In this ad NESCAFE – focused on saying that while prices in the economy are rising, their brand has reduced their prices. They used repetition a lot to draw your attention to specific words. For example, they use the phrase “highly concentrated” at least twice in this ad to let you know their coffee is highly concentrated!! Why is it so important the readers know that? Because they are selling a smaller item and want you to think it has more value than their larger size.
They used alliteration to create a catchy sentence at the end of the ad so you remember it. “..no brewing or boiling!”
TYPE
stoke weight | How varied are the weights of the different strokes? (What are the thickness differences between various marks in a letter?) |
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SOME OF THE TEXT IS IN BOLD
WHILE OTHERS ARE IN SMALL PRINT
REPETITON
epistrophe | Repetition of words at the ends of successive clauses. |
REPEATED USE OF “HIGHLY CONCENTRATED”
COLOR
value | The lightness or darkness of a color. |
THE CAN IS VERY DARK ON THE PRINT IN CONTRAST WITH THE LIGHT SMOKE FROM THE CUP AND THE CUP IS VERY LIGHT.
arrangement | climax | Ordered by increasing importance. |
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WHILE OTHER PRICES ARE INCREASING
WE REDUCED OURS – CLIMAX IS THAT THEIR PRICE IS REDUCED INSTEAD OF INCREASING.
I also notice throughout the ad the brand name is mentioned in bold multiple times at the beginning and bottom of the article to remind their audience who they are and what they're offering. Also, the hand that is scooping the coffee is distinctly female, the long painted nails and the bracelet give that away, yet the one drinking the coffee is a man. Was this a subtle nod to the ideology that the woman serves her husband?
ReplyDeleteMark-Anthony: I have to agree with both yourself and cailey. The brand name is mentioned multiple times in bold italic, which brings attention, but there is also a level of ordered importance (Also referred to as climax).
ReplyDeleteI like how you pointed out that Nescafe is trying to insinuate that their coffee is better for the economy (and wallets)! They emphasize this idea by using words like "highly concentrated", "soluble", and "no waste". I'm sure there are other statements associated with how well this coffee is for the economy but I can't read it very well, it's blurry. At the bottom of the ad it says "the 3 second coffee". Is this ad also trying to tell you that it's gonna make your day easier bc it takes less time to make? Is time important to its consumers? And since it's the wife who will be making the coffee, why is time important to HER?
ReplyDeleteI think your analysis of this ad- specifically your emphasis on the repetition of words used and noticing the arrangement/climax was helpful for me, at least, when looking at this ad and trying to decipher it myself. I don’t know if this is relevant at all but I noticed a focalizer in this ad as well. The first thing I noticed in this ad was the man pictured, and then the direction of the his gaze (toward the coffee cup) which pulls your eyes across the image and then from there you notice the can of nescafe coffee and it starts to sink in what the focus of the ad really is.
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