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Analysis of a Multimodal Advert

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Analysis of an Advert This print advert for McClure's pickles is a witty long copy advertisement printed in September 2010. The function of this advert is to persuade the consumer to bring McClure's pickles to a dinner party over wine. Handed out as fliers, this advertisement attempts to reach out to a combination of two target audiences. The advert tries to appeal to the higher managerial, administrative and professional social class, who would be likely to drink wine at dinner parties, but wouldn't normally think of using pickles as an accompaniment. The sparse use of colour and small refined text, gives the advert a rich, old fashioned and tasteful look, which would also appeal to the higher social class. However the subtle wine splatters contradict this, and makes sure that the advert doesn't completely cater just for the higher social classes, and could still cater for someone of the lower social classes. ...read more.


Also, using a question as the title challenges the audience to consider the question, drawing the audience's interest: "When is it appropriate to bring pickles instead of wine?" These are all clever devices to persuade the consumer to read the copy to find out more about the product. This advert uses an audience based approach, trying to convince the consumer that they need to buy their pickles... It uses a personal, friendly tone to put the audience at ease and open to the adverts persuasions. However surprisingly this advert still uses quite formal language: "This is an age - old question, often asked by the young newlyweds and puzzled immigrants unfamiliar with the nuances of our culture."This is quite unlike the usual advertising language used today, which is often informal, with many colloquial expressions. However is not intended to alienate the part of the population that would not understand these expressions, as this advert is to be exposed to the general public, rather it is playing on the stereotype that well spoken people do not eat pickles. ...read more.


By using words such as "spicy" and "infused", it makes the product sound more attractive, and trigger desire in the consumer. This advertisement also utilizes direct speech: "Why remembers that guest who brought us the McClure's?"By giving an exact copy of the precise words spoken by the characters in the advert, it allows the characters to seemingly give their own isolated opinion on the pickles. This advertisement also uses subject specific lexis, when describing the Chardonnay, such as: "Oaky, some buttery, some flinty". It uses varied hyponyms to represent the different flavours covered by the subordinate, Chardonnay, words that would normally be associated with wine. This advertisement uses the second person pronoun you, frequently throughout the copy. This is used to appeal directly to the consumer, attempting to make them feel special and part of the thinking process to decide whether or not to bring pickles. The use of rhetorical questions: "The first question is, do your hosts need wine?" also achieves this. ...read more.

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