As an avid user of Google’s many features, I must say that I was absolutely fascinated by this advertisement. As sk3479 illustrates on the original post, this advertisement is a very good example of an ad that serves several of the main functions that we learned about during the beginning of the semester. And needless to say, I agree that this advertisement does, indeed, democratize the world of fashion by bringing those high fashion runways that average people may only view on TV, to our very own homes.

However, as we have moved on to discuss different topics in class, I would like to address some points that might argue otherwise. The most important point I’d like to note is that fashion is one of those cultural needs, as Bordieu states, that “are the product of upbringing and education.” As “a work of art has meaning and interest only for someone who possesses the cultural competence, that is, the code, into which it is encoded,” fashion cannot possibly be interesting for people who are not familiar with it. Inside the advertisement, we can see Asian females who seem like they’re in their 20s, are middle to middle-upper class, and clearly have enough of leisure time, money and affinity to enjoy the idea of a fashion show. Furthermore, despite our globally connected world through the internet, as we can see from the video, only people with computers and projector screens can enjoy this function of Google. Therefore, people who may not know how to use the computer well due to lack of education, or people who don’t have enough money to afford a projector screen in their room would probably not be able to host their own fashion show through Google. As a result, although it may be “democratization of luxury” in that it allows ordinary people to enjoy high fashion shows as their own, because the concept of fashion creates a distinction between classes, the ad also creates a distinction.

 In the last paragraph, sk3479 states that this ad creates the “formation of imagined communities.” To further add to this, I think that the ad also points out to Cosmopolitanism, as we went over during our lecture on April 4th. The app itself is available for anyone, even people who might confine themselves to one location. Nevertheless, through this application, people are able to view clothing from all over the world. For instance, the clothes that were shown on the video weren’t all kimonos; because it is an online application, people are able to go to any website from any country and try the clothes on virtually. May some might even like the clothing and purchase an international shipment. Therefore, the advertisement promotes the idea of cosmopolitanism through engaging their consumers in a “global citizen” mindset. 

In conclusion, I feel that this advertisement can be interpreted beyond just its functions, which shines light on the fact that despite the seemingly “democratizing” nature, it actually makes distinctions, and also carries cosmopolitan ideologies. 

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