Nescafe Advertisement Analysis Essay

Analysis Of Peta Advertisement

Semiology is a useful tool in the analysis of media texts and allows the deeper layers of meaning to be revealed. According to Rayner, Wall and Kruger “semiology is an attempt to create a science of the study of sign systems and their role in the construction and reconstruction of meaning in media texts” (Image Analysis, 2004). The text that will be analysed is advertisement for PETA featuring Pamela Anderson, which aims to sell an ideology of beauty and femininity, as well as sexual empowerment through self-objectification (see appendix for image). This essay will analyse the chosen text through the use of semiology. The essay will analyse the connotations, denotations and myth of the text among other elements.
The text is part of a campaign promoting vegetarianism, created by the animal rights advocacy group PETA, featuring actress and model Pamela Anderson in a two-piece swimsuit. Anderson is posing is seated on a flat surface with her legs bent at the knee, leaning back slightly on her hands and pushing her chest out. Her facial expression is sultry and seductive. Dotted lines have been painted on her body, dividing it into sections which are labelled with what the corresponding cut of meat would be called. The anchorage of the text reads: “All animals have the same parts. Have a heart, go vegetarian”. An anchorage is the caption on a text that “anchors” the preferred meaning of an image (Chandler, 2013).
This text similar to other campaigns that PETA have created, nearly all of which feature nude or scantily-clad female celebrities who are sometimes posed with baby animals. In contrast, the male celebrities that feature in their campaigns are seldom nude. If they are, it is almost always from the waist up. This is common in advertising, and the media in general, which tends to objectify women for the purposes of selling product. In this case, PETA are objectifying Anderson in order to promote animal rights— almost “selling” the vegetarian lifestyle.
Semiotician Bob Hodge says that ideology "identifies a unitary object that incorporates complex sets of meanings with the social agents and processes that produced them” (Ideology, 2013). Myth has a similar definition. According to Barthes, myth refers to “the hidden set of rules and conventions through which meanings, which are in reality specific to certain groups, are made to seem universal and given for a whole society” (Barthes, 1998). The text represents an ideology or myth of beauty and femininity. Beauty and femininity often go hand in hand as beauty is often seen as party of being feminine (Lazar, 2013). Beauty is defined by the norms of society and these conventional standards are what is expected of women. Anderson fits well within the societal norms, and therefore is considered beautiful.
Feminists, especially ‘second wave’ feminists, have long condemned these beauty practices, and the beauty industry that profits from these practices, citing that these restrictive ideals of...

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Break through the advertising clutter with a solid concept and creative design.

We are constantly exposed to advertising in our daily lives, be it online, in print, on billboards or through our television screens. In fact, research suggests we are exposed to, on average, 362 ads per day (not including brand exposures) but only 3 per cent of these will make an impression. That’s just twelve ads a day that actually engage us.

So how do you break through the advertising clutter and make a memorable advertisement for your audience or target market? First come up with a solid concept and then consider your design. Attention to layout and presentation will help your ad get noticed; but attention to concept and creativity will help your ad be remembered.

Here are fifty print ads that are creatively brilliant. They have a solid concept topped off with great design.

01. Use the fold

This double page spread for Adidas: Forever Sport uses the fold as part of its design. Open and close the pages and the athlete crunches, lift weights and stretches.

02. Make your audience look twice

Nobody likes bumper-to-bumper traffic – except perhaps motorcyclists who can dodge and weave through trucks, cars and buses like a maze. Honda Motorcycles captures this idea in a series of print ads that feature a variety of vehicles distorted and laid out like a maze.

03. Use animals to send an important message

A dog taking a selfie? Not quite. This ad by Ogilvy Istanbul is for Ford’s Rear View Camera and it features a dog staring straight into the camera – in effect, straight out to the audience – to bring feeling and emotion to an important message.

04. Remind your audience of what other people live with

Alzheimer is a debilitating disease that causes disruptive memory loss and those living with Alzheimer need to be constantly reminded of things in order to get through the day. This print ad by Simone Mascagni plays on that repetition, promoting World Alzheimer’s Day and reminding audiences of the challenges of Alzheimer.

Create a buzz and design your own public awareness ad with these Canva templates: posters for campaigns against homelessness and poverty. Bring your posters to life and have them delivered to your doorstep with Canva Print!

