Advertisement Deconstruction 3

9/27/11 Third Ad

Step 1

The ad is elegant, clean, modern, shiny and symmetric.
There aren't any people depicted in the ad.
The camera is at a close angle over the object, although I think there has been a modification by some computer application.
The lighting in the ad, which is artificial, is very clear and it makes the product shine with a dark background.
The main colors used are black, white and silver. They are clear and bright. There is a great contrast between the white and black, and the bright screens colors.
There is text in the ad, in a simple font in white color. The main headline says 'iPhone 4', the name of the product. Below, in the same font and color but with a smaller size there is the slogan: 'This changes everything. Again.'


Step 2

The product that is being sold is the smartphone iPhone 4.
I finde this product appealing because it offers plenty of applications and services in such a small device, with great audiovisual quality. It is one of the best products in the amrket right now probably.
The target audience of the ad can be anybody, as long as they have contact with this kind of technology.
The ad sends to the consumers a feeling of modernity and avant-guarde in technology. I think it works, in part because the product has had different earlier versions, and it is known by the audience. New technologies are always appealing, because they make us more modern, like if we updated ourselves.


Step 3

I don't find any assumption made in this advertisement, related to gender, race or class. It makes an assumption related to the success of the earlier versions of the product, which is actually a realistic assumption, because the iPhone has been a revolutionary product during the last years.

Step 4

The consequences of this ad would probably be a great response from the audience who is interested in this New Technologies,.
There is not a real general expectation for people in this ad, but the ad makes people wonder about the new applications or services that the product may have. Since there is nothing explicit, I can't talk about unrealistica expectations in the ad.
This product has a great importance on society, as being part of the New Technologies, that are developed faster and faster this nowadays. But, after all ,it still is a newer version of an original product, so this specific version won't have an impact as great as the whole idea and the original product had.
There is not any controversial or bad connotations in tha ad, so it has not a Social Responsibility in that way. However, it is Socially Responsible, because a lot of people will consume it, and it will become one of the products and ideas with more influence in society.

Advertisement Deconstruction 2

9/26/11  Second Ad

 Step 1

It is passionate, joyful, sensual, warm and suggestive.

In the ad there is a young and white couple. They look happy and in love, they have a fresh and summer style.
The camera that has been used in the ad seems to be in a mid angle, close to the couple.
The lighting in the ad is natural and fresh. And the colours used are black and white for the main picture, and then golden colours for bottom of the ad.
There are different text lines. The main one says 'Pursue your daydreams', in black. On the bottom of the ad there is another text: 'Vive Cuervo' in black, too, with the brand name (Cuervo) in a different font. There is also a small line of text, advicing consumers to drink with moderation.


Step 2

The product being sold is 'Cuervo Rum', an alcoholic drink.
I don't find the product appealing, because I don't drink alcohol.
The target audience of this advertisement are thae adults over 21, but younger than 35 mostly.
This ad associates love, relax, happiness with the product that is being sold. I don't think it works, at least it does not work on me. But there is a joyful sensation that comes to the consumer as first impression.


Step 3

I think there is not any assumption related to gender or race in the ad. There is anyway an assumtion beyond the ad message which considerates that the alcohol gives good things as success on relationships (and confidence), happiness,...


Step 4

The message of the ad creates an expectation for the people that could be unrealistic. This is the expectation of success in relationships and love. By using this, along with the text, that tries to exhort the consumers to be in some way 'rebel', the ad tries to sell the product, which has very little to do with this expectations actually.
Since we are talking about alcohol, the ad is probably socially responsible, because the product has harmful consequences for health, so it should not be sold and advertise as other product.

Advertisement Deconstruction

9/23/2011 First Ad.

Step 1

It is creative, different, nice, suggestive and simple.

There is no people in the ad.

I suppose it has been made with a combination of computer design and, maybe, an initial picture taken by a camera, close to the object.

Because of this the light seems to be artifficial, without any special highlight, but with the natural shadow at the left of the tree.

There are bright and warm autumn colours combined with a clear blue for the sky.

The only text used is the 'Porsche' sign in the small logo in the upper right corner, in the usual black and elegant font of the brand.

Step 2

The product is the general automobile brand, not a specific model.

I find this product appealing, but not necessarily because of this ad.

I think the target of this ad is mostly adult men, in from thirty to sixty years-old.

The advertisement uses a very creative way to show the power and speed of the cars they are producing. The ad also gives a feeling of well being and freedom beyond this. I think that, more than the fact of the speed and power of 'Porsche' what most influences the consumers is the cretive and suggestive way of showing it.

Step 3

One principal assumption in the ad is the general thought of the power that driving this kind of cars gives to men. Although it is not shown in it directly, I suppose that it is oriented to men. In some way it is realistic, because a lot of people still thinking of driving as a mostly men attraction.

There is probably another assumption related to the class. The wealthy people can afford buying a 'Porsche' and they have elegance and power with it. It is real that the 'Porsche' cars are very expensive, but they are very good cars, too.

Step 4

Although the ad uses a funny and creative image, which is not real, that is only the medium to express the real message that is sent. This means that the creators of the ad don't want us to believe that the leaves of the tree will get stuck to the tree when a Porsche passes by, but they want to make clear the power and speed of the car.

I don't think this ad is Socially Responsible, in the way that it does not include any controversial or transgressive information. Anyway, there is an inclination to consumism beyond tha ad intention.

What Jean Kilbourne means is that we should be ethical consumers, instead of consume goods unnecessarily and without thinking of what we are doing.

Media in my Life

As most of the people, the media I am most close to are the internet and the tv, that are a great part of our life. I think there is a huge mass media in society now.

I am not just talking about the TV advertisement but all the information, sometimes hidden, that all of us are exposed to when watching a movie, reading an newspaper or magazine, or listening to the radio.

Rock

http://www.youtube.com/watch?v=khD1dMJk_s0

First

This is my very first blog. Nothing more to say right now.