Emanual Ungaro Essay Research Paper Ad analysis

Emanual Ungaro Essay, Research Paper

Ad analysis: Emanuel Ungaro in W magazine.

Due to the nature of its articles, the display of designer clothing and women accessories, this magazine can be considered a woman s magazine that targets a specific type of women. Targeted are single and professional women interested in the world of fashion, celebrities and new trends.

The chosen ad inverses the standard roles in the industry of advertising. The role of the female model as sexual object or object of attraction, has been deliberately inverted, identifying and displaying the male figure (statue) as an object of sexual desire. Moreover, the object of attraction has a disposable nature, as we will see in the ad analysis.

The ad promotes designer clothing created by Emanuel Ungaro. This design clothing claims to provide sexual fulfillment to the women who wear it.

Rather than being directed to the aesthetics and materials of the design clothing, the ad makes a statement for the sexual liberation of women. The ad claims sexual properties of sexual fulfillment and liberation for the woman who chooses to wear this type of design clothing.

In some way it can be said that this ad is the exteriorization of a kind of inhibited sexual desire and fantasy that the women targeted in W magazine have.

Concretely, the ad consists in a four-page display. On first page we see a female model wearing a red dress, a white statue of a male figure that resembles the classic sculpture of Michelangelo Buonarroti s David (1501). The female model is on her knees; her left hand is touching her crotch as if in the act of masturbation; her right hand is touching the buttocks of the male statue. A simple reading of the image displays either the aftermath or preliminary set up for oral sex performed on the statue.

The second page of the ad shows the female model in a stand up position together with the statue. However, now she is wearing a black dress. The interesting aspect of this display is the bluntness of the image and its sexual connotation. This second display provides a representation of sexual intercourse. The couples heads are thrown back in a tableau of orgasmic joy, providing a graphic and literal illustration of the sexual relation that is evolving between the female model and the male statue. However, more important than the representation of sex being displayed in this magazine ad is the manifest description of the male subject as a sexual figure that exists to fulfill the role of the sexual and objectified pleasers.

The female model is trying to engage in a sexual relationship because she is openly interacting with the male figure statue in a sexual way. Her face detonates a sexual and orgasmic status. Reinforcing this appreciation is the fact that in this image we can clearly see the women grabbing the buttocks of the statue with the overt intention of directing the audience to the act of copulation.

The third display shows a fragmented image of the male statue. This important fact emphasizes the principal intention behind the magazine ad, and that is the depersonalization and objectification of the male statue, subordinated to the wishes and desires of the female model. This display shows the knees and the upper frontal (chest) of the male statue. The female model is openly grabbing the penis of the statue while at the same time is kissing the statue in a pleasing, sensual and open manner. The female model is now wearing dark blue jacket and pants.

Finally, the fourth page of the ad. Here the female model is displayed wearing a blue dress. She is sitting on the back torso of the male statue. This act enlightens the empowered position of the female while at the same time comes to diminish the role of the male figure. In this image the female model has both of her hands grabbing the head of the male statue. The manifest and strategic positioning of the female and male figures represent the breaking of the male statue s neck.

The open messages provided by this types of ads are: the battle of the sexes, the empowering of gender, and the diminishing of the male figure.

In this last display of the ad, the female model seems to have completed and satisfied her sexual anxieties, desires, emotions and inhibitions. The allusions and actions of the female model in this magazine ad support this. She has reached the cuspidate of pleasure and all that is left by her positioning is to destroy the disposable sexual object (i.e. the male figure). The female model has achieved her desired position by depersonalizing and objectifying the male figure.

The technique used in this magazine ad:

The strategic positioning of the female model and male figure have been photographed with the deliberate intention of grabbing the attention and eliciting emotions and desires of its targeted audience. The targeted audience in our ad is a female audience characterized by an economical status and inhibited sexual desires.

The images seen in this ad are manipulated with sexual denotations and connotations, with the deliberate attempt to persuade the customer to purchase this type of clothing for its sexual and gender representations.

The male figure is clearly represented and objectified as a sexual symbol. This denotation comes as a result of the nakedness and positioning of the mal

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