05. Play with the magazine format

This ad for Alzheimer’s Day by Publicis in Belgian also has a concept based on memory loss. Using the format of the magazine medium, the ad shows ink dissolving or being brushed away, much like the memory of those living with Alzheimer.

06. Make use of newspaper columns

Likewise, Ogilvy & Mather in Columbia used the columns of the classified ads to promote Carulla Knives. A series of ads show images of fish and vegetables sliced and diced between the columns in the newspaper.

07. Transform objects into parts of the body

Bike machinery becomes body machinery in this ad by Argentenian studio La Comunidad promoting the health benefits of cycling. Concept, design and consistency makes for an aesthetically appealing and easy to understand campaign.

Using templates from Canva Print Flyers, you can share your next biking adventure with other cycling enthusiasts. Templates here include: Illustrated Cycling Flyer, Cyclist Club Flyer, and Bike Cycling Club Flyer.

08. Turn the brand name into an adjective

Claire Heppner turned the brand name of everyone’s favourite spread into an adjective and showed some of the ways Nutella becomes ‘nutellable.’

09. Use storytelling

Who doesn’t love a good story? Marketing agency Lola Madrid used anagrams in a series of ads for Scrabble to tell a love story for word lovers. Lola executive creative director Pancho Cassis told Adweekthe primary goal was “to convey that words are magical and powerful, and that they connect us with people.”

10. Reinterpret a famous image

To promote Faber-Castell’s range of “Artist Color Pencils” Ogilvy & Mather Singapore recreated famous paintings using thousands of color pencils – not to draw the paintings but as the actual medium. Look closely and you’ll see a sea of pencils meticulously planned and glued to reinterpret Edvard Munch’s “The Scream.”

11. Have fun with famous logos

Designed by Miami Ad School, these Sharpie print ads have fun with well-known logos. With the tagline “It all started with a Sharpie,” the ads playfully show how the logos for The Rolling Stones, Apple and Playboy may have come about.

12. Depict a feeling people can relate to

This campaign called “Work Ache” for painkillers Aspirina Bayer features a stapler painted with a man face down holding the sides of his head. It cleverly depicts how a headache can feel like you’re hammering your head on the desk.

13. Make color part of your message

Pearly white teeth are one of the goals of oral hygiene and beauty and as such these print ads for a teeth-whitening office simply state, “We don’t like yellow.” It demonstrates this tagline by turning typically yellow objects – lemons, bananas, egg yolks and a yellow duckie – white because, as they say, “we don’t like yellow.”

14. Be literal

This ad for the London Marathon by Reflex Spray has a shoe with a miniature re-creation of London on its sole. The shoe has literally run all over the city.

Communicate the details of your upcoming marathon fundraising event with flyer templates from Canva. Templates here include: Fun Run Fundraising Flyer and Pink Fun Run Event Flyer.

15. Appeal to people’s tastebuds

Heinz appeals to its audiences’ tastebuds in this ad for tomato ketchup. According to the ad, your steak and French fries are going to taste like cardboard without their world famous sauce.  

16. Depict inspiration

“In every pencil there is an idea waiting to be discovered” states this series of ads for Faber Castell. It turns the lead of the pencil into a spotlight to depict a musician, writer and scientist having their light bulb moment of realization or inspiration.

17. Act on a once-in-a-lifetime moment

For the momentous occasion when Remembrance Day fell on the 11th day of the 11th month of the 11th year, DDB Canada paid tribute to the serving men and women with this simple but highly effective ad. They created a visual representation of the historic 11/11/11 day with veterans to in place of the numbers.

18. Use humour

This fun series of print ads for StaSoft by Ogilvy & Mather Johannesburg depicts tough guys Sylvester Stallone, Hulk Hogan and Chuck Norris as cloth caricatures. With the tagline “Softens even the toughest” the fabric portraits are humorous and above all engaging and memorable.

19. Be thought-provoking

Bulgarian designer Alexander Nedelev used retro game designs to highlight environmental gradation. He used the iconic designs of Space Invaders, Pac-Man and Arkanoid to represent diminishing numbers of whales, trees, plants and animal species. Cleverly, the tagline “It’s not a game anymore” uses grey and black text. The black text reading “It’s not me” is thought-provoking and possibly a commentary on a lack of responsibility or ability to affect to change.

