MYP 3 Language and literature: English Summative task: Advertising analysis

1. Text type: An essay

2. Structure: Three paragraphs
3. Register: Formal
4. Word count: 691 words

What techniques are used in this advertisement and to what effect?

The brand name is Tagheuer, the product is a watch and the type is an image. The slogan is
“#DontCrackUnderPressure”, the logo looks like a house upside down and it’s splitted in two
parts. The part at the bottom is in red and it's written “HEUER” in capital letters and in white.
The part at the top is green and it’s written “TAG” in capital letters and in white. The message of
this ad is that if you have this watch you’re not going to crack if you’re under pressure but that
you’re going to be really strong and that you’re not going to be scared because there is a lion
on the ad which looks angry but the woman isn’t scared because she has the watch. The target
audience are womens that are young, so like 18-25 years old because the women on the
picture looks young and because if you have this clock you’re not going to be scared but you’re
supposed to be strong, so it’s better if you have it when you’re young because when you’re
older, you’re not really scared or as scared as when you’re young. When you’re old you’re
stronger then when you’re young because you have lived for a longer time, so you have more
experience. The overall mood of the ad is serious because of the colours which are black and
white and because of the posture of the woman. Also, the face of the woman looks so serious,
she’s not smiling but she’s looking at you as if she was strong and as if she wasn’t scared of
anything.

The type of persuasive devices that are used are the colours because it’s in black and white so it
looks cooler and stronger and more interesting, so people are going to want to buy the watch.
Another persuasive device that is used is the slogan because it says
“#DontCrackUnderPressure” as if the watch was going to help you to don’t crack under
pressure. There is also the posture of the woman and of the lion because the woman looks so
sure confident while there is a lion behind her that looks really hungry. For the visual language
I’ve already started to talk about it but I’m just going to add some details. It looks like the lion
wants to eat her because he’s looking at her as if she was food. The mouth of the lion is bent on
the side and we can see his teeth. He looks really angry but the woman doesn’t care because
she has the watch which is making her really confident and strong. It really looks like she isn’t
scared of the lion because her face doesn't look scared at all. The overall effect of the ad’s
design is not colorful and a bit empty because there are only two colours and when they are
not a lot of colours it doesn’t look busy. It doesn't really look like there is a lot of energy or
activity on this ad but it looks like there is a lot of empty space, it also looks quiet and
understated.

In this ad they used pathos by making the woman in the pictures look confident so that the
audience is going to feel confident about the watch as well. They used logos by trying to make
people think that a watch could make you more confident and strong. They are trying to make
the audience feel as if it was logical to become more confident and strong with a watch by
making the woman look confident, strong and not scared even if there is a lion behind her that
looks angry and hungry. They used ethos by making the ad serious to make the audience trust
what they are showing and saying. The writer wants the audience to feel confident about this
ad, he wants the audience to think that what he is saying is true and he wants the audience to
decide to buy the watch after reading the ad. The ad isn’t really logical because a watch can’t
make you feel more confident, strong or not scared.