• Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

Textual Analysis - Oxjam

Extracts from this document...

Introduction

Textual Analysis - Oxjam The Oxjam campaign consists of two adverts, the first advert is a collage of ticket stubs from music concerts in the shape of an N and text; these are the signifiers. This can be broken down into the denotation and the connotation. The denotation of the image is simply ticket stubs from concerts arranged to form a giant capital N, however when anchored by the text below it, which reads, "people of Nottingham, put on a musical event for Oxjam and raise money for Oxfam" the connotation of the advert is that a musical event in Nottingham could be organised by members of the public as part of the "Oxjam" event in order to raise money for Oxfam. The second advert uses the signifier of a cartoon drawing playing guitar and various other instruments and text. On a denotational level this advert consists of an image of someone playing guitar, but when anchored by the text, specifically: "Make Music. Raise Money. Change Lives" and "So, are you in", the connotation of the advert is again that you could raise money for Oxfam by putting on or performing at a live show in your local area. ...read more.

Middle

These images are anchored through the text which explains that people should get involved with setting up live performances and the Oxjam logo to fully denote that this is for the Oxjam charity. The charity slogan "Make music. Raise money. Save lives" creates cohesion by strengthening the brand identity and making the aim of the charity obvious. The use of bold text with sans serif fonts and the placement of the logo in the bottom portion of the advert also help to create cohesion The use of language in both of the adverts anchors and strengthens the message which is suggested by the images. In both adverts the strap-line is "Make music. Raise money. Change lives" and in both of the adverts the phrase "Change lives" is emphasised by either being in a different and contrasting letter (the first advert) or being made larger than the other words (the second advert) all of which combine to create cohesion between the adverts. Further creation of cohesion is evident through the use of a sans serif font helps to keep a formal serious and formal tone of voice, emphasizing the fact that there ...read more.

Conclusion

In terms of lifestyle, this advert would most likely be targeting young people of no particular ethnic group and possibly more specifically young people in their late teens and early twenties at university or living in popular cities where there are a large amount of clubs, bars and pubs where Oxjams could be held. To reach this intended age group this advert would probably be put on the back on flyers in clubs and pubs or put on posters in student unions. It is also possible to categorise the target for this campaign through the use of psychographics; if applying the 4c's it can be said that these adverts are targeting reformers. This is because the campaign offers the opportunity to better the lives of others through their own actions; taking part in an Oxjam event. When applying Maslow's hierarchy of needs we could say that the campaign targets and audience who are not only motivated by the need for self actualization but the need for social belonging because they are taking part in a large social event that also benefits the lives of others. ...read more.

The above preview is unformatted text

This student written piece of work is one of many that can be found in our AS and A Level Advertisements section.

Found what you're looking for?

  • Start learning 29% faster today
  • 150,000+ documents available
  • Just £6.99 a month

Not the one? Search for your essay title...
  • Join over 1.2 million students every month
  • Accelerate your learning by 29%
  • Unlimited access from just £6.99 per month

See related essaysSee related essays

Related AS and A Level Advertisements essays

  1. Advertisement Analysis

    This creates balance for the eye. Also beginning at the top left hand corner of the page would be the natural place to start reading something. The positioning of the playing cards in the centre of advertisement 2 goes as followed: The playing card with the beer bottles on is facing upwards with all of the

  2. Semiotic Textual Analysis.

    Semiology is defined as the "science of signs, or study of sign systems...which work through certain rules and structures."(O'Shaughnessy and Stadler, 2002, p80) These sign systems will only be successful when they are shared and understood by many. Culturally, there has to be a similar interest shared in the codes

  1. Olympic Games Event

    However, there is now a growing realisation that major events do have significant environmental and wider sustainability issues, both in terms of impact and opportunities for leaving a long-term legacy. More especially, sport events in particular are massively popular with global media coverage.

  2. Charity Adverts Evaluation

    Also the background of the child in the picture shows how uncomfortable it is to live in that sort of environment, and again is addressing the reader with guilt. Perhaps the child got "caught in the crossfire" and became a victim of violence themselves, either being accidentally pushed or hit

  1. In this essay I aim to deconstruct two adverts intended to endorse two diverse ...

    Also the barbed wire expresses the person's pain and the help required. Overall this clear-cut image sends out a crystal clear hard message. To turn to the R.S.P.C.A ad, it displays images of young puppies and kittens. The images are in black and white and show that the young animals have been badly treated, as there faces look sad.

  2. Charity Advertisements-Christian Aid & Christian Children's Fund

    Some helping the environment, some helping the animals, and some helping the humans. But nearly of them are supporting something or another. This makes a lot of competition and when there is one charitable organisation competing against others all the adverts we see or hear are going to be pleads from different organisations.

  1. Sharp LCD Televisions and Jeep Advert Analysis

    This suggests that a driver does not need to avoid steep hills and mountains in this car, the opposite of what they do in their current car. The final word in the advert is the name of the company itself; Jeep.

  2. How is the Takamine guitar advert effective?

    Although, the guitar may be key to this picture but the headstock that holds the company brand name is off the view of the lens, this could have been a clever ploy as to make the viewer read on and find out what the brand is.

  • Over 160,000 pieces
    of student written work
  • Annotated by
    experienced teachers
  • Ideas and feedback to
    improve your own work