Encourage people to join your cause by using a stunning poster that will turn their heads. Try these templates from Canva: Whale Marine Environmental Conservation Poster, Coral Reef Photo Environmental Protection Poster, and No Straw Movement Campaign Poster  

20. Transform a recognizable icon

These ads for Capacítate styles the recognizable ‘pin’ icon into a variety of businesses – a café, flower shop and restaurant. Promoting courses in entrepreneurship, it’s all about “plac[ing] your business on the map.”

21. Show don’t tell

Photographer Mikkel Jul Hvilshøj meticulously laid out food and cooking utensils and equipment for Eva Solo. The series of ads showcase the cookware product and ingredients in minimalist visual recipes.

22. Give letters life

Ultimately, this ad for Nescafé is just a lot of zig-zags laid out in rows and columns on a page. However, with the tagline “Nothing wakes you up as Nescafé,” these zig-zags become Z’s – for sleeping – and they eventually ‘wake up’ and become N’s – for Nescafë.

23. Use a visual metaphor

Ogilvy & Mather Columbia’s series of ads for Mercedes Benz’s Distronic Plus – an ‘automatic safe distance’ device – uses a series of images in which an animal or human is trying to connect two body parts. But look closer at the image and you’ll see the connection could prove to be deadly.

24. Use bold colors

“Cut a Tree. Kill a Life.” The tagline is to-the-point, the graphics are simple and the colors are bold in this series of print ads that draws attention to the devastating effects of deforestation. The trunks of chopped-down trees take the shape of endangered animals dripping in blood.

Let your statement be heard with customizable posters from our collection of templates in Canva. Templates here include: Environmental Protection Poster and Plastic Bottle Environmental Protection Poster.

25. Exaggerate the product’s ability

This ad for Foxy Asso Ultra paper towels utilizes the product in an exaggerated display of its use in order to emphasize its ability to do the job.

26. Play on words

Viktor Kolodiazhnyi is rocking it with this oh-so-simple concept for Marshall Headphones and oh-so-effective series of print ads. Taking a rock and a metal ball, he adds earphones and transforms them into ‘hard rock’ and ‘hard metal.’

27. Arouse the taste buds

This minimalist ad for Japanese knives Miyabi looks good enough to eat. It’s clean, crisp and almost mouth watering – just like the watermelon it depicts.

28. Draw attention to imperfections

Food advertisements typically feature perfect looking food – the ‘supermodels’ of food, so to speak. But what of the imperfect and flawed? Agency Marcel Paris created a beautiful series of print ads for French supermarket chain Intermarché that makes ‘differently-shaped’ fruit and vegetables attractive in order to bring attention to food waste.

29. Highlight dangerous behaviour

This print advertisement for TopGear Magazine warns of the dangers of using social media while driving. It is a very simple concept that takes little interpretation with the tagline “Thames. Paul Johnson just checked in @ the bottom of the river Thames. Driving and social media just don’t mix.”

Have a go with these Canva posters and use them to promote safe driving practices. Templates here include: Drunk Driving Campaign Poster and Safety Driving Campaign Poster.

30. Amplify the product’s ingredients

A mountain of cheese might be to some people’s desire. For Pringles Galaxy, Chris Labrooy used 3D technology to transform a stack of cheese into, well, “Cheese with extra cheese and a side order of cheese.” Cheesy enough?

31. Trick the eye

This ad for VW Das Auto is a masterpiece of visual trickery. It appears three-dimensional on a two-dimensional surface, plays with perspective and tests physics.

32. Go for an extreme close up

Fanta Strawberry will leave your tongue feeling like a strawberry according to this print advertisement. The extreme close-up is eye-catching and well executed.

33. Be inspired by music

Inspired by Rimsky-Korsakov’s famous “The Flight of the Bumblebee,” Draft FCB created an ad that shows the power of Raid. With notes and musical symbols piled at the bottom of the page, Raid has, in effect, killed the bumblebee mid-flight.

34. Create a sense of taste and aroma

Fruits have very recognizable smells and tastes that are refreshing and satiating. This ad for tea brand Curtis takes advantage of the sensation of smell and taste that can come with looking at a piece of fruit. Add a little steam and your mouth starts water.

35. Unearth some fun facts

Here’s a fun fact: apparently 10 per cent of Europeans were conceived on Ikea beds. Ikea used that titbit of knowledge for this print campaign that inserts pictures of different Ikea beds in between generations of ancestors on a family tree. You’ll also find a washing machine, a kitchen sink and kitchen table in there because why keep things in the bedroom!

