Task two - Find two different (audio-visual) adverts and analyse them.
https://www.youtube.com/watch?v=9m3LuKlpqy4 (The Bud Light advert)
How is meaning created through the narrative?
In the advert for bud light, the king and all of his subjects use the wizard to turn objects around the castle
into boxes of bud light. After he creates several crates of bud light the wizard tells the king that he can be
used for so much more, such as making people immortal and cursing enemies. The advertisement then uses
the narrative to show that bud light is the most important thing in all of their lives when the king says that
he only wants the wizard to perform the bud light trick. The importance of the bud light to the king and his
subjects is backed up when they celebrate every time they are given more beer. Despite the importance of
the beer being a big statement for the company to make, it is back such a large brand that they are able to
get away with it. The advert is also lighthearted and funny, showing that the viewers can have fun if they
drink bud light.
into boxes of bud light. After he creates several crates of bud light the wizard tells the king that he can be
used for so much more, such as making people immortal and cursing enemies. The advertisement then uses
the narrative to show that bud light is the most important thing in all of their lives when the king says that
he only wants the wizard to perform the bud light trick. The importance of the bud light to the king and his
subjects is backed up when they celebrate every time they are given more beer. Despite the importance of
the beer being a big statement for the company to make, it is back such a large brand that they are able to
get away with it. The advert is also lighthearted and funny, showing that the viewers can have fun if they
drink bud light.
Can you identify any binary oppositions?
The binary opposite that I was able to identify is the difference between the king and the wizard. The main
difference between the king and the wizard, besides their titles, is that, while the wizard knows he can
perform better tricks, the king only wants him to turn things into bud light. During the advert, the wizard
reminds the king that he is able to perform better tricks than turning objects around the castle into beer,
such as making the king immortal or cursing his enemies.
difference between the king and the wizard, besides their titles, is that, while the wizard knows he can
perform better tricks, the king only wants him to turn things into bud light. During the advert, the wizard
reminds the king that he is able to perform better tricks than turning objects around the castle into beer,
such as making the king immortal or cursing his enemies.
What intertextual references are made?
Some of the intertextual references include Merlin the wizard, a legendary figure best known as the wizard
featured in Arthurian legend and medieval Welsh poetry. The reference to such an iconic figure makes the
audience identify with the advertisement because it is something that they remember from their childhood.
featured in Arthurian legend and medieval Welsh poetry. The reference to such an iconic figure makes the
audience identify with the advertisement because it is something that they remember from their childhood.
Can you apply Todorov’s narrative theory of equilibrium?
Yes, the advert starts with the wizard turning things into bud light, this is the equilibrium at the
start. There is then a shift when the wizard challenges the king and remind him that he is good at
more than turning objects into beer. The narrative then shifts again when the king decides that he
only wants to wizard to perform the bud light trick. the advert has now restored equilibrium
because the wizard is once again turning things into bud light.
start. There is then a shift when the wizard challenges the king and remind him that he is good at
more than turning objects into beer. The narrative then shifts again when the king decides that he
only wants to wizard to perform the bud light trick. the advert has now restored equilibrium
because the wizard is once again turning things into bud light.
Is the narrative linear or nonlinear? Why? Impact?
The advert is a linear narrative because it tells the story from beginning to end. This has been done
because it is a short advertisement and might confuse the audience if it was not told in order of
occurrence.
because it is a short advertisement and might confuse the audience if it was not told in order of
occurrence.
https://www.youtube.com/watch?v=K49bFfYgE8w (The McDonald's Super Mario advert)
How is meaning created through the narrative?
The advert, aimed at children, uses a commonly known video game character to promote a happy
meal. The advertisement appeals to children because it’s bright colours gives it a light-hearted feel.
The character’s in the advert also give the audience a sense of friendship and adventure as Happy
and Mario travel to find their friends. The advert also appeals to adults because they are reminded
that McDonald's also have healthy options and give children fruit bags.
meal. The advertisement appeals to children because it’s bright colours gives it a light-hearted feel.
The character’s in the advert also give the audience a sense of friendship and adventure as Happy
and Mario travel to find their friends. The advert also appeals to adults because they are reminded
that McDonald's also have healthy options and give children fruit bags.
Can you identify any binary oppositions?
In this advertisement, it is hard to identify any binary opposites because the two characters have the
same goal in mind and are helping each other to get there. In my opinion, the producer of the advert
has avoided creating a bad character because they want to keep the image of McDonalds happy and
appealing to children.
same goal in mind and are helping each other to get there. In my opinion, the producer of the advert
has avoided creating a bad character because they want to keep the image of McDonalds happy and
appealing to children.
What intertextual references are made?
A very obvious intertextual reference is Super Mario. The use of this iconic character has been
done to appeal to children and relate eating at McDonald's to the fun they have while playing the
video game. The character also appeals to adults because Super Mario has been around since 1985,
reminding many of the adults watching, of their childhood.
done to appeal to children and relate eating at McDonald's to the fun they have while playing the
video game. The character also appeals to adults because Super Mario has been around since 1985,
reminding many of the adults watching, of their childhood.
Can you apply Todorov’s narrative theory of equilibrium?
The equilibrium in the advert changes very quickly. First, we are shown Happy looking around a
blank space. The narrative then changes when the audience is made aware that he is looking for his
friend. After this, the story shifts again from Happy trying to get the apple to the problem being
solved when Mario helps him. The narrative then shifts quickly again when they both lose the
apple slice down a pipe. This problem is then resolved when they jump down the pipe and find the
slice. We then see that the pair have found their friend’s footprints and follow them, restoring
balance once again.
blank space. The narrative then changes when the audience is made aware that he is looking for his
friend. After this, the story shifts again from Happy trying to get the apple to the problem being
solved when Mario helps him. The narrative then shifts quickly again when they both lose the
apple slice down a pipe. This problem is then resolved when they jump down the pipe and find the
slice. We then see that the pair have found their friend’s footprints and follow them, restoring
balance once again.
Is the narrative linear or nonlinear? Why? Impact?
The advert is linear because the story of Happy and Mario trying to find their friend is being told in
the order that it happened. This makes it a simple narrative for children to follow and makes them
pay more attention to the advertisement.
the order that it happened. This makes it a simple narrative for children to follow and makes them
pay more attention to the advertisement.
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