Advertisements Set Text
Tide Advert
- Designed for heavy duty machine cleaning. Brand leader in America established in 1946 by P&G. (Procter and Gamble).
- DMB&B (D'Arcy Masius Benton and Bowles) handled advertising agency handles P&G's accounts. They found their audience had a large amount of confidence in the brand.
- Used print radio advertising campaigns concurrently in order to build a familiarity of the brand with the audience. Both media forms use the "housewife" character and ideology. They made it out that the customers loved the product.
Semiotic Analysis of the Tide Advert
The purpose of the advert is to create a relationship between the audience and the product by making the audience familiar with the product and want to buy it. the overall purpose is to sell their product. The context of the advert is that mainly women would do the washing so it makes sense that they would depict a woman for the advert as it appeals to the target audience.
Tide uses symbolic codes to make the audience think that Tide is the best possible brand that they an choose. They do this by adding a main image of a woman hugging the box of Tide making the audience think that she loves the product and it is the best. Furthermore, the lexis that the product uses is very centred towards making the audience think that they need the product and they do this by adding tags such as "Tide's got what women want!" and "No wonder you woman buy more TIDE than any other product". This is effective because it uses direct address to make the audience feel as if the advert is talking straight to them. This makes the advert seem more friendly as if it is a recommendation by a friend rather than an advert. The font that has been used is sans serif meaning that it is informal but still very clear to read. This gives the advert a more warm and home like feel which is affective because tide is a home product that every woman should have. This means that the font used is effective because it appeals to a wider range of people. For example, if it was formal font then some people might feel that the product is too upperclass for them. This means that the informal feel of the font and the advert is inclusive to more people. The informality of the advert is further enforced with the cartoon pictures as it makes it seem more humorous and fun. This helps the audience build a relationship with the product. The advert includes a Z-line meaning that it includes the most important parts of the advert in the spaces that our eye traces meaning that the audience gets the information they need.
Water Aid - Background
It is a charity that was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. Works with organisations in 37 African, Asian and Central American countries and the Pacific region. Patron: Prince Charles.
Created by Atomic London in 2016 an advert named 'Rain For Good' presents a 16 year old Zambian student with the aim of showing how communities benefit from clean water. It achieves this by portraying them doing everyday chores such as farming and laundry.
Wateraid: Claudia sings sunshine on a rainy day (2016)
The advert uses Levi Strauss' theory of binary oppositions because the cause is very serious as it is raising awareness for the fact that many groups of people do not have access to lean water but she is singing a relatively happy song and the lighting is quite golden which could symbolise happiness and hope. This relates to the theory of binary oppositions because they are making light of a bad situation. The lighting could also be like this because it is saying that our donations are like a beacon of hope for the people who are struggling.
The person that this advert depicts is a teenage girl of colour collecting water. This is important because you wouldn't necessarily expect someone of that age to be doing work that could determine the survival of her family. The advert also uses symbolic codes because we see a lot of young people doing work such as farming and laundry that we would generally assume was adult work. this is symbolic because it shows without actually stating that there is a lot of trouble at home in families such as these where it is hard for the adults to work and take care of the kids so the younger generation has to take things into their own hands.
Due to the fact that most people have a perception of poor families in places like Africa it means that as soon as the audience sees the coloured girl in an environment like what we see in the film the audience instantly makes generalisations of her life because of stereotypes that they have got from the media. This is useful in the advert because it means that the audience builds a relationship with Claudia quickly as they feel they already know about her living experience at least a little bit. It is generalising the entirety of Africa as a continent.
Additionally, towards the end of the advert we are presented with a fact/figure stating "650 million people still don't have access to clean drinking water." This is used to shock the audience because there is another binary opposition between the lifestyle and expectations that we grew up with such as the expectations for clean water, food and sanitary living conditions and what we see as her living conditions. This means that this figure shocks us as the audience because clean water is something that we expect as a minimum. There is a further binary opposition with the typical English kitchen at the beginning of the advert which is recognisable because it is raining outside. This is directly contrasting to the drought of Africa that is presented next. The advert is also trying to make us feel guilty as a tap is pictured showing that we have lots of access to water compared to others. It makes us feel really lucky. This first shot could also be symbolic of us taking things for granted and not being happy for what we own.
