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This Dockers advertisement in particular is not associated with a larger picture as the source of the ad is unknown. Depending on the magazine or outlet that released this advertisement determines on how it is perceived by the public. For example, if this was printed in Mens Health it would be interpreted by its target audience more so than if it was run in a more general magazine.
This ad is a representation of the new man that is to come with the Dockers pants. It is meant to be desirable and motivate you to go out and buy these pants to experience this new "dawn of man." It is suppose to be giving the reader the need for these new Dockers pants. It is emphasizes to men that when you wear these pants, you will change as a man for the better.
Synecdoche
The man in this advertisement is an example of a synecdoche. A synecdoche is where a part is used to represent the whole. Here we see that half of a man is used to represent the whole. They cut out the top half of the man and replaced it with words to make more emphasis on the pants.
These pants are a icon. They are resembling the pants themselves and the product Dockers it trying to portray. So, therefore they are physically mirroring what they stand for.
The writing in this advertisement is a symbol. It is culturally specific and conventional. It is resembling manhood and masculinity as its words read "Second Dawn of Man".
With this campaign, Dockers was trying to bring the khaki pant back and freshen their image. Dockers is showing their brand to be a mature and chivalrous type of masculinity and it is something the average man has yet to see. With these advertisements they are trying to "re-do" the khaki pant and associate it with a necessity of manhood.
The wooded background in this advertisement would be considered a symbol as well. It is showing a resemblance to the object of man in this ad because wood is something we as society consider to be manly and masculine.
The denotation of this Dockers ad is a non-existent man wearing a new and improved khaki pant. The writing on the man provides us with the knowledge that Dockers is explaining that this new khaki pant is a new form of man.