River Island - Advert 🏝️

Question 1

Who is Jordan Luce?

Answer 1

Jordan Luce is a French Caribbean basketball player, and the protagonist of the River Island advert.

Question 2

Who created the “Labels Are For Clothes” campaign, and what is it?

Answer 2

The “Labels Are For Clothes” was created by Studio Blvd, and is a diverse campaign featuring people of different ages, genders, ethnicities, and abilities.

Question 3

Who did River Island collaborate with, and what did they both create?

Answer 3

River Island collaborated with the anti-bullying charity “Ditch The Label” and created a series of inclusive clothing pieces.
“ #LabelsAreForClothes x DitchTheLabel “

Question 4

What were the objectives of the “Labels Are For Clothes” Campaign?

Answer 4

• To challenge outdated and frequently used stereotypes
• To promote inclusivity and diversity
• To celebrate individuality and not define individuals by their ability or stereotype

Question 5

What type of shot was the River Island advert?

Answer 5

It was a medium long shot.

Question 6

What was the composition and layout of the River Island advert?

Answer 6

• The brand name and logo in the lower 3rd of the frame
• The slogan and hashtag are centre framed
• Luce’s eyeline falls in the top 3rd of the frame

Question 7

What was the slogan of the River Island advert, and what does it suggest?

Answer 7

“Smooth Moves Only”. It suggests that Luce is charming and sexy (his Frenchness further adds to this). It subverts stereotypes of disabled people.

Question 8

What logo was featured on the advert?

Answer 8

River Island is an established, recognised and global brand, celebrating diversity and inclusivity.

Question 9

Which location was the River Island advert shot at?

Answer 9

It was shot in a studio.

Question 10

What typeface / font did the River Island advert use?

Answer 10

It used a Sans Serif font.

Question 11

What anchorage did the River Island advert use?

Answer 11

The written text amplifies the message of inclusivity.

Question 12

What intertextuality was featured with the River Island advert?

Answer 12

The had a print campaign which consisted of:
- Their social media = River Island announced the campaign on their official Twitter account @riverisland on 17/09/2018
- Their YouTube Channel

Question 13

What was the colour theme of the River Island advert?

Answer 13

Red and Black. These colours connote masculinity, sophistication and fashionable.

Question 14

What did Luce’s gold jacket connote?

Answer 14

His gold jacket connoted direct wealth and status.

Question 15

What were Luce’s facial expressions?

Answer 15

Luce had a direct gaze and a wide smile, which helped to engage audiences.

Question 16

What did the hashtag connote?

Answer 16

The hashtag suggests labels are important for status, which means that River Island is a label to be desired, so people shouldn’t be labelled or judged.

Question 17

What does Luce’s central framing connote?

Answer 17

Luce’s central framing signifies importance and his self worth, and focuses on the wheelchair too, giving recognition to those audience members who use it.