Reanne+C

Reanne C presents...

= DOVE CHOCOLATE  // ﻿ // =



300-word explanation of the advertisement above

The advertisement I have chosen is a simple image featuring a man’s chest, a few words and a small image of the product. The target audience is females, mostly teenage or older. The advertisers have used the images and words well to relate to females. They have chosen an attractive image that can immediately draw the female audience in, making it the main and most striking factor of the advertisement. They obviously believe that “sex sells” and used this smartly to do their job.

There are two main techniques that the composer has used to persuade the audience. They are visual and written language techniques: the use of exaggeration and a humorous visual pun. The line at the bottom of the ad that says “six pack that melts a girls heart” has been used cleverly to apply both to the image and the chocolate (which comes in six bite-sized pieces). Because the dominant image is so eye grabbing, when the audience reads the line, they immediately link it to the chest of the man, but then seeing the image of the product, they would link the line to the product. It’s almost as if the advertisement is saying, “Hey girls, get an eye-full of THIS… I meant the chocolate.” After all, what is more heart melting to a girl than the perfectly shaped chest of a man and chocolate? All the components work together cleverly in this way, creating a funny pun.

The next technique is exaggeration. The line that says “six pack that melts a girls heart” cannot be taken literally: a girl’s heart simply cannot melt. In the advertisement they are actually referring to the feeling of desire.

The intended effect of these techniques is to create a feeling of desire by using a desirable image for a desirable product that many women like or want. But it was also made to be memorable. Many people remember things more if they have some sort of humour linked to it. In this case, the visual pun made the advertisement humorous, and the image made it the product more desirable, because when the target audience goes out to purchase chocolate, she is more likely to remember that smooth, muscly chest and that “heart melting” experience than anything else, and this could make her buy the “heart melting” Dove chocolate.

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= The Pitch =

My Dove Chocolate advertisement features the following techniques:


 * Puns
 * Use of Second Person
 * Slogan (“Dove Chocolate – For the people you love”)
 * Slogans and Jingles (Jingle: Making Whoopee by the Three Sounds”)
 * Humour: Grabs attention, associate positive feeling. Memorable.
 * Rhetorical Question: Helps raise awareness and interest in something, directed at consumer (“Still don’t know what to get her?”)media type="file" key="REANNE'S ENLISH ADVERTISEMENT.wmv"