Choose an ad that features an 'icon' and discuss how it functions- in terms of meaning and society.
For this discussion on The Icon, I have chosen to look at the Emporio Armani Spring/Summer 2011 campaign, featuring Megan Fox.
An icon is literally described, as 'a very famous person or thing considered as representing a set of beliefs or a way of life', in this instance, I shall be looking at Megan Fox, an American actress, who is highly sought after for Film and Advertising campaign roles because of her extreme beauty. In today's westernised society, people look to celebrities as sort of modern-day deities - we aspire to have successful careers, attractive looks, designer clothes and vibrant personalities. An exhibition at the Liverpool Tate in 1999 said “…beauty is linked to religious dogma which equates beauty with virtue". Celebrities are viewed as these holy deity figures, because their lives are reflective of our own aspirations. We even make our own praises and offerings to celebrities, in the way of buying their films and going to their concerts etc.
In this particular instance, Megan Fox is an ambassador of the high-fashion brand Emporio Armani, which sells luxury clothing. Megan is featured promoting Emporio Armani jeans and lingerie. The advert is artistically shot in black and white, and showcases Megan wearing both the brands underwear and jeans. The artistic shots and designer clothimg creates a glamorous appearance to the advert, transforming a potentially smutty scenario (attractive woman writhing around in her underwear? Doesn't sound too classy!) into a high-end, beautifully directed campaign.
Just goes to show how amazing it is, what a clever bit of art direction can do for a brand.
I'm now thoroughly depressed that I don't look like Megan Fox :(
