Consider the Audience, Purpose, Perspective. How does the intertextual nature of the text create a completely different impact? Does this text have anything to say about identity?
The illustrator uses written and visual text to characterize the lipstick as a woman to be desired of. The interplay to colors draws more attention to the woman. Any aspects related to the woman such as her lipstick, lips, nails, or name is colored with a bold red or white, symbolizing her purity, virginity, and beauty. Her colors contrast strikingly against the background, which is in black and white. This gives the impression that the woman is more civilized while the men are treated as wolves, a form of zoomorphism. This example of zoomorphism alludes to the original fairy tale of Little Red Riding Hood as the men in this advertisement desire her, just like how the wolf in the original story took interest in her. As a viewer, the advertisement is clearly directed to women as they use sexual connotations to highlight the lipstick’s beautiful nature, “sweet, ripe, young”. This can also double as the sexualization of the women herself as she is looked on more of as an object by her male counterparts. As a secondary audience, the advertisement can also target men as they seek to show that women who wear this kind of lipstick are more beautiful than those who do not. The text is categorically organized as the keywords of greater importance are bolded. The changing of the words “riding hood red”, draws in readers as it relates to the original fairytale, but is different enough to draw out our curiosity.