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Advertising (language and representation) (Galaxy Audrey Hepburn (2016)…
Advertising (language and representation)
OMO (1950s)
denotation/connotation
woman looking up over her shoulder at camera shows the inferiority of women
pleasure/enjoyment from washing
exaggerated facial expressions to show happiness
white makes it scientific, precise/technical lines make it clean
mode of address
informal, slang
superlatives "brilliantly" "exciting" "wonderful"
not subtle, clear, direct aim
semiotics
brand name in bold, sans serif makes it the main focus
lowercase letters suit female audience
representation of gender and stereotypes
portrays target audience, housewives
ordinary middle aged white mother
only women do the washing
only white people are wealthy enough to buy the product
all women are happy when washing and hanging up clothes
NHS Blood (2015)
denotation/connotation
sickle cell anemia
showing everything you could be if you were healthy
makes people pity those that need donors
Lady Leshurr is a perfect fit for the message and target audience, powerful woman of colour
BAME (black, asian, minority ethnic)
People of all races pursuing different careers
they want blood from all communities since there is a blood shortage
trying to portray a racially equal blood donation system
sky at the beginning of music video represents endless possibilities, in contrast to the empty seats at the end (no one has donated)
she is standing on a tall building, powerful atmosphere
buildings in construction represent the lives of young people preparing for the future
semiotics
sans serif font
black for black community
red letter for blood needed
only one red letter since there is a shortage
half of letter 'R' means the community is not donating enough
intertextuality and hybridity
range of different kinds of people
different jobs/achievements
looks like a music video but is actually an advert in order to appeal to a younger audience and encourage them to donate
modern, black rap, blood donation
representation of gender and stereotypes
black woman as a business woman with a high status, shows different ethnicities - also includes people with disabilities
women engaging in non-traditional jobs e.g. boxers or coaches
targets a wide range of people, big audience
free, proud people
positive black role models e.g. Nicola Adams
Galaxy Audrey Hepburn (2016)
denotation/connotation
luxurious car at the end of advert symbolises moving towards a perfect future
the bus she gets out of is higher than the car, showing that she is more powerful than him
Audrey Hepburn is seen as a role model, resembling elegance and class which is then associated with the chocolate bar
Slogan makes the product seem high quality
Colour and glamour represents product
mode of address
delivers the message clearly
third person
formal, direct tone
semiotics
slogan "why have cotton (bus) when you can have silk(fancy car, upgrade)"
serif font makes it classic and traditionally elegant
intertextuality
known for her expensive lifestyle
this associates the brand with elegance and sensational taste
Audrey Hepburn is a style icon
There are two movies associated with this advert: Breakfast at Tiffany's and Roman Holiday
representation of gender and stereotypes
at the beginning she is a stereotypical woman: weak, calm, but then becomes powerful at the end
women are shown as maidens wearing a lot of makeup while the men are shown as gentlemen
women gaining independence
stereotypical and idealistic version of Italy: colourful buildings, market, scooters
she conforms to the stereotype but then refutes the stereotype
cultural context