Advert Analysis 1 - Birds eye fish fingers

Advert style - this ad is a mix of genre's of advert, there are features of many. It could be seen as a comparison ad, in which the BirdsEye fish fingers are shown to be the better brand over the cheaper special offer fish fingers, highlighting the attributes of the product. However, it also has elements of a testimonial style, in which the polar bear is the knowledgeable person, telling Fiona about the benefits of BirdsEye's product, over the cheaper brand - this is usually a fairly uninteresting advertising method, but here it is given a twist with a bit of humour, and is still quite quick and snappy. It also has an ongoing character, so fits into this category, as the polar bear is featured in a series of adverts, this is building a brand identity, as the polar bear becomes a symbol of the brand, and can be used to sell the brand. Birdseye are now offering free polar bear toys from coupons on the back of packs, this is continuing with the popular character and will help audiences to connect with it.


 Camera, Sound, Mise en Scene and editing analysis -


- opens with  a medium to long shot of the ktichen, establishing the setting - a middle class, fairly standard looking kitchen, homely, slightly cluttered with family photo's on the wall, this is suggesting it is a homely family environment, she is setting out multiple plates for the family too.
- There is no diegetic sound, or even ambient sound, it is very quiet.
- straight cuts are used between shots - standard for an advert as pace must be kept quick.
- As she opens the fridge there is a close up, eye level shot reverse shot between the two characters, showing their reactions, as they are contrasted, she is shocked, while he has been expecting her.
- Everything behind her is in soft focus, so the audience attention is kept on her, her body language and expression, which says alot about her reaction to the situation. whilst his surroundings are in focus with him, as the contents of the fridge and his habitat are important.
- a two shot shows the two characters interacting, her body language remaining very rigid, while he seems relaxed
-  the line of the fridge door seperates the two chracters in the frame, showing their differences and that they are from different backgrounds.
- their are many over the shoulder shos, so while the bear speak we can still see her remaining still and upright, very rigid.
- as he points to the generic brand fish fingers, one of the packets is to his left, and the birdseye packet is to his right, seperated, like good and evil.
- the editing is fast, flicking between CU's of each characters reactions
- he is much more central in the frame than she is, suggesting dominance
-  a close up of the products packaging shows the brand logo, its colourful packaging and the products attributes again , the omega 3 and 100% fillet,
- over the shoulder mid shot of the bear, pointing at Fiona, claiming he is "watching her", a comic way of being persuasive.
- a close up zoom of the product, shows its fluffy 100% fillet middle, the subject of the advert, so the viewers can see for themselves what the product is like.
- the peas on the plate help the viewer associate the product with Birds Eye, as they have become slightly symbolic of the brand
- a non diegetic voiceover repeats the subject of the advert - the 100% and omega 3, this is giving repetition.
- lastly, an end title with a slogan " we're only content with 100%", this ends the advert nicely, the slogan is rhyming and catchy, and put next to the birdseye logo, so the sogan is associated with the logo, building the brand identity.



what is being advertised? -
Birdseye 100%filled fish fingers - more ematy than cheaper brands

where and when did the ad appear?
telelvision, major channels such as bbc and itv, may 2010

why did it appear there?
it was a sequence of adverts after christmas, to push the quality of birdseye food, in a downturn in the economy where ceaper brands may be chosen, birdseyes were pushing people to pay more for better quality BirdEye food. Cost them 9 million to produce such a large scale ad campaign, but BirdsEye have a large budget for advertising.

what is the intended audience?
middle aged audience i would think, each advert in the series features middle age, middle income, average looking people, representing the majority of society, they are appelaing and releatable to the audience, seeming very family orientated. As this is Birdseyes mian consumer base, it is not a niche product, but a mass, everyday one, so is appealing to a mass audience.

what graphic mode is used?
this is a live action advert, but the bear is a puppet, giving it life like movement, making it feel quite realistic.

where is it set in space and time?
it is modern, set in the present, in a family home - this is keeping it up to date and staying relateable and appealing to the mass. Home is distinctly average and standard.

who are the participants?
Fiona, the femal character, and the Birdseye bear, she is confused while he lectures here on the benefits of birdseye fish fingers. The bear is almost mocking her, and she become quite childlike, vulnerable. I think this is making a joke out of the typical advert - that commands an audience to buy osmeting - slightly ironic and jokey. The bear dominates the advert, as they juxtapose the cute cuddly puppet with a serious voice and some chilling words, he has power over fiona entirely.

