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Analysis of an Ad for Courvoisier by Jennifer Cheng
Typology: Thesis
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1301 Advertisement Analysis Essay Find an advertisement. Just one. THIS MUST BE IN A MAGAZINE AND BE HARDCOPY. DO NOT SELECT AN AD FROM THE INTERNET. It can be one that you like; one that you hate (those can work extremely well for this project, by the way); or just one that you think would be readily analyzed. Ads that include humor, parody, or an outrageous or outlandish circumstance often make good candidates for analysis. Ads with many elements (interesting layout, text message, different images, unusual text fonts, striking colors, unexpected perspective, sharp or fuzzy focus) are actually easier to analyze than those with just a bottle of perfume or cologne reclining against a silky background. Analyze your print ad in a short essay. Remember the sample essay. Here are a few questions to help you brainstorm.
suggests romance. The viewers cannot see the faces of the people; this facelessness suggests that the man and woman represent Everyman and Everywoman. Another element is the phrase "Anything is Possible in the State of Courvoisier." This phrase seems to take its syntax from the Shakespearean quote "Something is Rotten in the State of Denmark." This may prompt viewers of the ad to associate qualities of Shakespeare, such as great renown or erudition, with Courvoisier. The content of the phrase is meant to suggest that Courvoisier is a state of being (instead of a mere alcoholic beverage.) This is a clever play on the meanings of the word "state," and reinforces the idea of Courvoisier as an escape, as the key to another plane of existence. Furthermore, the phrase is an implied, grandiose promise that anything --any dream, wish or desire--is possible in this "state of Courvoisier." The audience for this ad is most likely the rich or the upper-middle class. The ideas of escape and alluring higher plane of existence would probably appear as a welcome relief to the tedium and struggles in the world of corporate business. NOTES: Jennifer, I think, has done a pretty good job with this thing. For one, she's definitely fulfilled the basic definition of analysis : Analysis: separating the parts of the problem, trying to see how things fit together. If you've got a print ad out of a magazine, you can literally do this with scissors. Dealing with the parts of any argument is a great way to organize paragraphs in an essay. Jennifer, basically, has sliced the Courvoisier "argument" thusly: While she does deal with the color (or lack of it) overall, she's also broken apart the water/liquid, the product, the "slogan," the boat, the boat people, and the tree. (In her final draft she broke down the tree again and included a paragraph dealing just with that door which has a glow emanating from it, claiming that this glow represents "spiritual re- awakening" and that this is the promise Courvoisier is making for its product. Whatever, Jennifer... ) For each of these parts, she describes a function: the "association" which goes along with the shape, the idea, etc. As you can see, an ad like this relies heavily on pathos : the emotions. I'm not sure there's a fact, example or piece of evidence anywhere on the thing. This isn't uncommon in the world of advertising, but isn't the only way ads work, of course.