Viewing Ads Through Literary Lenses:

I chose to focus this assignment on analyzing two different Dolce and Gabbana advertisements: one for wristwatches, and one for male’s cologne

First, the social class lens:

Dolce and Gabbana Watch Commercial

 I think that the aim of this commercial was to connect with as many male and female social class representatives as possible.  Although I do feel that there are certain class levels played out in this commercial, they are certainly all portrayed in a very glamorized manner.    For example, the commercial begins in a deserted part of town with graffiti laden walls and a beat-up car that stops to ask a man carrying a case of beer (who just happens to be wearing 2 Dolce and Gabbana wristwatches) for directions.  The audience can see that while directing the lost vehicle, (with his watch hand, of course) the woman in the car notices and admires the man’s watches.  The commercial then progresses to an intimate conversation of three friends in a seemingly more up-scale venue where the woman who received directions in the car is now wearing 2 Dolce and Gabbana wrist watches, like the gentleman who previously gave her directions.  Like her, a young man notices her wristwatches and then is shown dancing in a young adult dance club dancing with a woman who then notices his 2 wristwatches. As you may have guessed, she goes out and gets the 2 wristwatches, following the trend of the others who came before, and is noticed by a man. Up until this point, the audience has viewed 2 very different settings with 2 different social class presences.   The first setting being the vacant, underdeveloped street, and the second as a combination of a more up-scale dance club and a restaurant.  Third, the audience sees these Dolce and Gabbana wristwatches being shot for a very prestigious advertisement by a wealthy looking photographer (who was the man who noticed the previous woman).  In my opinion this jumping from lower class to upper class was done deliberately.  This commercial relays to the view that people EVERYWHERE are wearing Dolce and Gabbana watches. From deserted alleyways, to upper-middle class dining and dancing venues, to prestigious advertising agencies, everyone at these levels is able to afford the watches.  I also think it is interesting how this trend gets started in the lower class alleyway. I think this shows that you don’t have to be rich and famous, or come from Hollywood to start a worthwhile trend.   

Second, the gender lens:

Dolce and Gabbana Cologne Commercial

This advertisement portrays to viewers the image of an ideal man. He is polished, handsome, rich (judging by his outfit and vehicle) charming, and desirable.

When viewing this through the feminist perspective however, one might argue that this commercial unravels in a way that shows the world revolving around the male character. What’s more, the “world” is revolving around this male character by photographers that are relentlessly snapping photos, although he has seemingly done nothing picture worthy besides get out of his car.  Now, I know that the man in the ad happens to be a movie star and that could be the source of the picture snapping, but I think the commercial portrays something greater when viewed through the gender/feminist lens.