what are the key objects?
key objects are the firdge, where the bear sits, as he is enclosed, so she gets a shock when she opens it, this is important as she is not expecting him to be there, and neither are the audience, creates some interest for the audience, who are expecting another standard food advert. The fish finger packets are important, both Birdseye and the alternative brand, this is bringing in the style of advert known as "comparison", which highlights the products comptitive advantage, the comparison between the two fish fingers packets is important. Lastly, one of the important objects is the zoom onto the actual product, cut open, hihglighting the products attributes, its fluffy fillign and crispy coating.

what part is played by words?
the first dialogue is spoken by the bear, who says "Hi Fiona", this is an important feature, as fiona is confused that there is a bear in her fridge, but even more confused that he knows her name, this is chilling and a bit strange, and she replies with a smiple "hi" as she doesnt know who he is, or what he is doing there. His speech is very clear and dominant, while she is quiet, hesistant and stumbling, and only uses words or short sentences, she is relatively mute, in shock and slightly nervous. There is another moment created by the speech in which he audience can relae, the bear wants an answer to why she would buy a cheap brand, and she hesitates and stumbles to give an excuse, this is relateable as she is becoming weaker as she interrogates her, and he audience will understand what it feels like when you know you have done someting wrong, and are trying to explain it to someone who is angry. The bear is fairly belittling, he speaks to her as though she is very young and doesnt understand, while he explains the products ebnefits, it is a clever way to advertise while keeping it snappy. when he says "huh" he is also treatig her like she is quite young and inferior, but in a humerous way.

what part is played by the use of sound or light?
The advert has no ambient sound or score until fiona opens the fridge, when a slightly tense soundtrack plays, it has slightly eerie but still light and playful, not too in your face or overpowering. because the music plays as she opens the fridge, it signifies something is about to happen, and seperates the advert, from the normality of her kitchen, to the strange happenings in the fridge. This is also reflected in the lighting, it is lighter and airier in the kitchen, with a feeling of space, and in the fridge it is darker, gloomier and has a more restrictive feel.


with what is the product associated?
The creation of the popular character, the BirdsEye bear, will associate the product with the popular bear, giving Birdseye a good brand image. The ad also associates the product with fairly middle class, slightly wealthier people, the ad features a large pristine kitchen, with expensive appliances. This is giving the product a higher brand image too, if it were a dirty small cheap kitchen, the product wouldn't be seen as so quality.


what does the ad suggest abut gender roles, class, age, ethnicity or self identity?
The ad features a woman in her kitchen, she also mentions that the other fish fingers were special offer, so she must have done the shopping, this is portraying her in a conventional gender role, being the housewife, she is also quite weak in the advert, dominated by the male character of the polar bear, this is also conventional gender roles, in which the woman is being told what to do.  Class is also represented in the text, as the woman seems to be of fairly middle class, so she is relateable, but she is buying on special, suggesting that she is more concerned about price than product.


what use is made of humour, and to what effect?
The ad uses subtle humour, to keep it snappy, and stop it from being a simple "tell you about the product" kind of ad. It is cleverly used, mostly by the way they juxtapose the cute cuddly bear with the threatening tone, the way they use the cuddly bear as the antagonist, and a middle aged woman as the protagonist is humerous, as normal roles are subverted, and this is slightly unrealistic. The audience will connect with it because of the humour, which masks that there is actually an awful lot of hard-selling in the advert, with a lot of repetition.

what is the most likely interpretation?
The ad is pretty straightforward, it looks as though the woman is setting the table for a family dinner, she reaches in the freezer to grab something, and finds the polar bear, who asks why she would have bought cheap fish fingers,  she is extremely shocked, is given the BirdsEye fingers instead, and closes the bear back in the fridge to continue her meal. She seems like a fairly weak woman, and is in a conventional role as the housewife, in her fairly large, wealthy home

what scope is there for alternative interpretations?
There is little scope, as the ad is very straightforward, layed out for the viewer, so they dont have to make too many assumptions, the fridge scene is fairly straightforward, however before fiona opens the fridge, she is laying out plates, her marital status and if she has an children is unknown, and i think most likely the audience will assume she is a typical housewife with children, setting up a family meal, whoever this could be interpreted differently, she could in fact be making a meal for anyone, friends, relatives, this could change how the audience see the advert, and also how they perceive the female character.

