|
This advertisement for
the Alabama coastline appeared in the April 2008 issue of Southern Living magazine.
Advertising for a location in the South in a magazine about living in the South,
this ad incorporates southern discourse and values in a broad sense--it
extends beyond the ad into to discourse of the entire magazine. It
interpellates moms who have children and are looking for an affordable place
close to home to take their family on vacation.  The image of the mom with her
daughter lying on the beach is a strong visual, especially with the
incorporation of the color red on both of their swimsuits, which catches the
attention amidst the earth tones surrounding them. The only other place in
which the color red is used in the ad is in the name "Alabama," which is
located within a logo that says “Sweet home Alabama,” reminiscent of the song
that we all know. This slogan, or appellation as Udeajah would call it,
implies to the viewer that Alabama is not only like home, but perhaps also
close to home. Because the ad is found in Southern Living, the
possibility that many of the readers live in the south is fairly likely.
Because Alabama is in the south, rather than a distant location that would
require expensive plane flights for the entire family, the ad also suggests
that this vacation is affordable, because it is probably in close proximity,
meaning that a family could drive there for vacation. In addition to
proximity, the advertisement is for a trip to the beach--and it is fairly safe
to assume that a beach vacation within driving distance is an affordable
vacation.
Although this
advertisement is for a beach vacation in Alabama, it is trying to sell more
than the "sparkling emerald surf" and "pure white sand"--this amazing beach is
also "perfectly designed to bring your family closer together." The waves are
described as "kid-friendly" and the words "perfect family vacation" are also
mentioned. Each of these phrases is a truth claim, a statement made by the ad
which the viewer believes to be true because they do not have information to
dispute it, and therefore believes and perhaps even takes this particular
vacation based on these truth claims, which are only claims, not necessarily
the truth (Rose 144). Pajnik and Lesjak-Tusek discuss that advertising often "finds
some common desire, some widespread unconscious fear or anxiety, thinks of a
way to relate the wish or fear to the product, and builds verbal or pictorial
symbols through which customers can pass from the dream to the belief
(illusion) that the product bought will make the dream come true" (278). This
is true in the case of this advertisement, as well as the others in this
category because the advertisers target a consumer who will believe that the
dream (of closer relationships) represented in the advertisement will convince
the viewer to take this vacation. This ad promises a family-friendly
atmosphere in which your family will become closer - which is the focus of the
text as well as the images. The image of the mother and daughter is large and
clear while the beach and ocean in the background are out of focus. The ad
assumes that a viewer will believe their truth claims about the water and the
sand, and focuses on a family relationship instead to sell the commodity--the
beach (Rose 144). This relationship is offered to the viewer through the
passive contact of the mother and daughter looking at one another, rather than
the subject. The focus is on the relationship between them, rather than
between each of them and the subject (Jewitt and Oyama 145-146).
 The beach is
mentioned in the words at the top of the ad: "On our beach, you'll hear more
than just waves and seagulls"--apparently referring to the laughter of
children (which is demonstrated through the daughter laughing in the photo) and
the sounds of families bonding with one another. Thus, further interpellating
the subject as the mom with kids. It is interesting that in the text at the
bottom of the ad, the Alabama beach is described as "Alabama's luxurious Gulf Coast"-- suggesting that Alabama is often not thought of as "luxurious" and so this fact
must be spelled out implicitly." But, this statement interpellates the mom with
kids who read the ad and thought that they would look for someplace "nicer than
Alabama." The word "luxurious" also catches the attention of the mom who
wants a break from everything while still spending time with her children--a
few days of luxury. I have demonstrated through my analysis the preferred
reading, or the way in which the advertisers would want the ad to be read (Rose
98). There are of course alternative readings, but there are far too many for the space that we
have here.
|
