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Advertising: Preditor or Prey. To be predator or prey? Often within our contemporary
society there is a dichotomy of this sort put forth in romance. ...
Submitted by qt908 on January 31, 2006
Category: Social Issues
Words: 1508 | Pages: 7
Views: 119
Popularity Rank: 65,934
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To be predator or prey? Often within our contemporary society there is a dichotomy of this sort put forth in romance. The predator/prey dichotomy of romantic dynamics is featured in this Fidel Clothing advertisement. By conducting a psychoanalytical and sociological analysis, I will argue the repressed meaning underlying this image is that women should be predatory to be desirable. By deconstructing this meaning I conclude that no mode of predator, or prey is sufficient.
I found the Fidel advertisement in a “Vice Magazine” one of my friends had lying around his room. “Vice Magazine” is a self-proclaimed ‘hedonistic’ magazine geared to teenagers and young adults around the New York area. The socioeconomic class this magazine targets to is lower-middle, upper-lower and lower-lower. Although Fidel is based in Montreal it has been expanding their brand throughout the United States for a few years but I found it odd that a clothing company targeting a lower-upper and upper-upper economic class would be advertising in this magazine. I also found it interesting that even though “Vice Magazine” is read more by males than by females because of it’s content, a women’s clothing line was still advertising in it. As I looked more at the image of the girl in the ad I realized this picture was just as much for the male viewers as it was for the females. I decided to mix this idea with Freudian ideas and conduct an analysis.
In a Freudian dream analysis the manifest dream content is everything present in the advertisement. A woman stands inside a storefront window starring out at the camera. She wears an aqua top with the Fidel logo, dark pants, a loose braid, and she has simple make-up. The shot is taken from an angle looking up at her. Her spread fingertips touching the window accentuate the points where they meet the glass. The reflection of the glass is glaring, and another building and shimmering lights are visible. The company name and logo - FIDEL- is in...
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