36. Make comparisons

This ad for World No Tobacco Day compares two sides of a woman’s face to demonstrate the ravaging effects of smoking. One side is young, fresh and bright; the other is aged, wrinkled and dull.

Edit your own ‘No Tobacco Day’ posters with these Canva templates: World No Tobacco Day Poster, Black and White No Tobacco Day Poster, and Grey Gradient No Tobacco Day Poster.

37. Create a sense of movement

Shanghai J&J Advertising cleverly uses a transparent page as part of this double page spread for DHL couriers. The courier moves from sender to receiver as you turn the page in order to demonstrate how fast DHL’s service is.

38. Create a sense of loss

Likewise, this double page spread for Greenpeace uses a smaller transitional page to show the effects of tree clearance. On one page you see a luscious tree in growth. Turn the page and only the stump remains.

39. Play with perception

Is that a balding man’s head? Or the top of a hamburger bun? Well, it’s both in this McDonald’s ad for Father’s Day. The ad cleverly plays with perception emphasised but its elongated dimensions.

40. Acknowledge audience opinion

Not everyone loves marmite and not everyone loves George W. Bush (perhaps somewhat of an understatement). Marmite acknowledges audience opinion in this print ad, which aligns marmite with a portrait of Bush and the tagline “You either love it hate it.” True words.

41. Connect the tagline and image

A little honey will draw a crowd of bees while a little JD’s will draw a crowd of people. Accordingly, the tagline “Draws a Crowd” for Jack Daniel’s Tennessee Honey is bang on the mark and visually represented by a bottle swarming with people.

42. Take advantage of a white page

You need to look closely at this McDonald’s ad promoting extra large coffee. Coffee stains around the corners of the page make for a subtle and effective ad that really uses a white page to its advantage.

43. Look to nature for inspiration

Advertising agency Legas Delaney created this series of print ads for Plant for the Planet. Each features a leaf cut with an image of industry or transport to represent nature’s ability to trap CO2.

Plant the seeds of environmental awareness with these Canva poster templates: Tree Planting Student Council Poster, Environmental Protection Poster, and Nature Protection Poster.   

44. Create a mood

This ad for Oliver Brown uses relaxing imagery and colors to create a mood. Two cups of coffee have chocolate sprinkled in the shape of heavily tired eyes. And suitably so as Oliver Brown is “Open Late.”

45. Appeal to fans

This print ad by Publicis appeals to tv show CSI’s huge fan base by tapping into the show’s investigative genre. A giant footprint is a maze of evidence that leads to a corpse.

46. Animate inanimate objects

This series of ads by Juliano de Almeida use bright and playful images to promote University Cruzeiro do Sol. Pencils are animated with faces, clothing and jewellery and pencil shavings for hair.

47. Use optical illusions

This ad for Sanccob draws attention to the rapid decline in African penguins and is inspired by the artwork of Dutch graphic artist M.C. Escher. Clever optical illusions are used to draw the viewer in and emphasize the message “See the reality before it’s too late.”

Campaign against one of the most pressing issues of today with these Canva posters: Penguin Island Global Warming Poster and White and Red Mountains Global Warming Poster. Get your designs printed and encourage everyone to protect the environment!

48. Contrast technology

This Sony ad illustrates the capabilities of a USB drive by stacking CDs in place of the micro storage unit. It also cleverly demonstrates why and how new technology is making old technology obsolete.

49. Create an image with the product

Ariadne Colliard explored the origins of tea for this Tazo print campaign. Each tea bag features an image of architecture to represent the tealeaves’ origins.

50. Break a pattern

Our eyes quickly become accustomed to looking at patterns and visual systems so when you break that pattern or system the unordered element will stand out like a sore thumb. Indeed, this is the simple and effective concept behind VW’s ad campaign, “A bad part affects the entire system.”

Where to start with print ads?

Did you notice that the taglines and images are intimately connected in nearly all of these print ads? It demonstrates the importance of starting any print ad or campaign with a strong concept. So to make an impression think concept first, design second, and you’ll be on your way to making an ad that audiences notice, remember, engage with and, most importantly of all, act on.

Have you made your way around the Canva Design School yet? For another great article about Print check out Graphic Design for Print vs The Web: 15 Vital Differences You Need To Know About or to learn more about Advertising sink your teeth into 30 Advertisement Design Tips That Turn Heads: Brilliant Case Studies.

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