River Island

Question 1

Campaign objectives

Answer 1

To challenge outdated stereotypes.
To promote inclusivity and diversity
To celebrate individuality and not define individuals by their ability or stereotypes

Question 2

Shot type

Answer 2

A medium long shot is used so that the audience can view the models outfit but also see that they are a wheelchair user

Question 3

Composition and layout

Answer 3

The brand name and logo are in the third lower third of the frame which is the last thing the audience will see. The slogan and hashtag are centre framed signifying the importance of the message but not detracting from the models facial expression. The models eyeliner falls in the top third of the frame - empowering him and also creating direct address with the audience

Question 4

Slogan

Answer 4

Smooth moves only can be read as the individual effortlessly moving through life. He is not defined or restricted by his disability. According to River Island official Instagram post ‘Were introducing @jordan.luce, there’s one stereotype Jordan is happy to perpetuate; he’s French and super romantic with it. Born with Congenital Pseudarthrosis of the right tibia he relies on a wheelchair when wailing gets too much, but feels just as confident in and out of his chair’.

Question 5

Logo

Answer 5

River island is an established recognised and global brand who are celebrating diversity and inclusivity

Question 6

Location

Answer 6

Shot in a studio the advert places emphasis on the model and the red background carrying connotations of love and passion which is in keeping with River Island descriptions of Jordan Luce as super romantic

Question 7

Anchorage

Answer 7

The written text amplifies the message of inclusivity

Question 8

Hashtag

Answer 8

Appeals to the digital native. It encourages audience interactivity and participation

Question 9

Persuasive language

Answer 9

The word smooth carries connotations of being suave and polished. This will persuade the audience to purchase clothes from river island because it can transform them

Question 10

Lifestyle

Answer 10

The advertisement challenges stereotypes and suggests that river island clothing is for everyone there are no restrictions everyone can be fashionable

Question 11

Stereotypes of disability

Answer 11

Often people with disabilities are marginalised and represented as inferior, weak and vulnerable. Individuals with disabilities have historically been absent or underrepresented in fashion. The river island advertisement challenges this stereotype but gives a platform to people with disabilities and throughout the campaign there are a variety of disabilities foregrounded. For example one of the models featured in the wider campaign has Down’s syndrome

Question 12

Jordan Luce

Answer 12

He is an ex pro athlete so the advertisement uses a positive stereotype of disabled sports person

Question 13

Social Groups

Answer 13

‘Smooth Moves Only’ advert uses mise-en-scene to positively represent people with disabilities. Jordan Luce is shown to be happy - he is smiling and the composition of the shot, which creates direct address, enables an emotional connection to be made with the audience. The advertisement also represents racial diversity and celebrates multiculturalism. Moreover, Jordan Luce is French which helps the brand appeal globally. France has been renowned for its fashion and this value transfers to Jordan and subsequently to RI

Question 14

Audience Positioning and Response

Answer 14

Using Jordan Luce deliberately targets men and also people with disabilities. The advert challenges stereotype of white, able bodied patriarchy. The advert is positioning the audience as liberal and progressive with a belief in equality and diversity. Ultimately it is a consumer branding advertisement that is encouraging consumption of products from River Island, using positive and non-limiting representations to achieve this.

Question 15

Cultural Context

Answer 15

Celebrity endorsement and models with a specific body image have often dominated fashion advertisements.

• Millennials are digital natives, and it can be argued that they have been subjected to a continuous stream of celebrity images that perpetuate idealistic body image. Subsequently audience members often feel under pressure to achieve what are arguably unrealistic goals.
• More recently there has been a rise in social media accounts and podcasts set up to challenge idealistic body image and beauty with individuals calling out the editing of images. People with disabilities are being represented more in media texts. An encouraging number of television dramas and films star people with disabilities.

Question 16

Social Context

Answer 16

Research concludes that imagery in fashion advertisements is largely idealized and when represented can have a negative impact on individuals and their self-esteem.
Research suggests that fashion advertisements can have an impact on consumers and can impact expectations and beliefs. Research also suggests that brands can have a positive impact when they avoid harmful stereotypes.