Table of Contents 2
Works Cited 10
The analysis presented on the following pages is an analysis of an advertisement taken from the women′s magazine "Redbook", September 2002, volume 199, number 3. The Advertisement promotes a washing-up liquid called "Palmolive Ultra Original".
What is really eyecatching is the formal structure of the advertisement. It is divided into two parts: The left part takes up about 37% of the page and the right one 63%. This division is supported by the background and the arrangement of the headline.
The first part of the headline "What′s left." is coloured in white and is on the smaller side of the page. The other part "What′s right." printed in the opposite colour black stands on the right part of the page. But the headline, which consists of printed letters in bold type, does not only divide the advertisement into left and right part, but also into upper and lower part by forming a horizontal line.
On the illustration making up the whole left part of the page, you can discern a plate covered with burnt oil and other stubborn dirt. The dominating colours are gold-brown, orange and grey. Beside this illustration there are two further ones. The illustration on the lower part of the right side is the picture of the product, that takes up nearly a quarter of the whole page. It is part of the signature line. The third illustration on the upper right side showing a portrait of a woman has a caption saying: Maggie Ross of "Fearless Cooking". This illustration belongs to the body copy. Both illustrations on the right part of the page are arranged in a homogeneous way with the text. The picture of the product has a similar shape as the form of the body copy. It looks as if the portrait of Maggie Ross, the text and the picture of the product are stringed like pearls on a necklace.
The body copy on the upper right side is bordered by the headline below. The text, which stands in inverted commas, consists...