Analyzing Visual Media Case Study Example | Topics and Well Written Essays - 1000 words

Analyzing Visual Media - Case Study Example In this ad, there are several techniques being used by the company to promote their cigarettes. The first and primary motivator is the transfer technique which suggests that men who smoke Marlboro are as rugged and as ‘real’ as the man shown in the picture. This is, in fact, the strongest message since the advertisement does not actually say anything about the positive values of the cigarettes (not that there are too many of those) and the ad does not give a price point or other selling point for the product. A secondary tone which can be connected to the ad is the plain folks' technique since the age of cowboys is certainly a nostalgic image. Admittedly there may still be cowboys in America but the general idea of cowboys for me remains connected with the old west. I was certainly impressed by the look of the man and the cold stare that he has for the audience but at some level, it is also scary. Finally, the warning at the bottom of the page tells us that smoke contains carbon monoxide which is somewhat cryptic but still effective in breaking the card stacking technique. The second advertisement is from Apple Computer’s Think Different campaign which was critically acclaimed as one of the best campaigns in modern print advertising. The ad shows a black and white picture of John Lennon and Yoko Ono both holding flowers in their hand and looking towards the viewer. In the top right corner, the Apple Logo is present with the words â€Å"Think Different† underneath them and on the bottom left corner, the words www.apple.com invite the viewer to visit Apple’s website. Again there are several techniques being used by the company to project its image of being different and unique. First of all, the unspoken celebrity endorsement of Lennon is enough to make many people think ‘differently’ about apple as more than a computer manufacturer.  Ã‚