The Guardian Advert 2012- Media Analysis

What techniques does the ad use to persuade the audience to consume the Guardian?

The ad uses techniques like the mise en scene. The low key lighting in the house and the high key lighting outside, binary opposition is used to contrast the good and the bad. But this could be ambiguous; the low key lighting in the house where the pigs live could mean that they are the victims living in the dark, this makes the readers sympathise for them making us side with the pigs. The pigs that get captured for boiling the wolf alive goes viral and creates moral panic through the internet using social networking sites like Facebook and twitter. Everyone shared their views whether they agreed or disagreed with what the pigs done. This raises the awareness therefore the story becomes a hot topic so the guardian would gain more views as the story is exclusive to them. Also the comments on the story were coming from countries all over the world which shows that the Guardian is very current and widespread and this attracts the audience.

How is the news represented in the ad?

The guardian is being represented on all three platforms: broadcast, print and e-media. This shows that the news can be easily accessed and its suited to the readers needs. The audience can share their views and opinions through social networking sites or on the guardian official page where they can discuss and debate the story with other people who also share their views and also gain more insight to the story, this is the uses and gratification theory.

The Guardian uncovers another story that the three little pigs framed the wolf as they were behind on their mortgage repayments this shows that the institution is there to always get more information and doesn’t stop until no stones are left unturned and they do this for their audience.

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

The advert shows a various different gadgets like the iPhone, iPad, laptops, computers, phones, mac books etc. this portrays them as an institution for the upper class as the gadgets shown are luxuries and only people with disposable cash can afford these items so this attracts the middle/upper class because it’s a sense of identification. But it also appeals to the working class because they aspire to be a part of that socio economic band. The generation now isn’t into reading and newspapers but more into technology and the internet and so technology has become more converged and become more globalised. The internet is easy accessible 24/7 which explains why it’s doing better than the other platforms, so the Guardian reacts to that and has made a webpage where all of its stories are published and also made a comment box where the public can discuss and share their views

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

On the basis of this ad the guardian brand it would appeal more to the upper/middle class audience because of the expensive gadgets used like the Apple products, this creates a sense of belonging and identification that would draw people that are higher ranking on the socio economic band to buy into the Guardian. But it’s also aimed at the younger generation as they’re the more skilled audience with new technology.