Advertising in GQ Nike Blazer ezaw

Advertising in GQ
The Ghost. We hadn spoken in a month or so, so we needed to update each other on our respective maneuvers, ploys, and other news on the front. I was donning a grey two button Hugo Boss jacket, white Purple Label shirt, Tanino Crisci shoes,[link widoczny dla zalogowanych], and a white mechanical IWC Da Vinci Chronograph. was in a black Dior three button suit, violet Armani shirt, Brioni pocket square, Vuitton sneakers, Robert Evans-eque Chanel shades, and a two tone Rolex GMT Master II. He was obviously going for the look that showed he was young enough to know better, but old enough to be stacking c-notes from different years. On the other hand, my flow was so murderous, it was autopsy. And of course, we had showstopped every sophisticated girl dining at the spot within three minutes of sitting down. These females knew that this brand of style must represent pockets on nothing less than anabolic steroids, and they were correct.
This is the kind of style that is sometimes found in real life, but more often found in the pages of Gentlemen Quarterly, commonly known as GQ. First published in 1958, the magazine has since begun to focus on a new market of young, loutish yet wealthy male consumers. And,[link widoczny dla zalogowanych], this demographic,[link widoczny dla zalogowanych], along with a plethora of other demographics, are all targets for a formidable predator, the advertising industry.
Exactly how formidable is this predator? For starters, it is estimated that the spent on clothing and footwear around the world tops US$ 1 trillion a year (Tungate 2). And, according to London-based market research firm Mintel,[link widoczny dla zalogowanych], the global luxury goods market was worth an estimated US$ 87.7 billion in 2005, and is expected to grow by approximately a third in the period to 2010. With that much money on the line, the industry is driven by a of highly sophisticated marketing and branding techniques that help keep cash flowing and bankrolls fat (Tungate 2).
Although there are many different media available to the fashion advertising industry, magazines such as GQ are still maintaining the industry attention for a number of reasons. Magazines may sit on a coffee table or shelf for months and be reread many times. People can read a magazine ad at their leisure; they can pore over the details of a photograph; and they can study carefully the information presented in the copy. This makes it an ideal medium for high-involvement think and feel products (Arens 481).
These may be effective primary reasons to spend good money on glossy magazine ads, but the reasons for placing an ad for a $4200 Ebel wristwatch on the 10th page bears heavy scrutiny. And, it turns out that these reasons do not fall far from the academic tree. Media critic Jonathan Bignell,[link widoczny dla zalogowanych], in his seminal work Media Semiotics, writes that a consumer society, these real economic differences between people and classes are overlaid with an alternative structure of mythic meanings oriented around buying and owning products (consumption). So according to this critical view ads have an ideological function, since they encourage us to view our consumption positively as an activity which grants us membership of lifestyle groups. But what ads are really doing is serving the interests of those who own and control the industries of consumer culture (Bignell 39). It is the consumer that keeps profits up, and when ads have an ideological function, money piles.
In this financially driven world, the consumer,[link widoczny dla zalogowanych], depending on his position, is set back even further thanks to these media studies. Fashion consultant Jean-Jacques Picart says that the people who are genuinely obsessed with fashion,[link widoczny dla zalogowanych], it a sort of drug. This is a personal theory,[link widoczny dla zalogowanych], but I believe it because they equate exterior change with interior change. They feel that, if they changed their look, they also evolved emotionally (Tungate Cool

