Assignment 2 : Essay
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Based on our group works, we have decided to review the commercial in few different categories. This essay is the results of our research and review.
Assignment 1 : Essay
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This is the essay for the Semiotic Analysis
After some discussions and work distributions in the group, we have made our observations and researches on the Volkswagen advertisement. Based on the theories given and our own point of views, we analyze the commercial in many different ways and methods, this essay basically is the product compilation of our group works.
The Volkswagen advertisement is created for those who interested to buy a vehicle or interested in automotive fields. This is one of inspiration for them to choose or buy the best vehicle which is durable and not easily damaged. This advertisement shows not only young person can drive Volkswagen; Volkswagen is a universal car that anyone can drive. It is also suitable for those how live in city or town.
This ad shows the vehicle from Volkswagen are durable and not easily damaged. This is shows from the way an old lady drive one of the cars produced by Volkswagen. While her driving was severe but her car was still in very good condition. Volkswagen may begin recognized as early as May 1937 in Germany. This is shows this brand was proven-quality and durable because Volkswagen is still strong in the automotive industry in the world.
The message that the advertisement was trying to put forward was seemingly easy to catch. Codes are not simply 'conventions' of communication but rather procedural systems of related conventions which operate in certain domains. Codes organize signs into meaningful systems which correlate signifiers and signifieds. So in this case, we can see that by just a simple show, we can understand the simple fundamentals of the text. However, people coming from rural backgrounds might not receive the same transmission as they might not be able to relate to what the advertisement is all about.
It is important to know the basics of that certain product from an advertisement. For example, in this advertisement, we can see that they are trying to tell the audience that the car is super durable and it won’t fail on you whatever you do. This can be said as a hidden message which will need the audience to read between the lines. However, it does not at all make it hard for the audience to right away understand the story and meaning of the advertisement. Having done this, it will allow the audience to feel attached to the advertisement giving them the memory of it and therefore being a very successful advertisement because that is what it is all about. Creating a memory inside the audience’s head.
In reality, an old people will always have a good condition car because they rarely use it. Volkswagen applied that reality into this TV commercial to related the society around us. But then, they twisted our perception with the flashback of the old lady used her car extremely. That was a symbol that the car still in good condition not just because old lady rarely use, but it has been used in making many stunt. Volkswagen twisted the reality into something interesting to show how good their car is.
In the context of dominant cultural, mostly they want to have new item with famous brand. For an example, if they want to have a watch, they will buy a new ROLEX watch. So, there are several values from this ad that reflect to this kind of culture. Buying a second hand item is not something useless. Based on this ad, the Volkswagen Golf is still in good condition and no damage at all. Maybe some of audience thinks that the old people tend to use their cars rarely, but the ad show the flash back on how the old lady use that car before. It is reflect that the Volkswagen car very reliability.
From our observations, alternate reading is the way how advertiser convey their messages through advertisement. So in this advertisement called 'Buy A Car from Old Grandma' advertiser use video commercial as a medium to convey the message. In this video commercial the alternate reading is the video or the visual. Advertiser use the non-verbal advertisement to tell audience that 'niet elk oud vrouwtje is even betrouwbaar' means not every old woman can be reliable. From that words advertiser tell the audience by make the visual of a young man bought his car from an old woman. In the visual show the flashback of the history of the car with the old woman, such as the old woman race, drift and burnout. Yet, at the end of the advertisement, the young man agreed to buy the old woman car, because its in good condition. Another message is after race, drift and burnout the car still in good condition.
This advertisement is really extensively outside the intended audience because it really differ from any non verbal car advertisement. Basically any car advertisement will show the strong of the car by showing how the car can perform or that make the car stands out. But in this advertisement it make a story of a life span of a car, that conclude the strong of the car. Even though the car have gone through many obstacles, the car still look good. That make the one big message from the little message which is from a story of an old woman to the life span of the car.
From the commercial, we can say that age is what influenced them to create this commercial and they have proved the audience that age is not a factor. The company is trying to show the audience that even though you are young or old, you can still own this vehicle. From this commercial, an old lady was selling her car to an unknown buyer with his son. Before they agreed to buy the car, they were checking the car to see its condition. Everything was good even though the old lady drove that car like a maniac, or you could say “fully utilizing the car”. This proves that this car has a very good quality.
For the future generations, when they see this commercial, they will know that this vehicle is worth buying for its sturdiness and mobility. They will come to realize that the Volkswagen Company produces very quality vehicles just because of how meaningful the commercial is. This company will give a huge impact for the next 10-20 years, the audience will still see this commercial as a good commercial and the meaning of this commercial will not change easily.
The influence of this text towards reality and humanity is that age is not a factor in owning this vehicle. In this commercial an old lady is reminiscing her memory while the buyer was checking the condition of the car. The buyer is buying this vehicle for his son which is in his early 20's. This shows that the vehicle itself suits for any range of ages because of how happy the son is after buying the car aside the fact that the previous owner is an old lady. Another thing that can influence humanity is how the vehicle is. This is shown when the old lady is reminiscing her time with the car.
