Hour Choice chooses to communicate freedom of expression and choice in their ad. The product being promoted, a watch, is therefore meant to communicate this concept, making the audience affiliate this concept with the product. Judging by the young woman chosen to promote this product, the targeted audience should be similar in age, hobbies, and have similar beliefs or values. The line “Never follow” is purposely situated at the same viewpoint as this young woman's face to identify with the
reader’s personality and their potential willpower to go against conformity to
society’s restrictions. Since all the text (except the logo and the
terms and conditions) is technically only two words, these two words should
have an impact on the reader and be easy enough to remember the overall message
behind the ad. “Never follow” is meant to appeal to a progressive audience. The name of the brand "Hour Choice" can also be considered a pun for "Our choice" which would further substantiate this progressive and free ideology.
Judging by the woman's appearance, the targeted young women would be of a Western cultural point of view, and would most likely feel strongly about their freedom of choice. While the woman in the ad is wearing a conservative white wedding dress, this is contradicted in the choice of converse sneakers and a pink watch as a jewellery. A more conservative audience would opt for more elegant shoes and jewellery yet the woman in this ad chooses converse sneakers and a pink watch as a symbol of freedom and choice. This should appeal to the Ethos of the targeted audience, by empowering these young women. As a result, men are ignored to communicate this concept and empower women in a way that may not have been culturally acceptable in previous decades. The focus of the advertisement is centred around women perhaps as a contribution to feminism, a movement that people are becoming more socially aware of. Consequently, the bandwagon appeal is communicated to the targeted audience to affiliate these concepts with the product, insinuating that without an Hour Choice watch, you do not support freedom of choice.
The emphasis of the words "Never Follow" is something that we all picked up on, yet you thought of it differently than I perceived it. You said it was progressive, and I said it was more saying independence, but you have opened my eyes to this possibility. I agree that the target audience is a younger, western woman, with more freedom of expression. Overall good post.
ReplyDeleteYour analysis on this visual text was fascinating Gabrielle.
ReplyDeleteYou understood the authors understanding to capture the audience, by pointing out the disctint features used. You also talked about the usage of Ethos and how it relates to women and their historical value.
The target audience and its description was your main concept from your analysis. You contrasted the types of audiences well, and how this visual text aimed at a less conservative audience.
Nice job!
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ReplyDeleteYour blog is a very good insight toward the portrayal of the model, as you've made such a detailed analysis on the key point; individualism. I also picked up about the freedom of choice, specifically about women, as it is directed towards women only~
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