Marc Jacobs Brand Analysis Tania Araj Semiotics - Prof. Franco IED Florence March 27, 2012
HELVETICA Origin: Helvetica is a popular sans-serif typeface developed in 1957 by Swiss typeface designer Max Miedinger with Eduard Hoffmann to compete with the Akzidenz-Grotesk font in the Swiss market. The aim of the design was to create a neutral typeface that had great clarity, and could be used on a wide variety of signage. In 1960, the typeface’s name Neue Haas Grotesk was changed to Helvetica in order to make it more appropriate for the international market. ‘Helvetica’ is Latin for ‘Swiss’. Throughout the years many variants of the typeface were developed. Uses: Helvetica is a popular choice for text logos and company names, including those for 3M, American Airlines, BMW, Jeep, JCPenney, Lufthansa, Microsoft, Motorola, Panasonic and many more. It is also found on NYC subway signs and US government forms. Movie: In 2007, a documentary film was made about Helvetica to coincide with the 50th anniversary of the typeface. Its content consists of a history of the typeface along with interviews with leading graphic and type designers. The film aims to show Helvetica’s beauty and ubiquity, and illuminate the personalities that are behind typefaces. Helvetica is clean, serious, legible, and often used for government and public transport signage. I chose this font because I use it a lot in my work for brochure text, business cards and the like. It is very neutral yet not at all outdated and gives a European feel to things. http://en.wikipedia.org/wiki/Helvetica
BRAND Marc Jacobs is an American fashion designer. He is the head designer for Marc Jacobs, as well as Marc by Marc Jacobs, and has been the creative director of Louis Vuitton since 1997. Jacobs introduced his namesake line in 1986 and quickly became the youngest designer ever to win the CFDA Perry Ellis Award for New Fashion Talent. Marc Jacobs is to America what Miuccia Prada is to Italy. He stuns, delights and scares the fashion world and most of his collections make references to the fashions of past decades from the 1940s to the 1980s. He also likes to use unexpected models in his campaigns (Charlotte Rampling, Dakota Fanning, Posh Spice), and fashion photographer Juergen Teller. Marc Jacobs started grunge style, and the brand defines grunge meets classic style with trends mixed in with the individual style of the company. Marc Jacobs advertising campaigns are raw, ecclectic and sexually suggestive. The images often raise the obvious question: where are the clothes? But fans of the designer’s work will recognise the unconventional approach to Marc Jacobs’ advertising campaigns.
ADVERTISEMENTS STRATA 1. Top of page for sky 2. Top of text Icon: blue sky, grass, flowers, open field, perfume bottle, 2 female models, white dresses, 3. Top of right model & top of blond flowy hair, daylight, perfume bottle graphic text 4. Top of left model Index: the explanatory text about the perfume at the top 5. Top of clothes of left & right and bottom of the page, the model website 6. Top of flower field Symbol: the logo, name of perfume and the flowers on the perfume bottle cap Name: the logo Veins: 1.the sky Meaning evaluation: it is good, 2.the flower field strong and active, in the sense 3.the model on the left, that it portrays the feeling you 4.clothes of model on left, get when you wear the perfume, 5.model on right, which transports you to a field 6.clothes of model on the right, of daisies, it also shows the 7.perfume bottle models interacting with the 8.text product.
STRATA1. Top of white background2. Top of text3. Top of sky4. Top of model5. Top of model’s dress & top Icon: blue sky, white horse,of perfume bottle white background, female model, short hair, blond hair, large perfume bottle, graphic text6. Top of horse Index: the explanatory text about the perfume at the top and bottom of the page, the website, the credits Symbol: the logo, name of perfume and the flowers on the perfume bottle cap Name: the logo Meaning evaluation: I find thisVeins: to be a bad and weak ad as I1.the white background don’t understand the purpose2.the blue sky of the horse, and the perfume3.the horse is not coming off as the center4.the model of attention, it could be an ad5.model’s dress for something else. It is active6.perfume bottle as the product is present in the7.text image.
STRATA1. Top of white background2. Top of image background3. Top of model’s foot4. Top of leg warmers Icon: naked model, censoring bar, black leg warmers, upside down, white page, graphic text Index: the names of the countries at the bottom of page, the brand name, the website5. Top of censoring bar Symbol: the logo and the censoring bar6. Top of text Name: the logo Meaning evaluation: I would classify this as a bad and weak ad, it makes no sense to meVeins: and does not reflect what the ad1.the white background is about. It is controversial and2.the background of the photo gets people talking however the3.the model brand is not clearly represented.4.the model’s leg warmers However it is classified as5.censoring bar active as there are leg warmers6.Text present in the ad.
