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Advertisement Analysis

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Introduction

Advertisement Analysis. This essay aims to decode the representational symbols in an advertisement which is selling alcohol. The target receiver is a young adult male and the advertisements appeared in a music magazine. All advertisements contain signifiers that carry meaning to the receiver in terms of denotations and connotations. Denotations are the images portrayed in the advertisement which clear for the viewers to see. While connotations are associated ideas suggested to the viewer by the content of the advertisement. The type of signifiers that are used to send messages in an advertisement include colour, focus, shape, camera angle, stereotype, positioning and all of these areas need to be considered. Advertisement 1 is advertising Abbot Ale. The photograph consists of a young woman lying in bed with a look of pleasure on her face. There is a small statement at the top left hand corner of the page. In the bottom right hand corner of the page there is a picture of a pint glass filled with ale, with the ale's logo printed on. There is a beer pump with the ale's logo on it to the left of the glass with a statement that is directly related to the product. Advertisement 2 is advertising Budweiser beer. The picture consists of five playing cards that are all kings. There are the four different suits and also a playing card that depicts two bottles of Budweiser. There is a slogan at the top of the page and there are three gambling chips in the bottom left of the page. Across the bottom of the page there is a black strip with a statement in the centre of it. On the tops of the beer bottles there are upturned bottle caps. Advertisement 3 is advertising Beck's. There is a picture of a smashed bottle of Beck's, the sections with the brand name on remaining intact. There is some beer spilt over the background and there is a small amount of text in the bottom right hand corner of the page. ...read more.

Middle

Which would create more of an impact when seen. On advertisement 3 the picture of the Beck's bottle is taken from directly above it. This may be to create the effect of somebody dropping the bottle on the floor and then looking down at the smashed glass. The camera angle of advertisement 1 is taken from the direction of which the viewer would look at her if she were in front of them. This helps the image of the woman more realistic. The camera angle of advertisement 2 is taken from the angle that the viewer would look at the cards if they were on a table in front of him. This also helps to make the image look more realistic. The camera angle on advert 3 is taken from directly above. This makes the viewer think that he is looking at the smashed bottle after he dropped it. This links in with the words "Juggler," and the word " Apprentice." The focus of advertisement 1 is clear and natural. This is reinforcing that the beer is a clear golden brown colour. They have done this to try to make it look realistic. They are trying to reinforce that the beer tastes good in real life. The focus of advertisement 2 is clean and realistic. This reinforces the effect of the cards being in front of the viewer. They may have done this to make the advertisement stand out to the viewer. They may have made the focus clear so the viewer can look in detail at the beer being advertised, which may help the product to sell. This also helps the effect of the viewer being at the gambling table. The focus of advertisement 3 is sharp and detailed. The advertising company have done this so the individual pieces of glass (which are what catches the eye of the viewer) will be clearly seen and look even more realistic. ...read more.

Conclusion

No cropping has been used on advertisement 3. This is because it creates more of an effect if you can see the whole product, also the image would look quite strange if half of it was cut off. To summarise, advertisement 1 uses a combination of successful colour contrast and a powerful image of a woman experiencing pleasure in bed to attract both males wanting to attract females and females wanting to attract males. They would enjoy the link between pleasure in bed and pleasure drinking the ale. I think that the advertisement would be successful in today's society in interesting the young adult males it's aimed at. Advertisement 2 uses a combination of successful use of colour, lighting and the slogan to attract its target audience. The viewer would like the humorous link between the advertisement and slogan. In today's society I think that this advertisement would do well in attracting its viewers because they would like the humour in the advert. Advertisement 3 uses successful focus and shape to attract its viewers. Although the advertisement dos not have much on it I think that it is still very effective and will make the viewers laugh because of the anchor. In today's society I think that the advertisement will do well in selling the product to the young adult males it is aimed at. To conclude, all of the advertisements contain a wide variety of signifiers that are used effectively to attract a target audience. They all feature a large central image/picture and minimal text which makes the adverts easily understood and uncomplicated. Although the colours are different on each advertisement, they only consist of about two to three different colours to create the effect. The actual product being advertised appears somewhere on each of the advertisements but each one is linked to a different theme. The three themes used are sexual pleasure, gambling and subtle humour all of which are relevant and attractive to the people they are trying to target. In today's society I believe that all three advertisements should prove to be successful. WRITTEN BY TIM.GURNEY 1 ...read more.

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