Let’s see if I can bridge some of the gaps in our ad collection. There’s a couple here that I’m not sure about, but we can discuss their positions in the grid later on, if they work.
I’m still not sure at which degree text becomes an issue and begins to interfere with our interpretations of the image. Technically, that tagline beside the logo provides the context, but with a little bit of thought, you could get the same message just from the image. It’s interesting how the Phillips and McQuarrie analysis begins to fall apart when the image consists of more and more elements, isn’t it?
Moving on to the analysis itself, the ad clearly depicts the fusion of Lego with the grandma’s dentures. However, you can’t say that the product is connected to grandmothers or teeth, nor is it similar or opposed. The fusion is literal, but it also represents the boy’s creativity, implying that nothing is really that bad when you have Lego to fix it. So there is a connection, but the connection is to an idea rather than something physical in the image.
Next ad: Itchy Scalp Shampoo
This ad is clearly going for shock value. I shudder when I look at the image, and I get the feeling that I’ll be reminded of it every time I itch my head from now on, imagining ants crawling over my scalp… Definitely effective.
Besides the obvious effect of fusion, I’m going to call this a controversial opposition. While you might consider the comparison of an itchy scalp and a hive of ants a pretty good example of connection, shampoo itself is as far from this as it gets. Think about the example Prof O’Gorman gave during his lecture: a dog’s face replaced with its backside, signifying bad breath in an advertisement for breath mints. I think think ad provides the same kind of association.
And one more: Anytime Fitness
I’m going to say this is an example of connection. Having a membership with this gym means you don’t have to take time away from other important things in your life, so it makes a connection with busy people.
NOTE: Whoops, for some reason I thought we were missing connection, not similarity. Well this isn’t useful at all.
That’s it for now, see what you make of these.