River island

 viewpoints and ideologies

style

confidence

trendy

fashion

cool

cutting edge

hyper style

elevation


clash of ideologies between Dove and River Island as Dove goes against conventions where as River Island embraces it.

Established 1948

Over 250 UK stores

Expanding worldwide and online

Conventional high street fashion advertising


Media language- Direct address to audience, camera mid shot allowing to see the wheelchair, centralized text using sans serif- crisp/ modern. 

Representation- disability, ethnicity positive representation, confidence

Brand values and ideologies- inclusivity, equality, celebrate differences, forward thinking liberal

#LabelsAreForClothes x Ditch The Label | River Island Edit

In this campaign River Island are aiming to be more progressive and separate their brand from anything that would exclude minorities. This is done to show the public and challenge that we should not see people as a one word phrase or tired stereotypes but instead see people for who they are. The campaign was also done to celebrate individuality.


comparison between Dove and River Island

Both Dove and River island created their campaigns to promote inclusivity and to show people to celebrate their individuality instead of comparing yourself to hype realistic adverts.

Media Language
  • Shot Type - Medium long shot
    • the wheel chair and the model can be seen in the advert
  • Composition and Layout
    • River islands logo in the lower third of the frame meaning its the last thing that the audience will see
    • The slogan and hashtag are centralised signifying the importance of the message
    • Jordan Luce's eyeline - creating a direct address with the audience and empowering him
  • Slogan - "Smooth moves only"
    • effortlessly moving through life
    • cool, slick and controlled
    • he isn't defined or restricted by his disability
  • Location - shot in a studio
    • advert places emphasis on the model and red background
    • the red background carries connotations of love and passion which is in keeping with river islands description of Jordan Luce being "super romantic"
  • Body Language
    • smiling, happy, confident
    • attractive model
    • his disability is irrelevant as he is still successful 
  • font - sans serif fonts
    • used as they appear impactful, bold and contemporary
    • This matches the modern outlook of the brand on contemporary thinking  - inclusivity and respect for all
Representation
  • Jordan Luce is represented as handsome, happy ex-pro athlete comfortable and successful as a person with a disability
  • Disability Stereotypes 
    • Historically, people with disabilities have been under represented in fashion ads.
    • River islands campaign challenges these norms leading a trend for more inclusive advertising
  • Positive representation
    • Jordan Luce, a former professional basketball player exemplifies strength and confidence
  • The advert represents race positively
    • as a whole it challenges the idea of able-bodied patriarchy
  • The advert is positioning the audience as liberal and progressive with a belief in equality and diversity.
  • Ultimately it is a consumer branding advertisement that is encouraging consumption of products from River Island, using positive and non-limiting representations to achieve this.




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