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I'm doing a presentation on these vintage advertisement.


This advertisement was produced by a Brazilian advertising agency for Maximidia Seminar (a seminar on communication) on 2010.

I need to analyse the picture as well as the text.

"Skype has the finest quality for you and your relatives to communicate via the internet. The healthiest, most economical way, secure way to keep a vigorous family bonds miles away. It's a real audio-visual miracle that will put you in contact with a brand to world."

Text Analysis:
‘Finest quality’ suggests that Skype is the top-of-the-range product, indicating that they have the best quality in terms of audio and visual compared to other form of f voice-over-IP service and instant messaging.
The writer uses the second person ‘you’ and ‘your’ to address the readers directly, the is that the writer achieves a close tenor with the reader. The writer achieves a close tenor with the reader by indicating how Skype can maintain your relationship with your family despite being miles away.
This advertisement uses positive lexis such as ‘healthiest’, ‘most economical’ and ‘secure’ to further promote Skype and to suggest that Skype has the best product.
The use of elision such as ‘it’s’ is to reflect spoken language and thus achieving the close tenor.
The definition of ‘miracle’ means a surprising and welcome event that is not explicable by natural or scientific laws and is therefore considered to be the work of a divine agency. The use of the word miracle suggest that Skype is a divine product that will change our lives.

The style of the advertisement takes form of the 1960, where before that the world of American women was limited in almost every respect, from family life to the workplace. In the 1960s, there was in an increase in women entering higher education, which broadened their horizons and eventually evolved into the Women's Liberation Movement. Although, many women still take on the role as ‘housewife’ (as shown by the women wearing the apron), they are no longer limited by their gender to achieve a higher education. This lead to women becoming more educated and thus learning how to use computers.
Although, the first working computer was invented in the year 1939. It was not until the 1980s when computers became popular. Not only is the computer is an anachronism in the advertisement, but the advertisement is also an anachronism in the 21st century.
The women, child and even the dog express happiness as they are able to ‘communicate via the internet’ even though they are ‘miles away’.

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