Notesale: Turn your study into money

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©Y
...
It is an English / American advert,
by a Bank / an Insurance Company / a political party
It is an advert which appeared recently / in the sixties / in the eighties
...

| mothers, parents
 It is meant to reach
...


II - COMMENTARY: DESCRIBING AND ANALYSING THE ADVERTISEMENT
§ DESCRIBING THE GENERAL LAYOUT
ILLUSTRATION

The nature of the illustration

CONNOTATIONS & USEFUL VOCABULARY
It is presented in the form of a cartoon / a drawing /
a photograph

The structure:
characters / objects / setting / time

in the foreground / in the background / in the middle /
on the left / on the right; we can see / guess
...

 There is a feeling of movement
suggested by
...


(1) If the subject is seen from a high-angle shot (downward),
it makes him appear smaller, unimportant and even
ridiculous
...

(3) A low horizon conveys a feeling of freedom
...

(4) An X composition generates a feeling of order and
stability
...

 If the horizontal lines are predominant, there is a
connotation of materialism
...

 A picture containing no lines, no bearings may create an
impression of anxiety or even anguish
...

 a parody of
...

It encourages him to read what follows
...

It gives information using key words
...

It is the name of the product
...


The ad-man mainly uses the imperative mood in order
to make the viewer react / act

It symbolises a flower / the union of opposites

The slogan is a well-known one / reminds us of
...

 the size of the lettering
 an unusual perspective
 the use of colour(s)
 the use of white space
 the emphasis on a single element - a word
for example
 a distinctive style
 an incomplete message
 the place of the logo, slogan and
catchphrase
It is for instance
 a factual approach
(technical facts, logical reasons)
 an emotional approach (human interest)
 a short story approach
( solution, happy ending)
 a humorous approach
 a symbolical approach
(massive use of colours)
 Education
 Freedom
 Leisure activities
 Consumption

What approach does
the advertiser adopt?

What motivations or
needs are targeted ?

What are the adman's intentions?

Study the concepts, feelings, values the ad
appeals to :
 thirst for, craving for
 comfort, reliability
 desire, admiration, superiority
 fear, security, maternal instinct
 happiness, envy
 solidarity, self-esteem
Study the elements which are used to evoke
these concepts, feelings and values:
 status symbols
 sex appeal, beauty
 nature

SOME EXPRESSIONS YOU CAN USE
* The most important element is in the catchphrase
...

show
suggest
indicate that
1
...

2
...

convey an impression of
suggest
* The fact that the ad-man adopts an emotional approach
tends to
indicate
show
imply that
...

- wants the reader to
feel
realise
understand that
...

What is the impact on the reader ?
* It has a great impact on me
...

* I find the ad well built / attractive / convincing / successful / efficient
...

* My personal feeling is that
...
because
What is your personal opinion ? Why ?



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