After learning about the shannon & weaver model in session we were asked to find a piece of communication and apply it to.
I
decided to look at Kenneth Cole campaign called ' we all walk in different
shoes ' The campaign represents the re-launch of the kenneth cole new
york brand.
The
information source for this specific campaign would be Kenneth Cole himself ,
The transmitter encoder the production of the campaign the photography and the
people used in the photos. The people used in the photos are not super models
and have been used to create a message. The channel for the campaign is
used in magazines and all over New York on bill boards and bus stops , this is
because its a clothing brand based in new york.
The receiver and encoder everybody who loves Kenneth Cole brand
lastly the Destination is the target audience and if the message has
been received.
The
campaign created by Kenneth Cole has been created to put the focus on others
like kenneth who have live their lives outside normality to show how
important is its to give those that are different a voice. This is also the target audience . I believe that
although its very clear in the images that the people aren't your average model
the add campaign is entropic because the primary purpose is to sell clothes.
'' Cole, a New York based fashion designer known
for his humanitarian efforts and philanthropy, was the first member of the
fashion community to enlist in the global fight against HIV/AIDS in 1985, a
time when little was known about the virus and even less was known about the
people struggling to survive it. Cole decided to base his current campaign on
the motto “25 years of non-uniform thinking” and what has become his most
famous mantra''
“What you stand for is more important than what you
stand in. To be aware is more important than what you wear.”
It
is also entropic because there is a message behind it that isnt obvious when
you first look at it. There is a reason the certain individuals are used in the
ads. I believe the reason is for each ad to tell its indivual story and to
portrait a different problems. Eg. the ad featuring the lady with the HIV
marking on her arm.
The solution of
the campaign is saying ' everyone walks in different shoes' this shows
that the brand targets a wide range of people not only style of the shoe or the
clothes but the way of life.
I
believe the advertisements make you stop and look at them then you
notice the ' Kenneth Cole ' brand. These advertisements break
specific conventions because they're different from other clothing ad's. E.g
using a baby in this specific ad from the campaign is targeted at the
viewers emotion its does grab your attention the soul purpose.
I
think this task was really beneficial because it helped us understand the
stages of the shannon & weaver model and how to communicate through
design effectively.
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