Critical Analysis of Bernas and Edeka Advertisements
will need to produce a 1000-word critical analysis of two examples of media texts. https://www(dot)youtube(dot)com/watch?v=9OqOHxwRy04
https://www(dot)youtube(dot)com/watch?v=V6-0kYhqoRo
You have to compare and contrast those two advertisements from youtube. In your analysis consider what kind of communication models can be applied. For example, who is the sender? who is the receiver? what noise might interfere etc? Is it one way or two way communication? How is the message transmitted and how is meaning produced?
Use different models and theories of communication from the files to help you analyze and discuss the advertisements. Include a semiotic analysis of the advertisements to examine how meanings are made and how the audience are being persuaded. Consider whether the advertisements are successful. Why? Why not?
-Show evidence of reading from key academic sources
-Provide full and accurate references for all sources used in the preparation of the essay in the form of a bibliography.
Please give detailed examples as evidence and also reference any quotations, models or any other reading and research using the Harvard system.
Critical Analysis of Bernas and Edeka Advertisements
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Introduction
There is more to an advertisement than what catches the eye. An advertisement can be effective when there is a chord stricken in the desires and the needs of the receiver. Its effectiveness should create a connection that can be calculated both highly and intuitively. An advertisement is a form of communication and thus the model through which it is communicated matters a lot. The two advertisements that form the basis of this critical analysis are published by Bernas and Edeka. The message the two put across is that family is important and forever. Despite its size, people should find time to get back to it.
An overview of the Advertisements
Bernas is a Chinese advertisement communicating the importance of family in people’s lives. Through the communication tactics it employed, it persuades the audience to get back to their families to enjoy happy times during the grand Chinese Family Reunion Dinner. The advertisement gives a story of a boy who always despised his father. All that he did was eat, watch and chat with his friends. A time came when the father criticized him that all he did was to eat. The boy was mad and left despite being begged by the mother to stay. One day at the construction site where he worked, he got an accident. He could not walk anymore. He had to go back home, and it was the same father who tutored him how to walk again.
The advert by Edeke is also communicating more about family reunions and its importance in people’s lives. It is a story of a father with children who are all busy with work and their families. It must have been a trend for them to come back for the reunion during the Christmas party. This time, however, they called earlier to inform him that they won't make to join him. It saddens him, and one can imagine the loneliness he feels. He goes a mile further of pretending to be dead. A word is sent to them informing them of his demise. They all attend to send him off only to be surprised to find him alive and dinner ready. He tells them that it was the only way of bringing them together.
Analysis
The best communication model that can best describe the two advertisements is the Shannon and Weaver Model (Fiskie, p.6). For both models, the transmitter and the signal are the same. They are both audio-visual advertisements. The sources of information are quite different despite the fact that they convey the same message. One advertisement is a Chinese advertisement, and due to cultural differences, the Chinese celebrate Family Reunion days on their own. The other advert must be from Christianity backgrounds, and that's why they celebrate family reunion during Christmas days.
The message is transmitted through the media in both adverts. The sender of the messages in the Chinese Reunion advert is a Chinese media group called the Bernas. The sender of the other advert is also a media group by the name Edeke. The receivers of the Chinese advert are mostly the Chinese people who at a greater extent, have boycotted their families or have a strenuous relationship with their families. This...