PART 4 - INTRODUCTION - COURSEWORK
I chose the item number 11 of Dawn Wolley for several reasons:
The goal is to induce the consumer to consume, and have the pleasure of consuming. As this is an advertisement for an ice cream, it is a sweet pleasure. I totally agree with the combination that Wolley emphasizes between private temptation and sensual pleasure, amplified by the reference, not even so hidden, to the female body.
I also agree that this repeated intertwined reference between pleasure, sweet, chocolate, skin, chocolate-colored skin and female body is deeply worrying, as if the consumption of an ice cream was the consummation of a racially and sexually defined body .
This series of three images seems to be an advertising message sent exclusively to the male consumer, who will enjoy a sensual pleasure, yet light, fleeting, without obligation and heavy consequences, at the apex of hedonism and the celebration of the female body as a beautiful form, in the acceptance of the "cello" body (image 3).
Image 3 also reminds me of a photo of xxxxxx, which represents a female model like a cello.
- it is summer and now it is very hot;
- the product is one of my favorites (in Italy it is called Magnum Light Algida);
- Wolley's article is witty and interesting, and, in my opinion, it makes an essential contribution to completing the set of photos proposed.
The goal is to induce the consumer to consume, and have the pleasure of consuming. As this is an advertisement for an ice cream, it is a sweet pleasure. I totally agree with the combination that Wolley emphasizes between private temptation and sensual pleasure, amplified by the reference, not even so hidden, to the female body.
I also agree that this repeated intertwined reference between pleasure, sweet, chocolate, skin, chocolate-colored skin and female body is deeply worrying, as if the consumption of an ice cream was the consummation of a racially and sexually defined body .
This series of three images seems to be an advertising message sent exclusively to the male consumer, who will enjoy a sensual pleasure, yet light, fleeting, without obligation and heavy consequences, at the apex of hedonism and the celebration of the female body as a beautiful form, in the acceptance of the "cello" body (image 3).
Image 3 also reminds me of a photo of xxxxxx, which represents a female model like a cello.
Wolley has delicately preferred not to go too far in the interpretation of image 2, but the play of images and the position of the model, which seems to observe her shoulder, but also to lick ice cream, offers numerous double meanings, some of which are decidedly bad taste from a sexual and racial point of view. In this case I disagree with Wolley when he states that it is in other advertisements that visual makeup transforms the body into food and not food into the body: in image 2 both transformations are seen (shoulder / ice cream and ice cream / penis) and , since it does not take much imagination to reach these conclusions, I wonder in which country these images have been published without triggering controversial reactions.
I totally agree with what Wolley wrote about the image number 4: in this case the reference to the human body (from undefined sex) is used exclusively to make people understand the consequences of a bad diet. Ice cream is a pleasure, but it is a "heavy" pleasure: in this sense this image is opposite to the others, which refer exclusively to "light" pleasure.
I totally agree with what Wolley wrote about the image number 4: in this case the reference to the human body (from undefined sex) is used exclusively to make people understand the consequences of a bad diet. Ice cream is a pleasure, but it is a "heavy" pleasure: in this sense this image is opposite to the others, which refer exclusively to "light" pleasure.