Flora Pro.activ health drinksource from:http://www.flora-professional.co.uk/whichfloraisrightforyou/images/chol_drink_img1.jpg
Advertisements have many different types, for example, billboards, magazines, newspaper, flyers, and internets which are uses in every advertisement to illustrate their message using different genres. Advertisements are multimodal layout which means advertisements use more than one mode to present the message to audiences like images with texts, video which contain audio and texts (Walsh 2006). This Flora Pro.Activ drink advertisement has texts and images to promote their product and illustrate their message to audience.
The purpose of texts is to connect the readers in a literary narrative and the affordances of the modes, however verbal and visual modes are designed to maximize the engagement in the story (Walsh 2006). The Flora Pro.Activ advertisement has been misleading information to the public but not completely because everybody has their own interpretation on text as well as images. According to Schriver (1997), interpretation of documents like images and texts are through experience, knowledge, social awareness, feeling and culture.
Therefore, in my opinion, the information delivered by the advertisement is misleading but as everyone has their own interpretation on texts, some people might think it is just an advertisement and it does not affect their decision whether to buy the product or not.
This article ‘Tough remedy for health drink ad’, is about an advertisement for a health drink but it has been misleading the meaning of advertisement where it was recommended by three-quarters of doctors to the exclusion of other brands. According to the article, it is misleading because it did not mention other drinks branded but only one rival to Flora had been endorsed by more than 50% of doctors surveyed. Advertising is an important to promote company reputation by delivering mass media to audience in order to persuade people (ciaadvertising.org 2003).
Flora Pro.activ advertisement
Advertisements have many different types, for example, billboards, magazines, newspaper, flyers, and internets which are uses in every advertisement to illustrate their message using different genres. Advertisements are multimodal layout which means advertisements use more than one mode to present the message to audiences like images with texts, video which contain audio and texts (Walsh 2006). This Flora Pro.Activ drink advertisement has texts and images to promote their product and illustrate their message to audience.
The purpose of texts is to connect the readers in a literary narrative and the affordances of the modes, however verbal and visual modes are designed to maximize the engagement in the story (Walsh 2006). The Flora Pro.Activ advertisement has been misleading information to the public but not completely because everybody has their own interpretation on text as well as images. According to Schriver (1997), interpretation of documents like images and texts are through experience, knowledge, social awareness, feeling and culture.
Therefore, in my opinion, the information delivered by the advertisement is misleading but as everyone has their own interpretation on texts, some people might think it is just an advertisement and it does not affect their decision whether to buy the product or not.
References:
ciaadvertising.org 2003, What is Advertising?, viewed 10 June 2008, <http://www.ciadvertising.org/studies/student/98_fall/theory/hornor/what.htm>
Tryhorn, C 2007, ‘Tough remedy for health drink ad’, viewed 10 June 2008,
Walsh, M 2006, The ‘Textual shift’: examining the reading process with print, visual and multimodal texts’, Australian journal of language and literacy, vol.29, no.1, pp.24-37.
Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Pub, New York. Pp.361-441
Schriver, KA 1997, Dynamics in document design: creating texts for readers, Wiley Computer Pub, New York. Pp.361-441
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