Visual Literacy In Advertising

Visual Literacy and Advertisements In American society today, we can’t go anywhere, watch or do anything without exposure to some type of advertisement. Companies spend millions of dollars in efforts to reach us as consumers. They use manipulative messages and deliver underlying promises to get us to buy their product. Advertisements reflect the political, economic, and social environment of their time. As consumers, it is important that we are able to deconstruct those advertisements and understand the underlying message that they are trying to send to us.
DOCTORS RECOMMEND CAMELS In 1949, the manufacturers of Camel cigarettes released a commercial they called “Doctor’s Choice.”
Literal Deconstruction From the beginning of the advertisement,
Using his toy gun, he is able to apprehend the burglar. It’s said that he is playing “Private Eye” using Mattel’s Tommy-Burst Detective set. The rifle can be used as an automatic or a single action weapon. The detective set also includes a “snub nose 38” pistol, wallet, badge, ID card and side holster for the weapon. The use of these toys shows that by purchasing Mattel’s detective set, a child’s detective play can be as realistic as possible.
Inferential Deconstruction An enthusiastic, playful child (signifier) successfully apprehends the burglar (signifier) while playing detective (consumer need) and the realistic aspect of the Tommy-Burst Detective Set (advertising appeal) is perfect for a child who wants his play to mimic real-life activity with firearms (values/lifestyle). The inclusion of a badge, wallet and ID card signify that with Mattel’s detective kit, there is little obvious difference in the eyes of a child between play and real-life private detective
He takes a walk outside with a pipe in his mouth, “doing simple, little chores.” Meanwhile, the wife is shown hurriedly doing the housework. Upon the arrival of her husband, she encourages him to “take it easy,” and brings him a Black Label beer. “These little women have a way,” the husband says as he tells us that his wife always has his favorite beer “on hand.” The jingle for the beer follows, including the words “Mabel, Black Label” which is a command/request said by a husband to his wife, along with a whistle to get her attention.
Inferential Deconstruction The Black Label beer (signifier) is used by the husband to help him unwind after a long day (consumer need). The “favorite” brand (advertising appeal) is perfect for the hardworking husband after a hard day’s work (lifestyle). The use of a smoking pipe and wearing of a tie signify the white-collar status of the Black Label consumer, yet the “little” home (signifier) communicates that Black Label is the “everyday” person’s