Fashion Junkies
Alycia Griffin
Professor Michael Bedsole
English 101
16 September 2012
Fashion Junkie
Every company wants to have fresh ideas for their ad campaigns, to draw in their audience. Sisley attempted to draw the consumer in using an advertisement that depicted two women participating in illicit behaviors. The advertisement may have been considered humorous, had it not been so vulgar. Sisley’s attempt at reeling the consumer in resulted in an effect that definitely caught the eyes of their targeted audience, but not in a way that could be considered positive. Is fashion, an addictive and destructive vice, destroying its intended and targeted audience; the consumer? In 2007, the fashion line, Sisley, whose parent company is United Colors of Benetton, released a print ad with the words “Fashion Junkie” in the center of the page. At first thought, without having seen the ad, a person would not have thought anything negative about it because the term “fashion junkie” is widely used by those who love fashion. In the ad, though, it depicts two young, beautiful women partaking in behaviors that would be considered classless. It is set in a dark room that gives an eerie feeling; it gives the viewer a sense that there is nothing happy or light about Sisley’s line. One of the women is sitting down while the other seems to be leaning against the table. On the table there is a credit card with white powder on it. Next to the credit card there is also a white strappy dress lain on the table that the women seem to be “snorting” as though it were cocaine. The women’s position against the table seemed to show a need or dependency for the drugs shown. The women are wearing what looks like party dresses. Both of them are wearing makeup that is dark and have their hair loose and down. One of the models is looking towards the viewer, in a way, with a lifeless expression in her eyes. Both their facial expressions give the idea that they are strung out on illegal drugs, obviously. In
Professor Michael Bedsole
English 101
16 September 2012
Fashion Junkie
Every company wants to have fresh ideas for their ad campaigns, to draw in their audience. Sisley attempted to draw the consumer in using an advertisement that depicted two women participating in illicit behaviors. The advertisement may have been considered humorous, had it not been so vulgar. Sisley’s attempt at reeling the consumer in resulted in an effect that definitely caught the eyes of their targeted audience, but not in a way that could be considered positive. Is fashion, an addictive and destructive vice, destroying its intended and targeted audience; the consumer? In 2007, the fashion line, Sisley, whose parent company is United Colors of Benetton, released a print ad with the words “Fashion Junkie” in the center of the page. At first thought, without having seen the ad, a person would not have thought anything negative about it because the term “fashion junkie” is widely used by those who love fashion. In the ad, though, it depicts two young, beautiful women partaking in behaviors that would be considered classless. It is set in a dark room that gives an eerie feeling; it gives the viewer a sense that there is nothing happy or light about Sisley’s line. One of the women is sitting down while the other seems to be leaning against the table. On the table there is a credit card with white powder on it. Next to the credit card there is also a white strappy dress lain on the table that the women seem to be “snorting” as though it were cocaine. The women’s position against the table seemed to show a need or dependency for the drugs shown. The women are wearing what looks like party dresses. Both of them are wearing makeup that is dark and have their hair loose and down. One of the models is looking towards the viewer, in a way, with a lifeless expression in her eyes. Both their facial expressions give the idea that they are strung out on illegal drugs, obviously. In
Cited: Adams Wooten, Courtney, Sally Smits, and Lavina Ensor. Rhetorical Approaches to College Writing. Plymouth: Hayden-McNeil, Print. Durant, Russil, and Jo Thakker. Substance Use and Abuse: Culture and Historical Perspectives. Thousand Oaks: Sage Publications, 2003. Print. Messiah, Lauren. "Want some drugs with that fashion?." StyleList. The Huffington Post, 18 Jul 2007. Web. Web. 16 Sep. 2012. Wren, Christopher. "Clinton Calls Fashion Ads ' 'Heroin Chic ' Deplorable." New York Times 22 May 1997. Web. 18 Sep. 2012.