The intention of doing this treatise is to deconstruct and scrutinize a cake advert called 'Death by chocolate'.

Authors Avatar

Md. Dalim Chowdhury 11Q        

5307

Media in English- Death by chocolate

The intention of doing this treatise is to deconstruct and scrutinize a cake advert called ‘Death by chocolate’. In this treatise I will try to explain the importance and intent behind the different techniques used to sway the reader to buy the product. Finally I will give my own elucidation of the advertisement and if I believe it is effective and successful in making the product appealing to the reader. The advert was found in the Marks and Spencer’s Christmas catalogue guide.

There are two main types of advertisement in paper and magazine (in this case a catalogue); display and classified. Displays are there to catch your attention and persuade you to buy. Classified are informative.

This advert is a display advert. The reason being is because, in a classified advert it would have basic things like telephone number, price and etc. Another reason why this a display avert is because a classified advert doesn’t have to be eye-catching but in this case the ‘Death by Chocolate’ is very eye-catching.  

As you flip through the catalogue the advert will divert your attention to this very pleasant advert. The advert is placed on A3 piece of paper, making it very hard to miss as the reader flips through the catalogue  and is divided into three sections the first being the slogan of the merchandise; It’s no angel cake’. This is written in large gold print, taking over half the page perpendicularly conveying the sumptuousness and excellence of the product. Next to this is seven short paragraphs describing and convince the necessitate for this product in their packaging. There is also a small picture of the two sizes of the product in their packaging. On the other side, taking half the page is a large, high-resolution depiction of the cake with a slice taken out. This makes it possible for the reader to see the inside of the cake, its stratums, texture and colour. Finally there is a female hand holding a fork that is in the shape of a devil’s trident. The coloured background of the slogan seems to be a rich textile creating an undulating effect. The colour used is a combination of dark and lighter red giving the effect of a rich texture. The cake also has this rich red colour in two of its layers and the part coloured shavings that cover the outside of the cake. They persuade you to buy their product through the ‘Temptation’. By looking at the cake the reader will like it and want to but the product.

Join now!

These techniques are used cleverly so that often we don’t not realise how our thoughts are being controlled. The explanation of this is that they would see this exquisite cake and will be thinking about eating this cake. The cake is so zoomed in that it drools the reader’s attention. This makes the consumer wish and crave for the cake. It gives them a mouth watering experience and leaves them wondering what the cake must taste like. At this very moment they would not know how their thoughts are being controlled by this exceptional advert.

The trident is ...

This is a preview of the whole essay