"Red soles are always in season"-Adbusters advert

Advert of Loubouton shoes:

• Similar topics as a result controversial as African people in pain is very offensive 
• Pun of 'red soles' because the bottles would make uncomfortable shoes and make their actual feet red
• Conventions of a fashion advert with a photograph of the 'product' 
• Little language
• No anchorage
• Images lack anchorage 
• Little lexis  
• Binary opposition of rich and poor 
• Could link to the way that some people find material items important however it is now saying how other things are more important
• Christian Loubouton are designer shoes which start at around £800
• The dominant ideology of the producer is to make the audience feel guilty for spending money on expensive shoes instead of giving money to charity
• The dirt background suggests this is of someone from Africa- intertextuality 
• Referential/symbolic code "red soles are always in season"
• Dark humour is used
• White background connotes purity and innocent- binary opposition making the smaller image stand out
• 
  

•  Unconvetual use of mid-shot 
• Image is not anchored
• Binary opposition of the imprisonment and then the model
• There is frustration from the man
• Black and white image connotes sadness which is a proairetic code which could imply a fight going to start
• The two images are completely different- binary oppositions, wealth and poverty, colour and no colour, cramped and spacious, struggle between life and death and a comfortable life
• Loubouton logo juxtaposed wth image of a black persons feet in shoes/flip flops made from two squashed plastic bottles tied together with bits of ragged material to communicate an anti-consumerist ideology
• Not wearing shoes break hegemonic rules 
• You get Cultural capital from wearing these shoes  

Commodity fetishism:

- Giving significant value to an object  

- representation is far more important than other things 

Marxism:

-Is about conflict between working class and ruling class (people who own businesses)

-Working class are exploited by the ruling class- to control them and keep them in their place

-Supported communism 

-Believed commodity fetishism is another way of keeping people in their place