AGDON, Jaira I.

CASAS, Moneia Brae E.

ADVERT DECONSTRUCTION
INTENDED AUDIENCE American citizens
VISUAL ELEMENTS:
1. General mood Disturbing due to the similarity
2. Typeface Big prints in the advertisement
Big letters – capitalized DESTROY THE MAD BRUTE and
3. Logo
VOGUE
4. Color scheme Dark colors
5. Light Few light colors, mostly shadows
6. Shapes Human shapes
7. Overall composition Dark photo with a dark message
STORY COMPONENTS:
World War poster: Black animal (gorilla), white half-
1. Character/s naked girl
VOGUE poster: Lebron James, Gisele Bundchen
Gorilla symbolizes a decrepit, barbaric, and militaristic
Europe, particularly Germany. The white lady
2. Plot symbolizes Lady Liberty, being stolen by the “mad
brute” as it steps on America’s soil. This is recreated in
the Vogue cover.
The poster is a US Army poster back in 1917, where an
3. Setting Ape-like German steals an American girl as he is on
American soil.
4. Symbol The gorilla wielding a club bearing the word “kultur”
and wearing a pickelhaube helmet with the word
“militarism” symbolizes Germans. The white lady
symbolizes Lady Liberty, the symbol of America. The
 “mad brute” is recreated in the Vogue cover by Lebron
James, who, apparently, is seen as a beast because of
his status a star basketball player who is at the peak of
his career. Gisele Bundchen is the world’s top
supermodel. In the Vogue cover, they are both
representations of the best ones in their respective
careers – LeBron James in the basketball industry, and
Gisele Bundchen in the fashion industry.
This could be suggestive of black man – white woman
relationships that are now very popular in America.
Many white women engage in relationships with black
5. Subtext
men, and generally, black-white romantic relationships
were taboo before. This could simply just be a
recreation of the World War I poster.
The need to be racially sensitive. The basis for the
Vogue cover is a World War I poster. Those who
recognize the resemblance will think there is racism in
NEEDS APPEALED TO
the cover. Those who simply see the comparison will
think the mad brute symbolizes black people. Finally,
German readers will probably feel offended by this.