Advertising and Marketing index

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Advertising: Narrative

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1) How does the advert use narrative? Apply at least three narrative theories to the text, making specific reference to specific shots or key scenes in the advert. Todorov:  The  equilibrium  here would be everyone just going about their daily lives. An example would be the boxer at 55 seconds. The  disequilibrium  then comes into play when she says that she has to fight her whole family. The  new equilibrium  would be the next person who has to say things about their problems and what they have to do to solve them. The narrative here is used to hook the audience to see the new equilibrium of the last person after being caught up in many narratives in 3 minutes.  Propp:  The hero here would be Nike, the brand gives empowerment to individuals who need them. The  princess  would be the person talking about what they have to do or telling their stories such as the person trying to make it being a professional footballer....
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Reception theory

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The dominant reading of this media text is that Reebok is a using a well known hip hop artist to promote their brand image. This could be linked to Reebok trying to say that their products are up to date with the latest trends and fashions. Reebok is also trying to enforce that no matter your circumstance or previous criminal history, Reebok will always have a space for you. The oppositional reading is that Reebok accepts criminal behaviour within society. If customers began to feel this way about their products, this could cause less repeat purchase from regular customers because they may not want to associate themselves with the message Reebok is spending.  The dominant reading of this text is that Heinz is using a famous fairy tail story of jack and the bean stalk to promote there product. This analogy could be used to show children if they eat their beans (which is one of their 5 -a-day) they grow up to be big and strong. Also, showing how the plant development is slow...
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Semiotics: Icon, index, symbol

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1) Find three examples for each: icon, index and symbol. Provide images or links. Icon: Index: Symbol: 2) Why are icons and indexes so important in media texts?  Icons and idexes help people to understand things such as signs, adverts and posters. They are also universal which means that the majority of the total population will be able to understand them 3) Why might global brands try and avoid symbols in their advertising and marketing? Symbols are only known to people if they have been taught it through culture or religion. For example some people will only know how to speak a second language like spanish for instance if they've been taught it. It's the same with the number grid. If they aren't taught how to read the numbers within their country, religion or culture, they won't understand it. 4) Find an example of a media text (e.g. advert) where the producer has accidentally communicated the wrong meaning using icons, indexes or symbols. Why did the media...
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