FASHION ADVERTISING PORTFOLIO #8
METAPHOR & RESONANCE ALISON KOWALSKI
METAPHOR GUCCI Metaphor involves placing two dissimilar objects in a close relationship, such that A is B. Often it is a thing regarded as representative or symbolic of something else, especially something abstract. In this Gucci ad, you can see models wearing the brands outfits in a scene that is similar to StarTrek. This ad suggests the idea that Gucci's products are futuristic and "out of this world". The metaphor lies on the ads background and is presented as being on board a spaceship. It leads us as viewers to believe that if we were to wear these products that we would have the chance to be perceived as abstract, futuristic and innovative. Normally these two ideas would be dissimilar when compared to each other, but using them together to promote interesting new fashion trends and product proves to effectively work well for this Gucci ad by creating a surreal advertisement environment.
HARPER'S BAZAAR; NEW YORK ISS. 3657, (OCT 2017): 1-2.
RESONANCE ESSIE Resonance is a form of presentation that combines a play on words with a relevant picture, employs an element that has a double meaning, such as a pun where two words sound similar but have different meanings. In this advertisement, Essie promotes nail polish. "S'il vous plaît" is French for when addressing someone formally by either being polite or speaking with elders. This ad takes a fun spin-off of this sentence by changing it to "s'il vous play". This pun employs a double meaning and has different meanings. It also combines the play on words aspect of resonance but the point is still clear to the viewer. It also features macaroons being displayed on a tray coated in the product. The ad is effective to the idea of resonance because it is playful, formal and polite to viewers. It plays on the idea of nail polish as "sweets", that it is meant to be indulged, and is considered a form of play.
HARPER'S BAZAAR; NEW YORK ISS. 3654, (JUN 2017): 59.
WORKS CITED
HARPER'S BAZAAR // PROQUEST
Advertisement: (essie). (2017, 06). Harper's Bazaar, , 59. Retrieved from http://cmich.idm.oclc.org/login?url=https://search-proquestcom.cmich.idm.oclc.org/docview/1951031790?accountid=10181 Advertisement: (gucci). (2017, 10). Harper's Bazaar, , 1-2. Retrieved from http://cmich.idm.oclc.org/login?url=https://search-proquestcom.cmich.idm.oclc.org/docview/1961742880?accountid=10181