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Analysis of the Archers advert.

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Analysis of the Archers advert When we first look at the Archers Advert the primary optical area (POA) is a beautiful young woman. The primary optical area is the first place the eye goes when looking at an advertisement. The reason that this woman is POA is because she is dressed in white, modern clothing which contrasts with the dark gothic style background. The niche market of this advertisement is young single women who drink alcohol, when we look at this woman we see she is picking a lock with her hairclip. This is a very powerful image; it implies she is independent, resourceful, innovative and uses her initiative. ...read more.


This technique of flattery is very effective. The words `Rapunzel 2002` are written in white which again contrasts with the background, there is a constant contrast between old and new whether its between Rapunzel and Rapunzel 2002 or style. The font style of the words `Rapunzel 2002` are modern in comparison with the background. In the bottom right hand corner there is a picture of some Archers bottles (the actual product being advertised), that to along with a slogan beneath it are bright and modern in comparison with the background. The slogan reads `come out to play`, this is insinuating that `Rapunzel 2002` is trying to `come out to play` and drink Archers. ...read more.


There are a couple of props, one of them is a pair of scissors the other is a mass of hair that is supposed to be `Rapunzel 2002's` hair. The image of the hair is very powerful because it shows a rebellious side to her, she is not conforming. In my opinion her hair represents her innocence and her reliance upon men, by cutting her hair off she is making it impossible for a prince to climb up and rescue her, which means it she isn't relying on a man. The scissors represent `Rapunzel 2002's` rebellion against a stereotypical hierarchy in society in which men are unfairly placed above women for no good reason. Paul Gregson English 10.2 Media Coursework ...read more.

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