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). …
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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 not
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