So, from this commercial, we can conclude that the director of this commercial, Bart Timmer has made a good job in directing this project. He successfully created a meaningful yet convincing commercial that not only can influence the viewers but convince them as well that Volkswagen create vehicles that fulfill the needs of the society. Besides from giving meaningful contexts, this commercial also entertains the viewer. We can be sure that the audience who views this commercial will not be disappointed. We should give a thumbs up to the director and all the crews in making this commercial a success.
Verbal messages = Is a direct confrontation ; a straight forward message that may or may not contain hidden message.
Non-verbal message = To help audience to remember, love and physiologically enhance the audience's liking to the product and the advertisement itself
The advertisement below is done by a company called SBP insecticide. SBP insecticide is well known for its creative advertisements and specializes on creating any kinds of insect repellent.
Based on the advertisement above ;
- SBP pesticide is the communicator.
- The product that being advertise is the "SBP spray repellent".
- The verbal message message used here is "Will Work For Food"
- The phrase "Will Work" gave an impression of how the frog has given up while the phrase "for food" gave the impression of how it is willing to do anything to assure its survival.
- The aim of this advertisement is to show the audiences that by using this product, it will affect the food chain especially the predators due to the depletion of pests.
- The verbal message directly hit the audience attention that the frog in the ad has given up and is willing to find work for food thus helping to deliver non-verbal message that SBP is eliminating all the pest and its being a bother for the frog to continue living.
- This advertisement also set the audience mind that the SBP pesticide is really effective and by buying the product they wouldn't waste their money.
- this advertisement fulfill audience/buyers need of wanting a good pesticide to fulfill their need by showing a good advertisement.
posted by,
Arshad Zhafran b Mohd Azmi
1092700500
Examine a photograph
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From the photograph above, we can see someone who was talking on the phone surprised (face reaction) when the blood spouting out from phone’s speaker. A message that we can interpret from a photograph is using a cell phone while driving can kill the driver itself (5). the objective of this advertisement is to ask people do not pick up the phone while driving or call a person who was driving (2). Message has been communicated by governments, especially the police that work hard to ensure the driver does not use a cell phone while driving (1). This is because, from the statistics are issued by police, an accident has increased from year to year caused by using a cell phone while driving. This is very serious and should be concerned. With the emergence of such this advertisement in hope will give awareness among all society especially for driver (3). Using of blood effect out from the phone’s speaker been successful in translating so clearly people. That can easily understand what the message from this advertisement.(4)
1. Who are the communicators?
2. What product or service is being advertised?
3. What are the demographic and psycho graphic characteristics of the audience at which the advertisement is aimed?
4. Which needs and gratifications are addressed in the advertisement?
5. Do the Non-verbal cues in the picture contribute to the non – verbal message?
post done by
Muhammad Hasif Bin Roslan
1091100925
post done by
Muhammad Hasif Bin Roslan
1091100925
A scene is selected from the movie “The Thin Red Line”
1. What is this story about?
The Thin Red Line is a 1998 American war film which tells a fictional story of United States Forces during the Battle of Mount Austen in World War II. It portrays men in C Company, and in particular, those soldiers played by Sean Penn, Jim Caviesel, Nick Nolte, Elias Koteas and Ben Chaplin.
2. What do you think will happen next?
There will be war at the Guadalcanal Island.
3. Who are these characters?
Melanesians native and the US army.
4. What are they doing?
They are living with Melanesians natives in the South Pacific. He is found and imprisoned on a troop carrier by his company First Sergeant.
5. What sort of people are they?
The white men are described as army looking. And from my view, the villagers living there are suffering from poverty, from the looks.
6. What can you tell about the relationships between the characters in the scene?
The main characters are having fun with the Melanesians natives, the main characters seems to be a caring person. The children there seems to like them.
7. Where is it set?
Guadalcanal Island (Melanesian Natives)
8. Why has the film/program maker chosen this particular background or location?
To show the audience how hard life could be there.
9. What does it mean for the story?
The location and the scene used by the director Terence Malick’s is an icon to show that where the Melanesians live their daily lives, encountering danger every day.
10. How does it relate to the story?
Anxiety is shown in the acting of the characters with their movements being followed by a steady cam. They seem intent on running but realize the futility. The last shot is of the patrol boat anchored, shot from another moving boat that is circling it. There is an evil quality about the sunset, the water almost blood red.
11. Look at the props - how are they relevant to the story?
Most of the natives are not wearing any clothes. The army can easily be recognized by their body figure.
12. Are any props of particular significance?
Yes
13. List all the features used by students to find out this information - such as sound, acting, props, camera work, colour, location music etc.
Acting – the actors are having fun with the natives there. They are acting as nothing is going to happen there. But the truth is, there is going to be war and not all may survive.
Camera works – a medium close up is used when the U.S Army Private Witt (Jim Caviezel) had a conversation with one of the mother there ;
“The kids never fight (dialogue metaphor)
Are you afraid of me?
Yes
Why?-You look of Army
It doesn’t matter
It doesn’t matter.”
Color – the color tone used for this movie is a little bit dull. This is to show the mood of chill.
The color also shows the timeline of this movie is from the old days.
Location Music – the music used from this scene gives a really calm feeling towards the audience.
Posted by
Izham Adly B Mohd Sofi
1091101155
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