“Your Space”

Group 3: Mall Advertisements and the Solicitation of LifestylesGroup 3: Mall Advertisements and the Solicitation of Lifestyles

Britney.Diana.Lara.CharlesBritney.Diana.Lara.Charles

In conjunction with various business, retail, andIn conjunction with various business, retail, andgovernment organizations, the City of Edmontongovernment organizations, the City of Edmontonhas been committed to revitalizing thehas been committed to revitalizing thedowntown core. (downtown core. (Capital City Downtown Plan))

Edmonton City Centre’s advertisementsEdmonton City Centre’s advertisementsexemplify the direction that the city has taken.exemplify the direction that the city has taken.These advertisements have attempted toThese advertisements have attempted toredefine Edmonton’s downtown culture as aredefine Edmonton’s downtown culture as atrendy, professional, and sophisticated urbantrendy, professional, and sophisticated urbancentre. centre.

City Centre mall has been described as,City Centre mall has been described as,““colorful, contemporary, exciting, urban” by thecolorful, contemporary, exciting, urban” by thecompany that owns and manages thecompany that owns and manages theThis description offers a template from which This description offers a template from which

thethemalls advertisements have been created. (malls advertisements have been created. (

Oxford Properties))

By observing these advertisements, it becomesBy observing these advertisements, it becomesevident that these images contain ideologies ofevident that these images contain ideologies ofcapitalism based on consumption and theircapitalism based on consumption and theirappeal to the dominant aesthetic; which isappeal to the dominant aesthetic; which isapparent in the choices of color, models,apparent in the choices of color, models,clothing, and even the words that accompanyclothing, and even the words that accompanymost of the advertisements. most of the advertisements.

Edmonton City Centre has strategically usedEdmonton City Centre has strategically usedblack and white colours in their advertisements toblack and white colours in their advertisements toportray and solicit a lifestyle that pertains to theportray and solicit a lifestyle that pertains to thebusiness and urban environment thatbusiness and urban environment thatencompasses the mall. The black and white colourencompasses the mall. The black and white colourcombination found in these advertisementcombination found in these advertisementimages signify multiple meanings.images signify multiple meanings.

Colour often denotes meaning but the absence ofColour often denotes meaning but the absence ofcolour invites you to denote your own meaningcolour invites you to denote your own meaning(Holden 1997). White can denote perfection,(Holden 1997). White can denote perfection,cleanliness, coolness, simplicity and successfulcleanliness, coolness, simplicity and successfulbeginnings. Whereas black can denote beginnings. Whereas black can denote elegance, formality, authority, prestige andelegance, formality, authority, prestige andsophistication. Taken together black and whitesophistication. Taken together black and whitedenote images that are alluring and timeless. denote images that are alluring and timeless.

This image has a high fashion feel to it in regardsThis image has a high fashion feel to it in regardsto the models appearance, her pose and theto the models appearance, her pose and theclothes that she is wearing. But, the use of blackclothes that she is wearing. But, the use of blackand white serves an intentional significationand white serves an intentional significationfunction along with the slogan. Not only is thefunction along with the slogan. Not only is theimage a form of art (photography) the black andimage a form of art (photography) the black andwhite colour contrast allows the targeted viewerwhite colour contrast allows the targeted viewer(business individuals) to identify with the formality(business individuals) to identify with the formalityof their work attire. At the same time, the ideologyof their work attire. At the same time, the ideologyof consumption is reinforced as they areof consumption is reinforced as they aresupposed to be attracted to seek out differentsupposed to be attracted to seek out differentstores to complete their own individual work ofstores to complete their own individual work ofart, in terms of their clothing/style choices. art, in terms of their clothing/style choices.

The advertisement campaign for City Centre contains the slogan, “Your Space”. Through this The advertisement campaign for City Centre contains the slogan, “Your Space”. Through this message, the advertisement seeks to, “ interpellate the viewer-consumer in constructing them within message, the advertisement seeks to, “ interpellate the viewer-consumer in constructing them within the “you” of the ad” (Sturken & Cartwright). These words aim to interpellate the viewer as belonging the “you” of the ad” (Sturken & Cartwright). These words aim to interpellate the viewer as belonging to a community in which they too can be part of a classy, sophisticated and trendy urban culture. to a community in which they too can be part of a classy, sophisticated and trendy urban culture.

