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Assessment Gallery #1
ALC314-ADVERTISING: DESIGNING DESIRES
Assessment Gallery #1
Lachlan Ross: 600108473
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Lachlan Ross: 600108473 ALC314 Gallery One
Scientific Realism Exercise 1
Plasma display (Panasonic)’ is a full-page advert that appeared in The Weekend Australian magazine (23–24 November 2002 http://vista.deakin.edu.au/webct/ContentPageServerServlet/assessment/scientific-realism/images/PH_Panasonic.html
The ad is for a series of plasma display monitors produced by Panasonic. It attempts to capture an
out of this world experience that is enabled by the realistic capabilities of the technology being
displayed.
As stated in ‘Big Idea’, “each form of representation is defined through its link with ‘reality’” (Ideas,
Scientific Realism, 2011) relates to the mother-daughter relationship that is depicted in this advert.
Since their introduction to society televisions have been categorised as a form of escapism from a
mundane reality. The daily routine of a stay at home mum and the relationship between mother
and child is no exception.
Plasma screens and the technology it incorporates was invented due a growing need by scientists to
have a computer screen that did not have to constantly refresh itself. The size and quality of display
brought about a level of involvement that televisions of the past generation could not generate.
The child is in awe of what she is seeing before her eyes, the mother has become distracted from
whatever she was doing to become involved in the experience that the plasma is enabling her to do
as she seems to be using a fry pan as a tennis racket. The ad details the screens “stunning 3-D
realism” that enables “a picture so good, you wish you were there” allowing the assumption that the
plasma will allow anyone to experience what they thought was impossible and at the same time
attempt to distort the reader from what’s being represented and what really is reality.
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2a
Copywriter: STEVE LEVIT Art Director: PETE SEAWARD Account Supervisor: SHERYL MORDIDI Advertiser Supervisor: STEVE STURM Creative Director: ROB SCHWARTZ Photographer: Typographer: Illustrator: Advertising Agency: Creative Team: Other: The Print Ad titled SUBWAY was done by Team One Advertising agency for product: Lexus Ls400 (brand: Lexus) in United States. It was released in the Jul 1998
http://www.coloribus.com/adsarchive/prints/lexus-ls400-subway-842755/
“Introducing a Lexus for those who’ve Never Seen Themselves in a Lexus” states a famous
advertisement for Lexus automobiles. In the centre of the ad, a man stands, his back to the viewer,
facing what looks like a large billboard advert. It’s portrayed as though it’s in a subway station
waiting for a train.
The ad image within the image shows a Lexus LS400 moving fast from right to left, its rear end
blurred by speed. The car can be seen through the man’s back as if his body is transparent and
ethereal. A silver metallic frame that resembles a high tech belt circulating the man’s waist frames
the Lexus. He is thus dressed by the image. He is drawn by the car projecting his body into the ad.
The product is projected onto him, and he seems to be absorbing the message bodily. His body has
become the ads medium, representing the product by incorporating it into his body. It plays upon a
number of visual conventions. He is clearly looking at an image; the scene resembles a museum
goer gazing at a famous painting.
One way to read the image is that he is now literally, “sees himself in a Lexus”. His surroundings are
human made, the public realm of mass transportation. His partially nude form might signal a desire
to return to a more natural state of being in if he were not subdued by culture.
Ironically, the car represents the escape from culture-from reliance of mass public transport, from
business clothing and from alienation. Instead the man’s natural state heeds his desire for
independence, individuality, control over one’s own life, and sexual prowess.
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Lachlan Ross: 600108473 ALC314 Gallery One
The copy reads, “When was the last time you felt this connected to a car?” The ad challenges the
‘natural’ view of a man as controlled, self-sufficient and rational subject. What we see in the ad is a
synthetic male personality that is assembled out the flotsam and jetsam of contemporary
commodities (Mort, 1996).Exercise 2b
This attempt at altering the ad so that it no longer resembles scientific realism was achieved by
taking out all the aspects of fantasy, no longer is the male morphed into the product, he has been
replaced with a tradesperson who has stopped what they were doing to view a billboard advertising
the new series a home renovation show.
There is no key message incorporated into the body, nor is the person portrayed in a transparent
manner. By removing the belt the person is no longer dressed by the image.
