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Essay on pre-war advertisement (Gibbs Denifrice)

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The main image of the advertisement is of a good-looking young woman with her two sons, it was common in the 1920's for women to marry and have children at a young age. The woman is dressed in what seems to be an apron, and the son she is holding, a pair striped pyjamas. It is unclear what her other son is wearing though we can assume it also nightwear. Their clothing can be deemed important as it is something the 20's woman could relate to; that is, being dressed in typical housekeeping clothing, her, dressing her sons in nightwear as she gets them ready for bed. Also, most people brush their teeth before they go to bed so there is some significance in the time of day setting as well. The subjects look very loving towards one another. This is the idealistic portrayal of what a young family should be. More noticeably, they are all smiling and flashing their white teeth; the advert is implying that if one buys Gibbs Dentifrice for their family, they will see the same love and devotion as those in the advert. In terms of the technical aspects of the picture, it is simple-a sketch. ...read more.


However, when regarded the amount of text used, I would say it is too much. This is because, an advert should aim to carry its point across to the reader as quickly as possible and this advert does not do this, thus the impact is minimal. However, it could be possible that the 1920's woman may have had a greater attention span. The phrase 'Your Boy' is repeated in this advert, the use of a possessive pronoun is to make it sound much more personal to the reader. The advert tries to convey the idea that if the reader wants what is best for their child then buying Gibbs Dentifrice is the answer. Other example of repetition is the repetitive use of the brand name, Gibbs Dentifrice; this is repeated for the effect of emphasis. "Your boy", and "His career", can be deemed sexist language and this would not be surprising considering the advert was published at a time when, even though it was the beginning of female emancipation in terms of women being allowed to work outside of the home, men were still considered to be the bread winner of the family home. The adjective used in this advert also point towards it being highly sexist and focused on male needs, "...he will have to be strong and healthy....", "strong... ...read more.


There are a range of different sentence structures throughout the advert. For example, paragraph two in one long, complex sentence and this is to make the text seem scientifically impressive, and also to add a sense of fluidity to the sentence which accompanies the positive words in the paragraph, such as "bright", "glisten" and "light", nicely. Paragraph four begins with a long sentence which sums up the message of the advert; that message is that Gibbs Dentifrice exists to give "your boy", the best start in life. Ending with an influencing and positive imperative is effective as it is the last sentence, which needs to be impactful. The advert nowadays would not be as effective as it might have been in the 1920's. One of the reasons is because a primary objective for a modern advertiser is to convey their message across to the customer as quickly as possible; in the case of the Gibbs Dentifrice advert there would be far too much text for a modern day customer to read. However, the fact that the advert has a lot of text is effective when being read by the 1920's woman as at a time where there were not televisions, as she would probably have enough time to read it whilst being provided with some type of entertainment. ?? ?? ?? ?? Gibbs Dentifrice ...read more.

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