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Ad analysis
Term Paper ID:35424
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Essay Subject:
A critical analysis of an ad for Nissan Altima showing a father and infant ...... More...
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3 Pages / 675 Words
1 sources, 10 Citations,
MLA Format
$12.00
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Paper Abstract:
A critical analysis of a 2003 ad for Nissan Altima, that depicts a father and infant son intently reading an owner's manual for the car. Describes elements of the simple ad that convey the concept of the ad.
Paper Introduction:
This paper is a critical analysis of an ad for the Nissan Altima asit appears in the August issue of Men\'s Health magazine using theVisual Reading Text handout as its guide This apparently simple ad uses anumber of effectively chosen elements and meanings to convey the conceptthat real men can satisfy all aspects of their personalities andpsychological needs by owning an Altima The ad consists almost exclusively of a two-page color photograph depicting a father sprawled on the bedroom floor showing his
Text of the Paper:
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His head is well-lit from the side, but the face is in aslight shadow, allowing the viewer to focus more on the idea of the manrather than the man as a particular individual. The rhetorical purpose of the shot is to suggest a sincereglimpse into the true heart of the kind of individual likely to be readingsuch a magazine who ought to also be considering the safety, reliability,and sportiness of owning an Altima. The bedding, themismatched pillow cases, and the baby blanket in the foreground all cometogether to convey a room put together by real people, not designers. It must be affordable, as a newfather has to watch his budget in order to support his family responsibly.Finally, it must be an exciting car to drive, since a really virile man(like a man who would be reading Men's Health) would still want to drive anexciting, sporty car. The story is that a self-confident male can reveal his tender,nurturing side by establishing a family and getting down on the floor withhis infant son. 2 3: 16-17. It must bereliable, just like the man who drives it. Its vision of responsibility combined with an ability to stayyoung is incredibly well crafted, beautifully photographed, and immenselywell planned. Men's Health Aug. The man is the central figure, placed justenough to the right of the shot to keep from being buried in the magazine'scenter binding. This photograph tells a powerful and effectivemessage in every detail of its well-chosen, carefully-placed, seeminglycandid elements. As afather, he is naturally concerned with transportation that will protect hisprogeny, so the car must first of all be safe to drive. The design is masterful. Beyond the writing on the cover of the manual, the ad limits its textto an almost minimal two lines of type in the white space below the ad andthe Nissan logo and catch phrase to the right of this, enough to confirmthe sponsor but not enough to take away from the power of the central imageand the story it conveys. Although this ad is aimed at men in their 2 s and 3 s, this messagealso has an appeal to women in this age range and also to middle-agedviewers. Work CitedNissan V6 Altima ad. This apparently simple ad uses anumber of effectively chosen elements and meanings to convey the conceptthat real men can satisfy all aspects of their personalities andpsychological needs by owning an Altima. The camera, placed on the floor attheir eye level, allows the viewer to eavesdrop on and share this importantmoment of father-son bonding. He can pass on to the next generation the values that areimportant to him, and those values are embodied in the Nissan Altima. Thedominant color is blue: baby blue for the blanket, pale blue on the stripedduvet, and a glowing, metallic blue in the car on the cover of the manual.The one blue that seems out of place is the more turquoise color of thebaby's pacifier, almost at the center of the picture, which actually servesto return the eye to the center and, from there, back down to the pictureof the car. He lies on the floor, resting on a pillow, and partially supports thebaby, who seems comfortable in his presence. The image is artfully professional, carefully composed but designedto look like a candid shot of a father at home, sharing a private momentwith his son. This paper is a critical analysis of an ad for the Nissan Altima asit appears in the August 2 3 issue of Men's Health magazine using theVisual Reading Text handout as its guide. While this ad has appeared in othernational publications, its placement in Men's Health is especiallyinteresting, as readers can be assumed to be much like the man pictured:healthy, virile, middle-to-upper class males in the prime of life,interested in the "good life" but also seeking stability and generativity. The ad consists almost exclusively of a two-page color photograph,depicting a father sprawled on the bedroom floor showing his infant son theowner's manual to a 2 3 V6 Altima. The shot is close enough to include theviewer but far enough away to still allow some privacy to the subjects. His left arm, adorned with awedding band, rests on a casually tossed blue baby blanket, one of severalclues that his child is a boy (the others include a blue pacifier and asecond pillow decorated with soldiers carrying flags). The setting is clearly a bedroom and seems to be the father's roombecause of the full-sized bed behind the subjects, giving them a fairlyneutral backdrop of sheets and a striped linen duvet. The man himself could bein his 2 s or his 3 s; his balding head and very short haircut keep theviewer from deciding whether he is younger but prematurely bald or olderbut still youthful, and, while he looks in good shape, he is not overlymuscled. The two faces arefocused raptly on the owner's manual, engrossed in what suggests to theviewer are the fascinations of the car.
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