This advert by John White shoe brand is selling a handmade shoe. It portrays a woman holding a brown shoe over her pelvic area. The woman is white and has relatively big breasts whose nipple region she covers with her elbows. The advert’s target audience seems to be heterosexual, middle aged work...
This advert by John White shoe brand is selling a handmade shoe. It portrays a woman holding a
brown shoe over her pelvic area. The woman is white and has relatively big breasts whose nipple
region she covers with her elbows. The advert’s target
audience seems to be heterosexual, middle aged working,
middle class, suburban men whose work might include
meetings and executive presentations. This is the target
audience that wears official leather shoes. It consists mainly
of white corporate men. Perhaps this has something to say
about the use of a white model in the advert.
Although the woman holding he shoe takes up
around eighty percent of the image the color composition
and camera angle ensures that the brown shoe she is holding remains prominent. Thus the hook
of this advert is the shoe. Indeed it is the only thing in the image that is in color. The rest of the
image is black and white. The white woman who’s holding the shoe also makes very visible and
prominent because of her color. But there is also her naked self; the relatively big breasts, and
her hands running down towards her pelvic area sort of leading the audience to the shoe. By
placing the shoe in front of a woman’s genitalia, the ad seems to tell men that the shoe is the way
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