Analyse the adverts for both Lexus and Duracell commenting on:

·         Visual codes

·         Layout & design

·         Written codes

Advert 1

In the new Lexus advert, we see a long shot of a black car on an all black background. The lighting in the advert is dim with a spotlight in front of the car, this implies the importance of the product and it should be shown off like a trophy.   The advert itself looks sleek and expensive, the high key lighting makes the car seem shiny and new while showing off the main features. The car is almost camouflaged into the black background; this could imply the car is like a predator, fast and soundless.  The colour black suggests simplicity and gives it a modern touch which reinforces the ‘sleekness’ of it.  The car appears to be driving along a road, the blurred stream of light and wheels suggest it can move very fast, it implies the driver has put their ‘carbon foot down’. Even though the play on words connotes speed, it tells the audience that not only does the car go fast but it also benefits the environment.  The background is slightly out of focus, this allows the car to be the main point of attention, and this suggests nothing else matters when driving this car. We cannot see the driver which implies anybody, including the reader could own this car.

Advert 2

The intention of this advert is to show how long Duracell batteries can last, the point is purposely over exaggerated to draw in the audience. When first glancing at it we are unsure what exactly it is advertising, as it has some characteristics of a horror film advert. For example, the dim lighting and unaccompanied child and the use of china dolls are all recognisable from the horror genre.  The old doll is sitting in the dark which draws a comparison to the new doll standing in the door way.  We focus on the new doll and its enlarged shadow; this suggests the new doll is bigger and better than the old one sitting besides the little girl. We assume it is powered by the Duracell batteries and the light behind the new doll connotes the battery won’t dim any time soon.  This is reinforced by the Adverts slogan “some toys never die”, although the setting is quite dark and creepy; it is humorous as we know it is only a battery advert.