Advertising standards

In the UK, the rules for advertising are written by the advertising industry through two Committees: the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). 

The vast majority of advertisers comply with the ASA’s rulings and they act quickly to amend or withdraw an ad that breaks the Codes. they have a range of sanctions to act against the few who do not and ensure they comply with the rules.  

Broadcasters who continually air ads that break the Codes can be referred to Ofcom, which has the power to fine them or even revoke their license. Such referrals are very rarely necessary as the vast majority of advertisers and media owners respect ASA decisions and agree to comply with the Codes. 

The BCAP Television Advertising Standards Code sets out the rules that 

govern advertisements on any television channel licensed by Ofcom.  The 

rules are framed to ensure that advertisements are ‘legal, decent, honest and 

truthful’ and do not mislead or cause harm or serious or widespread offence. 

I have included here some examples of the rules in the advertising standards document, those which i thought were of the most importance or relevant, but there are many more rules, which i will have to check that my advert adheres to in post production.

1.1 Complying with the law 

Advertisements must comply with the law and licensees must make that a 

condition of acceptance 

2.1 Separation of advertisements and programmes 

2.1.1 

There must be a clear distinction between programmes and advertisements 

Note: 

In ambiguous cases, advertisements must be identified as such on screen. 

2.1.2 

Advertisements must not: 

(a) use expressions reserved for important news and public service 

announcements (eg ‘news flash’)  

(b) use a situation, performance or style reminiscent of a programme in a way 

that might confuse viewers as to whether they are watching a programme or 

an advertisement 

(c) refer to themselves in a way that might lead viewers to believe they are 

watching a programme (eg by adopting the title ‘Programme’)  

(d) include extracts from broadcasts of parliamentary proceedings 

(e) feature, visually or orally, anyone who regularly presents news or current 

affairs on television 

3.1 Unacceptable categories 

Advertisements for products or services coming within the recognised 

character of, or specifically concerned with the following are not acceptable: 

(a) breath-testing devices and products that purport to mask the effects of 

alcohol 

(b) betting tips 

(d) all tobacco products. Also non-tobacco products or services which share a 

name, emblem or other feature with a tobacco product where these are 

prohibited by law from advertising in other UK media.  See the Tobacco 

Advertising and Promotion (Brandsharing) Regulations 2004. 

(e) private investigation agencies 

(f) guns and gun clubs 

(g) escort agencies 

(h) pornography 

SECTION 4: POLITICAL AND CONTROVERSIAL ISSUES 

No advertisement: 

(a) may be inserted by or on behalf of any body whose objects are wholly or 

mainly of a political nature 

(b) may be directed towards any political end 

(c) may have any relation to any industrial dispute (with limited exceptions)

5.1 DEFINITION OF MISLEADING ADVERTISING 

Rule 5.1 has been replaced by rule 5.1.1 

5.1.1 

No advertisement may directly or by implication mislead about any material 

fact or characteristic of a product or service 

5.1.2 

No advertisement may mislead by omission about any material fact or 

characteristic of a product or service or advertiser  

5.2.8 Pressure to purchase 

(a) Advertisements must not falsely claim that the advertiser is about to cease 

trading or move premises. They must not falsely state that a product, or the 

terms on which it is offered, will be available only for a very limited time in 

order to deprive  consumers of the time or opportunity to make an informed 

choice  

6.1 Offence 

Advertisements must not cause serious or widespread offence against 

generally accepted moral, social or cultural standards, or offend against public 

feeling 

6.2 Violence and cruelty 

(a) Advertisements must not encourage or condone violence or cruelty  

(b) Gratuitous and realistic portrayals of cruel or irresponsible treatment of 

people or animals are not acceptable 

7.1 MISLEADING ADVERTISING AND CHILDREN 

7.1.1 Children’s inexperience 

Advertising must not take advantage of children’s inexperience or their natural 

credulity and sense of loyalty 

7.1.5 Prices 

Where advertising for a children’s product contains a price, the cost must not 

be minimised by the use of words such as ‘only’ or ‘just’ 

Advertising theory -

some people may think an effective advert persuades a consumer to go and buy into the brand, however, it is slightly more complicated, an advert may create a number of responses such as building a long term relation ship or building the brand awareness. a good advert will combine many of these things. Advertising Theory or theories therefore try to explain how and why advertising is effective in influencing behaviors and accomplishing its objectives. There are many theories, but i have found a few major ones:

hierarchy of effects model:

Robert C. Lavidge and G.A. Steiner, 1961

this is a model that shows the steps between knowing nothing of the product, and going out to purchase it, each step is equally important as they are each neccesary for the end result of a purchase.
Awareness
Knowledge
Liking
Preference
Conviction
Purchase

1. awareness

If most of the target audience is unaware of the object, the communicator’s task is to build awareness, perhaps just name recognition, with simple messages repeating the product name. Consumers must become aware of the brand.

