Studio brief 1: Visual analysis

figure 1

The designers may have chosen to use two separate colour palettes to highlight the expected behaviour and the reality of the behaviour. The warm skin tones show the naturalness of human attraction, but the blues in the sky, clothing and surrounding structures subtly confirm the cold behaviour of the models in this advertisement.

The only type used on the advertisement is the recognisable ‘Dolce & Gabbana’ logo, which is a slightly modified version of Futura. Futura is a geometric sans-serif typeface, known to appear very bold and brave like this image choice by Dolce & Gabbana.

The advert is trying to show how the product, if bought can improve your lifestyle and make you appear and feel more attractive to those around you.

The woman is perfectly groomed, very slim and sexually positioned; all elements that do not reflect the realities of the UK’s average female body. Jansson-Boyd says that “physically attractive individuals are perceived by most to be socially more desirable than those that are perceived as being unattractive”, shown in this advertisement as the men are shown to be stood over the woman who is positioned under a man, leaving her to be very vulnerable. All of the men are looking at her, insinuating dominance and sexual attraction.

Naomi Wolf says that women are made to feel the need to embody the characteristics of the women presented in advertising so that they can be considered attractive to themselves and others in society. This image suggests that as a woman you should present yourself in a provocative and submissive manner to be desired by men.

In terms of consumerism in figure 1, it is making the audience believe that they need to buy the product to be seen as attractive. 

figure 2

 This advert has more of an emphasis on the actual image and less on the brands logo as in image 1. This could be showing that the company does focus more on the sexual appeal that the products can bring over the family life that is being displayed in this image.

Figure 2 evidently focuses on the ‘upper’ class as the setting in which the photo is taken is deemed to be the family fireplace, appearing to be very large and in a room that is very well decorated. Not only is this advert setting false expectations of female boy image, it is also trying to capture the perfect family, but without actually considering what the majority of families are like in the UK.

As a company and with the aim to make money by people purchasing the products, Dolce & Gabbana need to present the products in a way that make the audience believe they will achieve a more desirable lifestyle if they own them.  In terms of consumerism, figure 2 is showing us the perfect family life we should be having and forcing a comparison to make us feel like ours is imperfect. This powerful concept will then make us feel as though that through the purchasing of the product, we will be one step close to this ideal.

figure 3

The white background in figure 3 represents the packaging of a lot of the existing products, also representing the cleanliness the user would expect from the beauty products.  

The only type used in this advertisement is the companies recognised logo and the campaign name. The choice of typeface is very simple and bold, showing the bold decision that Dove has made to address the unfair representations of women often seen in beauty advertisements.

The advert is trying to illustrate women’s unique differences and each should be seen as beautiful, transforming physical appearance into a source of confidence rather than a source of anxiety. 

The target audience of this advert is primarily the women that the other negative adverts are effecting, but it also globally relevant because it is addressing the unrealistic expectations of women that are being formulated in other beauty advertisements.

The advert’s choice to only use female models is effective because it removes all elements of sexual appeal within the advert that could have been created. The focus lies solely on showing the unique differences and how all other beauty adverts do not address a realistic representation of women’s body image in the UK. 

Social comparison theory states that we determine our own worth based on how we feel we compare to others. Therefore, we are constantly making self-evaluations and can begin to envy those around us.

Botta, 1999 - social comparison theory can mean the more they compare themselves, the more they strive to be thin, the more they dislike their own bodies, and the more they engage in unhealthy behaviour.

Festinger, 1954 – Social comparison theory states that people will make automatic comparisons to people and images that they perceive to represent realistic goals to attain.

figure 4

The question on figure 4 instantly suggests/makes you feel that you aren't 'beach body ready' and that by buying the slimming products you will be able to achieve the desired body of the model that is present on the advert. This shows that social constructs and expectations have been created on what is considered to be the most desirable female body size and that others should be conscious and not feel confident when exposing themselves in  public environment such as the beach. The advert objectifies the woman's body and rather than treating it as something that is unique, it suggests that it should be seen solely as an object of desire.

The target audience of the this advert is predominately young women, image conscious and looking to feel 'attractive' during the bikini period of the year. The advert targets the women by using a model that they can associate with and use as a role model, even though the standards are probably a little out of reach for most average women in the UK. Another target audience could be the men within society as it unintentionally shows them a woman that is seen to be desirable, potentially making them believe that this is what they should also find attractive in a woman; continually adding to the pressure for women within society. 

The 3 images under figure 4 show the public's reactions to the advert, highlighting that the majority do not agree with what is being promoted. Comments such as 'you are lovely as you are' and 'no one stands like this' proves that the social expectations that protein world has created for women is unrealistic and many have accepted that this body is not easily achievable or the only way to be seen on a beach. 

figure 5

This advert is titled 'The Perfect Body', consisting of models all with the same look of long hair, tall, slim legs and toned bodies. This advert is therefore aimed at those with a similar physique to the model on the campaign as that is what Victoria Secrets seems to think is the most desirable body shape to be wearing the companies underwear. 

The positioning of the text on the advert is in the centre, straight across the bodies of the models. This draws all of the attention to bodies of the models and less so to the item of clothing that is actually being advertised. 

The advert does not show the realties of the female body size as there are no size 16 women, all of the models are the same size, the same height etc. showing no diversity; something there is within the UK. 

The dark colours in this advert are the models' bodies and underwear, again making it the main focus rather than the information. The choice to have the text a light colour may be so that the models are more of a focus than the information. The idea that women will see this advertisement and compare themselves to the models is interesting because they may think that by buying the underwear, they are also buying the desirability that these women are socially constructed to be seen to have. 

figure 6

The poster advertisement for the 'Jimmy Choo Man' fragrance shows a man sat with a woman's leg over his body and in his possession. This is implying that men are desiring a woman who is sexually positioned but with a particular appearance. The slimness of this woman's leg and provocative nature of her outfit does not fall in line with the reality of the average woman in the UK.