IB English - Textual Analysis - Advertisements - Academic Writing
Summary
TLDRIn this educational video, Dave and Andrew, the IB English guys, dissect an ice cream advertisement for Hogendos using the acronym 'Pleace Call Aunt Vera to Eat Vietnamese Spring Rolls' to analyze its components. They discuss the ad's visuals, language, and subtext, highlighting the craftsmanship and exclusivity portrayed. A student's analysis is reviewed, examining how the ad's precision and excellence are communicated through its imagery and text, ultimately justifying the product's high cost.
Takeaways
- 🍦 The video discusses an advertisement for Hogendos ice cream, focusing on its academic analysis.
- 📚 The acronym 'PCATVETS' is introduced to deconstruct advertisements: Product, Culture, Audience, Values, Text, Emotions, Visuals, Subtext.
- 🎻 The ice cream ad uses the metaphor of a violin to convey precision and craftsmanship in its product.
- 📈 The ad's detailed chart and analysis show how elements like negative space and symmetry are used to focus on the product's details.
- 🔍 The discussion highlights the use of language in the ad, such as 'precisely crafted' and 'strike the perfect note', to evoke feelings of quality and exclusivity.
- 📝 The student's analysis of the ad breaks down the visual composition into thirds, symbolizing different stages of production and ingredients' quality.
- 💡 The use of the superlative 'finest' in the ad is noted to emphasize the product's superiority and lack of competition.
- 📊 The student's writing piece connects the ad's visual elements and language choices to the values of precision and excellence.
- 💰 The video emphasizes the commercial implications of the ad, with the company justifying the high cost of the ice cream through its quality and craftsmanship.
- 📚 The video aims to help viewers develop confidence in academic writing by analyzing real-world advertisements.
Q & A
What is the acronym 'PCATVES' and how does it help in deconstructing advertisements?
-The acronym 'PCATVES' stands for Producer/ Product, Culture/ Context, Audience, Values, Text/ Language/ Copy, Emotions/ Mood, Visuals/ Layout, and Subtext. It serves as a framework to analyze different qualities of advertisements by breaking down their components and considering the underlying messages and implications.
What does the 'P' in PCATVES represent?
-The 'P' in PCATVES stands for the Producer or the Product being sold in the advertisement.
How does the advertisement use the concept of 'craftsmanship' to sell ice cream?
-The advertisement uses the concept of 'craftsmanship' by comparing the creation of ice cream to the meticulous crafting of a violin. It emphasizes precision, intentionality, and the use of the finest ingredients to create a high-quality product, suggesting that the ice cream is worth its cost due to the care and skill put into its making.
What is the significance of the negative space in the advertisement?
-The negative space, or white space, in the advertisement allows viewers to focus on each individual ingredient of the ice cream, highlighting the detail and precision needed to craft it. This clean composition mirrors the precision of both the ice cream and the violin, emphasizing the quality of the product.
How does the use of the word 'finest' in the advertisement impact the perception of the product?
-The use of the word 'finest' as a superlative in the advertisement implies that the ice cream is of the highest quality, with no better alternative available. This helps to differentiate the product from competitors and positions it as a premium, exclusive item.
What is the subtext of the advertisement according to the script?
-The subtext of the advertisement is the underlying message or implication that the ice cream is an exclusive and high-quality product, similar to a fine violin, and is worth the premium price due to the craftsmanship and quality of ingredients involved in its creation.
What role does the symmetry in the advertisement's layout play in conveying the message?
-The symmetry in the advertisement's layout, with two columns side by side, draws attention to the comparison between the violin and the ice cream bar. This visual balance reinforces the message of the advertisement by showing that both items require similar levels of precision and craftsmanship.
How does the student's analysis of the advertisement connect the visual elements to the product's values?
-The student's analysis connects the visual elements, such as the use of negative space and symmetry, to the product's values by showing how these elements emphasize the precision, intentionality, and craftsmanship that go into making the ice cream. This connection helps to establish the product as exclusive and of high value.
What is the purpose of the phrase 'strike the perfect note' in the advertisement?
-The phrase 'strike the perfect note' serves a dual purpose in the advertisement. It uses a double meaning by referring to both musical notes and the flavors of the ice cream. This clever pun adds humor and helps to associate the ice cream with a product of higher value, reinforcing the brand's claim of excellence.
How does the student's written piece reflect an understanding of the advertisement's strategy?
-The student's written piece reflects an understanding of the advertisement's strategy by analyzing how the visual elements and language choices work together to convey the values of precision and excellence. The student discusses the use of superlatives, the juxtaposition of images, and the overall composition to show how the advertisement persuades the viewer of the product's high quality and worth.
What is the significance of the word 'Hefty' in the context of the advertisement's message?
