Perfection vs. WealthTaylor Berns

Taylor Berns

Perfection vs. Happiness

Techniques /Method

•Textual analysis

•Analyzed advertisement

•Vogue July Issue

•VOGUE • Directed towards an upper class

audience. • More mature. • Advertisement relates to the

audience.• Upper class readers

Background • This advertisement came from a series/story of

images which portrays a “perfect” life filled with wealth and consumption.

• Picture perfect on the outside but in reality the couple faces temptations and vices in their relationship.

• Perfect = Married, family, luxurious items, dog etc… • Beginning pictures features the “perfect” family…

this ad shows his “death”

Thesis Through the photo series, The Magnificent

Obsession in Vogues July 2010 issue, the American dream is portrayed with a wealthy and “perfect” family. As the story continues

the marriage is filled with temptation and vices, which demonstrates that the everyday

mans/woman's utopia does not rely on consumption and perfection.

Perfection

• Connotes perfection! • Glamorous dress, earrings, shoes

etc. • Luxurious kitchen • She’s trumps over him. • She looks almost relaxed and we can

see her facial expression more clearly.

• While he’s turned away from her and looks disheveled.

• Perfection is diminished through temptation and vices that she commits.

Breakdown…

•Female is dominant and in power •He’s utopia is broken • No longer has the

“perfect” life but still has his money.

• Goes out in style •Turned away from her and somewhat fades into the background. •He has the scotch right next to him • Escaping reality?

So What?!• He goes out in style… doesn’t loose his masculinity

although he’s disheveled. • Advertisements portray that wealth brings happiness.

– Sex in the City, Desperate Housewives • Readers get the wrong idea about material things in life. • Is happiness interconnected with wealth?• Why are people envious of these characters? • Society believes that they have to reach a certain social

status.