Media coursework: example outline analysis: ellesse advertisement

To view the advertisement, click here.

This is a display advertisement; we know this because it has large pictures, uses colour, has little print and includes white space.

As it is a display advertisement, it will be trying to sell us a product or to make us associate a brand name with a type of product. In this case it wants us to think ellesse when we think watches.

One technique used here is sex appeal. The attractive couple are wearing little other than their swimsuits and ellesse watches. They are strong and healthy and their pose is very suggestive: he has her in a strong embrace. Her right hand points to his strong pectoral muscle while his left hand points to her breast. Her shoulder strap is slipping.

The subtle meassage is: you can have an attractive partmer like this if you wear ellesse watches.

The background suggests first sea and then silk. Both suggest the exotic and luxurious. Your lifestyle can be exotic and luxurious if you buy the product.

The slogan stands out as it is against a bright orange background. It joins the lovers to the watches, linking the two pictures. It puzzles, making us wonder at first which picture it is referring to (the watches).

The advertisement is using the 'promise of quality' technique. The write-up aims to appeal to men by giving a great deal of technical detail. 'WATER RESISTANT TO 200 METRES' means that your friends will think you go diving, and you can flatter yourself that you are sharing something of the lifestyle of people who do 'macho' things like that.
This is appealing to men's insecurity about their masculinity.

The very small print tells you where to buy. The first two shops are known as two of the most high class shops in London. This is 'snob' appeal. Whereever you buy it, people may think you bought it there.

The logo is eyecatching and memorable. The semi-circle above looks like the sunrise, a positive, happy image.

A very effective advertisement, using multi appeal.

Note that this is a supplied example; your cw should comprise different advertisements which you have chosen yourself and which illustrate the use of different appeal techniques.