...Image one is an advertisement campaign which features a male who is shown, lying down in a poor and rural area. The idea promoted is that the items we buy are a luxury, which can be spent on necessities which could potentially benefit others in a substantial way rather than being self-regarding. This is emphasized by the techniques which are used in the image such as the text, composition and connotations. First, the male is in the center of the image and occupies a substantial amount of the composition size, thus making the viewer, I, focus my attention on the man. We notice the male is very thin and lean which suggests he is poor and starving. At the centre of the image we see in bold capitals, “AFTERSHAVE” with a price tag as 35 Euros. Underneath we see “Basics for a new home” which only costs 6.50 Euro. The obvious underlying message is below the the main bolded text stating “AFTERSHAVE”. This creates an analogy which could suggest that people think that aftershave, a luxury is more important than ‘basics for a new home’ which is a necessity. This is shown by the underlying message being in lower case and smaller text rather than big bolded capitals symbolizing dominance. This advertisement image is also a parody of the stereotypical aftershave campaigns you see on television or billboards. Which generally features a young model lying down in a relaxed position holding the product with a price tag underneath. Well Image one is almost exactly like a stereotypical aftershave...
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