Image Attribution: “Analyzing Advertising: Submission by Crystal Stobbart” by Crystal Stobbart is licensed under CC BY-SA. Kamloops, BC, Canada (See interactive map)
Crystal Stobbart
Dr. Terrl Atkins
VISA 1500
January 21st, 2021
Assignment 1: Part A
Life On the Go!: An analysis of Bently’s and Roots advertising
This advertisement was found on the wall of the Aberdeen Mall in Kamloops, outside Bentley’s bag store. It was made by Bentley’s and placed at the entry, to attract the oncoming mall customers. It sits against a white wall and is bordered by a black frame. It definitely stuck out to me as I entered the center. The image is shot head-on and features a middle-aged male, holding his child above him tenderly. The father is seen smiling at his son, who is turned away from the viewer. The pair is in the foreground of the image, against a natural backdrop. Light fills in from the right corner and illuminates the pair from the back. The overall tint of the image is warm. At the top, the words ‘life on the go!” are written in medium-sized font, plain, lowercase, and underlined. The Bentley logo is placed at the bottom in thin white font, with a crane emblem to the left.
The purpose of the image is to captivate the viewer. Geared to young parents, it uses a beautiful candid photograph to convince the consumer that the bag and other store products will facilitate an easy, happy, and adventurous life. The image catches the viewer’s attention with a gender-role-reversal: the male figure caring joyfully for his child. This interaction creates a feeling of togetherness and omits the stress of parenting. The use of the outdoors as a blurred backdrop adds adventure to the image, while the sunset hour suggests this family is free from the fuss of the workday. The image seems to be taken by a third, maybe a mother, creating ‘completeness’. All figures in the photograph are dressed casually and seem to be well prepared for the outdoors. The use of matching plaids and jeans, usually associated with cottages, suggests this family is fun, modern, and enjoys time together. The statement “life on the go!” is simplistic and reflects an active lifestyle. Overall, the image plays on a desire for a happy family; convincing the consumer that the products sold in the store will help them achieve this ideal life.
The brand for which Bentley is best known is Roots. According to The Canadian Encyclopedia, Roots “built its brand…on Canadian heritage… [inspired by] outdoors, culture, sports, and diversity (Canadian Encyclopedia 2017). The advertisement, though not directly for Roots, does incorporate a lot of “Canadian” elements. In this, I would say it is a successful advertisement. However, the company has recently been criticized for having its’ “Canadian-made [products]…manufactured in India, China, Italy and Peru” (Canadian Encyclopedia, 2017). Although the company “does not support, use, or endorse [local] Child labor” (Roots Workplace Code of Conduct, 2021), this doesn’t protect those who work on assembly lines overseas (Canadian Encyclopedia 2017). Arguably, the brand alone shouldn’t be demonized for its’ use of cheap manufacturing. Instead, consumers as a whole should better condemn the exploitation of third and second-world countries for the benefit of low-cost products.
Works Cited
“Roots Canada.” Roots Canada | The Canadian Encyclopedia, 22 Sept. 2017, www.thecanadianencyclopedia.ca/en/article/roots-canada-ltd.
“Roots Workplace Code of Conduct.” About Roots, Roots Canada Ltd., 2021, www.roots.com/on/demandware.static/Sites-RootsCorporate-Site/Sites-RootsCorporate-Library/default/dw68b6914f/content/ABOUT_ROOTS_MASTER/workplace.htm.