Visual Elements of Arguments in Oreo French Ad - Essay Example

?Visual Elements of Arguments in Oreo French Ad Oreo’s “Father and Daughter” French commercial was produced by ad agency, Draft FCB. Louisa Moxey produced this ad with the help of audio engineer Mark Hellaby and Alastair Ross who provided the creative contributions (Oreo Explanation – Father & Daughter). This ad caught the attraction of people from all parts of the world. According to David Buckingham, “The Children’s market is potentially large” (Buckingham, p.594). Therefore, advertisers usually create child centered ads for the marketing purposes. This ad is a child-centered ad. The theme of this ad is that a cute little girl teaching her father how to eat Oreo cookies. Ethos, pathos and logos used extensively in this ad to catch the attention of the public. This paper analyses the Visual Elements of Arguments in Oreo French Ad. The beauty of this ad lies in the beauty of the cute girl acting in this ad. According to Jean Kilbourne sometimes the models in ads are children, other times they just look like children (Kilbourne p.471). The girl in this ad spreads the messages both as a child and also as a model. Her conversations with her father and efforts to teach him the way to eat Oreo cookies watched with huge interests by the viewers. In this ad each and every word is selected carefully. The dad asks the permission of his daughter to try the cookie. But the daughter denies him the permission saying that he is not yet ready to taste it. The creators of this ad remind us the fact that children have a specific way of eating cookies. While elders try to eat it fast, children always try to lick it first and enjoy the taste of each minute particle in the cookie. The girl indirectly says that the eating styles of elders are not suitable to enjoy the taste of Oreo cookie. She wants her father to lick it and enjoy the taste of this cookie fully. Here the creators or this ad tries to give pathos and logos to this ad. The daughter’s behaviour helps the viewers to know how emotionally she is attached to this cookie. She does not like the idea of eating it quickly. In fact, she wants to make a company with this cookie as long as possible before enjoying each part of it. The creators of this ad reminds us that there is no point in tasting an Oreo cookie just like other cookies. They wanted to spread the message that this cookie needs special attention while eating to enjoy it fully. Both images and words used carefully in this ad to catch the attention of the public. In fact the backdrops and the colour combinations of the dresses of the father and daughter are selected carefully. These colour combinations provide a pleasant feeling to the viewers. It should be noted that dark colour combinations may look vulgar while dull colour combinations may not catch the attention of the public. The producers of this ad knows this principle very well and used a meaningful and attractive colour combination in the pasteurization of this ad. Both visual and audio media blended carefully in this ad to catch the attention of the people. No complicated words or sentences used in this ad. In fact, this ad spreads great messages with the help of simple words. There are plenty of ads which are difficult for ordinary people to digest. However, this ad was created in such a way that even a layman can understand the ideas expressed in it. This ad can be enjoyed fully only of it is displayed in the visual media. Print media cannot communicate the message of this ad properly. It should be noted that the mannerisms and the childish activities of the cute girls catch the attention of the people. In short, the visual media helped the producers immensely in spreading the message of this ad properly. The girl says that eating an Oreo cookie is extremely complicated. In her opinion, there is a special way to eat it. She says that first you twist it, then lick the cream First, you twist it, then lick it, then join it just like a kiss, then dip it milk and eat it. It should be noted that elders usually may not bother to follow these steps. The girls says that elders are not matured enough to eat an Oreo cookie in the proper manner. After licking the cookie the both the girl and the father says “Yum”. However, the girl asks the father not to say ‘Yum’ since she is the one who tasted the cookie. All these words communicate different information about the quality and taste of Oreo cookies to the people who watch this ad. The visual text of this ad assumes that the viewers will never challenge the opinions of the girl. This ad created a positive impression in my mind about Oreo cookie. I agree with the girl’s way of eating a cookie. It should be noted that elders may not have the patience to eat a cookie in the proper way whereas children always get enough time to taste a cookie in their own ways. This ad created only positive feelings in my mind and I do believe that others may agree with me. Not even a single element of this ad creates any negative impression. This visual text is designed to convey the message that the creamy Oreo cookie is extremely tasty and nobody can resist the temptation of tasting it. This ad spreads the cultural value of good life. It portrays the love and harmony between a girls and her father. The strong emotional attachments between the father and the daughter is pictured beautifully in this ad. The design of this ad is carefully constructed. At the beginning only the voice of the girl without any picture is presented in front of the viewers to catch the attention. In the foreground of the ad both the girl and the father are present. However, the background is a small tent constructed by the girl. Both the father and the girl are communicating each other in this beautiful tent. Some toys and other playing materials are giving company to the father and the girl. The facial expressions of both the father and the girl caught my attention. Light and colours are adjusted in such a way to give a pleasant watching of this ad. To conclude, this ad is beautifully pictured and carefully directed. The creators of this ad were successful in spreading the intended message about Oreo cookie. Works Cited Buckingham, David. “Childhood in the Age of Global Media”. Kilbourne, Jean. “Two Ways a Woman Can Get Hurt”. “Oreo Explanation – Father & Daughter”. Web. 28 October 2012. Outline 1. Introduction The first paragraph introduces the contributors of the Oreo French commercial. It says the reasons and logic of acting a baby girl in in this ad. The theme of this commercial also described in the introduction paragraph. 2. Second paragraph onwards the, the body of the paper begins. In the body paragraphs, the commercial is analysed in terms of ethos, pathos and logos. Moreover, the body of the paper analyses each and every minute details of this commercial. It analyses the meanings of words and gestures used in this commercial. 3. Conclusion A brief conclusion and overall impression of this commercial is provided in the last paragraph. 4. Works cited All the references used in this paper are cited in MLA format in the works cited portion of this paper given at the end in a separate page. Read More