Magazine 2 - Lesson 2 - Advert Parody Analysis

Advert Parody Analysis

• This is an intertextual link between the lifestyle of poor 'african' people using the layout and imagery of a charity advertising.

• This combines two adverts, charity advertising and fashion advertising.

• The meaning behind the 'red soles' also could be showing how we are paying lots of money to have the red soles on the bottom of our feet, whereas people who are poor have red soles through sore feet and bleeding feet as they dont have enough money for proper shoes so they are in pain.

• The second photo is a clear binary opposition as they're completely different as we have at the top black men and boys fighting for their lives against sharp wire and struggling then we see on the bottom half someone on a catwalk with no worries at all, so it shoes the difference in two lifestyles how we look up to some people.

• These images lack anchorage, and makes it confusing and leaves us asking lots of questions.

• The colour of the right hand side image is in black and white on the top showing a clear binary opposition aswell between colour and non, perhaps even in a racial aspect as the top photo is clearly of black men and the photo underneath is of a white person, it shows a clear binary opposition between the races and has a deeper meaning encoded into it.

• The dominant message and main ideologies of the producer is that we need to feel guilty for spending our money on shoes.

• Dark humour is also used with the reference to the boys red feet, as we do see anchorage with the caption under the photo but not in a good way in a dark way.

• There is a symbolic code with the white background showing innocence and purity but were looking at such a saddened photo within the background so we feel bad and dont feel innocent as we feel almost responsible for this.

• This is an unconventional use of a mid shot as by having so many people in one shot it looks like they're squished and trying to get out.

• The use of the black and white effect shows feelings of sadness, there is a use of Barthe's proairetic code symbolising violence and a dark future to there lives.

• Binary opposition between the top photo being clumped whereas the bottom photo is on their own. Struggle between life and death and a comfortable way of life.

• Loubouton logo juxtaposed with image of a black persons feet in shoes/flip flops made from two squashed plastic bottles and tied together with pieces of ragged material to communicate an anti-consumerist ideology

• Representation of ethnicity - black person wearing makeshift shoes, standing on parched earth, connotations of poverty and drought/ famine in a developing country (familiar representation from charity advertising campaigns and television news reports).

• the tagline 'red soles are always in season' - irony as loubouton is famous for creating soles with red soles, but the meaning here also refers to the feet of the person in the advert. 'Season' refers to both the fashion calendar and the situation of the person in the image of wears the same shoes all year round. The audience is positioned to reject consumerism and to understand and take action against the issue of inequality.

• Wearing loubouton shoes give you cultural capital.