EOC Exercise Chapter 4

In this chapter you discovered that Dolce & Gabbana are known for their unique advertising campaigns. How well can you read (or analyze) one of their ads or any other fashion ad? Find a fashion ad and share with your colleagues all the innuendos you find hidden in the ad. How does this ad reflect culture or history? Does this ad say anything about the particular brand? What is subliminally suggested? Back up your thoughts with reasons from history, culture, or contemporary ideas.

For the exercise I chose a Balmain ad from the 2010 Spring Campaign, there was a lot of hype about this campaign after the collection was shown in the previous months. I feel that this ad engulfs what the Balmain brand is, its cutting edge, fashion, androgynous, womanly, strong, and rugged. The collection was inspired by military and also by the outdoors so the setting is perfect. The face of the Balmain collection is a supermodel named Daria, she is perfect for the role because her face is very boyish yet she has long feminine brunette hair. The setting is a jungle and it looks like she is either stranded or jus parked waiting for something… it’s night time in the jungle. She is leaning back on the vehicle in a very laidback, “what’s up fellas” kind of stance. This is perfect because it goes back to what the essence and image of the brand is. It also leaves the viewer of the message wondering not only about the clothes but about the advertisement itself, it creates the perfect story. The military theme is reinforced by the camouflaged seats of the jeep.