I'm doing a presentation on these vintage advertisement.
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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.
Graphology
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’.
The picture you provided is a vintage advertisement for Skype that was produced by a Brazilian advertising agency for the Maximidia Seminar in 2010. To analyze the picture and text, you can consider the following points:
1. Text Analysis:
- The text highlights that Skype offers the "finest quality" for communication over the internet, suggesting superior audio and visual capabilities compared to other voice-over-IP services.
- The use of second-person pronouns such as "you" and "your" creates a direct address to the readers, aiming to establish a close connection between the reader and Skype. The goal is to emphasize how Skype can help maintain family bonds even when separated by distance.
- Positive lexis, such as "healthiest," "most economical," and "secure," is used to promote Skype as the best option available.
- The use of elision, such as "it's," mimics spoken language and contributes to the close connection with the reader.
- The word "miracle" suggests that Skype is a transformative and divine product that will revolutionize people's lives.
2. Graphology:
- The style of the advertisement reflects the aesthetics of the 1960s, when perceptions of women's roles were evolving due to factors like increased access to higher education and the Women's Liberation Movement.
- While many women were still predominantly fulfilling traditional roles as housewives (seen in the women wearing aprons), their opportunities were expanding, including the ability to pursue higher education and learn computer skills.
- The use of a computer in the ad is an anachronism since computers became popular only in the 1980s, even though the first working computer was invented in 1939. This anachronism helps convey the idea of Skype being revolutionary and ahead of its time.
- The expressions of happiness on the faces of the women, child, and dog in the picture illustrate the joy of being able to "communicate via the internet" despite being physically distant.
By considering these aspects of the advertisement, you can further analyze and discuss the vintage promotional piece during your presentation.