Language- What piece of medium you are looking at and the particular technology?
Institution- Who controls the production process and how does it affect the final product?
Ideology- What values are explicit and implicit?
Audience- Who is it for, what do people do with it and who's needs does it fulfill?
Representations- Which individuals/groups/issues appear in it. How they are portrayed and who is excluded?
Advert Analysis
Position Signs: The camera and the viewer
The main position of the camera is the unicorns muzzle, as it is pointing towards the mint.
The unicorn is not looking at the camera which means that the viewer is not level with the unicorns gaze.
Treatment signs: Devices of the process
The background is white which emphasises the theme of purity and fantasy. The black evening glove stands out against the white background. The glove signifies wealth and class as there is diamond jewellery on the glove.
The framing of the glove means that the viewer cannot see whom the arm belongs to. The person is feeding the mint to the horse. Stereotypically a person wearing that type of clothing would not be stood in a field feeding a horse. The picture of the mint is placed in the centre at the bottom of the page, which grabs the viewers eye. The message conveyed by the advert may be interpreted as being that the extra strong mints are better than any other.
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