr. Newsom entered her slave house to commit another terrible rape, Celia used a blunt stick to knock him out cold and repeatedly beat him until he was dead. She dragged the body to the fire near her room. Knowing that her crimes would draw attention of the white community, Celia fled the plantation, creating a situation where questions were asked of all of the other slaves. Her boyfriend at the time was one of the first to be questioned. The situation with him is important because it showed the tactics that were used by the authority of the white people against blacks at the time. While the legal system was intended to protect everyone including black people against this type of activity, it was often rigged by the white elites of the time. He eventually cracked and gave up valuable information on the whereabouts of Celia, and she was later captured. Celia was provided with a lawyer, which was another important situation. A young hot shot with aspirations of protecting her, this was a perfect lawyer for Celia. However, she wasShow MoreRelatedAfrican American Women Slave Revolts2163 Words   |  9 PagesSoftly: African American Women, Slave Revolts, and Historical Constructions of Racialized Gender† is an attempt by Rebecca Hall, to uncover women’s participation in slave revolts and to address a concern of why enslaved women were silenced in revolt. She also focuses on why certain aspects of slave revolt are seen as exclusively male activities. To accomplish her task, she uses a number of book excerpts from prominent historians, as well as many sources from accounts of slave revolts in history. AlthoughRead MoreBibliographic Essay on African American History6221 Words   |  25 PagesAmerica Vol. I: 1619-1 863 and Vol. II (Fort Worth: Harcourt Brace College Publishers, 1998), which emphasizes culture; and, Darlene Clark Hine and Kathleen Thompson’s Shining Thread of Hope: The History of Black Women in America (New York: Broadway Books, 1998), a work highlighting the presence of women. Juliet E. K. Walker’s The History of Black Business in America: Capitalism, Race, Entrepreneurship (New York: Twayne Publishers, 1998) is a general historical overview of blacks in business acrossRead MoreOrganisational Theory230255 Words   |  922 Pages. Organization Theory Challenges and Perspectives John McAuley, Joanne Duberley and Phil Johnson . This book is, to my knowledge, the most comprehensive and reliable guide to organisational theory currently available. What is needed is a text that will give a good idea of the breadth and complexity of this important subject, and this is precisely what McAuley, Duberley and Johnson have provided. They have done some sterling service in bringing together the very diverse strands of work