Advertisements

This is an advert for drink driving. The advert is link to the world cup with a man sitting in a pub with an England shirt on.

Technical codes

1. The page is laid out with the use of rule of thirds and foreground and background. The foreground is effective because it’s showing the man drinking in a pub, so our main focus when we first look at the image is on him. You have a header at the top, a man drinking and then website for people to go on to look at drink driving.

2. The heading on the top of the advertisement ‘Own Goal’ is used in big bold letters, I think they have used this because an own goal is bad in football, so there saying that drink driving is similar to it and I think that its very clever the way they have done this.

3. In this advertisement they have used a medium close up of the guy in the pub, this image has a lack of pixels. This gives more detail of the image. The fact that they have used this guy to in the foreground and that he’s on his own with an empty glass already, means that he is the only one that can take the blame if he’s going to drink and drive.

4. This image hasn’t been cropped, and is still the full original size.

Symbolic codes

1. The masthead of the advert is ‘Own Goal’, this advert is related to football and the world cup, so it basically means don’t drink and drive just support your team and don’t miss the rest of the tournament.

2. I think that they have achieved this because they have on the side of the advert ‘Don’t end your world cup early by drinking and driving – leave the car at home’. I think people who see this advert, who especially enjoy football and will be watching the world cup, will take notice to this, so I think this advert catches people’s attention.

3. Dark colours are used in this advert, so I think that they have used this because it signifies that drinking is dark and that’s what is used in the advert.

4. The symbolic codes that have been used is the likes of ‘Driver 0-1 Breathalyser’ they could be trying to create a joke and that the guy who is on the advert is losing, hence the two empty glasses on the image. They have also put the guy in a fake England shirt, so this could be aimed at C,D and E in the use of the gratification model.

Written Codes

1.     In this headline the size of the font is used in big bold letter, compared to the other writing on the advert, they are at a small font. The fact that ‘Own Goal’ is in big bold letter makes people look at that first when they look at the advert, and it helps get the message across straight away.

2.     The key words in this advert are ‘Don’t end’ and ‘early’ they are trying to get the message across, and these words are the main words that make this advert come across as bad, ‘Don’t end’ defines that.

3.     There are no rhetorical questions on the advert.

4.     The advert is aimed at one type of person which is men, in classes C1, D and E and the use of ‘Own Goal’ meets up to the expectations of the reason of the advert, and I think that they the people who designed this advert has done a good job of this.

5.     Particular needs are appealed to people who go for a drink watching the football on a Saturday afternoon, and I this advert is aimed at them. The main appeal for this advert is the need to feel safe.