In the consumer driven society that we live in, major manufacturers are always looking for ways to produce effective marketing so that the general public will buy their product. To relate to the public in these advertisements, advertisers create an image using a subject, a number of objects, unique placement of the objects, and specific color and lighting. Advertisers will also use the gaze, pose and mouth position of the models in their advertisements to market their product successfully.
The clothing company Nautica employs the technique of image creation in one of their latest advertisements found in GQ magazine. This advertisement features a man in his late 30's gazing ahead with a smile on his face. In this ad, the very confident looking and rich model dominates the foreground. And in the background, one can see a very well lit, peaceful, and serene beach scene. At the middle of the ad the words "Navigate life" appear in white lettering (Nautica). These words with this image give a sense that the people that wear Nautica clothing are modern day explorers that can navigate very successfully through every day life. Nautica uses many aforementioned practices to connect to their potential customers and possibly persuade them to buy their products. That is; if they, too, want to successfully navigate through life!
In the advertisement there is just one model. He is placed in a very dominating position at the foreground of the ad. Because he is the sole model and he is also in a very dominating position, almost leaning into you, your attention is automatically directed towards him. When one looks at the model one gets a sense of modern adventure and navigating through the modern day world. He is obviously an adventurer, successful, rich and is a very independent man that only depends upon himself.
In the background of the ad there is a very peaceful beach scene. Even though the beach is of secondary importance it relates...
Nautica. Advertisement. GQ 4 August 2006: 25
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