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Media Assignment: Choose an advert or news report of a similar nature and do a content and textual analysis.

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Introduction

Media Assignment: Choose an advert or news report of a similar nature and do a content and textual analysis. In this essay I have chosen to look at two male footwear advertisements. The first of these advertisements is for the company 'Gola' and, the second is for the company 'Caterpillar'. Both of the advertisements have been taken from the male magazine called 'FHM' which, stands for 'For Him Magazine'. This magazine is aimed at young men approximately eighteen to thirty-five years old. Throughout this essay I will compare the two adverts in relation to the aims of the company by an analysis of their content and the text contains within them. I will also argue that although both adverts are aimed at the same target age, they are both aimed at different segments of this market. The adverts are for the same product but have used very different approaches. Both advertisements contain high quality pictures and, have obviously been doctored by the use of a computer. The 'Caterpillar' advertisement depicts a model standing in front of some windows. The trainer itself, allow it isn't the main image in the advert, is of good, clear quality and, therefore allows the target audience to view it properly. The use of the computer generated giant footprints which, are stamped onto the windows, also allows us to see the underneath of the footwear. ...read more.

Middle

In the Caterpillar advert there is only the brand logo in the top right hand corner, the name of the trainer and a number to call in order to enquire about stockists and, also a copyright notice. The Gola advert is very similar in that it too only contains the Gola logo, the name of the trainer but instead of a phone number to call for stockists, it has the website address for the company. The main difference regarding the text between the two adverts is its positioning. In the Gola advert all the text has simply been placed in the bottom right hand corner. This is because they want all the attention of the audience to focus on the image which, seems to naturally involve the audience looking at the centre point and moving their vision outwards. It has been left quite simple but the actual name of Gola and the arrangement of the trainers could signify the scoring of a goal in football. The caterpillar advert on the other hand has positioned their text at each corner of the advert. This again would seem to be in order to draw the audience's vision to the image but, unlike Gola, they want this to look around the whole image. When you look around both adverts many symbolic signs can be found. ...read more.

Conclusion

This also signifies the notion of a lion which is a strong mammal and the king of the jungle suggesting that the audience could become like this. The fact that he is all sweaty would appear to be a sign for manliness based on the myth of sweaty, musculey men being more masculine. This is also signified by the dead, penetrating stare of the model; the dirty warehouse, and the big footprints. This would appear to be an attempt to lure the target audience into the idea that they could also be more manly and strong if they wore this product. In conclusion, both adverts although for the same kind of product and although they both want the ultimate outcome of selling their product have used different techniques. The Gola advert appears to be about challenging the existing views about their brand. They want the audience to believe that if they buy this product then they are dynamic, individual and unique. It appears to be targeting the clubbing segment of the market and its main focus in on the vast range of colours that is available in the Gola Classics range rather than the actual detail of the trainer. The Caterpillar advert on the other hand seems although actually shows more detail of the trainer seems to be targeting the more fashion conscious segment of the market. They have relied on reinforcing the brand name and challenging the audience to wear the product based on the myth of manliness. 1 see www.nevdgp.org.au/geninf/adf/hdayha.htm ...read more.

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