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Word Count: 571
Advertising relies on the consumers interperation of their product or corprate image but sometimes that interpretation is altered due to the context in which they appear In order to prove how context can alter the interpretation of an ad I have chosen two advertisement images to compare One advertising was done for the GAP franchise by a well known photographer Duane Michaels and the other is an advertisement for the Altoid product by an unknown photographer Each of these ads intend to promote the product and the companies image in a positive manner and of course increase sales However the GAP ad states that the photograph is a self portrait of the photographer and includes text which promotes indivuality and independent thinking These elements make this ad very conceptual and would appeal to the informed reader But if the reader was not aware of of Duane Michaels they could still understand the indivual undertones of the text The Altoid ad has a much simpler read its simply selling a product Its acquired picture would catch the audiences attention and its text would support the strength of the product I do not feel there is a deeper meaning than that In creating these ads the manufacture can not always account for the publics misread of the ad and therefore the product I am confident that no one would misread the Altoid ad its simplistic manner limits another interpretations However the GAP ad could be misread as exclusive or snotty if someone was not understand the image or the text They might interpret their unability to relate to the ad with GAPs unwillingness to appeal to a broader audience It could be seen as a store for only educated people with an understanding of art Advertising limits the influence of the photographer on the image many times an art director will tell the photographer exactly what to do and the author is lost
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