Lots of things are going on in this particular ad, but the certain repetition of words and style of the text has a lot to add to the overall influence. The imagery that these words and pictures are trying to conjure in your head is trying to make it stick with the viewer and make it more relatable to daily life. My analyzation of this ad covers lots of topics and ways that these coffee people, Chase and Sanborn, are trying to appeal to your mind.
As I went down the list, the first thing I found in this ad was alliteration. We have consonance and assonance, the consonance example being “rich, ripe” and the assonance example being “no grounds, no pot to wash”. Rich, ripe is a repetition of “r” and is a catchy way of explaining coffee, making it seem appealing. Who wouldn’t want something rich and ripe? As for “no grounds, no pot to wash”, this one is using an “o” or “ah” sound to make the words seem a little more emphasized.
I couldn’t find a precise branch of repetition to work with, but that didn’t stop me from noticing three main words that chase and Sanborn were trying to get you to remember. “Angels” is repeated three times throughout the ad, and I think it is attempting to appeal to women with the idea that their spouse would be more “heavenly” if you will, because of this coffee.
“New” is repeated quite a few times within this ad, and it is pushing the idea that this particular brand has a new and fresh recipe that could potentially be better than other brands. This repetition of “New” is later emphasized with all capitals and even underlining which I will touch on later.
“Selected” is repeated in a little rectangular box near the bottom of this ad. This is reminding the viewer that this brand of coffee is carefully chosen and picked for the best and most robust coffee flavor, so it is seen as more superior.
An exaggeration that I found within this ad is the sentence, “It turns Bears into Dears...” Which really confused me because it doesn’t rhyme. However, this is an exaggeration in the idea that men are not animals, but their moods could make them seem as such. What better way to lift their mood than a nice cup of coffee in the morning to turn them into a “dear” or “angel”?
Now let’s get into the visuals of this ad. As I was going down the list, perspective jumped out at me. Within this ad there are a few different styles of visual representations. There is a very cartoonish picture at the top left that isn’t realistic at all, and I would classify that as flat. However, There is also a large visual in the middle with a pretty realistic representation of a white family having breakfast. So I had to use flat and geometric to describe these two visuals.
Next we have the open space in this ad. The top and sides around the visuals are pretty blank, so most of the attention is focused on the center and all of the words and pictures within.
The angle of the visuals in this ad is at eye level, because we see the family straight on rather than from above or below. I think that this may make the viewer feel more connected and relate to the family in the ad even more.
The implied distance that the viewer gets is a medium shot. We are not hyper focused on a zoomed in picture of somebody, and we are not seeing the people from afar. I think that this gives a sense of comfort to the viewer. The ad is not in their face, but it is not distanced from them.
For figures, I decided that abstraction was a good representation of one aspect of this ad. In the upper left corner, there is an unrealistic cartoon of a man holding a shoe angrily while a dog howls in the background. This is the only abstract piece of this ad, and to be honest I can’t particularly figure out why it was thrown in there because the ad still does it’s a job without it. If anything it adds a sense of confusion and question.
For genre, I chose icons because the main image in this point of this ad hurls a nuclear white family into your face. One where the woman is in the background, and the dad is sitting with the kid at a table with a cup of coffee. I feel that this appeals to anyone in a family because it represents all of the members of a nuclear family.
In style, I found bold, italic and all caps words and phrases. These all had their own job of emphasizing certain aspects of the ad. Bold words drew viewers eyes to the main phrases within the ad. Anything that was italicized was also very large, and it was mostly reminding the viewer that there was a “new” coffee. Any words or letters that were capitalized were emphasizing information to the viewer, so that their eyes would be drawn to important information about the cultivation and growing process of the coffee.
For emphasis, I found words that were underlined. Weirdly, there were only two words that are underlined. “New” and “Dears”. I think the “new” is pretty self-explanatory, but I think the reason that “Dears” was underlined was because this ad is mainly targeting people who are in a family, but also the wives that are in a family. If this coffee can make your husband more polite and bearable, then who the hell wouldn’t want to buy it.
To conclude, there were a lot of big and small pieces of this ad to take apart, but the overall message was trying to prove to the viewer that this coffee can cheer anyone, even your husband up. It was also trying to accomplish the fact that their new recipe was innovative, specially selected and successful.
