• Points to consider:
• The style of the text
• Its context (of production and/or reception)
• Stylistic & compositional features (detailed annotation)
• Is there an intended audience?
• Is there a sense of purpose or intent (it depends on the type of text)
• Which concepts or ideas are foregrounded?
• Are there specific values, assumptions and attitudes expressed?

Themes:Racial Equality, Racism

Intended Audience: I think that this advert was originally intended to interest normal shoppers that wanted to buy clothes but has then turned to the audience being targetted at Racist people.

Stereotypes: A very racist stereotype that black people have is being called “monkeys” so showing a black skinned boy with the phrase “Coolest monkey in the jungle” comes out racist.

Visual Language: A black boy wearing a green shirt with the phrase “Coolest monkey in the jungle” written on the front.

Sense of purpose/intent: The intent of the advert was to show off a normal kids piece of clothing but due to a black boy wearing, it does not come out as child friendly/fun at all.

Foregrounded: The choice of person used to showcase a piece of clothing is not appropriate.

controversies: If H&M decided to showcase the shirt with a white boy, the advert would not have gone this viral as white people are not stereotypically known as “monkeys”.

Language: The language used here is both visual and verbal as it is a picture and the text used on the shirt is one of the main parts of the racist advert.

Identity: This advert showcases children’s clothes and this is not a child friendly way to showcase it as it can ruin a young child’s identity by making them partly racist in the future without them being aware of it. The identity of the creator of the advert can also be very racist unless the creator was not aware of the racist choice he was making by posting the advert on a very praised clothing line’s website.