Written language: Precision Parking. Park Assist by Volkswagen.

Image: alignment of three goldfish in bags and one porcupine in the middle + VW logo

Why is each mode used? What is its strength/weakness?

Written language: used sparingly, only a few words -> the image shows the most important information so there is not much text needed, only a caption to the picture to understand the whole ad

Image: animals grab attention and evoke interest -> people instantly wonder what this ad is about, who’s this advertisement from, how do goldfish and a porcupine fit together, etc.
VW logo -> brand identity, foster brand loyalty

Weakness: ad is only understandable if the observer looks at both modes!

What does each mode add to the advertisement?

Written language: includes key information

Image: porcupine portrays a car trying to parallel park, goldfish portray already parked cars -> to highlight how safe VW’s Parking Assist actually is = this great feature of VW cars is shown by cute animals instead of just cars

How do the modes connect?

The connection of the two modes is crucial to understand the advertisement’s meaning. At first glance, the observer may wonder how goldfish and a porcupine fit in an ad about a car company. Only by reading the text in the bottom right corner, one can understand the topic: the precise parking system of Volkswagen cars.

Visual: 3 men on a bright yellow background with different body shapes + logo of the gym

Textual: the words "fat and "fit" created by using the people's body shapes

Why is each mode used?

Visual: capturing but relies on interpretation

Textual: provides clarity but less capturing

What does each mode add to the advertisement?

symbolism adds depth, color is an eye-catcher, text reinforces message

How do the modes connect?

modes work together to create a meaningful message – symbolic pictures create curiosity, text clarifies the message, color complements overall mood

-       Textual elements:

o   HEADLINE  “make a child cry, save his life”

o   SHORT FACT SENTENCE “one child dies every 7 seconds due to lack of medical care”

o   DONATION INQUIRY “Make a donation on makeachildcry.com

-       Visual elements:

o   crying topless child

o   hand with needle/injection

o   logo organization

o   background hospital room

Why is each mode used? What is its strength/weakness?

-       Textual elements:

o   The Short statement is connected to the visual of the add, the text can only be seen in a positive way if the reader connects it to the visual element.

o   Strong attention grabber that forces the reader to analyze the add in more detail in order to understand it.

o   The donation inquiry completely clarifies and explains the visual and the headline and its connection

-       Visual elements:

o   The crying child and the hand with the needle are in the center of the visual to lay focus on the connection between them and the textual element headline.

o   The logo of the organization immediately indicates that this add is meant in a positive way -> vaccine

o   The fear of needles and especially vaccines is widespread and therefore many people can relate to how the kid must feel in this situation

What does each mode add to the advertisement?

-       Textual elements:

o   Grabs readers attention, irritates at first glance, needs clarification, works with the visual modes.

-       Visual elements:

o   Strong meaning, relatable for many people, conveys a certain feeling

How do the modes connect?

-       Each mode only works with connection to the others. They all add necessary meaning that is crucial to convey the right message.

-red background, 2 yellow lights that at night are forming an M, the text "OPEN AT NIGHT"

How do the modes connect?

-the lights are used to light the letter M only when the night comes, that in correlation with the text will make the statement that McDonald's is also open at night

What is its strength/weakness?

-I feel that the message is a really strong one, because even if it's such a simple ad, with so little details, everyone knows who is it talking about

-McDonald's is one of the biggest fast food company in the world and it dosen't need too complicated ads with too much text or proper pictuers because they are so easy to recognize, that only some yellow lights and a red background could to the job