-The word 'Hefty' is used to describe the price of the ice cream, emphasizing that it is expensive. This choice of word, along with 'exorbitant cost' used earlier, highlights the commercial aspect of the advertisement and the need for the brand to justify the high price by associating the product with values of precision, excellence, and high quality.
Outlines
📚 Introduction to Analyzing Advertisements
Dave and Andrew, the IB English guys, begin by revisiting their previous examination of a Hogendos ice cream advertisement that left them hungry. They transition into discussing an academic piece about the ad, emphasizing the goal to dissect and understand advertising concepts for strong writing. They introduce the acronym 'PLEASE CALL AN VERA TO EAT VIETNAMESE SPRING ROLLS' to deconstruct ads, where P stands for the product, C for culture and context, A for audience, V for values, T for text, E for emotions, V for visuals, and S for subtext. They then analyze a detailed chart made by a student, focusing on the ad's language and visuals, such as the use of 'precisely crafted' and 'strike the perfect note', which conveys a sense of meticulousness and a double meaning related to music and taste. They also discuss the use of superlatives like 'finest ingredients' and the strategic use of negative space in the ad's layout.
🎻 Analyzing the Ice Cream and Violin Ad
The hosts delve into the student's analysis of the Hogendos ad, which compares the crafting of a violin to that of an ice cream bar. They discuss how the ad's visual aspect, with its negative space and juxtaposition of a violin and ice cream, reflects the precision and intentionality of both products. The student's writing breaks down the ad into three sections: the top symbolizing simplicity and elegance, the middle illustrating the purity and sophistication of ingredients, and the bottom showcasing the final product. The paragraph concludes by establishing the ad's intent to convey the exclusivity and high cost of the ice cream as justified by its craftsmanship.
📝 Discussing the Ad's Copy and Values
In this section, the discussion shifts to the ad's copy, which reinforces the values of precision and excellence. The phrase 'precisely crafted' is analyzed for its use of strong language to emphasize the skill required in creating both the violin and the ice cream. The double meaning of 'strike the perfect note' adds humor and associates the ice cream with a higher-value product. The use of the superlative 'finest' is highlighted to distinguish the products as unparalleled. The paragraph concludes by persuading the viewer of the superior quality and best ingredients used, justifying the high price through intentional visual elements and precise language choices.
👋 Conclusion and Encouragement for Academic Writing
The video concludes with Dave and Andrew hoping that the content provided value and helped viewers develop confidence in academic writing. They encourage viewers to stay with the channel for future explorations of different text types and writing pieces. The hosts reflect on the importance of understanding commercial implications in advertising and the lengths companies like Hogendos go to justify their product's price.
Mindmap
Keywords
💡Academic Writing
💡Advertisement
💡Acronym
💡Product
💡Visuals
💡Subtext
💡Precision
💡Craftsmanship
💡Double Meaning
💡Superlative
💡Negative Space
Highlights
Introduction to the concept of deconstructing advertisements using an acronym: P-C-A-V-T-E-S.
Explanation of the acronym P-C-A-V-T-E-S: P for Product, C for Culture and Context, A for Audience, V for Values, T for Text, E for Emotions, V for Visuals, S for Subtext.
Discussion on the advertisement's use of the word 'precisely' and the concept of craftsmanship.
Analysis of the double meaning in the phrase 'strike the perfect note'.
Use of superlative 'finest' to emphasize the quality of ingredients.
Importance of negative space in focusing on individual ingredients.
Symmetry in the ad's composition and its impact on the viewer.
Comparison of the ice cream bar to a violin, highlighting the precision and simplicity.
Discussion on the use of middle ingredients to show exclusivity and natural state.
Observation of the similarity in shape between the violin and the ice cream bar.
The role of the ice cream box in the lower right corner as a conclusion to the ad campaign.
Transition to academic writing about the advertisement and its elements.
Description of the student's detailed chart and analysis of the ad's features.
First paragraph analysis focusing on the visual aspect of the ad and its precision.
Second paragraph analysis focusing on the ad's copy and its reinforcement of precision and excellence.
Discussion on the use of the phrase 'precisely crafted' and its implications for the ad's message.
Explanation of the double meaning of 'strike the perfect note' and its humor.
Use of the superlative 'finest' to distinguish the product as unparalleled.
Conclusion on how the ad convinces the reader of the ice cream's worth through visual elements and language choices.
Final thoughts on the video's value for academic writing development.
