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Cannery Row Advertisement Analysis - Essay Example

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This essay "Cannery Row Advertisement Analysis" looks at the Cannery Row advertisement posted on the internet. The paper includes a detailed picture discussion and a brief analysis of the effectiveness, meaning and a main idea of the advertisement…
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Cannery Row Advertisement Analysis
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Analysis of an Advertisement The ad chosen is for Cannery Row, an advert d 15th April and posted on the internet and depicts an image of three children who are playing on a white sand shore. The children are alone, but a woman’s photo has been blatantly imposed from the top. The text “Cannery Row; Stay and Play here” appears on top and at the bottom, a dark text blue text box and a statement asking when one last joined their kids play and come to think about it, when was the last time one joined them (Canneryrow.com). From the text on top of the ad, thesis of the advertisement is “Consume our product” and the tenacity is to persuade the audience to visit Cannery Row.
Mothers are the audience whom this advertisement is intended for. The tactful image of a mother watching as her children play is a thing that women easily relates to. The transparency gives an impression that the woman is looking out through the window at her children inside a condo. The woman is evidently happy and smiling, and she is holding a cup of coffee. She also appears relaxed, and this implies that mothers can relax in Cannery Row and enjoy some time to themselves. Moreover, the advert aims at the upper class. In addition to her holding a cup of coffee, she is also in a pricey looking shirt, a gold watch, pearl earrings, and a large diamond ring. This, therefore, insinuates that Cannery Row is a vacation spot meant for the wealthy.
Children depicted playing on the beach are smiling and getting along well. Such happiness appears to be due to their surroundings, and they seem to be having a great moment at the beach and hence appeals to mothers concerned about the happiness of their children. The children are also preoccupied without the mother and hence, mothers can have time to themselves. The rhetorical question at the foot of the note asking when you ever watched your children play answered by the mother watching her children, indicating that Cannery Row is able to make that happen.
The ad also submits that Cannery Row is an exclusive place, or discreet and remote. From the picture, out on the water is clear, and the beach is clear of anyone else (Canneryrow.com). In essence, the family had that section of the beach all to themselves. However, a closer look at the sand betrays a ray of tracks and footsteps and almost nullifies the exclusivity depicted in the picture.
Another appealing aspect of the picture is the kids being alone on the beach. The mother will not have to worry about strangers and her children getting lost in crowds. The serene beaches seem to offer an escape from the chaotic city life and in the advert plays off with the emotion that most parents feel happy and at ease when their family is safe (Crouter and Head, 468). Cannery Row purports to offer this in the ad.
The photo depicts a tranquil sea, all blue, giving that impression that you cannot just sit in Cannery Row. It offers a getaway and even if there is nowhere written explicitly in the photo, character arrangement in the picture says it all. It is hard to determine whether the image is real, and there is a likelihood that it has been edited.
In essence, the advert is effective, and it makes an emotional appeal that mothers would find hard to resist. Such emotional connection as depicted in the picture with her children, a quest for tranquility, calmness and safety makes Cannery Row irresistible. The advert seems to target the upper-income folks who can afford such beach vacations. Lack of anyone else in the image also plays with the audience’s desire for exclusivity. However, to drive the point of exclusivity home, they should have ensured that the footsteps and tracks were leveled.
Works Cited
Crouter, Ann C., and Melissa R. Head. “Parental Monitoring and Knowledge of Children.” Handbook of parenting 3 (2002): 461–483. Print.
Canneryrow.com,. Cannery Row | Official Guide For Lodging, Dining And Shopping Monterey, California. N.p., 2013. Web. 4 Mar. 2015. Read More
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