Advert Analysis

Graphologically, it uses very bold text as the pun is the main focus of the advertisement and is what makes it so effective. Beside the first paragraph (where they use sarcasm to mock the other company) there is a black and white image of a car. After the second paragraph which suggests their car is better, there is a colour image of their own winning car. Colour is used here to suggest that the other company’s car is dull compared to their own.

Lexically, this advert uses the words premium, ultimate and performance. These trigger words suggests the quality and structural integrity of the product.

Graphologically, the image is very plain which directs the eye to the picture in the centre. The image itself shows the helmet as part of an armadillo’s body which is known for having very hard, protective skin. The company have used the connotations from this to suggest that the helmet will provide the same protection to its wearer as the skin of the armadillo.

The sentence structure is in a non-standard form as it has no verb. The sentence is also very short and to the point which suggests to the reader that this is all there is that they need to know.

This next image is based heavily around a pun where the company mocks another with their proven track record. This semantic choice suggests to the audience that their product is superior to the other.