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Fatma Rashed 200522252

College of Communication & Media Sciences COM 231 Media and Cultural Criticism Dr.Lena Jayyusi Spring 2011

Advertising Analysis Final Assignment

Fatma Rashed

200522252

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Fatma Rashed 200522252

In this paper I will discuss and analyze a set of anti smoking advertisements. I will deliberate the denotation and connotation of the advertisement and their definitions as well as the semiotics of the advertisments, the different media text, sings, codes and their contributions to the meaning of each advertisement. I will reflect the cultural representation of the advertisements and their target audiences. I will also address the commercial aspects of the production and consumption of these advertisements and the social and cultural impact they could have. The denotation of the advertisement which is defined as “what an image actually shows and is immediately apparent, rather than the assumption an individual reader may make about it” is in the first advertisement that there is a picture of a golden bullet placed in brown leather background written underneath it “Quick” and a cigarette placed in parallel with the bullet written underneath it “Slow”. There is a sentence written in the bottom of the picture saying “Want help? Phone the Smokeline on 0800 84 84 84”. The connotation of the advertisement which is defined as “a meaning of a sign which is arrived at through the cultural experiences a reader brings to it” is that the bullet and the cigarette are both as dangerous but the bullet kills people quickly while the cigarette kills people slowly.

There are many codes in the advertisement that helped to make it appealing to people. Codes are “rules or conventions by which signs are put together to create meaning”. The color code contributed very well in achieving the meaning that the advertisement aims to deliver. They used dark brown color with black shadows to reflect mystery and catch people’s eyes and notice the advertisement. The media text explains the idea of the advertisement which makes it easier to people to know its purpose. The cultural representation of the advertisements is raising awareness among people of dangerous impact of smoking.

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The target audiences of this


Fatma Rashed 200522252

advertisement are adult men and women. There is no commercial purpose behind this advertisement as it meant to raise people’s awareness. The social and cultural impact this advertisement could have is maximizing the understanding of the smoking effects on people’s health.

The denotation of the second advertisement is that there is a picture of crying child on black background and there is smoke around his head. There is a text box written inside it “Smoking isn’t just suicide. It’s murder”.

The connotation of the advertisement is that smoking can harm even small children and it work like a plastic bag so they cannot breath. The color code in this picture which is black is referred to death, meaning that this child could die because of the smoke. The media text which is “Smoking isn’t just suicide. It’s murder” means that when you smoke you not only commit suicide and harm yourself, but also can harm people around you specially children and cause them death.

The target audiences of this advertisement are adult people and more specifically smoking parents. The advertisement is made for public services and it was produced by CONAC Chilean Corporation Against Cancer. The social and cultural impact this advertisement could have is raising awareness among smoking parents on the major effect of the smoke on their children.

The denotation of the third advertisement is that there is hundreds of cigarettes forming the shape of human lungs and some of them are burning causing smoke to evaporate. The connotation of this advertisement is that the lungs of a smoking person can be as hundreds of cigarettes, meaning that he loses his health and fill his lungs with smoke. And they will eventually burn one by one causing him death. It will take time for them to burn all, as what is called slow death.

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Fatma Rashed 200522252

There is no media text in this advertisement because in my opinion it is selfexpressive as people can immediately know what this advertisement show and for what purpose. The target audiences of this advertisement are smoke addicted people and it is made for public services. The social and cultural impact that this advertisement can have on society is raising awareness about smoking effect on people’s health.

In the fourth advertisement, the denotation is there are two hands holding a gun and filling it with cigarettes instead of bullets. In one side of the advertisement there is a list of smoking effect on human health and in the bottom it is written “Smoking Kills” in bold font style.

The connotation of the advertisement is that the hands represent young people as it appears to be a young man’s hands. The use of cigarette instead of bullets in the gun represents how harmful they are.

The use of media text contributed in delivering the meaning of the advertisement. They listed the effects of smoking in our health so people will be reminded when they read them. The use of bold font size is aimed to capture the people eyes and attract their attention to the advertisement.

The target audiences of this advertisement are young people especially young men because of the hands used in the advertisement, it will be more appealing to them.

The

social and cultural impact that this advertisement can have on society is raising awareness about smoking effect on people’s health specifically on young men.

In conclusion I have presented and analyzed a set of advertisements about the effects of smoking on people’s health. I have studied them in terms of the meaning they communicate and I had explored the denotation and connotation of the advertisements. I disclosed the codes in the advertisements as well as the target audience and the social and cultural impact they could have in the society.

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Fatma Rashed 200522252

First advertisment:

Second advertisement:

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Fatma Rashed 200522252

Third advertisement:

Fourth advertisement:

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Fatma Rashed 200522252

References: Philip Rayner, peter Wall, Stephen Kruger.(2001). Media studies: the essential introduction. London, New York: Routledge Taylor and Francis group. http://www.jorymon.com/ads/best-anti-smoking-ad-campaign/ http://bestdesignoptions.com/?p=13522

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Writing Sample1