Advert Research 1

Advertisement 1: Weyenberg Massagic 

The image is very vintage styled as it is from 1974 and in fact, starred in playboy magazine to 

advertise men's footwear. This advert can be seen as extremely sexist implying a women's place is below a man. The woman is seen laying naked, her hair, nails and makeup all made up perfectly and is made to seem as a sex symbol.

 Her placement on the floor next to the shoe implies she is easily walked over by men. The colours are kept rather plain, even her makeup is extremely neutral. However, contrast is created through the use of a bright yellow background, ensuring the main focus is primarily on the woman model and shoe. The font ranges in size, the title is in a large white 70s style font and grabs the attention of the reader and is primarily aimed towards an adult male target audience. The font and increased sexualisation of women has created a brand identity for this company, implying that their main focus is to create shoes for men and help "show a woman her place" although this is only implicit, it doesn't create a very pleasant message for women. The brand identity of this company surely has changed over the years but for an ad such as this, it does not carry a positive identity.  The colours stand out and yellow usually represents loyalty, honesty and enlightenment and in some ways this may be true for the men's perspective as they are represented as seeking a woman who is loyal and easy to walk all over to reach enlightenment. The woman is represented as a sex icon, an object to be walked over as her placement on the floor represents inferiority, something that was commonly referenced and normalised throughout the 50s, 60s and 70s. The brand identity created through tone of voice "keep a woman where she belongs" seems very harsh and quite forward which is something that can perhaps be associated with men. Overall, the brand identity doesn't appear to be created by symbols as such (besides the sexual symbol created by the objectification of the model) but through their male dominated voice. The font styles match the 70s aesthetic and equally add to the brand identity as it is a very individual style that can be associated and matched to the brand.