Adbusters: Loubiton

The Loubition logo is Juxtaposed with the image of a black persons feet in sandals made out of two squashed plastic bottles and rags, this is used to promote Adbusters message of anti-consumerism.

The Black person wearing the makeshift shoes is standing on dried up earth, there are connotations of poverty, drought and famine in a underdeveloped/developing country. This is similar advertising campaigns created by charity campaigns and news reports.

Stuart Hall, (Stereotypes): In the image there is the stereotypical representation of ethnicity, Adbusters uses this sense of otherness to their benefit to make specific economic and political statements about the inequality of power.

Paul Gilroy, (Post colonial theory): Adbusters has also drawn attention to racial hierarchy and binary oppositions between rich and poor countries and the west and developing countries

'Red souls are always in season' Loubition is well known for creating expensive shoes with red souls (Inspired by nail polish Christian Loubition's co-worker was using at the time), however in this instance the focus isn't on the shoes as it's on the feet of the person wearing the makeshift shoes to protect there feet from damage.

'Seasons' refers to both the fashion industry calendar as well as the person in the image having to wear those same shoes all year round.

This advert would position the audience in a way to reject consumerism and to understand and even take action against the issue of inequality.