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Lachlan Ross: 600108473 ALC314 Gallery One
Simulation Exercise 1
'Oral B Whitening Strips' is an advert that was broadcast on Channel 9 on 9th May 2005 during ‘Supernanny’ (7.00 – 7.30 p.m.).
http://vista.deakin.edu.au/webct/RelativeResourceManager/Template/assessment/simulation/IMAGES/Oral-B_83.jpg
The advertisement uses a constructed reality of what is perceived to be an ideal view of female
models who display having perfect, straight, clean and white teeth. The roles of the models are used
to portray what a healthy and desirable set of white teeth can look like to enhance one’s own beauty
as re-enforced in ‘Big Ideas’, saying that “a female fashion ‘model’ embodies our current knowledge
about what women are and our attitudes towards what they could (should) be” (Ideas, Simulation,
2011)
By including the visual appeal of attractiveness, it simulates what the ideal woman should look like.
The creation of dissatisfaction of reality by not having white teeth solves this problem.
The narrated voice throughout the advert, in particular, “What would happen” with the answer of a
smiling model displaying her white teeth replying it would “light up the room” simulates how much
better a woman’s quality of life could become if they used the product themselves.
By incorporating woman from a wide range of ethnic backgrounds, it simulates that the product is
not exclusive to only the good looking-having white teeth will make you good looking.
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2a
http://thesparklypoo.blogspot.com/2011/01/perfume-adverts-good.html
Gucci by Gucci - Raquel Zimmerman, Natasha Poly and Freja BehaErichsen Campaign
The ad from Gucci uses a constructed reality of beauty and style. The model is presented to the
reader, with nothing else than herself and the product. The model embodies the reader’s current
knowledge that she is strong, sensual and driven by desire for both her achievement and
unmistakable feminine allure.
The reader’s attitude towards the product is constructed to believe that this is a signature fragrance
for the modern day icon. It makes its entrance early and like all Gucci women, leaves a lasting
impression.
This is simulation: You may be a Gucci woman by scent, but not in reality.
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2b
This attempt at altering the add so that it no longer resembles simulation was achieved by removing
the product and all signs that referred to Gucci, by replacing the product so that now the woman is
holding a dog and the new key message of “always adopt, never buy” turns the attention of the
reader to support a well-known cause for the protection of animals by NOP group Peta.
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Lachlan Ross: 600108473 ALC314 Gallery One
Modernism Exercise 1
'LG art cooling'
‘LG Art Cool Converter’ is a full-page advert that appeared in The Age Melbourne Magazine in December 2004.
http://vista.deakin.edu.au/webct/RelativeResourceManager/Template/assessment/modernism/images/PH_LGartcool.jpg
This ad identifies and confirms the power of humans to make, improve and re-design the
environment in which they live in with the assistance of technology. The modern technology (air
conditioner) enhances the bedroom as it allows the individual owner to re-design the environment
they live in by improving the climate to suit their own unique comfort levels.
The advertisement is also an example of modernism due to the fact that it’s a representation of a
product that displays distinct features such as its cutting edge, fresh and original design. The air
conditioner is unique, through its modification from a typical wall mounted unit to one that is
portrayed as a piece of art designed to complement and enhance ones environment. This is re-
enforced with the message “with a wide range of stunning colours and shades there is one to match
your décor”.
Also, the ad brings to the viewers’ attention that consumers, as individuals are able to make rational
choices by the range of colours and designs that can be selected from. It demonstrates the
modernist theory that individuals are in control of their destiny rather than having their destiny
forced upon them. “Individuals are in control of their own destiny, rather than being controlled by
it…” (Ideas, Modernism, 2011)
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2a
http://www.autospectator.com/cars/topics/subaru?page=5
New print ad for Subaru campaign, "It's What Makes a Subaru, a Subaru.” (PRNewsFoto/Subaru of America, Inc.)
‘What makes Subaru, Subaru’ exemplifies modernist rational. The ad aims to speak to opinion
leaders, using its strengths of durability, performance and responsibility to deliver its message. It
represents a product with distinct its cutting edge technological features that are designed to assist
its user through its, “unique combination of standard Subaru All Wheel Drive and a boxer engine
that together deliver unrivalled performance.”
The ad incorporates use of populist tabloid writing of short and sharp sentences with key words
highlighted boldly. Its “engineering excellence” that’s “recognized time and time again by industry
experts for its world class safety, reliability and durability.
It conveys its environmental responsibility; the Subaru plant in the heartland of America produces
“zero landfill”. The ad distances itself from any emotional devices in favour of rational and
educational facts to tell the reader of its unique capabilities and how it can benefit them. It simply
defines its core values of the company, products to consumers.
Exercise 2b
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Lachlan Ross: 600108473 ALC314 Gallery One
This attempt at altering an ad so that it no longer resembles the theory of modernism was achieved
by removing all key messages that were associated with the car and its capabilities. Once the image
was solely of the three cars I included some bright colours along with money so that it is now an ad
for the chance to win a Subaru on behalf of a lifestyle magazine called that’s life which is well known
for its reader’s competitions.
