Advert Analysis

Advert analysis

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In this advert there are lots of features which can suggest who has the power within the lexis of the advert as well as the graphological features. The mode of this advert is written and is very clearly aimed at people who like to eat chocolate which leads onto the purpose of this advert which is to persuade people to buy the chocolate being advertised. The way in which they persuade the audience to buy their chocolate is mainly through the connotations to the images presented and the imperatives used in the text on the advert. It is written in a formal manner to make it seem like it is a real company and correct english is used as well as different sentence types. 

There isn’t much text on this advert since it’s main form of persuasion is through the images displayed of the product, however the text that is on there shows that they have the power of knowledge over the reader. There are lots of facts used in this advert which help promote how popular this product actually is. For example, when it says “The Nation’s Favorite” they are selling this as a fact. That there is no other chocolate brand which as good or as popular as cadburys dairy milk chocolate. This fact gives the reader certainty and relies on the people writing these adverts to tell them this information that it is the nation’s favorite chocolate bar.  Due to the lots of facts used in this advert this suggests that the power of having knowledge over the reader because they do not have the knowledge therefore have to be informed that this is in fact the nations favorite chocolate bar. Another feature of this advert is the use of imperatives such as “Give it pride of place in your depot” the use of “give it” shows that the writer are giving orders for the  person reading the advert go get some dairy milk. This suggests that the author has the power in this text due to the fact that they are giving orders to the people reading the picture.

The graphology of this advert also shows that the author has the power because they highlight what they think is important in big and bold writing to make it stand out so when people see the advert this is what they see and remember when they look at the advert. For example, when it says “The Nation’s Favorite” that is made really big and bold right in the centre of the advert meaning it is the first thing that you see when you look at the advert.  This is an important part of the graphology as it is a form of persuasion and again because it is a fact that they want to emphasize so they made it stand out as much as possible. The background color is purpose because purpose is the color of the company and everyone recognizes that this is an advert from cadburys. The connotations to the image of melted chocolate at the bottom of the page are smooth, delicious and temptations because if you see an image of chocolate like that it suggests temptation and this whole advert is about tempting you to buy the chocolate and appealing to peoples desires. The color purple is now associated with purple and a desire so has connotations to chocolate. 

Misha Sandham-Bains