. It creates structure of meaning (Bignell 33).
This is precisely why GQ is sold in its current state: the majority of its pages serve as space for ads peddling premium fashion. Powerful font and sexy use of color are proven methods used to an unmistakable air of power and masculinity, with and red virtually becom[ing] part of the branding. The back page advertisement, in the December 2007 issue of GQ, is perfect evidence of this. It is an ad for the 2008 Cadillac CTS, and the primary colors are red (for the car) and black (for the background), and white for the copy.
Let run through a few fly examples from the latest issue of GQ. Early on in the magazine there is an two page advertisement for Rolex, featuring an image of tennis phenomenon Roger Federer readying to slice a backhand towards an unfortunate victim. The ad was promoting the Rolex GMT-Master II, a $9000 timepiece that looks positively homicidal. A few pages later there is a Louis Vuitton insert ad that pitches the flyness of their baggage. The front image features two men, one giving a facetious flick of his hair that is dubious at best. But, omitting that, LV has been steamrolling since the mid 1800 and I can personally vouch for their hard sided luggage. Approximately 20 pages later runs an ad that features a man swooping a Chinese model on a high speed train because his $4000 Sony VAIO was baller. I toyed with the VAIO TZ, and it works great, but I use a more durable model. 60 pages later comes a two page insert for the Lexus hybrid motorcars. The pages feature different celebrities from the Green movement, mugging the camera. The ads exude casual, easy style, but also feature an image of a futuristic automobile with all the trimmings. Easygoing cool, but more than willing to shove an immaculate Dunk into the face of some fool as he tries to repent for his blasphemous attempt at racing me. (Yes, the stock specs aren extraordinary, but my modifications have transformed that car into a steppin razor.) And, towards the end of the magazine, guess who made it on GQ Men of the Year list? Roger Federer. I agree. If you ever played tennis, you understand my words. But I start to believe what I read, especially when Tungate writes that it wrong to try and separate fashion magazines from the industry they cover. Fashion is not politics,[link widoczny dla zalogowanych], after all. One side begs for the connoisseur who seeks the best in everything he owns. Why deal with anything less than aret However, this could also be seen as an example of belief that ideal manhood lies in the exercise of force to dominate others the prevalent ideology of manhood in contemporary society. While many of the distinctive characteristics of hypermasculinity (notably those related to warrior culture) pre-date our own century, ideal hypermasculinity is not static (Burstyn 192). Translation: kings wear crowns, playboys operating in different timezones hand Dunhill cigarettes (one of the ads in Dec 07 GQ) to Parisian Yves-Saint Laurent models at a Corsican beach party.
Tungate is correct when he says that who buy GQ are buying into a certain world, just as the women who buy Vogue are buying into that world. Fashion is part of it, but we also covering cars,[link widoczny dla zalogowanych], sex food,[link widoczny dla zalogowanych], [and] travel (166). GQ serves as an aspirational magazine. This pattern doesn seem to change very much.
Glossy images of fly products work magic on the mind. Phil Knight, in 1992, told a Harvard Business Review reporter that design elements and functional characteristics of the product itself are just part of the overall marketing process. There is massive appeal to be generated by showing ads depicting comfortable leather chairs, fireplaces, and Turnbury wool houndstooth smoking jacket with silk herringbone pajamas,[link widoczny dla zalogowanych], not to mention Bentley Breitling. Secondly, since (being informed) is an asset in corporate culture,[link widoczny dla zalogowanych], a cultivated brand identity may attract readers to GQ who hope to gain cultivation from reading the magazine is, thus, not necessary for GQ to be cultivated, whatever this may mean, in order for it to reap the benefits of a cultivated brand identity, it can merely appropriate the gloss of cultivation as it exists in high culture. Keep in mind that Nicholas Coleridge, managing director of Cond Nast in the UK, said that and other fashion magazines don exist to be overly critical; although they can criticize by exclusion. Our job is to cover trends. The editors themselves choose the clothes they want to present on the editorial pages, and the stylists have considerable room for maneuver. There is no pre-arranged deal in terms of editorial space in return for advertising support. The editors are as keen to show little known designers as they are to cover the big brands. Having said that, it would look pretty strange if we didn cover the major designers? It what our readers expect of us (Tungate 127).
Tungate writes that and books are regularly disembowelled with a few strokes of the pen, but the vast percentage of fashion journalism is at best effervescent, at worst fawning. Could it possibly be because magazines need to keep their advertisers sweet? After all, following the frenzied consolidation of the last few years, which saw most of the luxury brands swallowed up by a handful of conglomerates, LVMH, Gucci Group and Richemont fashion advertisers are wealthier and more powerful than ever (Tungate 126). The rich will get richer, and it will undoubtedly be directly from the pocketbooks of the consumer. GQ shows ads for expensive accoutrements that the vast majority of the world population will never own. Yet, that is their job. The advertisements in GQ push a lifestyle that consistently focuses on seeing who can be hipper. But ask yourself this: If you could afford to buy a $9000 Rolex, would you?
Works Consulted
Arens, William. Contemporary Advertising. McGraw-Hill: New York. 2008.
Tungate,[link widoczny dla zalogowanych], Mark. Fashion Brands : Branding Style from Armani to Zara. GBR: London. 2005
Bignell,[link widoczny dla zalogowanych], Jonathan. Media Semiotics. Manchester University Press. 2002.
Burstyn, Varda. The Rites of Men: Manhood, Politics, and the Culture of Sport. University of Toronto Press: Toronto. 1999.
Willigan, G. E. (1992). High performance marketing: An interview with Nike Phil Kinght. "Climate Change"In Favor of the Front Runners: Bias in the Democratic Presidential Primary Debates80 Years of Evolution: Scopes v. State and Kitzmiller v. Dover in the New York Times The big three networks and international news coverageWar Coverage the Virus that Afflicts ItCitizen Journalism: When Does it Work?Have you heard of that missing black woman?Sexist Language in Media Coverage of Hillary ClintonUnconventional Business Models in Independent Magazine PublishingThe Partcipant PressDefine Then Blame Them: How The New York Times Covers Census ReportsBeing Baller: Advertising in GQWrath, Bias, and The Blogosphere: Two Case Studies in Blogging MilitancyFinding A War Amid the Peace Process Music Journalism the Marketing of MythsMinorities and Women in the Blogosphere相关的主题文章：

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