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Lachlan Ross: 600108473 ALC314 Gallery One
Meaning by Association Exercise 1
Ignoring cholesterol
'Ignoring cholesterol' is an advert for Pluravit that appeared in the The Age Good Weekend magazine (13 October 2001).
http://vista.deakin.edu.au/webct/RelativeResourceManager/Template/assessment/meaning-by-association/images/PH_pluravit.jpg
The ad includes an image of what is perceived as a male whose head is submerged in a sand pit.
With his head buried, he is not looking at anyone who may be viewing the ad. It could be that he is
to ashamed to be seen, that he has something to hide or that he is ignoring a problem by having “his
head buried beneath the sand”.
The main text displays “ignoring cholesterol won’t make it go away”. Instantly the image becomes
an example of inherent meaning (hiding) being rejected for a relational meaning (ignoring) (Ideas,
Meaning by Association, 2011)
The text explaining, “Half of all healthy men over forty have elevated cholesterol. And most of them
simply ignore it.” Confirms the suspicion of the identity of the person as a male aged forty plus, who
is healthy. The text agrees that ignorance is “ridiculous” and that by taking the advertised
supplement is a better choice “than sticking your head in the sand”. It associates good health with
being honest with yourself.
It displays that the product as a more than acceptable substitute for improving ones fitness and well-
being by displaying a contrasting image showing the alternative, “...Something’s meaning is
produced by its similarities to some things and its difference to others” (Ideas, Meaning by
Association, 2011)
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2a
Product: Gazeta Mercantil Agency: JWT, São Paulo Country: Brazil Illustrator: Pedro Izique Executive Creative Director: Mario D'Andrea Creative Director: Mario D'Andrea and Roberto Fernandez Art Director: Pedro Izique Copywriter: Gustavo Gusmão
Published: 2008
http://mediacology.com/wp-content/uploads/2008/05/dollar-ad.jpg
The ad features an array of images within the main image of a USA $1 bill. The image portrays a
scene of destruction, that a major event is taking place such as a new world war or the beginning of
the end of time.
The ad is one of three with the other two focusing on the Yen and Euro economies’. It’s use of
shocking images concerning money are a reference that the newspaper makes deeper analysis of
the financial market and informs readers on political and social events exercising influence on the
world economy.
The main text displays, “Understand the real value of money”. It wants the reader to be made
aware of the events happening around the world and that in global economy prosperity comes at a
price, and that the people of Brazil greatly depend on a strong performing USA economy.
This analysis shows how the ad associates a particular series of events can have an impact on ones
views to the consequences of their actions.
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Exercise 2b
Within this ad I have removed the key message from the bottom of the image, the original message
intended to explain the serious problems that are affecting the economy. My intended message on
behalf of McDonalds was to portray that even though a customer’s money may be scare and that
with all the troubles they may face, this one dollar still has the possibility to make you happy.
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Lachlan Ross: 600108473 ALC314 Gallery One
Structuralism Exercise 1
‘Tree Bike” is a full-page magazine insert advert for the City of Toronto’s Live Green Campaign. Advertising Agency: Agency59, Canada Creative Director / Copywriter: Brian Howlett Art Director: Andrew Gillingham Photographer: Philip Rostron Published: June 2008
http://vista.deakin.edu.au/webct/RelativeResourceManager/Template/assessment/structuralism/images/structuralism-3-thumbnail.jpg
The concept of the image is best understood in relation to its ‘mom observational’ qualities and the
system of visual images (Ideas, Structuralism, 2011). By using certain signs, ads are able to persuade
the reader by instilling certain dominant ideological notions which are expected to be accepted.
How the two unrelated images of a tree riding a bicycle can be best defined is by the clear contrast
to the city backdrop as the reader can identify the relationship between non-polluting bicycles
resulting in less emissions resulting in a cleaner environment. The relationship between the objects
helps identify the meaning.
By the city ignoring the tree is like humans ignoring the environment. Being sympathetic to the
tree’s personal challenge constructs an individual’s own ideas about the need to protect the
environment.
