The Guardian Advert Analysis

• Codes & Conventions: What techniques does the ad use to persuade the audience to consume the Guardian?

The advertisement uses intertextual reference to a classic fairy tale of ‘The three Little Pigs’, this persuades the reader to consume the Guardian for a number of reasons. Firstly, it creates nostalgia as the audience will identify (uses and gratification, 1974) with the well known fairy tale and will in a way create a friendship with the institution; in that they are together reminiscing about the story. Furthermore, the use of satire is also used to persuade the audience. The idea that there are three pigs who are perverting the course of justice and killing a wolf who had blown their homes down, may create moral panic (Stanley Cohen, 1987). The effect of humour and satire, allows the institution to be represented as a light-hearted newspaper, who know no limits. Therefore this suggests they are willing to do whatever it takes in order to give the public news.

Additionally, the use of showing ‘common’ people implies that the newspaper is an institution which includes their readers. This is an example of Social integrative needs and Personal integrative needs (Katz, Gurevitch and Haas 1973), the readers want to be a part of something, to feel needed. Thus, they will purchase consume the Guardian to get the feeling.  Moreover, the demonstration of using different media platforms to give their opinion and read the news tells the audience that the Guardian are a well established institution who are able to adapt with what is most consumed, for example, the micro-blogging website Twitter.  Thsis therefore persaudes the audience to purchase this newspaper, as they can accesss it anywhere and anytime.

Finally, the advert shows one story that tackles many issues, such as the economy and murder. This represents the Guardian as a versatiles newspaper, that is desgined to cater too all needs.

      

       Representation: How is the news represented in the ad?

The news is represented as something that should be given on all media platforms; it is a form of lean back media. Furthermore, it is represented as something that the public overstresses, this again is an example of a parody of the public’s moral panic (Cohen, 1987).     

The news is represented of high stature; they prompt the audience to answer ‘rhetorical questions’. This suggest that the news affect the audience, we must be in formed of everything (McQuail’s 1983).

In addition, in this advertisement once one crime is revealed another one is. The pigs  murdered the big bad wolf, we then find out they also did it due to mortgage struggles. This represents the news as an institution which find out more, as it aids the public. This can relate to John stuart Mill, who believed inSocial reformism  The institution believes that with a great number of people all around the world (the different languages in the advert) and people in this country; there can be development in education, morals, and as a society in general. 

Media Institution: What issues of new technology does this ad raise and what does it tell us about the values of The Guardian?

The issues of new technology are that it is a rapid device to getting news around, this presents the Guardian as an institution, which give their news fast and 'on the go'. Furthermore, the Guardian is represented as newspaper that aims to cater to all socio-economics groups. For example, in one scene there was graffiti, which connotes a youth audience. Also,in once scene there was a shot of the big bad wolf on youtube, used as evidence against the little pigs. The effect of this represents technology as something useful and advantageous.  Also the quote 'around the UK bumper edition', connotes the newspaper being everywhere you can travel, due to its easy accessibility; online, the newspaper, twitter and your phone. 

Audience: On the basis of this ad, who does the Guardian brand appeal to? 

The advertisement denotes a use of a variety of languages, such as French and English. This suggests, that the Guardian is aimed at different ethnicities, therefore some audiences may have a sense of identification (uses and gratification, 1974); they will want to buy this newspaper as represents itself as a cosmopolitan institution. Furthermore, There are different british accents, which can connote that it appeals to all demographics. Its socio-economic group would be C-A, as it is a broadsheet paper which tackles 'real' issues, such as the economy and finance; and not celebrity news.   

However, although it can be said that it is a cosmopolitan newspaper, the use of a traditional fairy tale says otherwise. it could suggest the newspaper has traditional ideologies concentrating on informing people and educating, first, then entertaining.