ANALYSING AN ADVERTISEMENT

1
ANALYSING AN ADVERTISEMENT

• by
• Buccolo Nicola
• Noacco Amedeo

2
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.

3
Pampers, soft as his skin, soft as your hands.
4
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.

5
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.

6
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-listeners mind ? best product in
  order to take care of babies ? it recalls the
  atmosphere of a happy family.
• Mother and babys picture ? conveys the idea of
  taking care of a baby.

7
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.