Analysis of the Archers advert
When we first look at the Archers Advert the primary optical area (POA) is a beautiful young woman. The primary optical area is the first place the eye goes when looking at an advertisement. The reason that this woman is POA is because she is dressed in white, modern clothing which contrasts with the dark gothic style background. The niche market of this advertisement is young single women who drink alcohol, when we look at this woman we see she is picking a lock with her hairclip. This is a very powerful image; it implies she is independent, resourceful, innovative and uses her initiative.
Just above her hand is the text `Rapunzel 2002`, again connotations enter our heads, it relates to the fairy tale Rapunzel. In the book there is a beautiful Princess who finds herself locked in a tall tower with no way to get out, but a young handsome prince comes to her rescue by using her amazingly long hair to pull himself up and break her free. At this point we realize what the `2002` means, she is suppose to epitomize modern women, the message is this is what a modern Rapunzel would be like. She isn’t waiting for a knight in shining amour to come and rescue her, she takes matters into her own hands and breaks her self out because she is strong, independent, modern woman. This technique of flattery is very effective.
