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Mei Liu

Rhetoric 105

Short Essay #2--Advertisement

H&M is a popular fashion brand. Its advertisements are the main method of exhibiting its fashion ideas. In this particular ad, two female models with significant contrasts from their makeup to their gestures display an intimate relationship, which leads to the topics of the concurrent changes of females’ characteristics and same-sex relationships.

The most obvious contrast in the ad is the color theme- red vs. black. There are two Asian models in this ad. The one on the right wears a black dress and the other model on the left is in a red dress. The dark background and the bright right “H&M” logo also exhibit a similar contrast. This color contrast is also displayed between the models’ hair and makeup. Their makeup follows natural patterns. No crazy color is used, but only basic colors that fit their skin, such as gold, brown, red. However, instead of making their lips fit the natural pattern too, their lips are emphasized by applying intensive red color lipsticks, in contrast to their black hair.

The models’ facial expressions and other details further explain the contrast highlighted by the color theme. The one in the red dress has her chin down and smiled coquettishly, while the other one in the black dress has her chin up and seems calm and proud. The black dress model only ties her hair back into a simple ponytail, and she seems careless about her hair, even though it is a bit messy. In the contrast, the one in the red dress has styled hair and seems elegant.

Considering the similarities of those contrasts, viewers may stereotype these two models. The right model’s facial expression and the red color theme represent passionate, charming females. The left model’s coolness and confidence, along with the black color theme, embody a strong, assertive spirit. These two models represent two different types of females, which also serves the purpose of targeting different types of buyers.

The...