Visual Methodologies

To analyse how the meaning in ad is created I have chosen one of the Pret A Manger’s adverts - the brand I’m going to use for my brief.

 

 

The image in this advert is the objective correlative of freshness, simplicity, organicity and wholesomeness, and the ad transfers these features to the product: by eating Pret’s sandwiches you get a healthy, nutrition and fresh breakfast which makes you healthy and strong.

The diegesis of the advert is: a chop board, a green salad leaf, a nest with a hen’s egg inside, two slices of brown bread, a knife, a chicken’s paw prints and a text: “Freshness delivered”.

The anchorage of the advert is a copy: “Freshness delivered” that helps us to decode the meaning of the advert.

The main meaning of this ad is freshness and organicity of the product (sandwich). To prove this point of view, all components of the image in the advert were chosen very carefully.

First of all, we can notice that all items in the advert are made of natural materials: the board is wooden and the knife is metal (no plastic or PVC). All ingredients of the sandwich are very simple and well-known as well: a juicy red tomato, brown bread (which is as we all know is much healthier than a white one), a fresh and crispy leaf of salad and an egg which is still inside a nest and a chicken just gone (so fresh this egg!). All these images together give us the understanding of naturality and  freshness of the product.