magazine - Christian Loubouton Advert in ADBUSTERS

Advert - Christian Loubouton 


 Commodity fetishism is the process of ascribing magic “phantom-like” qualities to an
object.



In the photo, ethnicity is represented by a black person (who looks young) wearing makeshift shoes, standing on dried out land suggesting from a developing country in poverty.
There is a familier feel to this advert as if its a charity ad or campaigns.

Adbusters have a real Anti-consumerist and  Anti-capitalist ideology and they have shown this here by the flipflop/shoes being made out of old squashed plastic bottles tired together with some ragged material to stay on the feet. This photo is juxtaposed by the brands bright red logo

The tagline ‘red soles are always in season’ – irony as Loubouton is famous for creating shoes with red soles, but the meaning here also refers to the feet of the person in the advert. ‘Season’ refers to both the fashion calendar and the situation of the person in the image who wears the same shoes all year round. The audience is
positioned to reject consumerism and to understand/ possibly take action against the issue of inequality.


Stuart Hall's theory of Reception can be shown in this advert as there are probably a lot of preferred views on this advert if the target audience is reading it (anti-capitalist and strong left-wing viewer). Then again you could also get oppositional views because this is quite a strong sided view and some people may not agree but this is more unlikely as these types of people are less likely to be reading this magazine so overall there is more likely to be preferred or negotiated views.


Post-Colonial theory is relevant here as the magazine is clearly drawing attention to racial hierarchies and binary oppositions (between the west and developing countries, and between rich and poor).

Extremely low production values, like an old camera phone. Symbolic code of poverty, conflice and a terrible life

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