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Which clippings match 'Branded Commodities' keyword pg.1 of 1
04 OCTOBER 2013

Decoding BMW's You Know You Are Not The First

"The young woman's flawless skin is emphasizing the societal view of how perfection is what is considered beautiful and ideal. Her skin doesn't have a single blemish bruise, bump, or scar on it. Her makeup is very subtle and her cheeks have a slight rosy glow to them, giving her a very youthful appearance. The lack of jewelry is also making her look younger and more innocent and it is putting the focus solely on her bare flawless skin, this flawlessness is likely representing what one would get if they purchase one of their premium selection used BMW's, spotlessness in paint and interior.

Although BMW engages this image of innocence and flawlessness, there also appears to be a significant sexual message in this ad because the initial 'Innocent' image dissolves as you skim down the ad and see how the young woman's eye contact is directly with the camera, and it looks as if she is looking right into your eyes with a seductive expression. Her mouth also get a lot of attention as it appears to be slightly open, drawing your attention right to her full lips, 'open lips are used to suggest sexual excitement or passion'"

(Sonia Sidhu, 10 June 2012)

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TAGS

2008advertising campaignArthur Berger • atypical • blondeBMWbranded commodities • car company • constructed meaningcultural normsdepictions of womeneye contact • flawlessness • Germanglobalisation of aspirationGreece • hair colour • innocenceinterpretation • media analysis • media criticismmedia textmouth • olive skin • paradigmatic analysis • partially unclothedperfection • print advertisement • seduction • semiotic approach • semioticssex objectsexual agency • sexual excitement • signification • skin tone • suggestive narratives • syntagmatic analysis • textual analysis • used car • virginity • visual symbolism • young woman • young women

CONTRIBUTOR

Simon Perkins
01 MAY 2011

ART-e-FACT : STRATEGIES OF RESISTANCE / / an online magazine for contemporary art & culture

"In the digital age – in which power lies neither in institutions nor on the streets but on the Web, that is, in the communications system – we seek to exchange ideas about the questions of both culture and art, and of society at large and encourage possible answers."

(ART–e–FACT)

Fig.1 Egle Budvytyte 'The Story of The Fish In the Times of Science and Techno mythologies', Video, 09'06, Amsterdam, 2008

Impressum: ART–e–FACT : STRATEGIES OF RESISTANCE / / an online magazine for contemporary art & culture ISSN 1845–5301

Publisher: Omnimedia d.o.o., Branimirova 57, 10 000 Zagreb, Croatia, ph.+ 385 1 3636–830, + 385 98 350 860, e–mail: info@artefact.mi2.hr, For the publisher: Dalibor Martinis

Editors: Nada Beroš, Trudy Lane, Antonia Majača (editor–in–chief), Dalibor Martinis, Tihomir Milovac, Leila Topić

Guest editors: Žarko Paić, Marina Gržinić, Zoran Erić

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TAGS

activismappropriationart and cultureart projects • art-culture-technology • ART-e-FACT • artistic and cultural paradigms • borderlinebranded commoditiescapitalismcommunication systemscontemporary artconvergencecritical theorycritiqueCroatia • cultural consumption • digital agedigital culture • digital gadgets • disseminationexchange of ideas • geopolitically • global context • global cultural economy • global outreach • globalisation • globally accepted paradigms • gloc-art • glocalglocalization • glocalogue • local • local flavour • local habits • local tastes • localitymarketingmedia art • multinational companies • new medianew media technologiesonline magazinepower • predatory capitalism • questions of culture and art • representationresistancesocial change • strategies of resistance • technologytechnology reshaped by artists • technomythologies • theoreticians • transformationtransformed by technologyutopiavirtual realitywebZagreb

CONTRIBUTOR

Simon Perkins
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