Jess Yu

This topic will explore the different methods that were used to promote 1960’s and 1970’s fashion or how it represented the brand. This topic will also analyze design elements such as the font and layout that were used. An objective of this research is to compare and contrast the advertisements used in mainstream publications such as Vogue, Life, Elle etc. magazines and counter-culture publications such as Helix and Rags. In addition, I will also analyze the advertisements of today in a modern issue of the very same magazines.

The following images will be organized in 8 sets of 2 images with each set representing a category. The first image will juxtapose three advertisements against each other (Mainstream vs. Counter-culture vs. My Interpretation.) The second image will be a close-up of my interpretation.

THE DRAWING

1 Both are advertising clothes but one has a realistic approach with structured text while the other has an illustrative approach with handwritten texts.

2 I combined the feminine figure of the illustration from the mainstream advertisement with the overlaying texts element from the counter-culture advertisement. There were colored illustration ads but this one was black and white to keep this set consistent.

THE TRIANGLE

3 The idea of the pubic triangle is often used in advertisements that sell jeans, stockings and shoes. 

4 A similar interpretation but a mosaicked rear view to emphasize the nudity in the counter-culture ad that is often not seen in mainstream ad.

THE PERFUME

5 MS perfume ads often display attraction and seduction while CC perfume ads are more about bring their own personality out and being themselves.

6 In my interpretation, the girl is seductive, but also being herself.

THE T-SHIRT

7 Another example of font vs. hand-drawn/written. Notice the amount of detail and content on the T-shirts on the CC ad.

8 Again, I combined the hand-drawn aspects with the mainstream icons.

THE SMOKING

9 Cigarette ads in MS often sells that its ok to smoke and often as an act to show power and be rebellious. However, smoking in CC ads is often about relaxation and finding the inner peace.

10 Here, I have a girl enjoying a cigarette not as an act but just because she is doing so to relax.

THE FIGURE

11 The way woman are represented in MS ads often display perfect figure with a sexual tone. Never will an ad in MS magazines display a pregnant lady.

12 The lady in this ad has her figure subtly altered as you move to right. This is to emphasize that the audience is often blinded by the presentations by ad companies and we never recognize anything else.

THE MEN’S

13 The choice of models of men is often Hollister-style or masculine and to have an overweight man in bellbottom pants is very counter-culture.

14 I combined the idea of a fine looking man with clothes and pants from different styles highlighting the fact that man and woman don’t have to always dress one way or the other.

BETSEY JOHNSON

15 Betsey Johnson was once a counter-culture fashion company and even though it retains much of the flamboyant design, the way it is marketed and advertised is completely different.

16 Finally, I combined elements pulled from both ads. 

Artist Jess Yu