Handcuffs. Hands. Colors. Denim.
Handcuffs. Symbolize restraint. Restriction.
Hands. Symbolize surrender. Submission.
Colors. Symbolize diversity. Different.
Denim. Symbolize uniformity. Similar.
Looking at this ad closely, the first thing I look at are the handcuffs. They are firmly clasped on each wrist, symbolizing force and demand. Then my eyes move downward, to the hands. Curled, weak fingers symbolize the reluctance and hesitation. One white, one black. Lastly, it moves to the clothes. Both are wearing denim jeans and denim jackets, showing unity.
Subtlety is an incredibly powerful and important factor in creating a strong argument about racial peace for the general public in the ad. Words and actions don't crowd the image, creating a simpler and clearer view of the message. This ad shows the obvious reluctance and hesitance between both races. The handcuffs show that they may not have to like each other but they must learn to tolerate each other and in order for them to do that, they must be forced through handcuffs. At the same time, besides the color of the hands, everything else is uniform. Both individuals are wearing denim. This depicts the idea that just because someone's skin color is different, doesn't mean they are any different. Denim proves this idea in the simplest way possible.
Notice that the ad is not promoting love. You don't see a hug or a kiss, far from it. Instead, you see surrendered hands in handcuffs. Toleration is the main promotion. Toleration of different races and different people. The ad is, hence, less predictable and draws more attention from the audience. It plays on a more realistic account rather than a fairy tale version, like a "happily ever after". The structure of the hands show that neither one of them want to tolerate each other but since they are forced to, they will oblige. Most influential ads go against assumptions and create an narrow angle of perspective that most of the general public may have never thought of before. Depicting acceptance rather than perfect harmony shapes a more realistic and believable image in a typical viewer.
"United Colors of Benetton" is in stark green and quite hard to miss. They have done their very best in letting people know that they endorse this cause. And in doing that, they have gained more respect from the public and more customers. Sales tactic? Maybe, probably. Creative? Clever? Definitely.
Good ad, Purvi. First off, in the second to last paragraph when you say "toleration. Toleration ", I feel "tolerance" would be grammatically correct.
ReplyDeleteThis is a really good analysis, and the only thing I would ad somewhere really quickly is about the white background and how it divides them and creates even more contrast. Overall good job, keep it up!