The advert is much more uplifting than most other charity adverts as they present the outcome of our donations rather than the conditions that they were already in. There is a personalised narrative during the advert which is typical of other charity adverts. This is effective because it helps to strengthen a relationship between the people depicted and the audience.
The first shot of the people in Africa is of her feet which builds enigma codes as we wonder who's feet it is and they are also symbolic of the amount of work that they have to go through because it shows that they are always on their feet.
The signing goes from her singing in diegetic sound which turn to non-diegetic sound which is a happy song which obviously builds happiness.
There is a different ideology in this advert because it makes you feel good about yourself because it shows you the impact of your donation.
Kiss of the Vampire
Genre: Horror
There are some generic paradigmatic and iconographic features that help to construct the genre of horror. These are features such as: the dark lighting in the background, the full moon, a castle in the background, bats, blood dripping from the text and the two people who appear to be being murdered.
Therefore, it conforms to the general rules of the horror genre because of some of the darker colours. The fact that there is an vampire depicted as part of the main image also conforms to this genre. We can also see what appears to be a castle in the background which makes the poster recognisable as a horror film because there are spooky/creepy connotations that are tied to a dark castle. Furthermore, there is a full moon that is visible ion the background that also conforms to the horror genre because that has connotations of werewolves. However, in some ways the poster subverts from the genre conventions because the women that are featured in the poster are quite well lit which is unusual for a film in this style.
The groups that are represented here are: men, women. Both men and women are represented to be both powerful and weak in some ways. This is because there is a man and a woman committing what appears to be murder and there is a man and a woman who are being murdered. This could have been shocking for the audience viewing the poster because at the time this poster came out (1963) women would have been heavily stereotyped as not being as strong as the man and it would have been thought that all women were supposed to be well spoken and respectable. This stereotype is clearly contested because it presents a women partaking in an act of murder. Due to the fact that the man is wearing clothes that would have been seen as relatively hight quality and expensive at the time it shows that it is likely that his character was in quite a respectable and well paying job. This means that his stereotype would have been that he was respectable so the fact that he is a vampire and murdering people would have disturbed the viewer as they wouldn't think that either of these people would be capable of doing this.
Hermeneutic codes are created when presenting the two people who appear to be being murdered because the audience would question why they are being murdered and the way to find out would be to watch it. Furthermore, you could say that the fact that the man and woman seem to be committing the murder together shows some kind of relationship between them. This could also be a hermeneutic code because the audience would want to know more about the relationship and how it got to this stage. The fact that there is murder being presented on the film poster is an obvious action code as it suggests that there is going to be a lot of violence and killing throughout the film.
Water Aid - Background
It is a charity that was established in 1981 as a response to a United Nations campaign for clean water, sanitation and water hygiene education. Works with organisations in 37 African, Asian and Central American countries and the Pacific region. Patron: Prince Charles.
Created by Atomic London in 2016 an advert named 'Rain For Good' presents a 16 year old Zambian student with the aim of showing how communities benefit from clean water. It achieves this by portraying them doing everyday chores such as farming and laundry.
Wateraid: Claudia sings sunshine on a rainy day (2016)
The advert uses Levi Strauss' theory of binary oppositions because the cause is very serious as it is raising awareness for the fact that many groups of people do not have access to lean water but she is singing a relatively happy song and the lighting is quite golden which could symbolise happiness and hope. This relates to the theory of binary oppositions because they are making light of a bad situation. The lighting could also be like this because it is saying that our donations are like a beacon of hope for the people who are struggling.
