Analysing advertising
Find one advertisement or commercial (on the internet, in newspapers, in magazines, etc.)
and analyse the texts (i.e., what is written or being said) and images found within it. What
is being sold and who is the intended audience? Is the ad or commercial selling consumers
something more than just the product (for example, a particular identity, social status, or
lifestyle)? If so, what is being sold? How are these ideas being conveyed through the texts
and images found in the ad or commercial? What are the symbols, metaphors, and/or
cultural references that are used to persuade the consumer to purchase the product? Be
sure to attach a copy of the advertisement (or include the hyperlink to the website where
the advertisement or commercial can be found) to your assignment.
Sample Solution
The advertisement chosen for analysis is a commercial from the brand “Apple”. The commercial features actor Will Smith and promotes the Apple Watch Series 5, the latest offering by Apple. The ad begins with Will Smith talking to his son Trey about how he will have no excuse to not stay in touch with him now that he has an Apple Watch on his wrist. As they continue their discussion,we see various shots of people using their Apple Watches in different settings- one woman working out at the gym, another pairing her watch with her iPhone and checking her heart rate etc. All these shots are intercut with closeups of apple watches being worn by people. At this point, it is clear that the product being sold is an Apple watch but what becomes more interesting is what else it represents- freedom and control over one’s life despite any external factors like time or location constraints etc., which can help you stay connected when most needed (like staying in touch with your son).
Further into the ad we learn that there are new features like fall detection, ECG app and emergency SOS due to which it has been approved as a Class II Medical Device by FDA allowing users to have better control over their health. These features also add more power and sophistication to the device than just making calls/texting etc., which helps create another layer of meaning - owning an Apple watch makes you tech savvy as well as health conscious thus creating a certain identity associated with it .
Throughout this entire narration we get glimpses of other people wearing apple watches indicating that apart from just having tech savvy look , even if you don’t own an iPhone , you can still use all its cool feature via apple watch making it accessible for everyone .
To emphasize these core ideas further some key symbols / metaphors used in this Ad include -
• Modern cityscape backdrop denoting advanced lifestyle & technology adopted by modern society
• The shot featuring runner wearing her earpods while jogging indicates time efficiency & convenience available via Apple products
• Close up shots showing off intricate details of each product emphasizing its superior quality & craftsmanship
Overall , combining visuals alongwith text ,this commercial manages to convey its message very effectively promoting not only a product but also building around its own set of values imbibed within every user associated with it which goes beyond mere phone calls/texst etc.. All these themes together creates perfect blend giving viewers compelling reason why they should go ahead & purchase it .
https://www.youtube.com/watch?v=E2m9rmpW8fM