In recent years the approach to advertisements has based on the use of engaging identities so that the reader can have an impression of a socially binding ad. It is founded on the fact that advertising in the present generation has taken on a new turn with producers seeking the best ways to market their products to stay competitive in the market. The strategy that has become widespread in the process and has to be through the use of appeals in different dimensions to create interest in the reader. The significance of the concept is perceived when describing the piece of art used in designing the image of David Beckham underwear ad for H'M. The world of constructs is such that through the equalisation of concepts, it is possible to create a homogenization of cultures. The social construction of the image is done appealingly through the use of identity markers, appearance, impression management, signalling, the aspect of tattoos, fashion relevance, and the Goffman theory of gender to enable the viewer to perceive it as a binding ad.
Identity markers
In the image, the use of contrasted has significantly been used by the image developer. The man is outlined in white and black complexion, making it both conspicuous and loud in the message it sends out. Typically, colours evoke significant responses and create natural feelings in the audience (Alsem & Kostelijk 2008, p. 907). For instance, the background is that every male character in a civilised society appreciates being recognised as a real man, and so the element of body muscles for identity is aimed at reminding all men that they are rated stronger they need to emulate David Beckham. The man in the background of the image, ridiculously and ironically so, looks comfortable and of a determined gesture. It denotes the little care he has about the wear.
Appearance
The other consideration of appeal is the concept of the visual product appearance in the advert; It is proper for the target audience and viewer. On the image of the editorial, the core description is that of a man in underwear that is shown to be bright and is made to appear on a grey background to make it more visually appealing to the target populations (Amosa 2015). The consumer is likely to get lured into buying the product from the thought of their appearance will be as portrayed in the advert. In the process, they could get convinced into buying the underwear from the appearance of the product in the advert. Therefore, H'M makes use of the fact that its intended population is visual, and they ensure that the product portrayed on the image is not only visually motivating, but it is also depicted to be in an appealing background for excellent contrast.
Impression management
Impression management in the marketing perspective has also been incorporated in the image to enhance the appeal to the target audience. It is defined as the approach that involves manipulating the viewer by the use of an impression that is represented by variation in the dressing, what one does and is perceived at the individual and the corporate level. In the image, the reaction is based on the specific behaviour of the appeal to the personality of the main subject, who is a celebrity (Vincent et al. 2009, p. 173). The motivation for the use of this strategy is to ensure that that target of the products gets interested in buying the underwear from getting motivated through the appeal to trust. It outlines the influence to believe as that which constitutes the use of the professional recommendation in the advert to get the consumer into trusting the authenticity of the garment (Giacalone & Rosenfeld 2013, p. 472). In the advert, the effect of the appeal to ethos is evident from the illustration of an image of a football professional who appears to be recommending the undergarment because he is using it. The viewer will likely get swayed into purchasing the underwear from the realisation that their favourite footballer has approved the use of the products.
Signalling
The other element of analysis is the appeal due to signalling, also referred to as the appeal to gesture. The social construction of this concept is constituted from the use of elements that makes use of signing to make the target interested in buying the product. It is founded on the principle of the use of appeals in advisement basing on the concept of ethos. Ethos is a Greek term that means "word", and it involves the advertising where the company intends to use a message to reach the target audience. The appeal to signals and the plea to the viewers' logic is characteristic in trying to win over the reader by giving them signals to influence them (Dunham 2011, p. 225). In the H'M advertisement, the author uses capitalisation and visible font to make the message as factual as possible to gain an advantage over the viewer. For example, the advert states, "body wear." The image is as shown in the appendix below. Accordingly, the use of upper case is intended to make the message stronger, and it is a way of warranting that there is clarity in the statement.
The meaning of Tattoos
It is also hard to ignore the use of tattoos in the advert. The fashion expression tattoos serve a peripheral role that constitutes a cultural element that represents a contemporary living style. It is highly likely that the motive for its inclusion was to communicate the specific entanglement of culture in the man’s perspective. The basis of the use of the tattoos is that just as words do, tattoos, and all other visual images communicate volumes of content, other than their unique appearances (Kosut 2006, p. 1035). Nevertheless, occasionally, they deliver more information than words because it is representative of the urban lifestyle. It follows that considering it holds a peripheral role in advertising, it could be substituted with another fashionable element that would also be used in achieving the same purpose. For example, the expression on the face of the man in the picture is quite compelling. His hair is tidy and neatly done. Usually, the quality of the hair regarding how well done it is done the aura and the pride of a man. In the hair, the man finds his identity, and the nature of masculinity is spelled out articulately. Nevertheless, this picture connotes the exact fashion-oriented and groomed man. In fact, the eyes of the man are looking down open amidst moderation, looking down and hence commanding the total attention of the viewer.
Fashion
The other consideration that portrayed the use of relevance, also an element of rhetorical analysis that makes the fashion seem timely. The model involves the idea that providing the customer with a product promptly is likely to convince them of purchasing it. In the message illustration of the advert, it is evident that the product is pointing to the targeted population in a timely approach from the of a product that is timely relative to the fashion that is trending (Amosa 2015). It is noted that the utility of this appeal takes advantage of the fact that the underwear is among the latest versions and the target audience is likely to feel the urge of buying it because it is the trending wear. By presenting their product as if it is a relief for the consumer, it is apparent that the product manages to convince the targeted population into purchasing the product.
Goffman theory
Goffman theory is founded on the use of the gender approach in advisement where he considers that specific roles have been assigned to particular genders. Following a close analysis of the Ad, it is clear that the creators of the image focused on the male representation segment of the theory (Hancock & Garner 2015, p. 164). There is a masculine picture of a character who looks focused on their image. The celebrity appears to be standing upright in a dominant position that is characteristic of the male gender. The illustration is summed with the tone of melancholic affirmation gets the better of the audience because black and white colours are characteristic of men. The symbolism used by the H'M achieves the objective of its determination, as everybody who looks at the image is capable of getting the message across at a glance. The man has stretched his arm amidst supremacy into the lens of the camera, properly communicating through attention from anybody that checks it out. Further, the fierce, and masculine man in the background sends a signal of this determined person. With a conscientious and discernible use of the serious expression, the photo comes out in a commanding way to grasp the attention and hence the communicate with the viewer.
Conclusion
The social construction of the image is through the use of elements that are primarily visual and that the viewer can relate. Thus, it is worth emphasising that H'M succeeds in convincing the reader through using various appeals to justify the usage of the product. The use of identity markers, appearance impression management, signalling, the utility of tattoos, fashion and Goffman theory of gender ensures that the viewer perceives at least one category that they relate with socially. Nevertheless, the advert maintains credibility and still offers the reader the freedom to make an informed choice on whether to use or not use the garment.
References
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Amosa, M., 2015. Contemporary graphic practice. 180 Degree vacancy. Available at: http://180degreesvacancy.blogspot.co.ke/2015_05_01_archive.html.
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Vincent, J., Hill, J.S. " Lee, J.W., 2009. The Multiple Brand Personalities of David Beckham: A Case Study of the Beckham Brand. Sport Marketing Quarterly, 18(3), pp.173–180. Available at: http://search.ebscohost.com/login.aspx?direct=true"db=s3h"AN=44496299"site=ehost-live.
