Ideal and Real: The Informational Value of Top and Bottom

In this next section of Chapter 6, Kress and van Leeuwen discuss the complemenary theory to the Given/New relationship, namely, the "Ideal-Real" tendency. Basing much of their arguments again on Western advertisements (found mostly in women's magazines), they offer the idea that the upper section of an ad tends to make "emotive" appeal and show us what life "might be." Typical to the upper section of this layout are images which evoke fantasy and "indulgence." A kind of promise is produced by the visuals found in the upper section--a promise which is intended to be fulfilled by the product itself. As such, the products are generally situated on the bottom portion of the layout. This bottom section, then, represents the Real of the Ideal-Real formula, and therefore proports to be "fixed" in the world of "what is."

As examples of Kress' and van Leeuwen's Ideal-Real relationship, I've chosen two advertisements. The first, taken from Marie Claire, is an advertisement for shower gel. The ad clearly substantiates the authors claim that the upper section presents an image of "indulgence," and a promise of a pampered lifestyle. Certainly the text reading too, "Showering will never be the same," works to create an ideal sense of fantasy. The bottom section of the shower gel ad also remains loyal to the authors' assertion. For although there are no sharply contrasting dividing lines between top and bottom, the color and sharpness (what they call salience) dominate the depiction of the products. Therefore, Softsoap appears to remain firmly in the realm of the Real, and is therefore the accessible bridge in realizing the Ideal fantasy presented in the upper section.

The second example is taken from Time magazine and advertises the LeSabre Buick. In keeping with Kress and van Leeuwen, the lifestyle promise can be located in the upper section of the ad. It shows a young, upwardly mobile African American couple reclining in a stylish living room. As they relax "in ease," they are surrounded by various African artworks--a wooden figure to the right and a mask of some kind on the table. Such is the relaxed, stylish, and "cultured" lifestyle promise established in the upper portion of the advertisement. Below, the product stands out remarkably due to its lack of background. Its salience allows it to draw the most attention on the page--together the shine and color--place the product in the realm of the Real.