Image Analysis 1: Fashion Advertisement

      This is a fashion advertisement from Saks Fifth Avenue’s 2006 “Want It!” campaign. The eye-catching image, which I found online at some point, came to mind when I was looking for examples of strong visual rhetoric. This image speaks directly to our consumerist culture and instantly conjures up associations to images of propaganda. It is especially reminiscent of images from the Russian Revolution. At first glance the graphics are what is noticed, the strong sans-serif typeface, the bold pairing of white, red, and black, the thick diagonal lines and the stance of the model makes this an image that demands attention and stands out from other types of fashion ads. This image uses the visual and verbal rhetoric techniques of propaganda and applies it to marketing strategy. The assertive, commanding tone of the “arm yourself” text and graphics make a direct attempt to connect to the viewer on an individual level. This ad asserts the message that buying goods is a form of female empowerment. The hard-faced expression, black and white photography and revolutionary stance of the model enforce the visual boldness of the graphics enhancing the overall feeling of authority and influence.  The message, which was part of a series in the ad campaign essentially places its all of its message’s reception on the striking visuals. The actual product, the “slouchy bag” becomes secondary. I find the message also addressing materialism and mocking mindless female consumers while bringing to light the outrageous amount of control and influence the advertising industry has in society. Making a direct link between the manipulative goals of propaganda and advertising is probably not the most effective strategy to sell high-end fashion items in times of a recession, but the ad certainly takes verbal and visual risks to get noticed.

Saks Fifth Avenue. Advertisement. DMD Insight (Feb. 2006). 12 Oct.

2010 <http://www.dmdinsight.com/blogs/post/160-saks-fifth-avenue-wants-you->.