The lady is representing the phone and the phone the lady, in the ‘Samsung’ advert. The lady is striking a pose similar to the way in which the phone has been left, as the lady is striking this pose she is representing that the phone is just as flexible as she is, she is young and normally is it expected for young people to be flexible. The phone is representing the women because it has her face on the screen and is being used to say that the phone is just a smart, sophisticated and fun as the lady. The connotation made from this advert is that the phone is almost a person it is doing as the lady does and because of that is it like the lady and can do what the lady can do – it is smart and technologically advanced.
The ‘Horlicks’ advert uses the audience’s imagination to make ‘Horlicks’ seem sexier than it is. The word ‘fulfilment in the bedroom at last’ have double meanings, the advert is claiming that it means a good nights sleep at last but sexual imagery is being represented by the image of the feet and the text. It is only apparent that the advert is not sexual when the small print is read. The connotation is that the ‘Horlicks’ will make you sleep better. Both adverts have hidden meaning, connotations, that aren’t apparent at first, however the phone adverts connotation is just boasting more about the product, while the ‘Horlicks’ connotation is the actual meaning of the advert.
The ideas that are being presented in the ‘Samsung’ advert are that young women are fun, smart, flexible and sophisticated. These ideas are generally thought of in society and the advert has used these general views on young women to save them from having to write out a lot of words, the audience knows what young women are generally like and can see why the women has been used sub-consciencely.
The ‘Horlicks’ advert also presents some idea, it shows some feet in a bed looking cosy, generally this is how people expect a happy couples feet to be while they are in bed, although in real life it probably doesn’t happen very often. The idea that a good night sleep gives satisfaction is also been presented in this advert. There are a lot clearer ideas being represented in the ‘Samsung’ advert.
In the ‘Samsung’ mobile phone advert the institution has made the decision to show the women as young and free women to sell the phone because of her unusual pose people will be drawn to her and then look at the rest of the advert. The institution has also decided to show the phone from all angles so that it really shows it’s self off. There are many words on this advert but most of them are just factual and explain the phone, however the words ‘Turn heads’ has been used to attract peoples attention and make the audience realise that the phone can turn around like a person. The institution has put all of the important and factual text at the bottom of the page, they have done this because even though it is persuasive and useful for the audience is isn’t particularly attractive. The institution has made many decisions that effect the effectiveness of the advert as a whole.
The institution has decided to make the writing the key feature of the ‘Horlicks’ advert because of its play on words. The large word have a double meaning and they are there to tease the reader, the image of the feet play along with this teaser and it is not until the reader see it bottom of the advert that they realise the true meaning of the advert. The institution has decided to set it out like this to play on the readers mind and let them use their imaginations, giving the audience room to think can be more persuasive than putting everything in front of them because it lets them come to their own connotations. The institutions make both these adverts as best as they can be by the many important decisions they have made.
The audience is expected to think that the phone is cool and fun to have, in the ‘Samsung’ advert. The message being given to the reader is that this phone is the phone to have and it will make your life fun. The advert is selling the fun and sophisticated lifestyle that the women in it appears to have. The phone appears to be ‘showing off’ and it is saying that you can show off with this phone if you have it. Also the phrase ‘Turn heads’ could also mean that if you have this phone you’ll be so different people would turn their heads to look at you. The language used in this advert is quite simple which makes it easy for the audience to relate too but it is not colloquial which reflects the sophistication of the phone.
There are two messages being given out by the ‘Horlicks’ advert the denotation and the connotation. The denotation is that ‘Horlicks’ will brighten up your sex life and give you more satisfaction, while the ‘true’ meaning is that ‘Horlicks’ will give you a better night sleep hence more satisfaction. This pun is clever as it creates phallic imagery and this makes an advert more appealing. The small print at the bottom confirms the connotation that the reader will have already made, this confirmation will give the audience more faith in themselves and maybe make them buy the product. The language in this advert is slightly more complicated than the other advert, because of the pun. The more complicated language reflects the more complicated and older audience that this advert is aimed at.
The adverts are both effective and successful in their own ways they both capture their audiences well and show off their products. The ‘Horlicks’ advert uses the audiences imagination and puns to intrigue the audience into buying their product, while the ‘Samung’ advert boasts about the product and plays on the audiences need to look good to make them buy the product. Both adverts are very effective and sell their products in unique and original ways.
