Unseen Text: Uniqlo #3D Selfie Campaign

Text Type: Print Adverts

Guiding Question: How are formal features such as layout, fonts and visuals used to create an effect in these advertisements?

This particular text and guiding question was set by the IB as a specimen paper when the Lang and Lit curriculum was revised in 2019, so it’s a good one to have a go at. It continues a long tradition of presenting advertisement texts for analysis in Paper 1. Ads are great multimodal texts with strong visuals as well as plenty of persuasive copy and tricky linguistic devices for you to unpick. My top tip: you might like to focus on visuals – but don’t ignore the copy, as analysing language claims and explaining the relationship between image and text can elevate your analysis from good to great. However, the answer below is just one possible response; alternative approaches can be equally valid.

Sample Response:

The given text is a pair of adverts from Uniqlo, a clothing and lifestyle company originally from Japan and seeks to connect with viewers and invite them to participate in the brand, building a community rather than directly selling a product. The text was produced in 2014, at the height of the selfie phenomenon, so Uniqlo piggybacks on the selfie craze to associate their own company with a popular social phenomenon. The ads are eye-catching in terms of design and grab attention to a marketing campaign that appears altruistic. They also provide a clear route to success for the viewer through a symbolic figure and clear step by step instructions. However, on closer inspection, the adverts contain many examples of vague language and the advertising claim – that by taking a selfie we are ‘solving homelessness’ – is particularly weak.

Firstly, the adverts present a ‘call to action’ that is altruistic, implying the value of selflessness is one their company embodies. The slogan ‘selfless selfie’ is a clever pun: the whole point of a selfie is to position yourself in the centre of an image. However, Uniqlo hope to rebrand this selfish act into something that can lead to a wider social benefit. The ad further develops this through the idea of a pledge: ‘I give my #3DSelfie to… solving homelessness”.  The pledge uses typography to mimic the handwriting of an individual pledge, implying that people can choose to ‘give’  in their own way, and this particular person chose ‘solving homelessness’ as their pledge. Underneath, a tagline reads: ‘Give your selfie, impact lives…’ The use of imperative tense is compelling to the reader, and underlines the core message that by giving you can impact or change the lives of others. Overall, the call to action is presented in a way that makes it seem like Uniqlo consumers are part of a community that is selfless, charitable and giving, appealing to the viewers’ desire to nurture and care for others.

Secondly, the advert uses a symbolic figure who personifies the success of a typical consumer who has joined the campaign, connecting with ordinary viewers and making them feel like they too can be part of this community. The figure smiles happily while holding a small replica of herself which is intriguing. The photo is taken from a high angle, which both makes her seem like she could be anybody, and emphasises her smile which represents the satisfaction of being a part of this project. The model represents one of the ‘lucky participants’ who posted a selfie to #UniqloCity and became ‘part of our 3D Selfless Selfie Exhibition in Berlin, New York, Paris, San Francisco and London.’  The top advert lists cities of global importance and renown in order to make the reader feel they too could be part of this special experience. The ease with which viewers can participate is signalled through the structure of the copy. Short sentences such as ‘It’s simple’ and a tricolon (‘Snap, pledge, and post a selfless selfie’) simplify the process to easy steps, encouraging people to join in the activity. Overall, viewers will be drawn by the desire to be associated with renowned cities, and encouraged by the simplicity of the process: the figure gives them a concrete image of success they can aspire to copy.

Simplicity of language combines with simple graphics to effectively guide viewers towards action, encouraging them to participate in the campaign. A sequence of single verbs encourages active participation: ‘snap, pledge, post, get, celebrate.’  The emphasis on single verbs encourages quick actions that, when joined in a chain, can easily produce results. The process begins with taking a photo (‘snap’) and ends with an icon of a cocktail glass complete with a tiny paper umbrella symbolising ‘celebrate’. The graphic is designed to represent a common idea of satisfaction, kicking back at the end of the day with a drink. The design of the graphics and use of five single words simplify the challenge of ‘solving homelessness’ – which may seem insurmountable to readers – into a process that is achievable. For example, making a ‘pledge’  is represented by the symbol of a heart, suggesting emotions such as devotion. the word ‘pledge’ connotes a heartfelt determination to do something, which the ad hopes will translate into a contribution to a wider cause. Therefore, through simplification, the advert might overcome reluctance to get involved with complex issues by creating a chain of actions that most readers would be able to achieve.

In conclusion, the advert succeeds in turning a self-centred activity into a selfless idea in order to play on the viewer’s desires to make more altruistic purchases. The campaign seeks to empower readers to take small actions in service to a wider cause. The image represents the happiness and reward a participant can gain from being more ‘selfless’ and pledging to help others. Positive and encouraging language such as ‘aims to support’ gives readers the sense that they are contributing to a wider cause that will be effective. The ad even flatters the consumer a little, promising that, by taking a selfless selfie ‘you’ll do a little good‘ and help make the world a better place through this initiative.