ANALYSING AN ADVERTISEMENT by Buccolo Nicola Noacco Amedeo.

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Presentation transcript:

ANALYSING AN ADVERTISEMENT by Buccolo Nicola Noacco Amedeo

FOUR CATEGORIES Vehicle codes  system of conventional means of communication; Cultural codes  codes referring to a particular culture or topic (eg. economy, psychology, sociology); Narrative-semantic codes  the codes of the content and narrative; Rhetorical codes  used through the verbal, visual, musical register. Formed by the interaction of heterogeneous registers and codes  a system that uses various means and rhetorical solutions.

“Pampers, soft as his skin, soft as your hands.”

Verbal code and Visual code Verbal code : “Pampers, soft as his skin, soft as your hands”  comparison between the word “skin” and the word “hands” Visual code: combination of repeated gestures of the hand of the mother who caresses now her baby, now the pack representing the product.

Double Simile Product compared with : the soft skin that a baby owns the hand of an adult woman with the feature of being smooth and soft. Third implicit simile between the hand of the supposed mother the skin of the baby. Summing up, the use of a combination of similes has the function of underlining the features of the product advertised.

Atmosphere and Pics Happy and relaxing atmospheres and sensations, obtained with the implementation on the sound level of a simple track that sticks easily into the watcher-listener’s mind  best product in order to take care of babies  it recalls the atmosphere of a happy family. Mother and baby’s picture  conveys the idea of taking care of a baby.

Colours Green and light blue  convey an idea of tranquillity and happiness Yellow  catches the attention of the consumers  involves to buy the product. All it is constructed in order to win the challenge with the other thousand of products that promote the same thing but in different rhetorical and visual ways.