The French philosopher Jacques Derrida said that in order to understand an image, it should first be deconstructed. He also suggested that the viewer should not accept the image without question, but to explore and analyse the content. He encouraged the freedom to question.

I chose this advertisement because I found it confusing and wanted to try to understand what the advertisers were hoping to achieve.  I deconstructed the image as suggested by Derrida.

These are my thoughts on the advertisement:

• I found the image to be confusing, the line between animals and humans appears to have been erased.
• The image shows a female, age unclear, cuddling a toy baby monkey dressed up to resemble a baby girl, complete with pink outfit and a pink bow in its hair.
• As the image has been taken from a weekend colour supplement, not a child’s comic, and the wording of the advert is aimed at the reader, I assume this is a “grown-up’s” toy. Of course it could be purchased for a child, but given the actual cost, and the implication that it could be an investment, that would be unlikely.
• Would this advert have had the same effect if the toy had been a human baby? By using a monkey to create the cuddly toy, is it then deemed acceptable to be owned by an adult?
• Described as “Our First Ever hugging monkey” and “So Truly Real”. It cannot be real because it is representing what is essentially a wild animal posing as a human baby.
• Made of “Soft RealTouch vinyl” and the arm of the monkey is shown with a light covering of hair. A real monkey does not have skin made from vinyl and yet this is portrayed as being soft and realistic.
• “Poseable to hug you” implies that the monkey has put its arm around the adult in a warm and caring way, not that the arm has been arranged, thus giving the impression that this is a perfect substitute for a real baby.
• A further image shows the monkey sitting independently, in a baby pose, again implying that the toy is a baby substitute.
• The description implies love, comfort, warmth, security, suggesting that “If her big brown eyes don’t melt your heart, feeling her arms around you certainly will.”
• Then at the end, having drawn the reader into this feel good advert, the advertisers use pressure to encourage a purchase:
  • Available for a limited time
  • Payment plan of 4 installments
  • Pay nothing now.

I am told that monkeys can make loving pets, but they are monkeys, not babies. To cross the line and create a toy monkey which looks and behaves like a human baby for purely commercial reasons is confusing. I wonder whether this advert is aimed at women who for various reasons do not have a baby to cuddle and the monkey is a “respectable” substitute.