Evaluating Oxfam's Self-Vintage Campaign

television advertisement companies, main intention is to captivate the audience in other to purchase their product that they are portraying. In this essay, I will be analyzing these two ads, “Whale” (Old Spice) and “Susan Glenn” (Axe). These ads are formulated to get their products noticed, along with sparking the interest of the other goods they may offer. Countless methods are used to convince the audience that’s being targeted to buy the product. Therefore, these ads are similar in its ability to gain the attention of their audiences by appealing to pathos. Through this essay I will analyze the rhetorical effects that help bring these commercials to life.

Due to the high success rate of Oxfam, they now have over 90 stores all over the world and over 100,000 employees and volunteers. However that doesn’t include the people which participate in fundraisers: such as fun runs, festivals, cycling and running events to support the charity. The Oxfam Headquarters is located in Cowley, Oxford. As a multinational charitable organisation, Oxfam has many supporters, nevertheless, they still want to better themselves and help more people. As they’re a charity based organisation, their aim isn’t to make a profit but to make a lot of money which they will then spend on helping people.

My aim within this essay is to discuss, in detail, the underlining semiotics and ideological messages of a specific piece of work relatable to my professional field, photography. This being said within this essay I have chosen to focus on an image generated for the advertising campaign; ‘The drinking man’s scotch’, by the liquor company Dewar’s. Throughout my essay I hope to apply relevant information gathered from surrounding fundamental theories, to support and emphasise my own personal view of the subject matter, and aid the interpretation of the meanings, and connotations, behind the work that I have chosen to focus on. The main theme of my essay will focus heavily on the significations presented within the image, to create meaning and persuasion in association with advertisement photography, my argument taking influence from the works of Roland Barthes, Ferdinand de Saussure, and David Crow. However I will also address the use of ideology within advertisement, applying theories presented within the works of Karl Marx, Ron Beasley and Marcel Danes, to my argument.

When analysing all of the advertising around us, sometimes we don’t look at what the true message of a commercial really is. We live in a world that is controlled by mass media and because of this advertisers are trying harder each year to outdo themselves and their competitors. Rhetors use techniques in their advertisements such as fantasies or surrealism to catch the attention of their audience. Companies like Audi pour millions of dollars into their marketing teams to make sure their cars look the best and attract consumers. Commercials that are shown on television today are great examples of rhetorical artifacts because of the many techniques being exercised by the rhetor. Analyzing this through the lens of rhetorical

This essay will use a semiotic analysis approach in order to send a message to the buyer and to the rest of the world. An analysis of cultural myths will be conducted on how males, automotive and nature are often seen and used in advertisement. An understanding of social and political views will be discussed in conjunction with the common consumerism view in different advertisement. “Signs may take the form of words, images, sounds odours, flavours, acts, objector camera angles” (Danesi, 202, p. 31). Retrieved from Pelin and Banu (2015) or “Paradigmatic and syntagmatic analysis are, also, applied to textual and visual signs in the automotive ads, in order to reveal the reflections of sustainability issues (Saussure,1983, p. 115). Retrieved from Pelin and Banu (2015). The magazines chosen for this essay has produce many advertisement of cars for different demographic, and two of the advertisement from both magazines would be analyze throughout the essay.

In his essay The Rhetoric of The Image, Roland Barthes explores the relationship between image and meaning. He centres his discussion around the advertisement as advertising is a medium in which there is an intended message being sent to the viewer. Barthes puts forward that if an image contains signs, in advertising the signs are ‘full’, as these signs are formed with the viewer in mind so that the intended message is not missed.

This essay will feature the deconstructing of three movie advertisements from Empire magazine which are Logan, Macbeth, and Silence. I will be analysing the coded and non-coded aspects of each advertisement, considering everything from the linguistic readings to the imagery used and how they both convey readings and emotions.

Semiotics is a critical approach that studies the symbols as elements of communicative behaviour (Dictionary.com). One would analyze the image influence, language influence, and the intention of the advertisement. Image influence includes colours, pictures, and the action (if necessary). Language influence contains the text size, type of font, and phrases. The intention of the ad includes the purpose and the intended audience (age, gender, culture (etc.)). I will be focusing on the utilization of semiotics through a “Herbal Essences” advertisement. The ad motivates its customers by its image, language, and purpose.

The theory of semiotics, as proposed by Roland Barthes, has been used to analyze advertisements and the effectiveness of advertisements on viewers. In the articles that I researched that used semiotics to analyze particular advertisements, I found four common and related themes. First, the articles mentioned that the viewer determines the meaning of the advertisement or the viewer interprets the advertisement. Second, this meaning that the viewer assigns to the advertisement is largely determined by context, both social and cultural. Third, advertisers use culture and predominant cultural beliefs in their advertisements in efforts to reach their audience more effectively. Finally, these advertisements actually end up supporting the

The term ‘Semiotics’ refers to the study of signs and symbols, the relationship between written or spoken signs and of the meanings that are created. The essay will first of all try to give some definition a review of the main terminology used in the study of Semiotics and will then apply these to a series of texts, relating to advertising for Coca Cola.

The use of semiotics is widespread in the world of advertisements as advertisers can use the impulsive human nature of unconsciously giving meanings to things to their advantage. They let people know everything there is to know about the product and even more without creating a meaning, but rather by inviting us to develop a meaning based on the codes that have been imprinted in our minds (Hidden Language). The audience is very important in advertising as he or she will look at a signifier and bring his or her own meaning to it. Semiotics is very convenient for advertisers as they can use the information that has been already stored in our brains to convey their message. They do not have to explain everything in their advertisements, all they have to do is to "strike a cord that resonates with what we already know" (Berger).

Though the meaning of cool has often been confused, its existence cannot be contested – some things are cool, while others simply are not (Heath & Potter, 2004). This paper will employ semiotic analysis to deconstruct three advertisements and explore how cool is established through the process of co-optation, comparison, and distinction. These ads are for a range of products that individuals use and consume in their daily lives, including clothing, foot ware, and vehicles. Despite the fact that they are advertising completely different products, they all employ similar strategies. The American Eagle ad, the Mini Cooper ad, and the Converse ad all use comparison to the ‘everyday’, ‘boring’, and ‘normal’ to distinguish their brands from the masses

3. Roland Barthes developed a range of semiotic tools to analyse the cultural meanings that are conveyed in advertising images, in a particular context. Using these semiotic tools, select and analyse four magazine adverts.

Many businesses and organization use the method of advertisement to sell their products. Ads enhance products and encourage the audience to buy its products. There are many strategies in which influence how successful an ad can sell its product. In this essay, I will be conducting a rhetoric analysis on a chip advertisement created by Popchips. This essay should identify the audience the ad is trying to reach; the message the ad delivers; and the three modes of persuasion (ethos, logos, and pathos) that are used in this ad. For reference, this ad can be found at the end of this essay.

The following semiotic deconstruction analysis will advance through three stages, that being description, interpretation and evaluation. However prior to this it is important to discuss the fact that we are now living in an era of an attention economy. In today’s age, consumers are “overwhelmed by the paradox of choice – so many choices to make, and no easy way to distinguish among the offerings” (Davenport, Harris 2009). Furthermore, since consumers are bombarded with advert offering its important to avail of whatever attention a brand gets. Thus an attention economy is an approach of management that treat human attention as scare resources and applies an economic theory to make use of that attention; hence the ability of the brand to channel