2. Top of white page &STRATA 1. Top of text aluminum background 3. Top of perfume bottle Icon: white page, aluminum foil, perfume bottle, metallic, aluminum, graphic text Index: the text on the left side of the ad, the website, the credits Symbol: the logo and name of perfume Name: the logo Meaning evaluation: I would say this ad is good and strong as there is a huge perfume bottle so you cant go wrong with what it is for. This also makes it active. It is aesthetically pleasing. Veins: 1.the white page 2.the aluminum background of the photo 3.the perfume bottle 4.the text
STRATA1. Top of white background2. Top of image background3. Top of model’s head4. Top of perfume bottle Icon: white page, aluminum foil, perfume bottle, topless male model, tattoos, metallic, graphic text Index: the text at the bottom of the ad, the website, the credits5. Top of text Symbol: the logo, name of perfume, stars of tattoos, other tattoo elements Name: the logo Meaning evaluation: I would say this ad is good, strong and active, because it shows the model interacting with theVeins: perfume bottle. The metalic1.the white background background and the different2.the background of the photo levels of light reflecting in it3.the model and the topless model give the4.the perfume bottle campaign a bang, as the name5.text suggests.
STRATA1. Top of white background2. Top of text3. Top of image background4. Top of model’s head5. Top of model’s shoulders Icon: white page, pink6. Top of perfume bottle background, perfume bottle,dakota fanning, large flower, dress, text Index: the text at the bottom of7. Top of photograph’s floor the ad, the website, the credits Symbol: the logo, name of perfume, large flower on perfume bottle, dakota fanning Name: the logoVeins: Meaning evaluation: This ad1.the white background is active, because it shows2.the background of the photo the dakota interacting with the3.floor of the photo perfume bottle. The ad is good4.the model and strong as it is sexually5.the model’s dress suggestive and seductive which6.perfume bottle is what the perfume is meant to7.text reflect once applied.
STRATA1. Top of image background &white paper background2. Top of left perfume bottle3. Top of right perfume bottle4. Top of left model’s hands5. Top of right model’s hands Icon: outdoors, nature, trees, field, 2 model hands, 2 perfume bottles, daisies, blue sky, graphic text6. Top of trees Index: the text related to the perfume, name of perfume,7. Top of text name of brand Symbol: the logo, name of perfume and the flowers on the perfume bottle capVeins:1.the white paper background Name: the logo2.the background of the photo3.the trees/ground Meaning evaluation: It is good,4.the left model’s hands strong and active, it shows the5 the left perfume bottle models’ carrying the perfume6 the righ model’s hands bottles and portraying that it7 the right perfume bottle is playful, fresh and one with8 text at bottom of the ad nature.
STRATA1. Top of background2. Top of model’s foot Icon: white ballerinas, white3. Top of bed sheets room, white bed sheets, female model, brunette, logo text Index: the logo text4. Top of model’s arms Symbol: the logo5. Top of logo text Name: the logo Meaning evaluation: I wouldVeins: classify this as an active ad1.the background wall since it features shoes of the2.the floor brand worn by the model. It is a3.the bed sheets laid back ad which reflects the4.the model brand image, however I find it5.the model’s shoes and bra/ to be bad and weak as it couldundershirt could be an ad for any other6.logo text item or brand.
STRATA1. Top of white background2. Top of image background3. Top of model’s head4. Top of logo text5. Top of model’s shouldersand clothes and tie Icon: model, empty room, men’s clothes, denim, tie, logo text Index: the logo text Symbol: the logoVeins: Name: the logo1.the white background2.the background of the photo Meaning evaluation: It is good,3.the model strong and active, it shows the4.the model’s clothes model interacting with the boy-5.the tie meets-girl look and is wearing6.logo text the brand.
STRATA1. Top of white page2. Top of image background3. Top of model’s leg andperfume bottle Icon: white page, wheat field, perfume bottle, female model, underwear, bra, plastic daisies, graphic text Index: the text at the bottom of the ad, the website, the credits Symbol: the logo, name of4. Top of text perfume, large flowers on perfume bottle Name: the logoVeins:1.the white background Meaning evaluation: This ad2.the background of the photo is active, because it shows3.the model the model interacting with the4.the model’s lingerie perfume bottle yet it is weak and5.perfume bottle bad as it could also be an ad for6.Text lingerie.