advert analysis

  • the biggest text on the top left and our eyes are drawn across the screen across the cake and to the tag line on the right. then back to the bottom where we see the brand logo. this follows the "z" line theory that argues that we view media in a Z motion, from top left to right then bottom left to right. 
  • the colour of the advert is bright and lively, making the cake seem more pleasant and encouraging more people to want to buy it. 
  • the image is anchored as the text in the top left corner is designed to match that of the cake, this makes the ad feel more like the text is made for the cake and not the other way around, it brings the focus back to the main image.
  •  the lighting is bright but not too overexposed in order to keep the cake/ product looking crisp and sharp, the lighting is coming from the top right, creating a slight shadow on the right side of the image, making the cut open part of the cake have more depth and detail, once again drawing the viewers eyes in. 
  • language like "flavours that take you back" makes it appeal further to the target audience of males, middle class aged 50-75 as it makes the product seem classic and familiar, like something that people of that demographic can relate to and recognise.

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