Reviews

Two Reviews which I used for my VRF - semiotics;

1. Think, Don’t drink and drive Print Advert

This advert was in the ‘Onecouncil’ magazine (One council magazine, November 09 edition), which is an informative magazine about local news, and events. The audience therefore that would see this magazine is an elder target audience. This mirrors the audience for the ‘Think’ advert. The purpose is to inform people about the consequences of drinking and driving.

The iconography of this advert is immediately hard hitting. This has been done through numerous of methods. Firstly, the typography. The main type is a very simple font and easy to read. This signifies that the context of this advert is formal and serious. The type is also a question ‘How much will your next round cost you?’ This is an effective way to reach an audience because people who see the advert will reply to the question without realizing. They will therefore want to see the rest of the advert to find the answer. This will therefore expand the target audience greatly, and fits in with the context of the advert. As it is in a magazine, people will skip past advertisements, so the question will make them stop. This question could be referring to range of subjects. However, the main image anchors the preferred meaning to alcohol.

The alcohol is a very iconic sign because people know immediately what it is. An audience can therefore empathise with the image. The shapes of the bottles denote the different variety of alcohol but it could also connote the different types of people in society, for e.g. beer signifies the men, the wine represents women. This could also connote a group of friends, and therefore connects the image immediately with its audience. However, there is a twist. The typography on the bottles look like the original, but the content is actually the risks of drinking, for e.g ’12 month driving ban’. This is very interesting and clever. The audience will find it humorous and also read the message the advert is sharing without realizing. This technique is very successful in the society we live in today where people are always busy and reading magazines on the go.

The mise en scene of this advertisement is a pub. This is a very well known situation, and therefore believable for an audience. This ‘true’ scene signifies honesty, which mirrors the honesty of what Think are telling the audience. Therefore people will take the message more seriously.

The colours in this image are not very bright. The darkness signifies a very serious mode of address and produces the myth that this is how you will feel if you drink and drive. Your life will become very dark and dull.

The ‘Think’ logo place in the bottom right of the page is a very symbolic sign. Even though the word Think is a very well known english word, in this context it signifies a well established company. Therefore it signifies that the advert is professional. This is also anchored by the website included on the bottom right of the page. These techniques are all very subtle but adds to the success of the advert.

In conclusion, this advert successfully does what it aims to do. Think are not a money making company; they are not persuading people to buy a product. Instead they have to get a message across. This advert effectively does this, in a very simple, hard hitting way. Even if people just skip past the poster, they would know what it was telling you. They use humour, and photo effects to come across as a modern company and reach their target audience. This advert is also effective because it could be used in all different types of mediums, for e.g. billboard, or side of a bus.



2. After Eight Print Advert

This print advert was in ‘Now’ magazine (Now magazine, 9th December 2009), which is a popular celebrity gossip advert. Therefore the audience would be mostly women, who are interested in celebrities, news, and socialising. The purpose is to persuade the audience to buy After Eights.

The iconography of this advert is simple and sophisticated, with a green background. This dark green signifies the mint in After Eights, but also during this time of the year it also signifies christmas. Therefore it will make the audience feel festive, and feel good. The green colour is darker around the outsider, and gradually fades into the middle. This denotes a spotlight, and signifies that the chocolate is in the spotlight and everyone should be looking at it because it stands out.

The chocolate image is a very visual sign, and definitely engages women. The image is thin which denotes the shape of the chocolate but also connotes that the chocolate isn't too heavy, it is light. This is effective for a woman target audience because they are very conscious about weight. The slim, smooth look also signifies a sophisticated style of chocolate which is a very aspirational attribute for a woman. The shape of the chocolate is also in the position of a door opening. One of the preferred meaning of the imagery is anchored by the text ‘No one leaves’. The open door signifies that every one is welcome to the party and no one will be leaving. However, the other caption anchors a different meaning. ‘There’s a safe line between a nice dinner party and an unforgettable one’. Therefore the position of the chocolate also signifies the thin line, and that the chocolate is what makes the difference to a party. This variation of the chocolate tells the audience that it can do more than one thing.

The Typography used for the logo ‘After Eight’ is very elegant and written in script. This style of handwriting signifies sophistication, but also an older person. This anchors the target audience but could also connote the chocolate as being wise - signifying it has been around for a while. The elegant writing also mirrors the narrative in which the advert creates, about holding a dinner party with friends.

The tag line ‘No-one leaves’ is humorous and fun, which makes the product seem personal. It may also give the audience a challenge to make their next dinner party, even better. This is also anchored by the website at the bottom ‘Throw a great dinner party visit aftereight.co.uk’. This makes the product cross media, and more interactive for an audience. This is engaging because it signifies that you are buying more than just chocolate.

Overall, this advert is very successful. It fits in well with the context of the magazine because they main message is in the middle and an audience will take it in quickly. They have included the scientific information at the bottom of the page ‘Made with 100% natural peppermint oil’ because that is not the most important type. However, for people who are interesting it is another unique selling point for After Eights. Through previous adverts and this one, they have created a very iconic image for their product. A sophisticated chocolate, using the colours green and gold. This is their selling point to stand out from other chocolate.

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