There seems to be a conflict between the message the mall conveys in its slogan and There seems to be a conflict between the message the mall conveys in its slogan and advertisements, and the overall message the city of Edmonton intends for the downtown core. The advertisements, and the overall message the city of Edmonton intends for the downtown core. The words “ Your Space” are meant to simultaneously interpellate all the office workers and business words “ Your Space” are meant to simultaneously interpellate all the office workers and business people that frequent the mall during the weekdays, as well as other Edmontonians in the general people that frequent the mall during the weekdays, as well as other Edmontonians in the general population. Yet, the malls hours of operation reflect the fact that “Your Space” is more curtailed to population. Yet, the malls hours of operation reflect the fact that “Your Space” is more curtailed to the business and office people who work downtown. For example, the mall’s weekday hours the business and office people who work downtown. For example, the mall’s weekday hours correspond to conventional business day hours of operation. This is in contrast to most of the other correspond to conventional business day hours of operation. This is in contrast to most of the other Edmonton malls that stay open until at least 9 pm during the weekday. Furthermore, it is not Edmonton malls that stay open until at least 9 pm during the weekday. Furthermore, it is not surprising then that during the weekends City Centre is uniquely quiet in comparison to other local surprising then that during the weekends City Centre is uniquely quiet in comparison to other local malls in the city. So the question is, how is the “ordinary”, non-downtown core worker, supposed to malls in the city. So the question is, how is the “ordinary”, non-downtown core worker, supposed to be interpellated by the message in these advertisements when they cannot even access them during be interpellated by the message in these advertisements when they cannot even access them during the times that suit there leisure and shopping schedules most? the times that suit there leisure and shopping schedules most?

As Roland Barthes (19) theorizes, a As Roland Barthes (19) theorizes, a slogan is composed of two elements: slogan is composed of two elements: studiumstudium and and punctumpunctum. The . The studiumstudium captures the “banal commonplace captures the “banal commonplace meaning” while the meaning” while the punctum punctum encompasses the “aspect of the encompasses the “aspect of the photograph that grabs our emotions or photograph that grabs our emotions or attention, and is felt uniquely personal.” attention, and is felt uniquely personal.” The studium of these two image is to The studium of these two image is to advertise a space for a business to lease. advertise a space for a business to lease. However, the effect of the punctum grabs However, the effect of the punctum grabs the viewer’s attention and leads them to the viewer’s attention and leads them to feel that it will be his or her own unique feel that it will be his or her own unique space, and also that it will be less space, and also that it will be less crowded than other malls because of the crowded than other malls because of the type of people who generally frequent the type of people who generally frequent the mall. So, by looking at the words and the mall. So, by looking at the words and the woman, one should see that this City woman, one should see that this City Centre mall is an ideal place for business Centre mall is an ideal place for business due to its clean, and higher end feel that due to its clean, and higher end feel that encompasses the punctum.encompasses the punctum.

Barthes’ model of semiotics uses a system of two Barthes’ model of semiotics uses a system of two different meanings when looking at an image: the different meanings when looking at an image: the denotative (literal) and connotative (culturally denotative (literal) and connotative (culturally specific).specific).

For Barthes, the “myth of photographic truth” For Barthes, the “myth of photographic truth” occurs when this picture’s cultural meaning of occurs when this picture’s cultural meaning of professionalism and sophistication is made to seem professionalism and sophistication is made to seem natural and universal. natural and universal.

Also connotations of “foot in the door” are implied Also connotations of “foot in the door” are implied here. The idea is that this is a place where the first here. The idea is that this is a place where the first steps to success in the business world begin steps to success in the business world begin because one can find the necessary attire to be a because one can find the necessary attire to be a successful and sophisticated professional. So, in successful and sophisticated professional. So, in other words, with one foot in the door, soon you other words, with one foot in the door, soon you (viewer-consumer) will be able to dress for success.(viewer-consumer) will be able to dress for success.

Denotative = shoe in elevator doorDenotative = shoe in elevator door

Connotative = professionalism and Connotative = professionalism and sophistication sophistication

Barthes’s model further expands on this myth and Barthes’s model further expands on this myth and displays how an image can have multiple meanings displays how an image can have multiple meanings and seem natural, but is actually a cultural and seem natural, but is actually a cultural construction.construction.

In this image, the elevator is the In this image, the elevator is the signifier and the signified is that the signifier and the signified is that the elevator elicits business, contemporary, elevator elicits business, contemporary, city-life. The idea is that Edmonton City city-life. The idea is that Edmonton City Centre is an extension of the business Centre is an extension of the business person’s environment.person’s environment.

