This report will analyse the eight advertisements retrieved from the two numbers of the Time Magazine. The Time Magazine is a weekly news periodical, one of the largest in the world distributed globally among the audience of up to 25 million.
The analysis in the report will highlight the major characteristics of the advertisements, namely the institutions and the common themes and compare the key messages and peculiarities of the language and imagery use.
The first advertisement reflects the mission of using brighter science for creating brighter living as the brand promise of DSM, the global science-based company specializing in the spheres of life and materials.
The short and straightforward phrase chosen for the brand promise demonstrates the company’s intention to focus the customers’ and partners’ attention.
The three highlighted words, namely Health, Nutrition and Materials reveal the company’s major competencies and their interest in future and sustainability as the core values.
Looking at this advertisement, and looking through the short text below the picture, the readers of the Time Magazine, and businessmen and decision makers among them, can receive the main message of the advertisement illustrating the core competencies and values of DSM.
As to the peculiarities of the imagery and the advertisement layout, it can be stated that the depicted elderly gentleman as a representative of the older and wiser generation wants to preserve the natural resources for the future generations.
By the way, the man is a foreigner, and it reveals the global character of the company and its mission. The bright curved lines at the bottom of the advertisement and a segment of the blue sky at its top can symbolize the transition to the brighter world and living promoted by DSM.
The second advertisement represents the intention to develop a real strategy for ensuring sufficient supply of resources for the future generations expressed by the oil company Chevron.
The language of the advertisement clearly demonstrates that Chevron positions itself as the leader in driving the changes in the oil industry because it not only proclaims the principles of sustainable development as the main underpinning of its own strategy, but also encourages other oil companies to use the same approach.
As to the peculiarities of the advertisement layout, it should be noted that the motto of getting real is signed by Paul Siegele, the Vice President of Strategic Planning in the company which can be regarded s a personal example motivating others to follow it.
In the left part of the advertisement, there is a father holding his child who hopefully looks at the readers. This touching picture is intended to demonstrate the dependence of the wellbeing of a child depicted in the left part and demand of developing real strategies by the oil companies represented in the right part of the ad.
This advertisement is part of Chevron’s campaign entitled Human Energy aimed at attracting the attention of individuals and companies.
The third advertisement represents the appeal to let the clean economy begin from WWF –Climate Savers as one of the largest environmental organizations in the world.
The assumption of Bruno Lafont, the CEO of Lafarge, the company manufacturing the building materials and aggregates expressing his concern about building the low-carbon economy placed at the centre of the ad shows the company’s support of the campaign.
Moreover, at the bottom of the ad the readers can see the list of the other companies and organizations supporting this initiative which proves that Lafarge is only one of them. The language of this ad is simple and focuses on the topicality of the issue, claiming that it’s time.
The imagery of this ad in the form of the conceptual architecture of hypergreen – the environmental tower of the future as the background for the Lafarge’s assumption symbolizes the main objective of the campaign.
The fourth advertisement demonstrates the business promises of Huawei, the leading provider of telecom solutions. By the phrase that they have found the way to help the customers reach new heights, Huawei means certain innovative solutions which are expected to make the cooperation with Huawei even more attractive.
The language of the ad can be defined as figurative. Particularly, the word heights should not be taken in its literal meaning. The imagery used in the ad depicts the literal meaning of the world heights. One teenager supports his friend so that he could reach the bright balloons which can be regarded as the symbol of victory, triumph and the realization of dreams.
The fifth advertisement is the appeal from Scottish Development International, the organization aimed at supporting the growth of the Scottish economy and attracting the foreign investors to the country.
The language of the ad is rather simple, but the main phrase admitting that Scotland is famous for its Loch Ness Monster and achievements in the sphere of digital technologies is built on contrasts.
Recognizing the fact that the Loch Ness Monster is the inherently Scottish phenomenon, the readers are expected to take the second part of the phrase concerning the digital expertise for granted. The idea of representing the Loch Ness Monster in the form of the cable was rather interesting.
However, the readers need certain background knowledge for understanding the meaning of the cable imitating the typical representation of the legendry monster. Moreover, the cable can connect the readers to anything they want, indicating the future and the unlimited possibilities accessible through investing into Scottish digital technologies.
The sixth advertisement asking how one can get more using the same resources is the business promise of Accenture, the global consulting company specializing in the spheres of management, technology services and outsourcing.
The language of the ad is rather simple and would not allow delivering the message to the audience if it were not supported by the imagery. The oversized sheep with an enormous amount of wool on it demonstrates that Accenture knows the answer to this question and is ready to share this knowledge with their customers.
Though the words Consulting, Technology, Outsourcing are not highlighted, they clearly represent to the readers the main spheres of the company’s services. The same technique of mentioning the key words as the core competencies was used in the ad of DSM.
The last two advertisements were created by the European Commission for expressing their concerns about closing the gender gap in salaries and pensions as a part of the campaign aimed at ensuring the equal rights to men and women. The language of these ads is simple but rather condensed.
It is significant that the ads pose questions instead of formulating demands, stimulating the beginning of debates. The text below the ads provides the direct answers to the questions posed above the pictures, mentioning the same statistical data of the 17.5 % difference in the salaries and pensions of men and women doing the same job.
The imagery placing the faces of a boy and a girl in different boxes demonstrates that the difference in their salaries is predetermined since their birth. Placing an elderly man and elderly woman in different boxes produces the impression of the contrast between them.