Decoding and Deconstructing an Advertisement

The advertisement I am analyzing is one I found in the September 2008 issue of Vogue magazine. Michael Kors, the self-promoted “leading American designer for luxury sportswear and accessories” is the subject and the hefty funds behind the full-page ad (Kors). This ad features a man standing beside an old-fashion car with a large group of paparazzi behind a fence in the background. The most interesting part of this ad, in my opinion, is the fact that half of it is distorted by lens flare. Because of the sunspots, the main subject of the photo lacks detail. Rather than seeing the handsome facial features of the model or even the superb fit and texture of the clothing we are used to seeing in advertisements, we instead are graced with the presence of this obviously important gentleman. The luxurious ambiance of this photo is displayed without the need for detail. Though I cannot make out the hood ornament, the car is obviously high-end; it is a classic creamy white, very clean, looking as though it has never been used, complete with white walled tires. The model is in a dark navy-blue suit, and seems very nonchalant with the situation he is encountering, acting as a well-seasoned celebrity might when stepping out of a car into a crowd of crazed photographers. The subject’s attitude towards the whole situation gives the impression that this is a regular occurrence. This leads us to believe that the subject’s Michael Kors suit and matching sunglasses are the reason he is able to handle this event in such a classy and sophisticated manner. The message is that the clothing is of such a prestigious caliber that one who wears Michael Kors should expect to attract attention. For Michael Kors to sell his clothing, he does not need to advertise them. What he is instead advertising the life style this ad portrays.


Works Cited

“About Us.” Michael Kors. 2007. 6 October 2008. missionstatement.php>