Ideology and Meaning in Advertising

Each ad focuses on a purpose.

Every ad exists in its own world.

Impossible & unlikely things always happen in ads.

Either for humour to draw attention

Or to emphasise a characteristic relevant to the product.

Assigned a value by association (made by creators).

But also by the viewer – Why is it all valuable to me?

Making each brand have its own “way”

Each brand focuses onsomething differentin their field.

Sean Connery ≠ Catherine Deneuve

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Jim Beam ≠ Chanel No.5, 6 oranything Chanel ad

http://www.youtube.com/watch?v=U18VkI0uDxE – dos equis

http://www.youtube.com/watch?v=y9ajRIgTJNA&NR=1 – mcdonalds.