AdBusters- initial analysis.

Consumerism- basing your life from what you buy.

• Adbusters lack paid advertising.
• Adbusters is unconventional.
• Brand association- pay to not have your ad next to certain articles. 
• Adbusters is trolling.
• Adbusters is on a legal grey area.
• They publish controversial subjects. 
• Uncomfortable mode of address. 
• Production values are rough.
• Adbusters lacks anchorage. 
• They're being unique.
• Adbusters is deeply polysemic.
• The structure is unconventional.
• Layout is sparse- mostly pictures not much text. 
• Magazine is divided in chapters. 
• Masthead changes every time.
• Doesn't have a conventional brand identity.

Roland Barthes- semiotics and codes.

• Adbusters lack of anchorage leads to a range of polysemic reading for the audience.
• Mise en scene of the plastic bottles functions as a symbolic code for poverty.
• The red sand and black feet functions as a hermeneutic code as to where and who this person is.
• Mise en scene of a starving african child.
• The slogan criticises Lou Boutin.
• This suggests that there is a gross miss match in wealth in the world.
• Telling s to stop buying luxury goods. 

• Image on top suggests they are refugees.
• The cat walk model has freedom as she is rich whereas the people on top don't as they are poor.
• Binary opposition between black and white.
• Bricolage- putting stuff together through cutting and pasting.
• may suggest those people are trapped because they are poor from making clothes for the rich.

How are representations of ethnicity constructed?

• Low angle shot means the viewer is looking down on the model.
• Constructed a being poor.
• This stereotype is understandable for a white audience.
• We are positioned uncomfortably with the image.
• Poor quality image suggests people didn't take time with taking the models photo.
• Binary opposition of quality between this image and a fashion magazine image.
• We are positioned to feel bad and guilty. 
• tells us not to buy Lou Boutin shoes yet the target audience aren't he type to buy it.

• Binary opposition between Lou Boutin and the black persons feet. 
• The milk bottles and rags for shows demonstrates an anti-consumerism ideology.
• Hall's theory - stereotypical representation of ethnicity.
• The slogan is dark humoured.
• Lou Boutin £600.