We are constantly being bombarded with media messages on what to buy, what to think and who to vote for. Ads sell us products and they also sell us ideas. These ideas inform how we think about
our world and influence how we make decisions. At this point having the ability for '' seeing '' the messages become a very important skill to '' understand '' our environment
1- Whose message is this ? Who created or paid for it ? Why ?
This message belongs to the IKEA company. They created & paid for it. They do created & paid for it to gain profit of it by getting attention of the target audience and indirect audience and to sale their bed.
2- Who is the “target audience”? What is their age, ethnicity, class, profession, interests, etc.? What words, images or sounds suggest this?
According to this ad, target audience is young adult and adult womans whose feeling tired, exhausted and ugly in the mornings. And maybe the womans whose having bed problems such as sleepness. The target age should be around 20-50 i believe. There's no text or subtext message which is related to the target audience's ethnicity, class, profession or interests. But simply any woman whose have thoughs about their beauty or having serious fatigue problems in the mornings, can be the target audience.
Sleep Well, Become Beautiful, sentence is states that '' Your beauty depends on how you sleep '' or '' Your beauty depends on how well you sleep ''. So simply beauty is something all about sleep ( according to ad ). '' And be sure about this, Ikea can give you the best sleep '' ( according to ad ). So one of the target audience is womans whose feeling ugly, tired, exausted in the mornings.
The adult woman in the ad's image touch upon on the target audience's age distance. Thats why i said young adult and adult womans around 20-50 years of age.
3- What is the “text” of the message? (What we actually see and/or hear: written or spoken words, photos, drawings, logos, design, music, sounds, etc.)
The text of the message is pretty simple. '' Sleep well, become beautiful '' sentence at the top of the message, A woman in the center of the message. At left her natural presence at right her presence with heavy make up and photoshop to make her beautiful. And a new pretty dress on her to make her look cleaner. '' New sultan matress collection '' word to describe the product's model. '' From 195,- to 4295,- '' sentence to describe it's price distance. And for last, the IKEA logo on the very bottom right of the advertisement to state that whose commercial is this.
4- What is the “subtext” of the message? (What do you think is the hidden or unstated meaning?)
The subtext of the ad is '' If you are not pretty enough, or tired, exausted, that's because of your bad bed choice ''. The statement '' New Sultan '' is also impressing the target audience. Since i have mentioned before that target audience is young adult & adult womans this is a very effective thing to say. Because nearly every woman will be pleased if someone call or treat them as a '' Sultan ''. And for all mankind, anything new is always more exciting.
5- What kind of lifestyle is presented?
It's hard so mention about the lifestyle which is presented in the advertisement because there's no information or tip about it. But i can say it's touch upon the middle or low class lifestyle. I think like that 'cause of Ikea is a company which is producing products for middle and low class people ( economical ). Their products isn't expensive much.
6- What values are expressed?
The most important value in the ad is beauty i believe. Because beauty is a huge part of a human life & passion especially for woman. Ikea represent this value by showing a woman's ugly and beautiful presences which is just related with their product.
7- What “tools of persuasion” are used?
The first one that i believe the Product Comparison tecnique has been used in here. The reason that i think like that because Ikea giving me the message '' New Sultan collection is the right decision for your beauty '' so, if there is a message such as this one there must be an subtext of it too, like yin -yang. And the subtext of it is '' The other beds are bad for your beauty '' . So, we can't see a comparison of the products at the first look but when we see the message and try to understand it's meaning we can see this subtext.
The secound tecnique i believe in the ad is Plain Folk. I think like that because, there's no celebrity or well-known person on the ad. There's just a ordinary woman. And to be honest she isn't pretty so much. So, together this features of the ad telling us that '' She is one of you '' or '' You are her ! '' - if we agree on not all of the population are pretty -. So it's a Plain Folk.
8- What positive messages are presented? What negative messages are presented?
The positive message of the advertisement is '' If you feel ugly, tired or exausted in the mornings and feel no energy or feeling not pretty enough, Ikea beds are best for you to transform ugly to beauty just like in the woman whose in the advertisement ''.
The negative message of the advertisement is '' If you keep sleeping on the beds which isn't ikea and complain about these thing, you will continue to complain because you are not sleeping in a Ikea bed '' .
9- What groups of people does this message empower? What groups does it disempower? How does this serve the media maker's interests?
This message empowers the woman whose does have an Ikea bed. Because they feel the power of belonging a group. And according to the message, it's a '' beautiful '' group :)
On the other hand, this message disempowers the womans who doesn't have an Ikea bed and psychologically forcing them to buy one.
10- What part of the story is not being told? How and where could you get more information about the untold stories?
For example it doesn't give detailed information about the relation between sleeping well and being beautiful. That's one of the famous tricks of the advertisement. '' Give the main idea, leave the rest ''. Why this bed helping you to get beauty ? Or to be more accurate, '' How '' does it help you to get beauty ? These are the real questions.
We can get more detailed information about the untold stories just by searching the product via internet. Internet is the best way to get information literally about everything.
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