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Case Study On Print Advertising

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INTRODUCTION

The purpose of this analytical research portfolio is to discuss and examine about contemporary print advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay however, I will elaborate specifically on a particular print advertisement from the company ‘Sisley’, which is commonly advertised in women’s fashion magazines and on how Semiotics and Signs is prevalent with regards to its advertising (Samuel Shane 2017).

CASE STUDY ON SISLEY’S PRINT ADVERTISEMENT

Established in Paris 1968, the French apparel brand ‘Sisley’ began with their revolutionary Denim collection. Then in 1974 the
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The advertisement drew ire as it featured women snorting thin, white clothing off a surface, with the caption "Fashioin Junkie" just below its ‘Sisley’ brand in the middle of the ad (refer to Slide 8 and Annexes). The play on the words “Fashioin Junkie” suggests the combination of ‘Fashion’ and ‘Heroin’ in one word, together with the reinforcement of the word ‘Junkie’, to imply that the models are the image of the combined slogan. The ad hit the fashion industry especially hard, as models have always been associated with cocaine use, due to its appetite suppressing qualities. And as the two thin models in the advert suggest, it further implies the desired figure to attain regardless of the costs involved. Although the advertisement appears at first glance to be somewhat glamorous and glossy, this fuels the suggestion of glamorising drug use as a posh, desirable, high-society trait. The attractive eye-makeup too, enhances the look of the effect in drug use, as it implies the after-effects of regular substance abuse and further reinforces the heroin link. The negative impact of the entire print advertisement, represented the link between the Sisley fashion label, together with model-thin figures and heroin drug abuse, in order to attain a desirable image set by the brand and society, amongst the young, urban and professional audience. “Fashioin Junkie” may have initially been intended as a ‘shock-and-awe’ campaign, as is common with most Benetton Group ads, but has since backfired tremendously on the brand and as well as the fashion industry as a consequence, for its severe lack of tact, taste and ethical values (refer to Slide
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