Monday, April 28, 2008

"Look how much my boots look like Uggs!!" Response to Question 1

I chose two adds, a Gucci and a Payless, both accessories (Gucci jewelry and Payless shoes). Both adds have few colors, mostly creams or browns. The Gucci has its eye catching points in the white lettering, very large at the bottom and in the shine of the jewelry. The Payless' add color pop is in its name, which is orange and the only bold color. The relay text in the Payless add are the prices and the website address (www.payless.com) and in the Gucci add the relay text is the quality of the jewelry, how many karats and what kind of diamonds are in the ring that is adorning Drew Barrymore's maniquered hand. 
Though both advertisements are similar in style, as in there is one white female in each, and in the uncomplicated color schemes, however, they are clearly marketing to different facets of women. The payless girl has her lightly glossed lips parted and her hand to her chin, she is not hinting at sexual pleasure as Barrymore's parted lips and hands to her face suggest. Both women have long brownish wavy hair, but the payless girl's hair is cascading down her back where Barymore's is puddling on the surface she's laying on. 
In my opinion, the difference the two adds convey, is that Drew Barrymore is suggesting that, "yes, middle-aged-but-still-somewhat-attractive-very-rich-woman, you can be satisfied too." and the upper-teens, early-twenties Payless girl is saying, yes, minimum-wage-working-up-and-coming-woman/girl, you can be stylish, and look upper class too. look how much these boots I'm wearing look like uggs!" The division is the difference between being upper class and using your money to maintain your status and being middle class to upper-lower class and using your money to fake being upper class. 
There is no groups of people shown here, so no chance for racial diversity in a group of people, though both women are white, if both women were black or asian I'm not sure the difference would be great, especially if the non-white subject was a celebrity for the Gucci add. 
It is worth noting that in the "upper class" adds, the majority of the subjects are white, and very anglo-european looking with fair complexions and blonde-to-brown hair. 

1 comment:

eweaston said...

Interesting that you found such a good contrast in such similar images! Be careful to mark class along judgment lines (though, as we'll talk about, that gets hard to avoid).