In this document we will analyze an advertisement for a Sony DVD player.
This advertisement was published in the December 2001 edition of Premiere magazine that was addressing an audience of moviegoers.
1. The description
The ad takes up an entire page of the magazine which is published in a format of 23 cm x 28.5 cm. This advertisement is divided into two distinct parts:
The first part is a photograph that occupies the upper three quarters of the page and which is dominated by warm colors. There is a mahogany door which has a gold star mounted on it. The door opens into a room, that is, in all likelihood, a dressing room. In the room is a DVD player that is silver-gray in color. This contrasts with the other, dominant, warm colors. The player is perched on a stool. The cushion of the stool is purple and the rest of the room is in shades of beige and orange. The beige of the walls is lighter than the beige of the legs of the stool. The yellow-orange of the curtain blends with the wall that is painted with similar tones. There is also a vertical row of spots of white light and a lit white surface that could be a mirror. The words ‘Best performer in the category of image and music' are written in white on the left hand of the DVD player, under the star.
The last quarter is occupied by a gray band where, a picture of the DVD is on the top, right-hand corner, it is presented in a dark gray circle and has a line that joins the circle and the slogan (written in the lowercase) ‘go create' (written in the same dark gray color) followed by an asterisk which leads to another message 'up to you to create' which is written in a much smaller font and in the same color.
Tags: Sony DVD Player, Sony DVD Player advertisement in Premiere magazine, analysis of Sony DVD Player advertisement
[...] The color of the DVD player is reminiscent of the lower gray frame that informs the viewer of the features of product. This process helps to bring the reader up-to-date on the product they saw at first glance. The contrast between these two is even more striking. In addition, this crimson cushion on which the DVD player is placed, reminds one of the color of the red carpet that is unrolled for special occasions and great personalities. This idea is reinforced by the sentence that is placed to the left i.e. [...]
[...] The second part is the left side of the advertisement, a half- open door that has a gold star. The door seems to be inviting us in and drags our gaze to the third part. The third part is on the right of the photograph. The colors are clear and despite not being the opposite of the colors on the door, the contrast is enough to mark the presence of the last frame The framing The framework focuses on the general scene and is interrupted by the physical limit of the door opening to revel the product. [...]
[...] If we look at the DVD, it is placed on a stool with a purple cushion which is a color that is associated with the color of the red carpet which is reserved for personalities of a certain caliber. The DVD is placed on this stool and so we can assume that the reservation in question is for a star or an artist i.e. the player. The door which is ajar and has a gold star mounted on it can connote a restriction of access. The room belongs to an important personality and not everyone can be allowed to enter. [...]
[...] At the bottom right, is the slogan of the brand, "go create" this is followed by an asterisk that leads to its French translation which is “ for you to create." This slogan is not in the same color as the previous posts but in a dark gray. It is also in a larger font even though it is written all in lowercase. These differences clearly distinguish the brand's slogan from the remaining text. Finally, this message has a conative function since it is addressed directly to the receiver. Under the slogan of the brand is the title of the Sony brand, itself. [...]
[...] This standardization of color also tends to accentuate the contrast against the player, the colors of the stool and the gray footer The iconic message The coded iconic message As we mentioned above, the viewer's eye first focuses on the DVD player because of the color contrasts and guidelines according to which the photograph has been taken. The reader is, therefore, in a piece whose arrangement seems simple enough. Indeed, the image is not loaded with element and does not contain a multitude of objects. [...]
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