River island

• The River Island campaign is called ‘Smooth Moves Only’
• The ‘Labels are for Clothes’ River Island campaign came out in 2018
• Jordan Luce is on the cover of the river island campaign
• what colours are the main feature in the 'smooth moves only' campaign?

  Red and Gold
• How does the advertisement serve as an example of consumer branding?

  It uses codes and conventions from the fashion genre to communicate meaning to the intended audience.
• What type of shot is used in the advertisement?

  A medium long shot
• What does the composition and layout of the advert emphasize?

  It emphasizes the brand name and logo in the lower third of the frame.
• How does the model's eyeline contribute to the advertisement's effectiveness?

  It empowers the model and creates direct address with the audience.
• What does the slogan 'Smooth moves only' suggest about the model's experience?

  It suggests that the model moves effortlessly through life, not defined by his disability.
• Who is introduced in River Island's official Instagram post?

  @jordan.luce
• What does River Island's logo represent in the context of the advertisement?

  It represents an established, recognized, and global brand celebrating diversity and inclusivity.
• What connotations does the red background in the advertisement carry?

  It carries connotations of love and passion.
• Why are sans serif fonts often used in advertisements?


  Because they appear impactful, bold, contemporary, and neutral.
• How do costume and make-up choices in the advertisement contribute to its message?

  They demonstrate that fashion has no restrictions and is accessible to everyone.
• What role does anchorage play in the advertisement?

  It amplifies the message of inclusivity.
• What does intertextuality refer to in the context of the advertisement?

  It references the wider campaign that adopted a multiplatform approach.
• How does the hashtag appeal to the digital native audience?

  It encourages audience interactivity and participation.
• What is the primary product being advertised in the campaign?

  The clothing
• What persuasive technique is used with the word 'smooth' in the advertisement?

  It carries connotations of being suave and polished to persuade the audience.
• How does the advertisement challenge stereotypes regarding fashion?

  It suggests that River Island clothing is for everyone, with no restrictions.
• What is the focus of the beauty appeal in the advertisement?

  It focuses on empowerment and celebrates the individual.
• How does the hashtag 'Labelsareforclothes' signify the impact of developing technologies on media language?


  It makes the audience feel part of a group and personalizes the campaign.
• What does the inclusion of audience uploads on social media platforms contribute to the campaign?


  It helps the campaign go viral and aids their global reach.
• What is the term used to describe the relationship between texts and their references to each other?

  Intertextuality
• What approach did the campaign adopt in its strategy?

  A multiplatform approach
• How does the advertisement reference the wider campaign?

  Through the use of the slogan and hashtag
• What elements of media language were used in the campaign?

  Recurrent elements
• What are the key components to explore in the analysis of the advertisement's intertextuality?


  • References to the wider campaign
  • Use of slogan and hashtag
  • Multiplatform approach
  • Recurrent elements of media language
• What are some key ideologies and viewpoints explored in the text?

  Consumerism, celebrity culture, ableism, individualism, multiculturalism
• How are individuals with disabilities often represented in media?

  They are often marginalized and represented as inferior, weak, and vulnerable
• What stereotype does the River Island advertisement challenge?

  The stereotype that individuals with disabilities are inferior and under-represented
• Which model featured in the River Island campaign has Down's syndrome?


  One of the models in the wider campaign
• Who is Jordan Luce and what stereotype does he represent in the advertisement?

  Jordan Luce is an ex-pro athlete representing a positive stereotype of disabled sports persons
• How does the 'Smooth Moves Only' advert represent people with disabilities positively?

  It shows Jordan Luce smiling and creates an emotional connection with the audience
• What aspect of diversity does the advertisement celebrate besides disability?

  Racial diversity and multiculturalism
• Why is Jordan Luce's French background significant for the River Island brand?

  It helps the brand appeal globally and connects to France's renowned fashion reputation
• How does the advertisement position its audience in terms of beliefs?

  It positions the audience as liberal and progressive with a belief in equality and diversity
• What is the primary goal of the River Island advertisement?

  To encourage consumption of products from River Island using positive representations
• What has dominated fashion advertisements historically?

  Celebrity endorsement and models with a specific body image
• How have millennials been affected by celebrity images in fashion advertisements?

  They have been subjected to a continuous stream of images that perpetuate idealistic body image