Wednesday, February 23, 2011

CLAM 6 part II: Barcelona advertisement

The following is an advertisement for a university in Tarragona, found in a publication in Barcelona.

CHRONOS||CONTEXT The advertisement is for a college called Universitat Rovira i Virgili. Since they are placing an ad in a paper, I am guessing that it's a small school or one that exists primarily online. Their intended audience is 18-25 year olds who want to go to college. The text is written in Catalán, so I'm not sure what it says.
PATHOS||EMOTIONAL APPEAL The ad clearly plays to a desire for freedom. The college students are sitting around in the sun, blue skies, laughing and having a good time and don't appear to be doing any work. Nonetheless, the text says something to the effect of increasing your ability or pursuing your dreams. It inspires a sense of fun, carefree life that college can bring you! The bike lurking on the right hand side and the license plate at the bottom also emphasizes the sense of freedom, mobility, or running away.
ETHOS||AUTHORITY Although I'm not certain of the exact translation, the text of the ad says something to the effect of the University helping or believing in you. The ad portrays the University as a tool or a friendly presence that enables you to reach your dream of sitting in a group of fun, fashionable young people on a hilltop. The university doesn't make any moves of seeming authoritarian, disciplined, bureaucratic or even offer very much reference to academics at all. Instead, the student is at the center of attention...the advertisers flatter the ego to get on the good side of their readers.
LOGOS||LOGIC With the invitational text in the top center, the image large and centered, and the phone number below, the logical flow of this ad is clear. You want to go to college? And be carefree and pretty like these people -- then call this number for information about the Universitat Rovira i Virgili.

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