We previously questioned the We previously questioned the applicability of the malls applicability of the malls overarching theme of “your space” overarching theme of “your space” and its ability to interpellate various and its ability to interpellate various viewers. That being said, it is quite viewers. That being said, it is quite apparent that the images hold true apparent that the images hold true to Edmonton's cultural diversity. to Edmonton's cultural diversity. The various advertisements feature The various advertisements feature multiethnic people,assuring that themultiethnic people,assuring that the range of possible viewer-consumer range of possible viewer-consumer to be interpellated encompasses to be interpellated encompasses “everyone”. These advertisements “everyone”. These advertisements also serve to reflect the idea that also serve to reflect the idea that businesses in Edmonton should be businesses in Edmonton should be assorted to reflect the diversity of assorted to reflect the diversity of Edmontonians.Edmontonians.

These two pictures interpellate the These two pictures interpellate the viewer with the promise of an viewer with the promise of an idealized future self (Sturken & idealized future self (Sturken & Cartwright, 2009). The attainment of Cartwright, 2009). The attainment of that ideal self will be realized once the that ideal self will be realized once the consumer chooses the appropriate consumer chooses the appropriate fashion choices, which can be found in fashion choices, which can be found in the mall. It is implied that people who the mall. It is implied that people who look and dress a certain way are in look and dress a certain way are in tune with themselves, have tune with themselves, have confidence, and garner attention from confidence, and garner attention from others on a different level than those others on a different level than those who do not appear in a similar who do not appear in a similar manner. Thus, even if the viewer is manner. Thus, even if the viewer is not the one for whom these images not the one for whom these images are meant for, interpellation works to are meant for, interpellation works to instill in them the dominant aesthetic instill in them the dominant aesthetic and consumption ideologies that is and consumption ideologies that is central to a modern, capitalist society. central to a modern, capitalist society. Also, the context of City Centre Mall Also, the context of City Centre Mall within a business and office district within a business and office district implies that success is obtained if implies that success is obtained if these ideologies, that are signified in these ideologies, that are signified in these images, are understood and these images, are understood and practiced by the viewer-consumer. practiced by the viewer-consumer.

Charles Peirce offers Charles Peirce offers another perspective on another perspective on interpreting advertisements, interpreting advertisements, which compliments Barthes’ which compliments Barthes’ theories. Iconic signs theories. Iconic signs resemble their object in one resemble their object in one way or another. way or another.

This is an arbitrary image of This is an arbitrary image of a man, but due to the a man, but due to the dominant aesthetic dominant aesthetic ideology, we come to ideology, we come to associate the picture with associate the picture with style and fashion. style and fashion. Furthermore, the image and Furthermore, the image and words together are meant to words together are meant to be a sign of character, which be a sign of character, which makes it an indexical makes it an indexical image.image.

Through interpellation and City Centre Through interpellation and City Centre Mall’s choice of advertisements,Mall’s choice of advertisements, we we have come to realize that photographic have come to realize that photographic advertising engages a viewer to advertising engages a viewer to question their own position in question their own position in Edmonton’s downtown core. These Edmonton’s downtown core. These photographs allow a viewer to analyze photographs allow a viewer to analyze their personal role within the world of their personal role within the world of fashion and mainstream style and how it fashion and mainstream style and how it can influence their own ideologies of can influence their own ideologies of urban downtown culture.urban downtown culture.

ReferencesReferences

• Barthes, Roland. (1981). Barthes, Roland. (1981). Camera Lucida: Reflections on Photography, Camera Lucida: Reflections on Photography, trans. trans. Richard Howard, 85 (New York: Hill and Wang)Richard Howard, 85 (New York: Hill and Wang)

• Holden, Todd J. “The Color of Meaning: The Significance of Black and White in Holden, Todd J. “The Color of Meaning: The Significance of Black and White in Television Commercials.” Interdisciplinary Information Sciences 3(2) (1997): Television Commercials.” Interdisciplinary Information Sciences 3(2) (1997): 125-146, http://www.jstage.jst.go.jp.login.ezproxy.125-146, http://www.jstage.jst.go.jp.login.ezproxy.

• Sturken, M. & Cartwright, L. (2009). Sturken, M. & Cartwright, L. (2009). Practices of Looking: An Introduction to Practices of Looking: An Introduction to Visual CultureVisual Culture. New York: Oxford University Press.. New York: Oxford University Press.