I chose this ad to demonstrate how much different types of knowledge are necessary to understand the meaning of an image. On the one hand, the interpretation of this advertisement (of all images!) is based upon the knowledge the viewer may have access to. On the other hand, you always have to note the social context in which the ad is presented.
This advertisement was produced in February 2016 (a specific time) in Germany (a specific local context) by SIXT (a specific agency) with particular intentions. It shows a middle-aged man with a business suit, big glasses... [+] Read more
Large corporations use around 180.12 billion U.S. dollars each year in total on advertising alone, this amount of money goes over the GDP of some countries around the world, and it keeps on increasing every year. It comes as no surprise then that, as more advertising is made, more companies need to find simple and effective ways to sell their products. A common technique used by the most powerful corporations around the world today is explained in the saying: sex sells. Nowadays with the global influence of pornography, companies have started using sexual imagery as a method to promote and... [+] Read more