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2a
Advertiser: Save Water Advert title(s): Save water. Save life. Creative Agency (Name, City, Country): Percept H , NA, India
http://2.bp.blogspot.com/-9bfugEaWalw/TkNn4jSS8ZI/AAAAAAAAAAw/AhIsibCT_wo/s1600/water.jpg
The ad is a response to a USA nationwide campaign, “SAVE WATER, SAVE LIFE”. The ad uses
negative space and colour to create a powerful, metaphorical message. The ad shows a cropped
fishbowl containing a goldfish with a leaking tap extending from the bowl. In the negative space to
the right of the fishbowl is the message in capital letters, “SAVE WATER, SAVE LIFE”. The use of
negative space and the simple typeface creates a clean, concise and simple message which also
carries a degree of strength.
This ad can be interpreted in several ways, but essentially states that conservation and care of our
Earth’s water supply is crucial for survival and well-being of all forms of life. It sends a message to
the reader about the importance of allocating water efficiently throughout the world, and sanitizing
it for the well-being of both the environment, the preservation of the earth itself, and the health of
people all around the world which was noted in Big Ideas by, “Meanings are created by and within
abstract ‘systems’ or ‘structures’…” (Ideas, Structuralism, 2011).
This specific ad shows a tap dripping water from the fishbowl, slowly draining away from the
container that is preserving a life form; the goldfish. Another strength of the ad is the use or limited
use of colour. The entire ad is in grey scale, and while 3-dimensional, fairly simple. The emphasis
comes with the bright orange fish, the life form of the image. This places the emphasis on the fish in
the consumed positive space, while the reader’s eyes move onto the simple phrase in the negative
space.
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Lachlan Ross: 600108473 ALC314 Gallery One
Exercise 2b
With this ad, I removed the key message and the leaking tap and replaced it with a bottle of Evian
water and the message, “no compromise”.
By removing the framework, this ad has gone from an important message about saving water and
protecting the environment to now simply being a promotional tactic for Evian that wants to say
that no simple water compares to a bottle of Evian water.
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Works Cited Cook, G. (1992). The Discourse of Advertising. London: Routledge.
Ideas, B. (2011, July 1). Meaning by Association. Retrieved August 20, 2011, from Deakin University (DSO): http://vista.deakin.edu.au/webct/urw/lc4001923288051.tp7028592736041/RelativeResourceManager/Template/big-ideas/Big_Ideas_Meaning_by_association.htm;JSESSIONIDVISTA=cm7QTPbVPpS7vbHcCcKzHqTpDFLvwHHlCCnS9pQJXpvVTPgJC2LC!963417462!vista-m6.its.deakin.edu.au!
Ideas, B. (2011, July 1). Modernism. Retrieved August 20, 2011, from Deakin University (DSO): http://vista.deakin.edu.au/webct/urw/lc4001923288051.tp7028592736041/RelativeResourceManager/Template/big-ideas/Big_Ideas_Modernism.html;JSESSIONIDVISTA=cm7QTPbVPpS7vbHcCcKzHqTpDFLvwHHlCCnS9pQJXpvVTPgJC2LC!963417462!vista-m6.its.deakin.edu.au!80!-1!-18886
Ideas, B. (2011, July 1). Scientific Realism. Retrieved August 20, 2011, from Deakin University (DSO): http://vista.deakin.edu.au/webct/urw/lc4001923288051.tp7028592736041/RelativeResourceManager/Template/big-ideas/Big_Ideas_Scientific_Realism.html;JSESSIONIDVISTA=cm7QTPbVPpS7vbHcCcKzHqTpDFLvwHHlCCnS9pQJXpvVTPgJC2LC!963417462!vista-m6.its.deakin.edu.au!80!
Ideas, B. (2011, July 1). Simulation. Retrieved August 20, 2011, from Deakin University (DSO): http://vista.deakin.edu.au/webct/urw/lc4001923288051.tp7028592736041/RelativeResourceManager/Template/big-ideas/Big_Ideas_simulation.html;JSESSIONIDVISTA=cm7QTPbVPpS7vbHcCcKzHqTpDFLvwHHlCCnS9pQJXpvVTPgJC2LC!963417462!vista-m6.its.deakin.edu.au!80!-1!-1888
Ideas, B. (2011, July 1). Structuralism. Retrieved August 20, 2011, from Deakin University (DSO): http://vista.deakin.edu.au/webct/urw/lc4001923288051.tp7028592736041/RelativeResourceManager/Template/big-ideas/Big_Ideas_Structuralism.html;JSESSIONIDVISTA=cm7QTPbVPpS7vbHcCcKzHqTpDFLvwHHlCCnS9pQJXpvVTPgJC2LC!963417462!vista-m6.its.deakin.edu.au!80!-1!-1
Mort, F. (1996). Cultures of Consumption. London: Routledge.
Williamson, J. (2005). Decoding Advertisements: Ideology and Meaning in Advertising. London: Routlege.