Blog Post Week 5 – Semiotic Analysis of a Fashion Advertising Campaign

Ralph Lauren Advertising Campaign Spring Summer 2011

Fig1- Fig.4

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What does it symbolise?

The ad symbolises sophisticated outdoor fashion, lifetime investment pieces, classic and timeless fashion pieces, modern day western cowgirl chic.

What does the brand say about the people who wear it?

It tells us that they’re outgoing, unique, intellectual, practical, hardworking, fashion conscious, self-assured people.

How does the advert convey the identity of the brand?

Well made, quality, American, timeless/classic, quality leather goods.

Brand Message

Natural quality materials used to create classic fashion pieces.

The heels, belts and bags specialist.

What signifiers/symbols does the advert contain?

White background– the sole focus in the ad is the quality of the clothes.

Brown– writing American Western Heritage feel.

Model– Signifies the prospective customer and gives the message that people who wear these cloths are confident, elegant and not afraid to work.

Belt Buckle Designs– Show creativity, quality, and the brands heritage influence.

What do these signifiers stand for?

They stand for the brand image Ralph Lauren wants to promote to his target market.

How effectively is the ‘brand message’ communicated?

I think the brand image is communicated clearly.

When you hear the name Ralph Lauren, I personally believe you look at the brand logo and think Texas chic, timeless fashion pieces and intellectual hardworking customers.

Composition

Text & Position: The text is kept to a minimum and placed in the bottom, top and in painting contexts the golden section of the composition. The sole focus is the brand merchandise.

Typography: Brush Script and Times New Roman. This communicates the elegant and timeless quality of the brand, they don’t need to make a flashy ad the product speaks for itself.

Colours: Browns, creams, beige’s, whites and metallic. Classic timeless colours that never go out of style. They also communicate the natural, earthy, ethnic, western and tribal inspiration for the AW11 Spring Summer Collection.

The Pose of the model:

The pose of the model is very versatile; she has been dressed naturally to enable the customer of the brand to picture themself wearing the cloths. I think this is done so you can interpret the brand in whatever way you want. To me she depicts class, confidence, individuality, intellect, wealth, a fashion forward mind and country chic.

Story line interpretation:

When I see this ad I picture the model getting ready for the day. The classic old reliable shoes are on the bed waiting to be strapped on for the day to come. Her bag is in the hall ready for the day reliable, stylish and durable. The belt buckles are on the dresser and she has just picked her look for the day. She is posed as if looking into a mirror having decided she is now ready to face the future. This figure is calm, confident, real and natural. All of which are key qualities and aspects within Ralph Lauren products in my opinion.

Video Reference

RHALPH LAUREN (2011) Spring Summer [Online Video]. Available From: http://www.youtube.com/watch?v=kCA7REwFyh0 [Accessed 1/11/13]

Book Referenced

LAURIE, A. (2000) The language of clothes. New York: Henry Holt.

LAUREN, R. (2007) Ralph Lauren/Ralph Lauren New York: Rizzoli.

Images for ad link

Fig.1-3 MYFASHIONDATABASE (2011) Ralph Lauren Collection Ad Campaign [Online Images].Available from: https://www.myfdb.com/campaigns/9222-ralph-lauren-collection-ad-campaign-spring-summer-2011[Accessed 1/11/13]

Fig.4 MYFASHIONDATABASE (2011) Ralph Lauren Collection Ad Campaign Pictures [Online Images].Available from: https://www.myfdb.com/campaigns/9222-ralph-lauren-collection-ad-campaign-spring-summer-2011/image/318484[Accessed 1/11/13]

MYFASHIONDATABASE (2011) Ad Model info [Online].Available from: https://www.myfdb.com/people/2192-anna-selezneva[Accessed 1/11/13]

CLASSIQ (2011) Summer Styles Ralph Lauren Summer 2011 [Online].Available from: http://classiq.me/page/9[Accessed 1/11/13]

WOMENSMANAGEMENT (2011) Ralph Lauren Collection Spring 2011 info [Online].Available from: http://womenmanagement.blogspot.co.uk/2011/02/ralph-lauren-collection-spring-2011.html[Accessed 1/11/13]