With this essay will discuss ‘how is ideology

With the help of different
photographers and theoreticians this essay will discuss ‘how is ideology
constructed within advertising images?’. To help me convey this, this essay
will be exploring figure 1/figure 2 , showing the importance of ideology and
the constructing process within them. Advertisement thrives to achieve only one
goal, to sell their product successfully and obtain a ‘preferred'(Hall 1993, cited
in  Wells, 2004,p.212) reading from their
targeted audience. Through the relationship of text, commodities and individuals,
the advertisement campaign can create its own specific concept by selectively
choosing from a list of variables such as gender, location, income, education
and linguistic factors. By constructing a particular concept an advert can then
target the best suitable groups that relate to these variables the best. As a result,
advertiser can rely on the advertise conveying Spher and Wilson (1986) theory
on ‘common knowledge'(Spher and Wilson 1986 cited in Holmes ,2009,p.6). This
works on the concept of targeting a particular group. For example, in figure 1
the advertisement is aimed directly at young female adults with a disposable
income that want to be unique in preference to following a main stream fashion
culture. American Apparel is also sure to further target their audience by advertising
their image on all the media platforms that are primarily occupied by 18-30-year-old
females such as fashion and beauty blogs.

 

 

 

 

 

 

 

Furthermore, American
Apparel uses ideology in figure 1 by using Vanessa as an Icon, she is
physically representing the clothing line. Both Saussure and Pierce agreed on the
fact that if we want to understand the meaning of a sign we need to understand
the structure. In this case, there isn’t much index however we can pick out few
elements such as how Vanessa is wearing thigh knee socks and chewing bubble gum
and how that appeals to the targeted audience which are teens and young adults.
This whole image is structured to be slightly sexualised. The subject is
partially naked, the thigh knee socks can relate to stockings, moreover, the
socks are not just over the knee but they’re pulled up to her thighs, the thick
knee socks undermine the fetish quality of stockings and school girls. The
subject is also chewing gum which has always been a sexual image for example,
we can see in films such as ‘Joy of Sex’ (1984), a teenager chewing gum has
been portrayed as sexy and this then creates the stereotype of it being
sexualised. However, more importantly we see that the advert had carefully
constructed a play on words with the word Bubblelicious. This makes us the
audience question what is bubblecious ? We can interpret this in many ways such
as her life being bubblelicious, however with the help of text placement and
relay we subliminally interpret that bubbelicious is referring to her butt. The
triangle process described by Pierce works well within this image, ‘The
“intepretant” resulting in our mind from the first “representamen” can then
become a further sign and trigger an infinite chain of associations'(Pierce 1977,
cited in Crow,2003,p.37), in this case the ‘intepretant’ is the word bubblelicious
and through the chain of sequence the viewer gets to the ‘representamen’ that
her butt is sweet, bubblelious refers to delicious which refers to her butt
which then refers to sweet.

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