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PROPA
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AMP ENERGY DRINK
S: Subject• Here, you’d give a detailed
explanation of what you see in the ad.
O:Occasion• What is going on in society
that might be reflected in this ad? What does this suggest society values?
A: Audience• To whom is this ad
targeted? Be specific! No ad is ever targeted at everyone.
P: Purpose• What action is this ad
wanting us to take?• What mental connection is
this ad wanting us to make?
Notice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!
AMP ENERGY DRINKNotice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!
S: Structure• Here, explain the
propaganda techniques being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)
$: Transaction• Who benefits when the
audience does what this ad wants? How do they benefit?
Tone: • What atmosphere, attitude
or tone does this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?
AMP: ANALYSIS PARAGRAPH
This ad for AMP energy drinks is using a powerful image to appeal to young
men’s desire to be extreme risk-takers. The magazine ad shows a snowboarder
who has supposedly taken a jump so high that he ends up as high as an
airplane. The background shows the tops of clouds, and in the foreground is
the wing and engine of a plane. In the middle of the photo is the powerful
image: the snowboarder doing an upside-down 360 heel-grab kind of
maneuver right above the wing tip. This powerful image implies a story about
this snowboarder, and tries to make the reader think that drinking AMP energy
drinks can make a person achieve this kind of extreme maneuver. The image is
powerful because, for one, it is unrealistic, so it exaggerates what any human
could possibly do. That directly appeals to the desire that many young men
have to be an extreme risk-taker and achieve things that no one else thinks
are possible. A powerful image is used because it can communicate the
snowboarder’s story without having to use words, and the message can be
communicated quickly and without the reader really having to think too deeply
about it. The makers of the image don’t expect their audience to be thinking
too deeply, but the still want the reader to connect the story to the product.
ADIDAS SPORTSWEARS: Subject• Here, you’d give a detailed
explanation of what you see in the ad.
O:Occasion• What is going on in society
that might be reflected in this ad? What does this suggest society values?
A: Audience• To whom is this ad
targeted? Be specific! No ad is ever targeted at everyone.
P: Purpose• What action is this ad
wanting us to take?• What mental connection is
this ad wanting us to make?
Notice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!
ADIDAS SPORTSWEARNotice that my SOAPS$Tone may take up multiple slides… yet I keep the image on each slide!
S: Structure• Here, explain the
propaganda techniques being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)
$: Transaction• Who benefits when the
audience does what this ad wants? How do they benefit?
Tone: • What atmosphere, attitude
or tone does this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?
ADIDAS: ANALYSIS PARAGRAPHAdidas uses several kinds of repetition in this ad in order to appeal to the desire that
teenagers and younger adults might have to be athletic and popular. The magazine ad
has four pictures: the two in the left hand column are of NBA player Derrick Rose in
action on the court, while the two in the right hand column are of pop singer Katy Perry
posing for the camera. Across Rose’s pictures is the statement “all d rose” and across
Perry’s is “all katy.” This ad uses repetition by showing two images of each person, as
well as by repeating the word “all,” and finally by the repetition of the logo and font
style of the “adidas” brand. By including multiple views of each famous person, and by
repeating the word “all,” the ad is communicating that their brand can fit in “all” parts
of the reader’s life, not just sports. The reader sees Rose in two different moments of
play: sizing up a shot and aggressively handling the ball. The reader also sees Perry in
two poses: looking strongly into the camera in a beauty shot, and then also in what
looks like a yoga pose. This repetition, along with the word “all,” makes the reader
think that adidas clothes are a product that would be for all different types of
situations and all different types of people—including the reader him or herself.
However, the connection that adidas also wants the reader to make is that if they
choose adidas, they will also be part of the same group as people like Katy Perry or D.
Rose. Younger adults generally desire being athletic (represented by Rose) and popular
(represented by Perry), so the use of these repeated ideas and images is an attempt to
make this connection for the reader.
Link: http://youtu.be/berzE4tNTfA
RAM TRUCKS
S: Structure• Here, explain the propaganda techniques
being used (slogans, powerful images, loaded words, repetition, appeals to fears, appeals to wants/desires/ needs)
$: Transaction• Who benefits when the audience does what
this ad wants? How do they benefit?Tone: • What atmosphere, attitude or tone does
this ad convey? Is it humorous, aspirational, inspirational, satirical, saddening, maddening…?
S: Subject• Here, you’d give a detailed explanation of what you see in the ad. O:Occasion• What is going on in society that might be reflected in this ad? What does this
suggest society values?A: Audience• To whom is this ad targeted? Be specific! No ad is ever targeted at everyone.P: Purpose• What action is this ad wanting us to take?• What mental connection is this ad wanting us to make?
RAM TRUCKS: ANALYSIS PARAGRAPH
This ad for Ram trucks uses loaded words to appeal to a man's desire to be tough,
powerful, and competitive. The thirty-second commercial tells the simple story of a
Ram pickup lumbering powerfully up a dusty, desert hillside until it reaches the
very top of the ridge. In the background, quiet and somewhat ominous music plays
as the truck kicks up dust in its bumpy climb. Throughout the ad, a narrator speaks
in a deep, masculine tone. He says "Tenacity, plated in chrome. Determination,
covered in mud. Fight, firing on six cylinders." Then, at the end of the ad, the
words "Guts, Glory," and "Ram" are both spoken and visible. Finally, the ad closes
by reminding the viewer that this particular truck was named the 2013 "Truck of
the Year." The loaded words "tenacity," "determination" and "fight" are spoken as
the viewer watches the truck climb this hill, which makes the reader associate this
product with the strength and power that those words communicate. Ram's
audience is men ranging in age from late teens to mid forties, since this groups is
often concerned with toughness and strength. Tenacity, determination, fight, and
being the best (which the "Truck of the Year" award identifies) are valued
personality traits that Ram Trucks wants the viewer to believe will be part of the
target audience's personality if he chooses this product.
NOTE… THIS IS AN EXAMPLE!
For yours, you would need a total of five ads!
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