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.


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: [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:[Accessed 1/11/13]

Fig.4 MYFASHIONDATABASE (2011) Ralph Lauren Collection Ad Campaign Pictures [Online Images].Available from:[Accessed 1/11/13]

MYFASHIONDATABASE (2011) Ad Model info [Online].Available from:[Accessed 1/11/13]

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

WOMENSMANAGEMENT (2011) Ralph Lauren Collection Spring 2011 info [Online].Available from:[Accessed 1/11/13]

Week 4 Blog Post – Youth Subcultures

The Hippie Sub-cultural Movement.  


Fig.1 COUNTRCULTUR (2012) Hippies [Online Image].Available from:[Accessed 24/10/13]

Brief Overview

The Hippie subculture was originally a youth movement that began in the United States during the middle of 1960s and eventually spread worldwide. The term Hippie came from hipster originally used to describe beatniks who emigrated to New York City’s Greenwich Village and San Francisco’s Haight-Ashbury district. The subculture was a combination of the Hipsters Subculture from the 1940’s America and the Bohemian lifestyle of the late 1800’s associated with the academic.


Fig.2 RICHARD GROSSER (2011) Jimi Hendrix [Online Image].Available from:[Accessed 24/10/13]

Jimi Hendrix

I have chosen to write my Blog on Jimi Hendrix has he encapsulates the essence of the Hippie subculture and is world renowned for his ethnic and bohemian style.

Theories/Topics Associated with chosen Subculture in relation to Hendrix.

Being a hippie is a matter of accepting a universal belief system that extends beyond the social, political, and moral norms of any established structure of society, be it a class, church, or government.

Hippies created their own communities, listened to psychedelic rock, embraced the sexual revolution and some explored altered states of consciousness through the use of hallucinogenic drugs.

Jimi Hendrix fronted many of these contexts within both his music and lifestyle throughout his musical career at this time.

His Style

The dictionary defines a hippie as one who doesn’t conform to society’s standards and advocates a liberal attitude and lifestyle. I think this describes Jimi Hendrix’s lifestyle perfectly.

When one mentions the name Jimi Hendrix events such as Woodstock, the summer of love, the war in Vietnam and the iconic image of Hendrix in a Napoleonic style blazer will often come to mind.

He is most commonly photographed during this revolutionary period in America wearing flared jeans, distressed denim, fringed shirts and relaxed bohemian stylized prints.

There was one colour in particular that Jimi Hendrix would often wear Purple, a colour said to imply creativity, individuality, immaturity and recklessness. Perhaps this was one of Jimi Hendrix’s numerous ways to make a statement and to tell the world his cultural beliefs, as he did so often through his music to the world.

Has the Original meaning been lost?

Certainly. Hippie’s used to resemble people trying to make a change in the world to make it a better place for the progress to come. Today however Hippies are more commonly referred to as wasters, lost in a time portal of 1960’s and 1970’s euphoric music, determined to halt progress because the world has not yet diverted to a more natural way of life and instead has steered head long into a society filled with an ever increasing man made industry. Involving technology and military arms.

However in many ways the world has become more accepting to issues highlighted by Hippies decades before. For example topics such as the war in Vietnam, sexuality, religion, freedom of speech and the environment have changed drastically in the last few decades and opinions now lean to similar opinions of that of many Hippies during the 60’s and 70’s.

Books referenced

1)     POLHEMUS, T (1994) Street Style. London V&A Publishing

2)     CROSS, CHARLES.R (2005) Room Full of Mirrors: a biography of Jimi Hendrix. London: Sceptre.

Subculture info

WIKIPEDIA (2013) Bohemianism [Online].Available from:[Accessed 24/10/13]

WIKIPEDIA (2013) Hippies [Online].Available from:[Accessed 24/10/13]

WIKIPEDIA (2013) Jimi Hendrix [Online].Available from:[Accessed 24/10/13]

Fashion info and background on Jimi Hendrix

LUANA GABRIELLA (2013) Hey Jimmi [Online].Available from:[Accessed 24/10/13]

DR.TOM (2008) Jimi Hendrix Info [Online].Available from:[Accessed 24/10/13]

SONIA (2011) Run Away Hippie [Online]. Available from:[Accessed 24/10/13]

John Jannuzzi (2013) What Would Jimi Hendrix Wear Right Now? [Online]. Available from:[Accessed 24/10/13]

ADAM FOX (2012) Style Icon Jimi Hendrix [Online].Available from:[Accessed 24/10/13]

CHARLES WELCH (2013) The 1960’s- A Time Of Change [Online].Available from:[Accessed 24/10/13]