(scanned from Radio Times 19 - 25 November issue)
Targeted audience: General (there is no indication in the advert as to whether the product is gender orientated.)
Use of 'Beauty Sleep' concept is designed to indicate that when applied the product requires no further effort on the part of the user and adds to the natural benefits of a good nights sleep.
Use of christmas baubles provides both a seasonal note and happy times. Two of the terms 'pro-calcium' and 'essential oils' are suggestive of some magical ingredient. It is of interest to consider what these two terms are intended to signify - is it an actual thing or a concept relying upon the recipient to conjure up positive images.
Term 'Balm' offers re-inforcement of the effect the product will produce again relying upon the reader to respond positively to the term.
Signifiers 'smoother' (i.e. wrinkle free); 'plumper' (no saggy bits) and 'radiant' (not dull and lifeless) avoid negative connotations suggested by the interpretation in brackets.
"Because you are worth it" is a term used in all L'Oreal adverts thus providing a link to all the other products provided by the Company.
(scanned from Radio Times 19 - 25 November issue)
Targeted audience: General
Use of the heart symbol is a powerful signifier having many connotations in our society. It suggests 'love' and all that goes with that term but also a 'fear' message about what can happen if you fail to 'love your heart'.
The inclusion of the two people suggesting father and son gives a positive image of the benefits of the product and this is underlined by the addition of the words 'Live younger'. Again there is the positive and negative elements with the positive message of enjoying life with your children and the negative of failure to care for your heart meaning that you will be unable to enjoy them growing up.
There is an assumption on the part of the advertiser that people will understand the benefits of Omega 3 and this is re-inforced by the script to the left of the product.
The eye-catching element of the advert is placed at the top of the advert designed to grab the attention of the reader as they flick through the pages.
(scanned from Photoshop User November 2011 issue)
Targeted audience: readers of the magazine that is issued by the National Association of Photoshop Professionals so there is a reasonable expectation of a common knowledge base amongst the audience. The magazine is published in America and although it is available elsewhere in the world the advertisements make no concessions to the world-wdie audience. Presumably they rely upon the commonality of interest amongst the purchasers of the magazine.
The use of the female model and the child together with the warm toning of the image provide a positive image suggesting wholesome and family values part of the American dream.
It is a common desire of the serious photographer to create 'works of art'. It is interesting to consider what springs to mind in the individual when meeting this term; is it a Pollock or a Rembrandt?? Here it is suggested that simply by having the company add painterly effects that ambition is achieved.
In the script we are told it will look as though it was completely 'handmade'. Although a serious photographer when I read this an image of a Shaker chair came to mind (a mismatch presumably between the signifier and the signified assuming the advertiser means that it looks as though it was hand painted).
(scanned from Photoshop User November 2011 issue)
Targeted audience: the comments included in the commentary above are applicable to this advertisement.
The cluttered image with four children engaged in a variety of activities with a mother sitting serenely and calmly amongst the chaos gives a strong message that having access to MPIX is a positive help in coping with the stresses of being a photographer and the mother of four young children. I have no idea what MPIX is as that information is not provided in the advert. I presume it is not Prozac.
The inclusion of the family photographs on the table presumably are evidence of the mother's talents as a photographer and add a homely touch to the whole image.
In this advert virtually all the signifiers are pictorial and, I would suggest, only really work with someone raised in the same culture. Such signifiers are probably more open to misinterpretation than words because they are more ambiguous. For example it could be argued that this is an image of a mother who lets her children run wild and risk injury (see child hanging on to the stair rails who appears to be about to step onto the table). She seems blissfully unaware of the chaos around her and has the fixed grin of someone who is very close to nervous collapse.
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