Magazine Advertising

I chose two advertisements I found in Cosmpolitan magazine. The first is a Diet Coke advertisement featuring Food Network's Tom Colicchio and the second is a JCPenney advertisement featuring two models advertising the nicole collection by Nicole Miller.

a. The Diet Coke Advertisement - I feel that there are a few objects in this image. I feel that obviously Tom is an object, but I also feel that the Diet Coke is also an object of the ad. I think that Tom knows he's an object. He is a celebrity endorsement for the Coca-Cola Company, and is looking right at the viewer of the advertisement. Tom and the Diet Coke are split in the center of the advertisement (and Tom is centered vertically as well), Tom is wearing white which stands out against the dark brown background. The text in the advertisement also shows Tom to be the object in a roundabout way. The text states "Good taste is knowing how to eat right. Diet Coke and award-winning chef Tom Colicchio have come together to prove that distinct flavors and smart choices can commingle. Stop by the Diet Coke Kitchen at dietcoke.com and find out how living well can be simple, stylish and delicious." This also shows that Tom is to be an object of this ad. Diet Coke is trying to be as "stylish" and on the same level as Tom Colicchio and his food.

b. The JCPenney Advertisement - I feel that the model in the black clothing has the power in the advertisement. She is centered both vertically and horizontally and the colorful model is looking at her. She is wearing all black in contrast to the white background and she appears to be farther forward than the colorful model which to me says that she's leading and the colorful model is following.

Appropriation

Advertisement: Apple iPad spoof

A. What is the original intended meaning?

Apple's iPad is the newest piece of technology in Apple's line-up of products. The product is intended to be essentially a touch screen computer that keeps up with Apple's high speed, very effective products. The advertisement follows the pattern of Apple's iPod advertisements which are aimed at younger, hip audiences. The typical advertisement for an iPod shows a black silhouette of a "funky, hip, almost Indie" kind of character against a brightly colored background. The piece of equipment (typically the iPod and headphones) are featured in white, making them stand out.

B. In what way is the image or artifact appropriated?

This image is appropriated to look like an iPod advertisement, associating it with Apple. There typically is text that states iPad, associating it with the new product from Apple. However, while this ad features the same black silhouette against a brightly colored background, instead of showing the product, it shows a maxi pad. The woman is dancing as in all other iPod ads, yet, instead of having an iPod and headphones, she is wearing a maxi pad.

C. What is the new meaning intended through the appropriation?

I feel that the creators of this ad are trying to make fun of Apple's new product. Many people feel that it is a larger version of the iPod Touch and is an unnecessary product. Their advertisement brings more attention to the iPad and Apple's line of products, especially because Apple's ads are very distinctive. I feel as though the creator of this ad could also have just created it because the iPad's name is iPad, the creator could be playing off the name of maxi pads.

Image Source

http://www.mancouch.com/720517793/apples-tablet-might-be-called-ipad/?=itemrelated