Transcripts
hi I'm Dave and I'm Andrew and we are
the IB English guys folks in our last
video we looked at an advertisement
specifically an ice cream ad for
hogendos uh that made us pretty hungry I
hope it made you hungry as well uh today
we're going to look at a piece of
academic writing about that ad uh we
really want to think about how we can
take those Concepts and produce a good
strong piece of writing uh Mr Giles
before we do that what do you say we
look at the ad and talk about an
important acronym we went over last
class yeah we like an acronym to help us
deconstruct to advertisements it's a
good entry point for us to look at some
of the different qualities of
advertisements so here is our acronym
and we'll talk about what each one of
these letters stand for briefly please
call Aunt Vera to eat Vietnamese spring
rolls that's our acronym all right
please call an Vera to eat Vietnamese
spring rolles his an Vera Mr Jaws what's
the p stand for quickly the P stands for
the producer or the product being sold
yeah the C stands for the culture and
the context in which the ad was produced
the a is the audience who are they
selling the product for the V is the
values which values are being associated
with that product the text is the the T
is for text or language or copy of the
text the E are your emotions or mood the
the emotions that are evoked from the ad
itself v stands for visuals or layout
thinking about it as a multimodal text
and the S stands for the subtext what's
the subtext Mr Giles subtext is the
underlying message or underlying
implication of the advertis I like that
Mr Jaws okay uh what do you say uh we go
ahead and take a close look at this this
is a detailed chart that our student
made let's look at the reference let's
look at the features they're looking at
but more importantly let's look at that
analysis and what they might be getting
at yeah this is a way for us to really
look at visuals and language in in much
more detail so the first reference is
precisely crafted this is in the copy of
the text in the bottom leftand corner I
noticed that we have this adverb of
precisely and also that whole the idea
of something being crafted
this is very uh the connotations of both
of those words is really that they're
very careful and meticulous with their
work I like that I also like the phrase
strike the perfect note for me I think
there's a bit of a double meaning here
you know we have the notes that are
associated with music but when we're
when we're tasting something you may say
oh you know there's a a slight note of a
a Nutty flavor there you know whatever
some pretentious ice cream taster might
say but that there is a a connection
between the notes of taste and the notes
of musicality yeah that's right and
they're helping to expand that whole
visual metaphor that was a part of the
ad in the in the visuals and that's the
double meaning finest ingredients is a
is an often used expression in
advertisements of food finest is that
superlative and that use of superlative
helps to kind of emphasize that they're
really careful with every little
ingredient in their ice cream finest
implies that's the end of the road
there's no most finest or most finest a
lot of ice creams have a lot of
additives and chemicals and so they're
trying to really differentiate
themselves yeah I think the main image
is really interesting to talk about Mr
Giles uh one of the things I really
notice is the use of negative space and
by using that negative space which of
course is that white space in the
background between the images it allows
you to really focus on each individual
ingredient and see the detail and see
the Precision that's needed to craft
this ice createe yeah that's right and
it's so clean I think it's such a clean
composition it's very light and I think
it also the when I'm looking at the
composition or the entire image I'm
thinking about the Symmetry the symmetry
of those two columns side by side with
each other that really stands out yeah
of course we see the extended metaphor
comparing the ice cream to the violin
and I think about that top part of the
ad and I think about the violin's body
right and it's just the actual core is
really simple it's just that wood with
that wood frame just like the core of
the ice cream is that rich chocolate and
that really creamy milk that they using
good point it's like the foundation the
fundamental base of this is rooted in
precision and simplicity but Elegance at
the same time oo that's good that you're
right the the violin is very simple when
you break it down it's only got a few
different materials they quality
materials right that's great we also
know this idea of like the middle
ingredients those middle ingredients
help to kind of show the exclusiveness
of of the different components
especially like the vanilla bean the
peanut butter these things are very like
they're essential and they're pure and
they're natural in their natural state I
think that's important well talking
about their natural state in the end I I
can't help but notice I mean the final
product itself I mean we have to say the
the violin and the ice cream bar they're
actually pretty similar in shape at the
end Mr Giles right the way they're laid
side by side so they're kind of just
finishing off that close connection and
that's supported by the actual box of
ice cream in the lower right corner and
I think that really does a nice job of
kind of concluding it's sort of like
their conclusion to their ad campaign
there yeah let's now move to the piece
of writing that um was was that a
student put together for this particular
um for this particular um advertisement
we see two paragraphs here we're just
going to very briefly talk about some of
the different elements what they that
they talked about yeah what you say we
go ahead and read the first paragraph Al
loud Mr JS I got it through this print
ad haand suggests that like a fine
violin their ice cream is an exclusive
product crafted with intentionality and
the finest ingredients thus resulting in
excellence the visual aspect of the ad
depicts the main image of a carefully
crafted violin juxtaposed with a
carefully crafted ice cream bar the
extensive negative space allows each
element of both the violin and the ice
cream to be viewed cleanly and easily
and this mirrors the Precision that both
hogendas and the violin Craftsmen put
into their work the reader can infer
that both Endeavors require care
precision and intense Focus to create an
