Media texts have the ability to evoke many thoughts and emotions by employing particular signs within their advertisements in order to convey a specific message to the targeted audience. In particular, American clothing line ‘Urban Outfitters’ has been at the centre of controversy surrounding the meaning behind some of their clothing pieces. Urban Outfitters release of a particular t-shirt by designer ‘Wood Wood’ is a strong example of how certain texts have the ability to manipulate the meaning of an image.
Initially viewing the image, the audience gathers that it is a promotion for a new piece of clothing by the urban outfitters brand. This is shown by the ‘urban outfitters’ logo at the top of the image, the price of the item exhibited on the right hand side and the model depicted wearing the shirt. Although many urban outfitters clothing pieces signify that it is a new item on sale, this piece in particular has caused public outrage due to the negative connotations of the clothing item.
Urban Outfitters has been subject to ridicule over their choice of apparel designs on more than one occasion. This is seen in the image above as it initially denotes a simple clothing item targeted at male consumers with an interesting design on the pocket of the t-shirt. Although some public advocates have looked deeper in to the image and made connections between the image on the pocket and the Star of David that Jewish people were forced to wear during World War II. The connotations the shirt has to the Star of David has caused widespread offence amongst the Jewish community and the general public, forcing Urban Outfitters to remove the clothing item from their stores.
Upon reviewing the image of the urban outfitters clothing piece, it is clear that each person decodes information differently and concludes their own connotations. This is seen as some public advocates became offended as saw that the t-shirt had connotations to World War II. However other people did not decode the image in the same way, with the clothing item still becoming sold out despite the controversy. Every media text is able to be analysed in multiple ways depending on the audience. It is important for creators of these texts to realise the possible connotations the images may have and consciously create images that have positive connotations for their targeted audience in order to successfully convey their intended message.
Further controversial signs and symbols in Urban Outfitters products are available in the following article:
An interesting presentation providing information on how audiences read media texts is available by clicking the link below:
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Hi Amber!
I think this is a really interesting post about the media. I think the way that you have structured your posts really enables the reader to understand your angle and perception on The Media texts and effects on its Audiences. The use of pictures to establish your point also about the Urban Outfitters that has been subject to ridicule over their choice of apparel designs. The way that you end your blog by explaining that “each person decodes information differently and concludes their own connotations” connects to your audience and lets them establish their own ideas and thoughts about the media texts and its effects on its audience.
I really enjoyed reading your piece and hope that you keep up the good work ☺
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