THE WORLD AS SEEN BY JP GAULTIER

THE CONTEXT OF THE AD

Collaboration work between Jean Paul Gaultier & Fashion photographer Jean-Baptiste Mondino The new version of Le Male/Classique fragrances, comes as scenario giving birth to two interpretations. In a striking and appealing ad that catches both attention and emotions, Jean Paul Gaultier once again uses its iconic fragrance to play with Gender.

Sender : the fragrance for him / her

Opponent: he / she stays

Object : the

Memory

Helper : he / she leaves

Receiver : her / him

Subject : him / her

Eidetic analysis

•Lines: round and curved lines, squares and harsh lines are blurred (in the background)

•Shapes: 2 types:

•On the front: the main character and the perfume are quite precise, very detailed, nothing is segmented

•In the background: rectangular shapes are blurred

•The background is not important, the viewer’s attention is drawn on the character first, and then the perfume

Symmetry / Distance

Bodies are tending to turn away one from another. While the eyes are fixing the audience. -> Games, Tension, Temptation, Desire, Control …

Visual analysis En face (full face) : means subjectivity Position of the head – facing ahead and in this way inviting the spectator to watch; Emotional sharing is present

Type of gaze They both want to watch (active) and to be watched by the audience (passive type of gaze)

Position of the viewer In the space the viewer is positioned slightly below the level of the eyes of the models Position of the observer: close to the models; he/she is invited to peep into their intimate space; the models are posing; they are allowing us to gaze them as much as we want, still

emotionally involving us

Discourse on Enunciation Transparency method is applied here, because it is a direct representation of the real life and environment

Oblique advertizing technique Amusement (luxury, joyfulness, happiness) This technique negates the practical characteristics of objects and enriches them with more meanings. The emotion is in the center.

Plastic symbolism: The role of the colors The background is the same in the two ads. The main difference in colors comes form the bottles and the text. The ad, addresed to males is in light blue and blue, which expresses the true masculinity.

Plastic symbolism: The role of the colors The background in the ad, targeting the female audience, is in light rose pink color – expression of the true femininity.

Other symbols for masculinity and femininity The position of the hands of both the models, the legs of the woman, the tattoos, the muscles, the sailor element, the ultra feminine clothing of the woman. The models are positioned in the center of the picture to grab the attention.

Other symbols for masculinity and femininity The accent is on the chest of the models. The distinctive attributes are emphasized. The look of the two is kind of demanding something… attention and more maybe… The vertical center of the photo is the male’s head and the female’s chest, which are two crucial elements in the JPG’s world.

Analysis of the logo – plastic categories

The lines form kind of an arrow toward the perfume. “Jean Paul” is written like in a newspaper and “GAULTIER” is with capital letters and has a totally different direction and it covers also part of the other text. This “GAULTIER” seems like screamed, like more important than the rest. It is a part and breaks the horizontal direction of the rest of the text.

Analysis of the logo

“Jean Paul” is written with a very grave character. “GAULTIER” is like printed with a seal, like stamped on and is bold. The “V” that is formed remind about the male and the female genitals, but has taken an unusual position and is much narrow. That is consistent with the JPG’s way of unconventional thinking.

Classical vs. Baroque style

Classical Baroque

Lines Foreground: classical lines which are well defined and very precise, no sign of movement. Every line contributes to the beauty of the whole

Background: lines are unclear

Planes space is not well defined, shapes are blurry => gives the impression of absence of importance of the setting

Closed form the visual is achieved, no need to complete it, not a work in progress

Plurality and unity Only 3 forsm that are very distinct: logo, character, perfume

single form, everything is absorbed by the character.

Light and dark Light is stranegly directed so as to render the atmosphere a bit unrealistic

Gender

Topologic Analysis: Symmetry & Distance Bodies are one on the opposite side of another. While the eyes are fixing the audience. -> Games, Tension, Temptation, Desire, Control … -> Cursed, Forbidden love …

Gender Role / Him

-“Le Male” stands for a very masculine definition of the Man. Powerful, Virile, Fecund, Bossy … but the “” change the whole meaning. -Tattoos : bad boy, mad and bad & dangerous to know. -Naked and shaped body : Sexual, Cult of Body, Dominance … -Marinière (sailor) : Sea, Adventurer, Gay, France {Chanel, YSL, Lagerfeld …}

Gender Role / Her

-”Classique” : Normal, Moral, Conservative, Rules … the “” are once again standing for the opposite. -The Mistress who marks her man's memory with her perfume. -Corset, socks & trench : a panoply of restrictive femme gear that places woman on the pedestal of an object. -Hands being tied show she is being ready. -The haircut : 50’s, Hollywood, M.Monroe

Gestalt analysis

Semiotic square

conformity transgression of

codes

•Male corresponds to male, but something disturbing about his identity, clothing, appearance

•Male and female relationship: follows the rules of society •BUT their relationship is different than usual relationships

no transgression; following the

rules

no conformity; being different

•Representation of masculinity and feminity: attributes

•Unclarity on male/female identity and sexuality

SEMIOTICS & COMMUNICATION Anne-Flore MAMAN by Camille MASSON Irina GUROVA Mohamed BELMAAZA