session 6 homework:

Homework: Choose a current televison advert (you might need to record it and pause specific stills etc) and "deconstruct" it using a semiotic approach - post the advert (or a link to it) and your analysis on your blog.

I have chosen the EDF energy advert currently showing on televison, it can be viewed at: http://www.visit4info.com/advert/EDF-Energy-Recycled-Clips-EDF-Energy/54600

Here is what i noticed:

• The advert is made by using previously made adverts. Using old adverts to make a new recycled one is recognised by there audience immediately, appealing to all age-groups and gender.
• Signs: The advert uses recycling signs, pollution and energy signs throughout and refers to them repeatedly.
• uses children to sing the backing tune- makes us think of there future (almost like blackmail) and therefore is something that we morally know that we shouldn't ignore.
• When using descriptive words and phrasing, cartoon illustrations are used as a straightforward definition for the audience to make it clear. Humorous but still meaningful (e.g. the polar bear falling into water and drifting away from land as the ice is melting from under him "global warming is real; excellerated and caused by hunam activity"). Beginning with "it's not that easy being green", alongside illustrations of the incredible hulk. Not connected in terms of global warming, etc but in the comic strip illustration the hulk is a monster, destroying anything in his path, creating panic along his way; very much like global warming.
• Making the advert in recycling terms is very relevant and valuable to the meaning of the company and what they are trying to demonstrate.
• Definately using post strucuralism, where by the meaning is not contained within a 'text'; it relies on knowledge of other external texts to make sense of it.