2. knowledge

Once they are aware of the rband, they need to learn a bit more about it, what does it do? what are it's values? target market?

3. liking

The target audience must then connect with it, through carefully pitched adverts, if they do not, there is a serious problem.

4. preference

the audience may like it, but not prefer it to others. This involves clever advertising pushing the products competitive advantages, which may be price, quality, reliability.

5. conviction

this is much like preference, but rather than just preferring the brand, the audience is convicted to it, so it is the first and sometimes only brand they would consider

6. purchase

some audience may think your brand is definitely the best, and be convicted to it, but may not still buy it. For example, whilst most people will agree the Apple Ipad is the best brand of tablets, and they are convicted entirely to apple as the better brand, so they would definitely choose the Apple version, many people will not buy because of the price. Purchase is the most important step, and the business must push for it by offering product trials or special deals to push the audience that one step further towards buying the product.

so advertising is thought to work and follow a certain sequence where the prospect is moved through a series of stages from unawareness to the purchase of the product.

Advertising cannot make immediate behavioral responses, but a series of mental effects must occur with the fulfillment at each stage before progress to the next stage is possible. In this way, a succesful advert may not simply sell a product, it may help to complete any of these stages to build the consumer base towards purchase. This is just one theory, it is very simplistic and is only a guide for how advertising might affect customers' actions.

Means-End Theory
This approach suggests that an advertisement should contain a message or means that leads the consumer to a desired end state. People buy features that bring them benefits that get them closer to valued end states. Underlying values are the motivating factor in a consumer purchase. Therefore effective marketing messages that sell will connnect a benefit to values like security, achievement, belonging, fun, enjoyment. The key stages in the formulation of this concept are: need identification, idea development to fulfil the need, product development to substantiate the idea and the product’s market introduction, communicating the fulfilment of the need Central here is the ability to ‘‘translate’’the subjective consumer needs (e.g. healthy, convenient) into objective product specifications, in order to, through the creation of the product, fulfil these needs. This is clearly seen in adverts of the "problem is fixed by product" style, where the audience can see the product giving a real benefit relating to the things i mentioned earlier, such as security and enjoyment.

These theories try to understand and make sense of the way in which adverts communicate with audiences and eventually convince cnsumers to buy a product or service. The hierarchy of effects model is more of a framework for how a successful ad campaign or series of them may convince consumers, means-end theory however explains more why consumers interact with adverts and buy into them, because of psychological needs that connect to the advert, such as security and achievement. I may look deeper into these theories at a later date, or a few more theories, to really understand how adverts work in the minds of consumers and the psychology behind them, as if i want to make a successful advert i must have built in the right marketing messages to achieve sales of the product, if it were on sale.

Process of producing a TV advert -

I wanted to look at the process of making a tv advert, that is sed by most advertising agencies, so i know how to go about creating my advert, in the best way possible, this will guide me towards a better end product, rather than jumping in at the deep end and producing anything. so i did some research and found the following information:

After the marketer selects an ad agency for its product or brand the marketer gives an ad brief to the account executive, the person in charge of handling that particular account.
This ad brief generally includes information such as:

1. Why does the marketer think there is need for advertising the brand or product

2. The target audience

3. What do they think about the brand and other such products

4. What is the kind of response the marketer wants form the consumer after they see the ad

5. The USP of the product

6. Any suggestions as to how the ad should look

The next step is where the account executive analysis the ad brief and goes back to the client in case if any clarifications are required. Then this ad brief is broken up into a creative brief and a media brief. These are given to the creative and the media department respectively. The media and the creative department then conduct research if required for the characteristics of the target audience, their likes, their dislikes, their living conditions, their behaviour in general, their exposure to the different types of media and so on.

