Rip out an advertising image from a newspaper supplement and circle and write on
as many parts of the image as you can. Comment on what it is, what it says about
the product and why you think it’s there. You could use this as the basis for your
assignment if you feel it’s taking you somewhere interesting. Or you could adopt this method for your assignment preparation.
Come back to this exercise when you’ve reached the end of Part Four and see if you
can add anything to your analysis.
I selected this image by Cuprinol taken from the back of S Magazine from the Sunday Express June 18, 2017:
Below is the image with some of my observations:
I chose an advert for Cuprinol shed/fence paint that a lot of us use here in the UK. The image originally caught my eye because of the image of the blue tit bird in the top right of the image. At first glance I didn’t even realise it was an advert, let alone an advert for fence paint, I guess this could be called the hook that draws you into to keep looking at the image. My eyes then moved down the image to see the summer house below set in a nice sunny garden. I then noticed how the colours of the bird and shed matched; blue, white and yellow.
The image is creating a lifestyle, the toys in the garden, the relaxing chair, garden gnome, the nicely looked after garden. If you buy this product your life could be easier, you could relax on that comfy chair and enjoy your garden. It wasn’t until after I had viewed the image that I saw the pot of Cuprinol paint at the bottom left of the advert, then I saw the writing next to the pot of paint, I then related the words back to the image itself. So the advert has worked by drawing me from the top of the image all the way down to the bottom of the image to sell me the product. It uses a high viewpoint, as if viewed through the eyes of a bird, either that or its a giant mutant blue tit!
The advert and the image says that this product will ‘protect your garden wood’ so you can kick back and enjoy your garden for the next ‘6 years’. I did think the whole 6 years claim of the the advert was interesting, why 6 years? It seems like an odd number and quite precise, why not 5 years or 10 years? I wonder if the competitors provide 5 years of protection so they felt the need to say it protects for 6 years, a selling point. I wonder how the claim lives up to the reality of the product.
Overall I think its quite a convincing advert.
- Cuprinol advert taken from the back of S Magazine from the Sunday Express June 18, 2017. Image reused for educational purposes.