Advert Analysis 2

Media Language

· Phone Number illustrates the company’s delivery service

· The advert technique being used by ‘Pizza Hut’ is that the pizzas are NEW! This in turn also gives ‘Pizza Hut’ a unique selling point as they have a brand new pizza that no one else has

· The use of bright and powerful colours such as red, yellow, green, white and black are used on the poster. This is used to attract its audience

· ‘SHARWARMA’ is written in large bold yellow typography, with flames and the text is at a slant. The way this has been displayed illustrates that the advert is appealing towards teenagers and young adults as the wording is short, catchy and stylish instead of just solid plain text.

· Fire connotes hot, burning, passion

· Catchphrase- ‘share the good times’ used to show that Pizza Hut is a place where you can share good times with friends and family.

· ‘Pan Pizza’ is a type of pizza served in a pan

Institution

· Pizza Hut, a large worldwide pizza company

Genre

· This is an advert to persuade its audience to buy and eat there pizza’s

Representation

· Hot tasty new pizza

· The fire illustrates that theses pizza’s are hot!, on the other hand it can also represent that these pizza’s are ‘hot’ and that you have to come quickly has many people are already eating them.

· ‘Pizza Hut’ is a mutli-national globalised pizza company and like ‘Coca Cola’ is established world wIde and can be found across the world.

Audience

· The target audience are working class

· Through the catchphrase ‘Share the good times’ it demonstrates that the advert is aiming at families and friends. In addition, in the moving text pizza hut advert it shows a family sitting at Pizza hut smiling and eating there pizza together. This illustrates the current family more out going and eating out.

· Meat vs vegetarian- 1. Receptive- they would look at this advert as ‘wow, looks like a new tasty pizza’, with meat/chicken, 2. Negotiable- Have a unbiased view such as looks like a attractive poster and a tasty pizza but would not eat it if vegetarian, 3. Opposition- This response would appose to the advert and protest about how meat and chickens are being killed and how it is wrong to kill animals.

· The advert looks as though it has been designed to reach teenagers and young adults in particular as there is a lot of bright colours and variety of fonts. Also the use of informal words such as ‘SHARWARMA’. On the other hand a formal pizza advert would just have a basic image of the pizzas with simple plain text stating the pizza and the price.

· Passive- would be ‘injected’ with the idea that the pizza is brand new and tasty

Ideology and values

· ‘Come and try our NEW! Pizza

· The pizzas are hot and tasty and have never been done before

Narrative

· These ‘Pizza’s are ‘hot’ so come quickly because people are eating them

Social

· Working class

· Pizzas are Junk food. This in turn brings in the debate of obesity. Recently proven by the BBC, the UK is the ‘fattest’ place in Europe and is still on the increase. Also a large number of teenagers in the UK are overweight.

· Pizza’s, through past surveys have shown to be one of the most popular foods in UK.

Historical

· Pizza Hut was founded in 1958 and is a well established pizza company.

Economical

· ?

Political

· ?

Other Texts

· Coca Cola

Issues/ Debates

· Advancement in technology

· Obesity

· Meat-eaters vs Vegetarians

Theorist

· ?

Advert Analysis

Media Language

· Denotation- picture of naked women, connotation- ‘sex object’.

· The watch is worn high up her arm rather than the wrist, near her chest, which again suggest that the advert is going by the idea that ‘sex sells’.

· The advert is dominated by images, whilst the text remains small. This could be as images can attract the audience to looking at the advert as it makes the advert more appealing.

· The use of the dark background is used to make the watch; the company’s name and the image of the woman stand out.

· The title has be positioned in line with the watch on the woman’s arm illustrating that the watch is a ‘TechnoMarine’ brand watch that she’s wearing.

· The advert has used a ‘selective advertising’ technique whereby it looks as though it has been edited purposefully to make the watch look good. Another way it could be looked as is that the advertising is appealing to our lifestyles and ‘injecting’ the idea that this watch can make you look good.

