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Advert analysis

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Introduction

Media - advert analysis The purpose of this essay is to decode an advert and pick out the messages it sends out, subliminal or not. The advert aims to sell the new Ford Ranger to wealthy, young businessmen. The advert was found in the 'Top Gear magazine', which is aimed at people who like cars, adverts like this use strong denotations such as brand spanking new car, which flips into a dirty, used car. This has strong connotations such as the car is designed to be used and enjoyed and that the car is a real boys 'toy'. In advertising, signifiers are used to send messages in the advert, such as colour, focus, camera angle, etc. The advert I am using consists of two pages. On the first page there is a new 4x4 Ford Ranger placed in the centre. It is placed on a black background, which enhances the detail of the product and draws the eye to it as the centre of attention. The car is viewed at a slight angle, showing the length of the car as well as the depth. Above the car in white, bold writing as a statement saying, 'New, but why keep it that way?' which leads onto the second page, which is on the right hand side of the following page. ...read more.

Middle

These sharp corners signify a male authority and strength. For instance, the bonnet of the car is like a box, with right angles at every edge. It isn't a coincidence that the power in the car is housed inside. Positioning is a key element in advertising. It draws the eye to, and away from things and if not done correctly can be a complete disaster. In the middle of my advert is the product- the new ford ranger. The car is the centre of attention; the reaction that is meant to occur is, "nice car, wish I had one". The eye is then drawn to the text, which will then sell the car. On the first page there is only a very small amount of writing. This is situated over the left two thirds of the car. This is then meant to provoke the question, 'where's that leading to?' the position of the cars in proportion to the writing on the first page. This signifies that the car is more important, where as the text is merely an after thought. On the second page, the car is still in the same position but the original text has gone, and has been replaced by a white, angular box. This box is in the bottom right hand corner. ...read more.

Conclusion

In the white text box, there is information that suggests that the company is trust worthy and therefore confident. When creating an advert, the sender must first identify the target audience. If they want their product to appeal to a particular type of person, then the advert must also appeal to them. This advert is aimed at young men, with a rough age range of about 20-30 years old. The word 'ranger' in the anchor appeals to the more reckless side of the audience, who perhaps want to feel more adventurous. However; the range of audience is narrowed to the upper classes, as the car is brand new and although may appeal to a poorer audience, they simply wouldn't be able to afford it. Therefore, the car was advertised and aimed at a richer, more successful audience. To conclude this analysis, this advert gives of an overall feel of masculinity, boyish behaviour and adventure. This comes from the angles on the car, the change from clean to dirty and the anchor 'New. But why keep it that way'. I think that the adverts sell the product well, due to the simplicity and the uncluttered, masculine, stylish look it has. These days, this clutter free, modern look is very appealing and I think the designers of this advert have done a good job of using it in this advert. By Charles Medlock ...read more.

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