Analysis of a Multimodal Advert

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Analysis of an Advert

This print advert for McClure’s pickles is a witty long copy advertisement printed in September 2010. The function of this advert is to persuade the consumer to bring McClure’s pickles to a dinner party over wine. Handed out as fliers, this advertisement attempts to reach out to a combination of two target audiences. The advert tries to appeal to the higher managerial, administrative and professional social class, who would be likely to drink wine at dinner parties, but wouldn’t normally think of using pickles as an accompaniment. The sparse use of colour and small refined text, gives the advert a rich, old fashioned and tasteful look, which would also appeal to the higher social class. However the subtle wine splatters contradict this, and makes sure that the advert doesn’t completely cater just for the higher social classes, and could still cater for someone of the lower social classes.

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The advert uses clever typography to draw the audience in. It uses the paragraphs to make the shape of a wine bottle, and  places a label in the middle where the wine label usually would be, which confuses the reader into thinking that the advertisement is about wine, which confuses the reader as the title implies that the advertisement is about pickles. Because of this when they finally look closer at the label and realise that the advert is indeed about pickles, it creates humour, as well as making sure that the consumer is hooked into the advertisement. This double meaning ...

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