Institution

· TechnoMarine, A watch company based in Glasgow (Scotland)

Genre

· The genre is an advert and it aims to promote and persuade the audience to buy their watch

Representation

· The advert is glossy, flash and expensive. This illustrates the watch as being expensive

· The woman has a tail suggesting that she is not a human but an animal. This in turn dehumanises the women and instead illustrated as the man’s pet.

· The use of having a sexy woman represents the watch as being sexy in design

Audience

· Higher middle class white males

· In terms of the user and gratification theory, here the idea could be ‘surveillance’

· Opposition- Feminist would view this as a degradation of women

· A passive audience would be persuaded to buy the watch and believe that the watch does make you look good whereas an active audience would not and understand what/how the advert is trying to sell to them

Ideology and values

· Women are ‘sex objects’

· The watch is expensive

· Appearance is important

· The watch makes you sexy or the watches design is sexy

Narrative

· ?

Social

· The woman appears to have applied make up. This reflects how appearance is important in our current society. You have to be beautiful to have a chance to be in films/adverts and magazines.

· The idea that ‘sex’ sells’. This is evident by looking at the loaded magazine history and how the magazine had to become more pornographic to sell after new lads magazines such as ‘Zoo’ and ‘Nuts’ overtook ‘Loaded’ magazine in terms of circulation figures.

Historical

· Release of the ‘Cosmopolitan’ magazine introduced the idea of women being looked at as ‘sex objects’, rather than just housewives.

· The male backlash- the women is being treated as a ‘sex object’ and in turn it degrades women. This male backlash also reflects patriarchy and how the male has restored the status quo.

Economical

· The watch is expensive

Political

. ?

Other Texts

· ‘Cosmopolitan’, ‘Loaded’, ‘Zoo’, ‘Nuts’

Issues/Debates

· Representation of women as ‘sex objects’ of the male gaze, ”sex sells”

· Appearance is important

· Advancement in technology

Theorist

· Laura Mulvey’s ‘male gaze’ theory is evident.

Psychoanalytical Model- Casino Royale

How does the film address a male/female audience:

Male:

1. It’s a sequence to one of the best nationalistic film series; James Bond.

2. The genre is another aspect. The films all contain action and adventure as Bond, an undercover agent, attempts to save the world.

3. Stunts are associated with the male audience. James Bonds films are famous for their stunts, For example in Casino Royale one stunt performed was when the Austin Martin car rolls over continuously. Also through editing, a variety of shots were used to make the stunt more dramatic.

4. Bond girls. The films brand as whole is a ‘symbolic annihilation’ of women by the use of ‘Bond Girls’ which are in every film and are objectified as ‘sexual objects of the male audience. In addition, Laura Mulvey’s ‘male gaze’ is also evident.

5. Cars and gadgets. In the film Bond has a lot of high-tech gadgets and cars. Again this appeals to the male audience as boys are stereotypically interested in this.

Female:

1. Daniel Craig is an appeal towards women (‘female gaze’) as he does not conform to generic representation of Bond. Women are seen as sex objects in the Bond films, however Casino Royale has a role reversal. In ‘Die Another Day’, Halle Berry is seen coming out of the water in her bikini. This is clearly for the ‘male gaze’, however in ‘Casino Royale’, the roles have been revered as its Daniel Craig who comes out of the water allowing the female audience to look at the male. In addition, the female spectators can identify with Daniel Craig as he is objectified in the same way that women are objectified

2. Bond films are hybrid genres. Romance is one of the many genres used in the film. This genre stereotypically is associated more with the female gender.

3. Female power. Over time Bond films have subordinated women, however over recent time, females have had more equality and power and have taken more active/central roles. One example is the character ‘M’, who is a powerful and dominant character who instructs the missions to Bond. Another example is Halle Berry, who takes an active part in help Bond defeat the villain.