The aim of this study is to show the role advertisement plays in our society. The study will address the following areas: the messages portrayed in the ad, the target audience and effectiveness . The impact of advertisement will also be reflected by displaying the weaknesses behind ads. The study will also show if the ad meets the global standardized campaign or not.
The advertiser is speaking unswervingly to the audience through the text “no federal health and safety agency has the authority to recall defective firearms or force changes in design” this text has been formed by author. The advertiser advertises the ad designed by the author. The purpose of this ad is to exhibit the foremost problems and give a long-term solution. This ad is trying to compare to as the number of preceding deaths to the current. The main message in this ad is not the main focal point. Otherwise it appears small thus directing away the main attraction. Communication problem that is reflected in this ad is not having straight forward statements, like in this case the text “Teddy bears killed no one in the United States in 1997, from 1994 to 1997 there were 71 related deaths in the United Sates”. The whole ads message also displays error in its communication by placing teddy bear heading then going on to incorporate the picture of a gun. This means that the advertiser is to seek more awareness and authority. The message from this ad is old. Straight-forward reading from this ad shows that teddy bear and gun are both firearms. In other words the denotative meaning here is that there’s’ no legislative control of firearms in the United States.
Additional connotations that comes to my mind as I view this ad is that every person in the United States that is from children to adults including the humble are all at risk with either the gun or the teddy bear. The images that dialogues the thought of the general culture the ad deals with are if no consumer safety hazards are put in place, then life can be a threat from any consumer product. The type of sign this ad employs is iconic with an imperative language. The type of message appeal employed here is action with alliterations as its symbolic figures. These types of rhetorical figures help to evaluate the messages. This ad is characterized as complex because its background takes over and the ad is stuffed with suggestions indicating action. The message strategy used here is resonance which appeals to central themes in the life of the receiver. This ad connects concrete product through its messages thus adapting local market strategy. The model or implied receiver I support in the ad is the conditioned model receiver, it’s when the receiver is communicated to using simple hierarchy-of-effects principles, or appealed to by simply reiterating the same message.
The design of an ad should direct viewers to take desired steps, right away or later. An ad which does not encourage the next step to be taken is compared to a sales person who don’t ask supplier for orders