exclusive and expensive product
furthermore by splitting the main image
into three smaller sections the viewers
can infer that each production stage
demands Excellence while the top third
of the image symbolizes the simple yet
elegant design the middle third clearly
illustrates the Purity and
sophistication of the ingredients that
go into each part of the ice cream in
particular the vanilla bean stands Out
Among the other ingredients most
consumers of Fine Foods understand the
value of this bean and this ingredient
symbolizes the important luxury
ingredients that Define both products
finally the bottom third of the image
displays the final product in both cases
this allows the reader to see the result
of this intense focus intentionality and
craftsmanship thus establishing the
violin and ice cream bars exclusive
products worth their exorbitant cost I
like the exorbitant cost that's good so
let's talk let's take this paragraph and
then we'll maybe read what do you notice
I I first of all I like how the student
is focusing on the visuals in one
paragraph in detail it's so clear and
obvious of you're doing that and that's
established in the in the in the topic
sentence that's really nice yeah and I
think we see that ju position they
clearly they're using the course
terminology to show that how they're
similar yet different at the same time
and by declaring the visual aspect
they're letting you know we are talking
about visuals only pick up the language
later I like that I I agree with you the
the author is hogendos and hogendos is a
part of the advertisement they're in the
driver seat they're the ones making
these decisions and and choices and I
think that's really nice we see also
it's breaking down different parts of
the image the top third the bottom third
the final third it's very clear it's
very logical way of walking through the
I think as a student we need to do that
we want to talk about structurally in
the composition we need to think about
what are some natural breaking points so
we can talk about this in a system atic
way and this student has CH chosen to
break it into sections and that manifest
there with some symbols and they even
make some do some inferencing there
which I think is well done agreed and I
I like the Nuance of the Villa vanilla
bean like just knowing that the vanilla
bean is expensive and that it stands out
with the other ingredients that just
shows that they're taking some time with
some of the detail yeah we see the
transition word finally which indicates
to me that this is probably example
three of a multi- example paragraph and
it is uh again they're showing the
effect on the reader uh and then coming
back to those those values of focus
intentionality and craftsmanship and
then acknowledging that this that the
company is trying to justify the cost I
think they're remembering that this ad
has commercial implications and money
has to be spent here so we have to
justify that expense that's great why
don't you take the second paragraph J
read it and we'll talk about it okay
moreover the ads copy also reinforces
the values of precision and Excellence
the phrase precisely crafted combines a
strong adverb with an active verb
crafted and both words emphas ize the
skill and expertise needed to create the
violin and the ice cream when we craft
something we take our time to put in
extra effort and this is precisely the
idea that hoganas wants consumers to
associate with their ice cream the
double meaning of the phrase strike the
perit note also adds humor to the ad as
food and wine connoisseurs often refer
to notes when explaining the taste of an
elegant food or beverage this clever and
intentional pun from hogendos
successfully forces the consumer to
associate ice cream with a another
product of much higher value thus
helping reinforce their claim that hog
andos is worth the price lastly the
superlative of finess stands out and
distinguishes both products as
unparalleled and without competition all
of the instruments and ice creams on the
market uh the viewer is persuaded that
these are of superior quality and
consist of only the best ingredients
thus in the end through intentional
visual elements and precise language
choices hog and do convinces the reader
that their ice cream is worth the Hefty
Pro all right I I like the topic
sentence okay they're talking about the
copy so I know that this time as opposed
to visuals are going to look at the
language and then they're going to link
that to the value messages of precision
and Excellence really strong topic
sentence I agree and I think it shows
that this student has studied
advertising and using the phrase copy I
think that again just shows they're
they're they're connected to advertising
as a text type um we we see the the
discussion of the double meaning of
strike the perfect note I really like
that um I think I think that adds um
some depth of depth of thinking I also
like previous to that the way they
actually unpack the word craft yeah I
was going to say that too it says when
we craft something I kind of like that
use of inclusive language there I think
it adds a confidence and it adds some
voice to the writing uh and they they
definitely talk about that uh because
they actually tap into that advertising
technique of Association and their need
to do that right their hagadas is
associating this idea of craftsmanship
to their product and I think that's
that's really and and that that's really
the the the the main idea that's that's
driven throughout this paragraph is the
fact of the the high Precision in
excellence right and so we see that even
the phrase finest is used to help to
illustrate the idea that this is a
precise and excellent price much like
the first paragraph This paragraph ends
with the word Hefty price whereas the
last paragraph ended with exorbitant
cost so look like I wrote this cuz I
just spent this money on my
right so you can really see that the
student is making that connection
between yes this has commercial
implications and hodas is going to Great
Lengths to justify that $15 price tag
for hog andas here in ice cream uh folks
here in Thailand rather okay yeah folks
in the end uh we hope that you've
enjoyed this video we hope that it
provided some value for you and we hope
that you're developing some confidence
with your academic writing stay with the
channel come on back next time and we'll
explore another text type and another
piece of writing thanks guys thanks guys
5.0 / 5 (0 votes)