Editorial nr 5

The Guardian view on Hungary and the refugee crisis: Orbán the awful

''Budapest is making life harder for people fleeing war zones''

''set himself up as a bulwark against a generous-spirited, pan-European approach.''

''have been hounded by policemen ready to spray them with tear gas.''

''callousness of this government''

''volunteers distributing aid in Budapest''

''bullied the media''

''needs to be tackled head-on''

''hold him accountable for trampling on Europe’s values – now is the time to do so.''

This article talks about Hungary's prime minister and his passionate hate towards the refugees. Without a doubt this article is against the words which he said, this is because that is what the audience wants to hear. People reading the Guardian want to hear that Orban is a disgrace and that something should be done to change his behaviour and help the refugees. The readers of the Guardian want to read that the rest of Hungary is in fact helping the refugees and that people disagree with Orban's opinion.

Editorial nr 4

The Guardian view on Cameron’s refugee plans: small numbers, big distractions

''calculation continued to come before compassion''

''PM talks as if aid and armaments can end Syria's agony.''

'' providing only for one year of support for refugees who will likely be here for five years''

''he had thoughts on the military front that might somehow enable more Syrians to stay home.''

''Britain’s refugee policy puts cold calculation before any impulse to reach out''

This article states that the prime minister isn't willing to take in 20,000 immigrants right at this moment but that this number is the target set over the next 5 years. Meaning that this article is against the decisions of the prime minister because instead of reaching out to help the refugees it 'puts cold calculation' on the first place. Meaning the PM is trying very hard to find another solution instead of just accepting more refugees into Britain. This again talks to the target audience of the newspaper because most people reading the guardian strive to help the less fortunate.

Editorial nr 3

The Guardian view on Britain and refugees: the welcome must be warm, but also organised

Again, the word 'migrant' isn't even used once every single time they use 'refugee' instead.

'Welcome'- used 4 times
This article I feel is heavily biased towards portraying Britain in a bright light. Since the guardian is a  British left wing newspaper, they will always take the side of the ones believed to be less fortunate because this interests their audience, in this case they will take the side of the refugees. This short article is trying to portray Britain as the ones which are willing to help all of the refugees. Even though they are not willing to take in as many refugees as Germany is at the moment this article focuses on the few things which Britain  is doing. To reassure the reader.

Hence it also lists how Britain has accepted groups of people in the past with open arms. Portraying generosity. The title also states that welcoming refugees must be 'organised' as if trying to come up with reasons why they aren't accepting masses of people. Which shows that in reality Britain is worried just like most of the EU.

Editorial nr 2

The Guardian view on refugees and the EU: time to sort the leaders from the led

Words used

hounded

refugee- 14x

migrant- 2x

Now this article mostly aims at creating a sense of empathy towards the refugees to make the reader feel sorry for them and to help the reader see how the EU is being fairly selfish. This also explains why the word 'migrant' is only used twice whereas the word 'refugee' is use 14 times. 'Migrant' almost seems as an offensive term to use hence 'refugee' is used more often. This shows that The guardian sees the refugees as people and believes that they should be given another chance. This is also backed up by the use of the word 'hounded' which paints a picture in the readers head of the police being the bad guys. Again, developing that sense of empathy. This way the guardian targets their audience, which is the left wing as it goes against the EU and their principles. It stands against Europe's fear of their culture being changes by the mass amounts of refugees coming in. This is nicely summed up in the last paragraph where it states that the 'large' numbers of refugees coming into Europe  are still less than a third of the 1% of Europe's total population (500 million people). Hence stating that the reason of worry amongst politicians is pointless.

Editorial nr 1

The Guardian view on the EU response to the refugee crisis: a challenge it has failed to meet-Editorial

As The guardian is a left wing newspaper we can assume that the article will most probably be targeting the decisions of politicians regarding the refugees and try to create empathy towards them. This is already more than obvious in the title, already at the start of the newspaper article the author clearly conveys that it was the EU's fault for not being well prepared and not the refugees. Hence the ''a challenge it has failed to meet.'' This way The Guardian targets all of the people which feel empathy towards the refugees and claim that the EU could act towards helping them instead of stressing about how they might influence the future.

crisis- used 3 times in the article

migrant- 8

refugee- 10

immigrant-0

fail-5

blunder-1

From this word count we can see that the article in a way is supporting the refugees and is targeting Eu's horrible decisions. In other words pushing the EU down for not taking the right action choices which , in the guardians point of view, is helping the refugees best they can. That way they succeed at targeting all the people which feel sorry for the refugees.

Smart Electric Drive Advertisement

SMART ELECTRIC DRIVE ADVERT

How does this picture succeed at grabbing the customers attention?

This Smart Car advertisement aims to build desire amongst its target market, in the hopes to raise the companies sales. The advert is aimed at people of the business class which are aware of the problems our planet is facing today, however that do not have major funds. The advert achieves desire with the use of language by applying a logo, slogan, transference and jargon. Besides language the advert seizes layout, colour and  positioning to its advantage. All of this is aimed at breaking through the clutter and grabbing the customers attention.

