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How does the Hovis advert work as a myth?

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How does the Hovis advert work as a myth? Myths are seen as being false stories or tales. But Myths have a sense of appearing real or seeming natural. Advertising in the present world relies on myth to represent a fake realism or qualities that can be reqconised through the product. The myths in adverts try to make us believe that the product can work and wonders and solve our problems. The picture in the Hovis advert is set in a typical 1940/50's home on a Sunday evening. The picture suggests that life is going well for the family but these people living in this era are technologically behind from us today. ...read more.


But another mechanism of the advert is making you wonder why there is a larger black and white picture in the background? What has this picture go to do with Hovis bread? Again this makes the viewer then go on to read the context to the right hand side of the picture. If this advert were mainly in colour, consumers would find it easier to single the advert out as a myth or lie. As the advert is in black and white making it seem that is traditional making it seem more realistic for that time era. But this advert can still be seen as myth if thought about deeply. Who is to say that Hovis wasn't even around in the 40/50's? ...read more.


Another factor that may apply to today's modern family would they get on with each other as the picture implies? The text that accompanies the advert gives out particular phrases such as: "Smell of fresh baked bread to guide us home" "Old memories, stirred up by the taste of a country white loaf from Hovis." "A study white slice that tastes like real bread used to." "Hovis White Bread - as good today as its always been." These phrases try to persuade the viewer of the advert that their product has been around for many years and never lost its quality. It also tries to make the consumer's mouth water through the usage of words, "A study white slice" & "Smell if fresh baked bread." These planed phrases put the words and thoughts into to consumer's head practically for them. ...read more.

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