Ad Controversy: Word and Image

Thinking about how words and images work together in design, I stumbled upon this song by Fabulous, featuring Ne-Yo. The song is called ‘You Make Me Better’ and it’s chorus goes like a little something like this…

I'm a movement by myself

But I'm a force when we're together

Mami I'm good all by myself

But baby you, you make me better

You make me better

 ‘You Make Me Better”, raises the concept that two is better than one, insinuating that though one would not crumble if left alone, one would become greater if complimented and accompanied by another. The concept found in this chorus is, in my opinion, the best way to describe how words and images work together in design.

The function of word and image in design are laid out in these lyrics. Throughout all works in the design industry, images and words have stood alone and together. However, when alone, they are only a movement- a measure, an effort, a will- trying to evoke an emotion, an action, an idea. When they come to work together, however, they become a force - dynamism, an energy, a strength, a power- something better. They become an entity that propels you (the audience/viewers/spectators), pushing forward, telling and communicating exactly what they are, what is happening, what they stand for, and what they want – by drawing two similar ideas that complement each other or two opposing ideas that would contradict and spell out the sarcasm that would pointed toward the focal point.

Photo taken from The Fash Pack

An example would be the recent controversy over the latest Calvin Klein Jeans ad. The ad, posted on a billboard in SoHo New York was a shot of Lara Stone (with her shirt scrunched up to her bust, and no visible clothing below the waist, as it seems) with her head on the lap of one male, her body straddled by another, as another male model sits wearing an open shirt with one buttoning. The ad, shot within what seems to be a neighborhood setting (due to the backdrop of the fence and the graffiti displayed below on the cement), had the words ‘Calvin Klein Jeans’ printed at the bottom of the billboard. The image sent many vying for its takedown, claiming that it ‘suggested gang rape’ and violence.

Though the image had a strong pull, the ad would have proved a failure were it not for the wording at the corner of the billboard, because without the words, the ad (whose purpose was to advertise Calvin Klein jeans), would have confused the general public. Additionally, if the words ‘Calvin Klein Jeans’ was stamped across the billboard without the racy photograph, the billboard would have been a forgotten backdrop, never drawing attention to itself, proving to be a failed advertisement. 

LINKS: The Fash Pack NY Daily News