This is the advertisement for Adidas. There are four people in the picture. Two are male, and two are female. People in the photo are energetic youths instead of the infants or the elders. Youths are always full of passion and energy, and they will never stop their footsteps. In my perspective, the creator wants everyone to think about the dynamic lifestyle when they talk about Adidas, so teenagers are the best choice for the advertisement. Besides, the location where they took the picture is a lawn rather than a place inside of a room, and it is sunny. These two elements join together letting the audience become vigorous and expect to buy these products.
In addition, the color uses break the traditional stereotype which is “pink-is-for-girls and blue-is-for-boys”[1] mentioned by Susan’s book is kind of being applied, but it is not entirely showed in the picture. Although one of the girls in the photo dress the pink and purple-blue jacket, the other girl in the advertisement wears blue pants with a white top. The boy in the advertisement dresses the dark blue top with a black bottom, but there is no pink element that appears in the boys’ dresses. I think it is what Susan said in her book that “Girls can wear blue, but it is still largely considered to be anxiety producing for adults in the United States to see baby boys wearing pink,[2]” and “this “identity not” principle—that masculinity is defined as not femininity—applies more generally to the fashioning of gender in euromodernity.[3] Personally speaking, I would regard it as a kind of gender discrimination, since people always put the female in a relatively weak aspect and the male in a dominant aspect. Therefore, the Male does not want to be feminized since they consider females are inadequate and not as powerful and strong as they are. However, in this picture, males and females seem harmony and friendly. It is also a kind of advertisement for equality for all genders.
[1] Susan Kaiser, Fashion and Cultural Studies(New York: Berg, 2012), 183.
[2]Susan Kaiser, Fashion and Cultural Studies(New York: Berg, 2012), 183.
[3]Susan Kaiser, Fashion and Cultural Studies(New York: Berg, 2012), 184.
