Evaluating Oxfam's Self-Vintage Campaign

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

There has inevitably been a controversial debate on whether Advertising is powerful or not and how effectively semiotics contributes towards an advertisement. The term ‘Advertising’ is a form of marketing communication (visual or audio) that sells a product or service to a consumer (En.wikipedia.org, 2017). The main purpose of advertising is to persuade an audience into purchasing a product/service they neither wanted nor needed (Rothenberg, 2017). What’s particularly engaging about ad campaigns is that many only include imagery but still persuade their target audience without text. As Leo Burnett, a former advertising executive, once said “Make it simple. Make it memorable. Make it inviting to look at” (Bihl, 2017) which contributes to my point that the simplest visuals still make an impact. Arguably, some may say that advertising is purposeless as on a day-to-day basis, we are bombarded with advertisements using the same psychological pressure effect so we as the audience no longer take interest in them (En.wikipedia.org, 2017).

Rhetorical appeals in Old Spice Multimodal text plays a huge role in the entertainment industry, but how they promote and influence audiences to buy their products depends highly on how they present their advertisement. In the famous Old Spice commercial many rhetorical appeals are used, and although this advertisement little to realistically describes the product they are advertising, It's clever and subtle use of all three appeals, pathos, logos, and ethos, persuaded many people to switch to Old Spice and at the same time helped Old Spice reach its target audience, which is men.

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.

Today’s quick-moving world of technology has media texts such as advertisements to make sure that people understand with just a glance. Having adverts on magazines, social media and billboards allow them to use tools such as semiology, genre and narrative because it makes their messages clear instantly. These signs allow us to carry meaning through advertisements, connotations and the signification process. These tools let brands, mainly celebrities, and the option to produce and create a myth of the product such as “Be daring. Be an inspiration” to sell it to the world. We are in a time where advertisers use ‘simplicity’ in their adverts; there are no more paragraphs. It is mainly down to the person and the few words shown in that advert.

Ranging from abstract ideas to futurist ideas, different features of the postmodern world are reflected in today’s print advertising. The major aim of print advertising is to create an impact over the audience. The ad must be striking enough to attract audience and then allow them to discover their own interpretation of the advert or the product. “Postmodernism refuses to privilege any one perspective, and recognises only difference, never inequality, only fragments, never conflict” (Wilson, 1989, p.209). Advertising in a postmodern culture is perplexed by the fragmentation of communication, however this is where the appeal to the consumers lies. Barthes wrote that “the birth of the reader must be at the cost of the death of the author” (1967). The idea of postmodernism in advertising is to empower the consumer, allowing them to determine the adverts meaning, the advertisements shown above embody this view of postmodernism. XX believes that when the power contain in communicative interaction is harnessed directly to capital via postmodern marketing, it can lead to success for a

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

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

Introduction 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

A successful advertisement can encourage consumer’s desire to purchase. It is an important way to create meaning by the use of signs in an advertisement. ‘We make meanings through our creation and interpretation of signs’, declares Daniel Chandler (2007:19). According to Saussure (1972), Semiotics involves everything that can be taken as a sign. This essay aims to use Saussure’s theory of signs and Barthes’s study on mythologies to analyse an advert about Suntory oolong tea. This advert is a video commercial produced by Japanese beverage giant Suntory. This ad was filmed in China and published in 2010. The theme of this advert is ‘Suntory Oolong tea make the food better’.

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

INTRODUCTION The purpose of this analytical research portfolio is to discuss and examine about contemporary print advertising, in terms of its theoretical approaches such as textual structures, branding, reliance on celebrity endorsements and the pleasures that it offers to consumers (refer to Slide 3). In this essay however, I will elaborate specifically on a particular print advertisement from the company ‘Sisley’, which is commonly advertised in women’s fashion magazines and on how Semiotics and Signs is prevalent with regards to its advertising (Samuel Shane 2017).

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.

In “Rhetoric of the Image”, Barthes discusses the meanings within the images. He especially focuses on advertising images because they need to convey the meanings within a short amount of time. For this article, he chooses to discuss the advertising image for Panzani. Panzani is an Italian brand, and the