Firstly, we can assume that this advert was placed in a magazine on the right hand page. I presume so because the ‘Smart’ logo is placed in the bottom right corner.  Suggesting that it is on the right page because it will be the first thing that clasps the readers attention as they turn the page, right away drawing them into the brand.  Furthermore the logo being the first thing that an individual sees leads them to connecting everything else that appears on the page with that particular brand. This leads to that sense of community and ,specifically, meaning.

Secondly, a huge aspect of this advert is the Slogan. One which connects to the overall theme of this commercial and yet again succeeds to grasp the readers attention. It does so with the use of transference and repetition. The Slogan starts with mentioning the name of ‘Benjamin Franklin’ which immediately establishes interest and almost passion amongst the scientists and admirers of Franklin. Which is exactly who the product is aimed at, people who care about the environment and are aware of the benefits which electricity has to offer. Ones which are more than likely to know who he is. To further develop this interest into desire ‘Smart’ intelligently repeat the whole idea of Franklins discovery in the last line. ‘Move over Ben’ With this quote they suggest that they have taken his discovery and developed it further. Smart completely interlaces their product with Franklins discovery of electricity and connect it to the theme of redevelopment and discovery. Hence they succeed at grabbing the attention of their target market and creating the desire.

On the other hand, the product is not only aimed at people aware of the environment and science but at ones which cannot afford to have a better car.  For the readers whose attention Smart could not grab with the slogan, they manage to do so with the use of colour and placement. The car itself is placed directly in the middle of the page, which in fact is all dull and grey. This automatically makes the car stand out to the reader. The dulness of the background brings the car forward. On top of this the car is coloured using only primary colours, ones which strike the eye most. The simple idea of using complimentary colours will always draw the reader in, even if they have no idea who Benjamin Franklin is. The purple swirls that surround the car portray it as a new invention. Yet again making the car stand out and seem special. Even though Smart most probably never sold their car in Blue and Red, they have specifically chosen these colours to be in the add. For the sole purpose of grabbing ones attention.

In conclusion, Smart has used numerous techniques to stand out and develop desire. They have used Slogans and elements such as positioning and colour to target every possible person who would potentially be interested in buying their product. This, most probably increasing sales due to the fact that their commercial targets a larger number of people. Even though the car is not beautiful, bringing the company more money.

Mercedez Benz Chicken Advertisement

Analysis of the Mercedes Benz Chicken Commercial

The commercial which Mercedes Benz created upon announcing the ‘Intelligent Drive’  contains a number of different techniques which introduce the new suspension system to its audience and develop desire. The advert is simultaneously persuasive and comparative. It sparks an interest right at the start and only towards the end develops the desire.  The commercial grabs the viewers attention by using contrast and develops interest by interpreting humour and hooking music.

Firstly the commercial sparks an interest amongst its audience by opening the add with a chicken starring into the distance. Not only does this increase intensity but the silence the commercial opens up with provokes the viewer to stay and wait to see what will happen. The unusual sight of the chicken in a lab already makes the audience wonder what purpose it has. The silence is then broken by the start of an almost addictive song which begins with the vocalist whispering. ‘Three, two, one’  The countdown can be heard within the first second of the add, grabbing the attention of the remaining few people which were not moved by the sight of the chicken. No person would quit a video after a second of watching it and once the add reaches the countdown I guarantee 99% of the people watching the add will stay to watch the whole thing, as human curiosity  is not overcome easily. This gives the commercial time to play out completely and create that desire amongst the audience.

Secondly, after the advert has the audiences attention it moves onto  developing interest. Again the creators have used the song to their advantage. ‘’Upside down, boy you turn me.’’ They have lined up the movement of the chicken on the screen with the lyrics in the song. The chicken was positioned directly in the middle of the screen. Using the rule of thirds  which make the chicken seem less significant. This gives the movement of it more power and it also makes the lyrics really stand out. This develops interest because the audience will start wondering what the purpose of it all is and what the meaning behind the chicken could be. Besides that, the audience this car technology was aimed at is people of the higher class, most of which have never lived among chickens in their life. Adding to the wonder and connecting with the theme of almost magical stability. This is because most people would not have known that a simple and dumb animal could do something amazing like that, which makes it funny.

Lastly the desire is developed towards the end of the advert where we see the slogan and lastly, the logo appear.  The slogan ‘’ Stability at all times. Magic body control.’’ Is placed on the top right side of the frame, which brings me back to the rule of thirds.  Because the slogan is positioned on the left it means it has the most power, besides that it is also placed slightly upwards, again, portraying power. Making the words really stand out. The juxtaposition of the word ‘’magic’’ and ‘’body’’ connects with the idea of the chickens (something natural) and the laboratory. It becomes clear after the Mercedes logo appears that the chicken was a representation of their cars. It also reveals that Mercedes took something natural and used it to create  something almost magical, which is their new suspension system. The use of chickens as a comparison simplifies the new suspension system and how it works for the audience which are not car engineers, helping them picture what this technology is all about. This understanding develops desire because this is something completely new which seems to be almost fictional and if you have a Mercedes you can experience it yourself. It would be like experiencing the supernatural.

In conclusion, the designers of this add caught the viewers attention, developed interest and lastly desire. All of which will lead, not only their old customers but new ones to go ahead and buy their car to try out the new suspension system as they now believe it is what their driving experience is all about.