The creative department after the research comes out with various alternative campaigns for the product. In the same way the media department also makes alternative media plans. The creative and the media department then make presentations to the account executive who in turn after discarding various ideas selects 2 or 3 ideas which according to him matches the ad brief and the requirements of the client the best. If none of the ideas appeal the account executive then the creative and/or media department have to work from scratch all over again.

Once this is done, the account executive or someone from the account planning department assisting the account service department makes presentations to the client of the ideas that were approved by the account executive. There are three possibilities at this stage:
The client does not like any of the ideas presented and again the creative and media department have to work towards another idea.
The client approves of an idea which is sent for further processing.
The client is confused between two very good concepts. Here there is Pre- testing undertaken. Both the ideas are shown to a specific audience that is assumed to be the representative sample of the target audience as suggested by the client. Depending upon their response for the two ideas the best is chosen and sent for further processing.

After one concept is finally approved of, the creative copy is sent to the printer for the print ad. For the commercial, the concept is sent to the production department where the ad is shot. The decision about model selection is either of the client, account executive or the film director or a combined effort of all three.

As the print ad is being made and the commercial being shot the media department at the same time starts buying media slots as per the approved media plan.

The next step is the launch of the ad in the specified media.

The final step is Post- evaluation. In this stage the success of the advertisement is judged through research conducted wherein the target audience as such is questioned on the visibility of the ad, whether the ad is top of mind or not, if the product is existing has the new campaign helped in increase in the sales or not and so on.

this is the basic framework for creating an advert, and from what ive understood the main points i need to follow in my production process are:

1. create a brief to work as a base for the advert

2.  conduct research based on the brief - the target audience and their tastes

3. develop 2 or 3 ideas that fit the brief

4. show these ideas, gain feedback 

5. decided which is the best idea to follow through with, based on feedback

6. work on the idea and eventually release it.

These are steps that i will follow when making my advert, when i'm in the planning stage of my work, after i have finished all my research, starting with creating a brief for the product i have decided on. I think its a good framework to use as its proven effective, being the one used my most ad agencies, its very straightforward and the idea of developing 2 or 3 ideas is very important, as it gives more variety and choice and will help to explore different options and see what is effective, so i will do this too.

origins of TV advertising

The first television advertisement was broadcast in the United States on July 1, 1941. The watchmaker Bulova paid $9 for a placement on New York station WNBT before a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. The 20-second spot displayed a picture of a clock superimposed on a map of the United States, accompanied by the voice-over "America runs on Bulova time." The first TV ad broadcast in the UK was on ITV on 21 September 1955, advertising Gibbs SR toothpaste. The early advertisers were unsure of how to make the transition between radio and TV adverts, so they were much like radio ads, with pictures and diagrams to aid the dialogue. They were also on the whole the "demonstration" style advert, simply used to show the products use. The commercial owed its prime placing to chance. The Gibbs advertisement had come first in a lottery drawn with 23 other advertisements, including those for Guinness, Surf, National Benzole, Brown & Polson Custard and Summer County Margarine. I have found a few early adverts to look at and quickly analyse, jsu tto pick out there main features, and how this is different from today's adverts.

 

 

• This is the earliest advert promoting eggs, filmed to show their versatility and nutrition
• . It is a strange advert in that it does not fit in one of the 12 categories very comfortably, as it is very different from todays adverts. Part of it is concerned with promoting eggs, and their use, which is typical of a demonstration style advert, however part of it is complaining of a problem caused by the product, something slightly unusual and not really seen in present day adverts, as it is fairly negative.
• There is some mild humour in it, because of the umbrella indoors and the man with the mac and hat, which is a nice touch but unrelated to the product.
• It is unusual of the time in that there is no voiceover or narrator, so it is a step up from the earliest 50's adverts.
• The use of the slogan "go to work on an egg" is connecting with the audience. 

 

 

 - early animation - involving the family element

- shows how to use the product - unusual for today, as the whole instructions for use are included

- simple

- repititon of "double rich" and "carnation", so the main points taken away from the advert are the product name and its USP - effective advertising

- radio style - not much is added from the pictures - typical of early adverts

- fun jingle - catchy and will stay in audiences minds.

 

 

- fairly long advert, not punchy, wouldnt be succesful on TV these days where adverts need to excite the viewers and grab their attention

- problem leads to product style advert, also with associated user imagery style, in that the couple advertising the product are "the girl everyone wants to get" and " the guy everyone wants to be

- voiceover, very radio style, little diegetic sound at all.

