In term of the image, the first glance is on the stewardess. How do i know she is a stewardess? The connotation of the girl: neat uniform, name badge, friendly smiling expression, and also she is pretty pretty (i think it is one of the qualifications of being stewardess). In the first impression, she is taking part sort of servicing job.
The other objects in this advertisement, the orderly seats, the red seat belt, 'I'M HOT' text board and AirAsia's logo. The consistency of red color in this print ad does depict the job identity of the lady obviously.
However, the organization of the objects gives viewers different sort of connotation, especially the three striking red color objects which are seat belt, uniform of stewardess and text board. The text board is in between the seat belt and stewardess. There are two combinations:
- Seat belt and text board
- Stewardess and text board
The 1st connotation is illustrating the seat is hot sale, usually this kind of diction is used for promotion. The 2nd connotation is slightly 'wrong'. Why do I say 'wrong'? It can be illustrating the stewardess, she is hot and sexy. So, is AirAsia using as hot chick as selling point or selling hot chick? These organization of image may mislead people by its double-meaning. Therefore, this is the controversial section in this print ad. However, the headline and body copy do the role of subsiding the problem. Well, this is the powerful component of text, image and organization! All of them works interactively.
Additionally, I associate the sexy gesture of the stewardess with an art movement, Art Nouveau. I would like to discuss about the role of women. In the period of Art Nouveau, woman had a menacing twist. They were alluringly sexual, but also scandalous, morally comprised, even mortally threatening.
"This image is an ad for Job cigarette papers, an early example of "sex sells" at a time when marketing was increasingly important. Art Nouveau tended to see women as dangerously independent and sexual. The half-nude woman pictured here is in a state of voluptuous pleasure that would have been scandalous at the time."
I feel the print ad of AirAsia is somewhat similar with this previous ad. I am not saying AirAsia's print ad is about the "sexual" issue, but it does give people the ideology of prostitution indirectly as the Art Nouveau print ad. The difference is the role of women between these two era, and thus it brings out the social issue. It shows the perception of modern people have high respect to women, this is the reason why the print ad has become so controversial.
Comprehending the cultural trend and issue is part of the language in print ad. All these linguistic elements are like the bonds to create a connection of atoms and come out with the molecule. :D
Resources:
Apartment Therapy (n.d.) Quick History: Art Nouveau. [Online] Available at: http://www.apartmenttherapy.com/quick-history-art-nouveau-142976 [Accessed: 24th June, 2013].
Sell, P & Gonzalez, S (n.d.) The Language of Advertising: The Components of an Advertiesment. [Online] Available at: http://www.stanford.edu/class/linguist34/Unit_05/index.htm [Accessed: 24th June, 2013].
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