Leanne Curlew – appropriation

Posted: January 31, 2014 in Uncategorized

Leanne Curlew – appropriation

In last week’s class, we discussed the four strategies that demonstrate different forms of appropriation.  They include mimetic, counterpositioning, self-referential, and media referential. I looked at some advertisements online and found a couple that represent some of these different forms. Here is one:  

http://www.youtube.com/watch?v=MTy07pgaE4s

This link is an ad for Dolce and Gabbana where mimetic appropriation and media referential appropriation are evident.  The ad is appropriating an image – “a celebrity, a style, or the like – that is ‘hot’ in terms of its potential market value” (89).  Celebrity branding is evident here as the company chose to have Matthew McConaughey represent their product.  This creates a desire where an audience will want to be like that or live like him.  It represents power and social status.  The ad presents an image that this fragrance will give a man confidence and make him stand out to others.  This is a lifestyle being marketed, not just a product.  The style presented is high class and he gets a lot of attention with the paparazzi watching him closely.  This demonstrates media referential. 

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