- odd ending, stop motion dolls or figures - advert changes in its style, and seems disjointed into the live action and stop motion elements.

- jingle - common of early adverts- relates back to radio style where jingles were vital. Less common now than in the 50's

 

- first ever advert shown on TV
- product shown in block of ice because it so fresh - symbolism
- pictures aid the voiceover entirely, could be listened to rather than viewed, exactly how the early advert were. Little diegetic sound and the whole thing narrated.
- a lot of product information - too much for average viewers. the products ingredients are explained a little too thoroughly, losing the itnerest of viewers and lacking and pace. too long and slow for modern viewers.
-  product demonstration when lady brushes

I wanted to look back at early advertising to see where all modern adverts stem from, and how far they have come. I wanted to see if techniques had changed and how advertising had developed. I have noticed that animation and hand drawn elements were fairly popular in early adverts, and i think this type of advert comes in and out of trend. They were very long and slow paced, with wordy slow narration. They also tended to be product demonstration, fairly obvious ideas and much less out of the box than these days, preferring to show the products capabilities. I think this has been useful for research to consider how advertising has changed, and what the future may be, how it could evolve further. I will go on to properly analyse some modern adverts and may refer back to these in my analysis to see a contrast.

Approaches to analysing adverts

i have had a look into some different approaches to analysing advertising, because i feel the obvious, camera, editing, sound and mis en scene analysis that is commonly used for media texts needs expanding on to fully analyse the different elements, and  understand how and why the advert is effective in its persuasiveness. I have found a list collated by Jib Fowles, in his book Advertising and popular culture, and in blue i have added notes to help me understand the approach.

This list is very freely adapted from that of Jib Fowles (1996).
• What exactly is being advertised?
• Where and when did the ad appear? ( according to the reception theory, this is an external influence that affects the way a media text is received, because audiences in different times will respond to a text differently, and audiences in different places, viewing in different conditions will also respond to it differently. perhaps then inferring different meaning from the tet because of their circumstances)
• Why might it have appeared there and then rather than elsewhere?
• What appears to be the intended audience?
• What suggests this?
• In what ways does it utilize features of the particular medium used (poster, television, film, radio or magazine)?
• What graphic mode(s) is/are used (e.g. still photography, drawing, animation, live action)?
• Describe the overall design.
• Where is it set in space and time? 
• Who are the participants?
• What do they do?
• What key objects are featured?
• What part is played by words (choice of words, typography/voiceover)?
• What part is played by the use of sound and/or light?
• Which features are foregrounded and which are backgrounded?
• What significance might all of these features have for the intended viewers/readers/listeners?
• What key inferences must the viewers/readers/listeners make to make sense of the ad? ( key inferences are elements in the text that help the reader comprehend it, but are not explicit in the text, these could be time, place, actions of characters. These create meaning in an advert, but are subjective, so key inferences are based on previous knowledge and personal interpretation of the text )
• What intertextual references can you discern (to other ads, to other genres, to other people etc.)? ( intertextual references definition: Relating to or deriving meaning from the interdependent ways in which texts stand in relation to each other. This roughly means the way meaning is created and affected by other external factors, like other texts, politics, current news, that will change the way a text is interpreted. This relates to reception theory, which states that for a text to have meaning, other external influences will change it )
  
• How else does the ad seek your involvement?
• With what is the product associated?
• What does the product seem to symbolize? ( this is relating to semiotics and symbolism, what the signifiers are and what they signify, and how this adds to the creation of meaning)
• What does the ad seem to suggest about gender roles, class/status, age, ethnicity or self-identity?
• What cultural assumptions and values seem to be involved?
• What use is made of humour, and to what effect?
• What do you regard as the most likely preferred interpretation offered in the ad? ( this also relates to many theories of interpretation, that audiences will have differing interpretations depending on their circumstances. this question could be approached using different theories)
• What scope does there seem to be for alternative interpretations?
This seems to be a good framework for my analysis, as it includes simple anaylsis, together with some semiotic analysis and further analysing with a multitude of questions that look at different aspects. I also think this list has been carefully collated by a trusted source who has experience in advertising. I am going to use it, whilst adding to it, and making notes on anything i find interesting or want to investigate further about the advert.