The person that this advert depicts is a teenage girl of colour collecting water. This is important because you wouldn't necessarily expect someone of that age to be doing work that could determine the survival of her family. The advert also uses symbolic codes because we see a lot of young people doing work such as farming and laundry that we would generally assume was adult work. this is symbolic because it shows without actually stating that there is a lot of trouble at home in families such as these where it is hard for the adults to work and take care of the kids so the younger generation has to take things into their own hands.
Due to the fact that most people have a perception of poor families in places like Africa it means that as soon as the audience sees the coloured girl in an environment like what we see in the film the audience instantly makes generalisations of her life because of stereotypes that they have got from the media. This is useful in the advert because it means that the audience builds a relationship with Claudia quickly as they feel they already know about her living experience at least a little bit. It is generalising the entirety of Africa as a continent.
Additionally, towards the end of the advert we are presented with a fact/figure stating "650 million people still don't have access to clean drinking water." This is used to shock the audience because there is another binary opposition between the lifestyle and expectations that we grew up with such as the expectations for clean water, food and sanitary living conditions and what we see as her living conditions. This means that this figure shocks us as the audience because clean water is something that we expect as a minimum. There is a further binary opposition with the typical English kitchen at the beginning of the advert which is recognisable because it is raining outside. This is directly contrasting to the drought of Africa that is presented next. The advert is also trying to make us feel guilty as a tap is pictured showing that we have lots of access to water compared to others. It makes us feel really lucky. This first shot could also be symbolic of us taking things for granted and not being happy for what we own.
The advert is much more uplifting than most other charity adverts as they present the outcome of our donations rather than the conditions that they were already in. There is a personalised narrative during the advert which is typical of other charity adverts. This is effective because it helps to strengthen a relationship between the people depicted and the audience.
The first shot of the people in Africa is of her feet which builds enigma codes as we wonder who's feet it is and they are also symbolic of the amount of work that they have to go through because it shows that they are always on their feet.
The signing goes from her singing in diegetic sound which turn to non-diegetic sound which is a happy song which obviously builds happiness.
There is a different ideology in this advert because it makes you feel good about yourself because it shows you the impact of your donation.
Kiss of the Vampire
Genre: Horror
There are some generic paradigmatic and iconographic features that help to construct the genre of horror. These are features such as: the dark lighting in the background, the full moon, a castle in the background, bats, blood dripping from the text and the two people who appear to be being murdered.
Therefore, it conforms to the general rules of the horror genre because of some of the darker colours. The fact that there is an vampire depicted as part of the main image also conforms to this genre. We can also see what appears to be a castle in the background which makes the poster recognisable as a horror film because there are spooky/creepy connotations that are tied to a dark castle. Furthermore, there is a full moon that is visible ion the background that also conforms to the horror genre because that has connotations of werewolves. However, in some ways the poster subverts from the genre conventions because the women that are featured in the poster are quite well lit which is unusual for a film in this style.
The groups that are represented here are: men, women. Both men and women are represented to be both powerful and weak in some ways. This is because there is a man and a woman committing what appears to be murder and there is a man and a woman who are being murdered. This could have been shocking for the audience viewing the poster because at the time this poster came out (1963) women would have been heavily stereotyped as not being as strong as the man and it would have been thought that all women were supposed to be well spoken and respectable. This stereotype is clearly contested because it presents a women partaking in an act of murder. Due to the fact that the man is wearing clothes that would have been seen as relatively hight quality and expensive at the time it shows that it is likely that his character was in quite a respectable and well paying job. This means that his stereotype would have been that he was respectable so the fact that he is a vampire and murdering people would have disturbed the viewer as they wouldn't think that either of these people would be capable of doing this.
Hermeneutic codes are created when presenting the two people who appear to be being murdered because the audience would question why they are being murdered and the way to find out would be to watch it. Furthermore, you could say that the fact that the man and woman seem to be committing the murder together shows some kind of relationship between them. This could also be a hermeneutic code because the audience would want to know more about the relationship and how it got to this stage. The fact that there is murder being presented on the film poster is an obvious action code as it suggests that there is going to be a lot of violence and killing throughout the film.
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