Semiotics In Print Advertising- "Fashion Junkie" by Sisley
"Fashion Junkie" is an advertisement from the famous brand Sisley, promoting their fashion line of clothing, first seen in China 2007. Firstly, this advertisement denotes an image of two beautiful young females who are suggested to be under the influence of some sort of drug. This is shown through both having smudged make up, heavily lidded eyes, slightly parted mouths, and are laying or hunched over on a black surface holding a straw with a white top draped across the surface. In addition, in the bottom right corner, a credit card sits on the surface with white powder, suggesting cocaine. The image placement of this advert connotes drug abuse, however, signifies the signified in a …show more content…
Firstly, a central social myth conveyed in the advert is the ideal version of femininity which is conveyed through the code of fashion as a drug for young girls. This is shown in the ad through the model's displaying drug addict characteristics such as the dried out hair, pale skin, the action of snorting, make up running down her face and breast revealed. This indicates the desperation of getting the chance to snort the "drug" because the Sisley clothing is so addictive and once you buy something from their brand, you will become addicted to their clothing and thus make yourself a ‘fashion junkie'. This has a negative impact on the consumers in regards to their emotions and behaviours as the models chosen are extremely thin, hinting at the fact that trivial things such as eating are second to making sure you have Sisley wear and the body language suggests that once you own this brand, it will entrance you and put you under its influence, just as drugs like cocaine will. The ads emphasizes the importantance of the purchase of their brand, and ranks it above physical health and emotional stability. Secondly, the ideal version of glamour and wealth is manifested in the Sisley advertisement as another social myth which relates to the importance of consumerism. This idea is manifested all throughout the ad in various social codes such as the night-club setting, expensive dresses, credit cards and access to drugs. This manipulates the audience and links to our collective unconscious because as the addressees' see this image and the word junkie, we do not think of the devastation such drugs have on peoples physical, mental and social health. Instead, they are made to think of the glamorous lifestyles people can lead after wearing their clothing because of the expensive drugs you can consume, high-end clothing, credit cards and more. Overall, the advert represents how people in
"Fashion Junkie" is an advertisement from the famous brand Sisley, promoting their fashion line of clothing, first seen in China 2007. Firstly, this advertisement denotes an image of two beautiful young females who are suggested to be under the influence of some sort of drug. This is shown through both having smudged make up, heavily lidded eyes, slightly parted mouths, and are laying or hunched over on a black surface holding a straw with a white top draped across the surface. In addition, in the bottom right corner, a credit card sits on the surface with white powder, suggesting cocaine. The image placement of this advert connotes drug abuse, however, signifies the signified in a …show more content…
Firstly, a central social myth conveyed in the advert is the ideal version of femininity which is conveyed through the code of fashion as a drug for young girls. This is shown in the ad through the model's displaying drug addict characteristics such as the dried out hair, pale skin, the action of snorting, make up running down her face and breast revealed. This indicates the desperation of getting the chance to snort the "drug" because the Sisley clothing is so addictive and once you buy something from their brand, you will become addicted to their clothing and thus make yourself a ‘fashion junkie'. This has a negative impact on the consumers in regards to their emotions and behaviours as the models chosen are extremely thin, hinting at the fact that trivial things such as eating are second to making sure you have Sisley wear and the body language suggests that once you own this brand, it will entrance you and put you under its influence, just as drugs like cocaine will. The ads emphasizes the importantance of the purchase of their brand, and ranks it above physical health and emotional stability. Secondly, the ideal version of glamour and wealth is manifested in the Sisley advertisement as another social myth which relates to the importance of consumerism. This idea is manifested all throughout the ad in various social codes such as the night-club setting, expensive dresses, credit cards and access to drugs. This manipulates the audience and links to our collective unconscious because as the addressees' see this image and the word junkie, we do not think of the devastation such drugs have on peoples physical, mental and social health. Instead, they are made to think of the glamorous lifestyles people can lead after wearing their clothing because of the expensive drugs you can consume, high-end clothing, credit cards and more. Overall, the advert represents how people in