- Dreams and fantasy
Dream and fantasy is used to attract the audience because it could be that you dream to look like the woman on the front cover and you could want to attract the opposite sex or to look good or to look as good as she does.
- Beautiful Women
Beautiful women is used to attract the audience because men like looking at beautiful women because they find them attractive, but also women like looking at other women because women think that if she can look good wearing that mascara then they can look good wearing it too.
- Self-importance And Pride
Self importance and pride is used to attract the audience because she is taking care and she has pride for her eyelashes and she cares about how she looks and what other people think of how she looks.
In the Bernardo's advert there is;
- Childhood
Childhood is used to attract the audience because it is an appeal to help poor children get a loving family to care for him/her.
- Dream And Fantasy
Dreams and Fantasy is used to attract the audience because this little boy dreams about having someone care about him and he dreams to have a mum and dad someday. Everyday he will probably dream that someone will give him the family he wants.
- Reward Power
Reward power is used to attract the audience because it promises that if you buy it and wear it you will look good and you will stand out from the crowd.
- Expert Power
Expert power is used to attract the audience because it has been advertised by an expert model. They have one this to make the mascara look professional to go with the women.
- Coercive Power
Coercive Power has been used to attract the audience because the child is in pain, he has no one to care for him, you can tell by his emotions and his hand gestures.
- Reward Power
Reward Power here could be that you get a reward of a loving child or it could be that the child gets a reward of having a mum and a dad or a brother or a sister. Also the reward for the child is to be well again.
The camera angles used in the Rimmel London advert is a close up. A close up shot has been used to show the models face, this shot has been used to show what effect the product has on a persons face. The angle used in this advert is a low angle shot the model seem more powerful, this make the mascara seem more powerful too. Also a low angle shot to make the model in the advert look more powerful than she already is. Also it is as if she is looking down at the audience again to make it look like she is more powerful than the audience. The camera angle used in the Bernardo's advert is a high angle shot. A high angle shot has been used to make the boy look small and weak and that he cant do anything to help himself or to defend himself.
In the Rimmel London advert high key lighting has been used. High key lighting has been used because it attracts attention to the eyes where the mascara is. Also there is a bit of low key lighting because it provides contrast to help the eye focus on the models face. In the Bernardo's advert low key lighting has been used. Low key lighting had been used because the boys life is dull so they have made the scenery look dull to go with his life. Low key lighting had been used all over apart from his eyes. The boys eyes are bright blue. This might have been done to say that if you adopt him his life will be blue because blue is a happy colour.
In the Rimmel London advert there is many technical codes used in the advertisement. There is the company logo 'Rimmel' is at the bottom bottom of the page, also it is is bold writing. The company has out this there because the target audience then knows that the product can be trusted. The is a tag line ' Black on Black'. This is repeated to draw the audiences attention to the product. It is also used to quote the fact that it will give you long black eyelashes. There is a blurb at the bottom of the page which uses positive lexis like breakthrough, this is saying that there has been an improvement on the product before this product was brought out.
In the Bernardo's advert there is a tag-line that says " No child gets left behind". This is saying that there is always someone willing to give this child a family and if not then it will never be left behind. It is used to make you think, " what if no one does take this child home. Also there is a sentence that reads " its just poverty, he'll grow out of it". This is used to tell the audience how this child has been living all of his life. It also expresses that he wont grow out of it if you don't help him. This sentence has been juxtaposed against the background because the sentence is in white and bold and the background is pure black.
In the Rimmel London advert the typography is all the same apart from the colours. This has been used because if it was all different then it would look all over the place because there is allot of writing. Also there is some capitals used for the title 'Rimmel'
whereas all the rest of the writing is is lowercase. In the Barnardo's advert typography is different because there is some bold, some big and some small. This has been used to make the child's life seem mixed up and look like it is a mess.
In the rimmel London advert the modes of address are; Direct (Looking straight at the camera) and relaxed and casual. This has been used to engage the audience because it is as if she is looking directly at you, where ever you go. Also she looks quite relaxed because she doesn't seem to be posing much. In the Bernado's advert again the modes of address are; Direct (Looking straight at the camera) and Formal (Serious). This has been used to engage the audience by making the boy look straight at the camera so you can see the hope in his eyes, or the plead in his eyes. Also this has been made to put the boys emotions forward. It is like they have done it to make you think how the boy is feeling.
The Rimmel London advert and the Barnardo's advert are very similar because the writing is the same because there is a mixture on both of them and also on both posters the writing has been juxtaposed against the background because on the one the writing is black and the background is red and on the Bernardo's one the writing is white with the background being black and grey. Also the modes of address are the same because they are both looking directly at the camera as if they are looking at the reader. Also both of these adverts use a close up camera angle for their main image.
There is a variety of symbolic and cultural codes on the advert. I think that Kate moss looks like she is wearing a black leather jacket which is used to connote rebellion. In the background there is a mixture of black and red colours, this looks like a target board, it is used to connote that she is the center of fashion and glamour. The colour Red is a signifier and it connotes danger. This is why red has been used in the advert because it is thought to be dangerous.
The uses and grafication theory can be applied to the Rimmel London advertisement. It fits the aspect of diversion because it is wanting you to feel like you can be who you are with this mascara on, it wants you to escape from everyday life and just to relax. This product is saying that you can do these things. Personal Relationships is used in this advert because you could be like the model ( Kate Moss ) . The uses and grafication theory can be applied to the barnardos advert. It fits the aspect of diversion because this boy wants to escape from his horrid life to have a new family and a new home. Also this boy wants to be able to relax knowing that around the corner there is a family going to take him home.
Using prior knowledge of media texts, the audience may see some evidence of intertextuality in the adverts.They can be seen to drw on ideas from film posters and the films themselves. The large Capitalised typography on the Rimmel London advert reminds us of gothic cultures because it is so dark and low key lighting. In my opinion i think that it is the Same in the Barnardos advert, large typography might have been used to show how 'big' it is to him to get a loving family.
