As preparation for the issues dealt with in MEST 3 examination, we need to look at wider contexts around texts and their construction. To begin with, I want you to read the following and then complete the two tasks for Home Study this week [you have 2 hours additional time this week as 2 lessons have had to be cancelled] . Write the answers in your exercise book.
Work due in for Friday 27th September
The Prada Agency Miu Miu Fashion Campaign 2011
Prada advertising agency’s 2011 campaign
for Miu Miu featuring young actress Hailee Steinfeld was subject to an ASA
ban. The advert, showing the 14-year-old
True Grit star sitting on railway tracks and crying, was captured by renowned
fashion photographer and film maker Bruce Weber. The image and ‘ideology of the advert was slammed
by critics and branded as 'irresponsible advertising' The Advertising
Standards Authority (ASA) banned the advert.
Prada defended the advert,
claiming the image was “part of a serious, high-fashion campaign”, which was
“based on the set of an imaginary film” The Prada campaign was the latest in a
string of fashion and fragrance adverts in 2011 banned by ASA including a Marc
Jacobs advert featuring Dakota Fanning,
claiming that the Lolita-style advert sexualised children, and a Lynx campaign
featuring Lucy Pinder.
Click on image to enlarge
TASK:
[1] How is the brand representing itself – how is the
campaign placing the brand with its target audience? [You
might wish to consider choice of model; the ‘narrative’ of the advert etc] 300 words
[2] What issues does the banning of this advert bring up
regarding censorship and public perceptions of adverts? This advert, unlike the Jacobs and Lynx
adverts was not accused of sexualising its product but was still felt to be
exploitative – How far do you feel advertisers are responsible for the content
of adverts that might be ‘misinterpreted’ by the wider public? 500 words
