The media text I have chosen to explore is in the form of an advertisement. In this particular assignment ,I will be hoping to provide a detailed analysis of this advertisement and at the same time draw on approaches , methodologies and perspectives by employing appropriate terminology.
Firstly, we need to understand the meaning of advertisement .So, what is advertising? Gillian Dyer (1982) describing advertising says ÃÂIn its simplest sense the word ÃÂadvertisingÃÂ means ÃÂdrawing attention to somethingÃÂ, or notifying or informing somebody of something.ÃÂ So, basically we can say that advertising is communication and the only way the communicator will achieve his/her goal of ÃÂfull effectivenessÃÂ when he/she (communicator)has a clear recognition and idea of the message that is to be sent.
I will be analysing my advertisement in accordance to the Shannon and WeaverÃÂs model (1949;Weaver,1949b).John Fiske (1990)explaining this model says ÃÂTheir basic model of communication presents it as a simple linear process .Its
simplicity has attracted many derivatives , and its linear, process ÃÂcentred nature has attracted many critics But we must look at the model (below ) before we consider its implications and before we attempt to evaluate it .The model is broadly understandable at first glance. Its obvious characteristics of simplicity and linearity stand out clearly.ÃÂReceivedMessage signal signal messageInformation ------- Transmitter-------- ---------- receiver ---------- destinationSourceNoise Source(Shannon and WeaverÃÂs model of communication)The advertisement I am focusing is the advertisement of a camera which appeared in the weekly ÃÂSunday MagazineÃÂ, a publication of the highly recognisable newspaper ÃÂNews of The WorldÃÂ. The source which selected this piece of advertisement is a world renowned camera company ÃÂOlympusÃÂ and this selection source is termed as the information source in Shannon and WeaverÃÂs model. The magazine in which this advertisement has been printed is...