Rip out an advertising image from a newspaper supplement and circle and write on as many parts of the image as you can. Comment on what it is, what it says about the product and why you think it’s there. You could us this as the basis for you assignment if you feel its taking you somewhere interesting. Or you could adopt this method for your assignment preparation. Come back to this exercise when you’ve reached the end of Part Four and see if you can add anything to your analysis.
For this exercise I choose a Volkswagen advert for their Park Assist function.
I have decided to use this image for the assignment. In preparation I have read several books on analysing adverts. A lot were very general but I found one that went into detail about analysing images in adverts. Gillian Dyer’s book Advertising as Communication has a section on analyzing photographic advertising. I have listed the others below.
Bignell, J. (2002). Media Semiotics. 2nd edition. Manchester: Manchester University Press.
Dyer, G. (1982). Advertising as Communication (Studies in Culture and Communication). New Edition. Routledge.
Williamson, J. (2010). Decoding Advertisements: Ideology and Meaning in Advertising. Marion Boyars.