Magazine - Adbusters advert


Binary opposition - Claude Levi-Strauss
Codes - Roland Barths
Post-colonism - Paul Gilroy 
Identity and Pick 'n' mix - David Gauntlet














  • Binary opposition is created by the photo being split in 2. The bottom half shows a high end fashion model whereas the other half is of refugees struggling to push beyond a fence. This constructs ideological views that the fashion industry is exclusive; not for people in developing country's living in struggle. 
  • We can also see the difference in the images through Mise-en-sence. The harsh, high contrast colour photo compared to the black and white photo with barbed wire creates a symbolic code of a desirable lifestyle compared to a hateful horrible one.
  • It can be seen as very controversial and racist with it being a white model and then the black refugees.
  • It is an extremely sparse layout with no anchorage or copy, just 2 images. This incorporates David Gauntlets theory of identity as the audience is forced to create their own identity and meaning. This links to the pick 'n' mix theory that Gauntlet describes. It means there is freedom, variety and choice for the audience to pick what suits them. 

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