The following essay will analyse the advert which is the infamous Tango advert ‘Orange man’. The main focusing points of the essay are to illustrate whether the advertisement is successful or not successful. The advert can be viewed on You Tube via this link The essay will also relate to either rhetorical or semantic theories. Tango have made many controversial and effective adverts, since the time of the orange mans slap to today’s adverts which sees a man firing himself out of a cannon into a barrel of oranges. Whether or not the company has received complaints about the adverts, they are all effective. The main purpose of the adverts is the message, which is that Tango has that orange taste and gives the consumer a kick that no other orange drink on the market can.
According to James B. Stiff to define pervasive communication “as many messages that is intendeds to shape, reinforce or change the responses of others”. By analysing this statement of definition, it limits persuasive activity to deliberate behaviour. Even though people can argue that all communication is by its very nature persuasive and that many activities might by accident affect the responses of others, the above quote will only consider communicative behaviours that are intended to affect the responses of others. (Stiff 2003)
Rhetoric advertising is the study of effective speaking and writing. According to the webpage Put Learning First they state “That form of speaking which has the intention of making an impact upon, persuading, or influencing a public audience. Rhetorical devices are frequently used consciously in advertising and in public speeches to create an effect. Rhetoric may be used to present a case in the most effective way, showing verbal dexterity. The danger of rhetoric, with its intention to persuade, is that the speaker may “stretch” the truth and effectively present a worthless or immoral cause”. (www. putlearningfirst.com)
According to theorist Chandler semiotics can be defined “with everything that can be taken as a sign. Semiotics involves the study not only what we refer to as signs in everyday speech, but of anything which stands for something else. In a semiotic logic, signs take the form of words, images, sounds, gestures and objects. Contemporary semiotics systems such as a medium or genre. They study how meanings are made and how reality is represented”. (Chandler 2002) Semiotics is the communication through language that involves the transfer of contents of the mind. Denotation, connotation and myths come under semiotics.
Denotation is the use of having an explicit meaning e.g. “when you buy spaghetti, you are buying into an Italian idea”. Connotation is an association or idea suggested by a word or phrase e.g. “the word Italian might suggest the Mediterranean, Roma, Scooters and the Milan fashion show”. Myth is an allegory or a parable, ‘the past is better than the future’. This is used a lot in magazines and television adverts e.g. Yorkshire Tea has the slogan of ‘Like tea used to be’. By this meaning that their tea is the way tea should be made, just like the old days. The bread makers Warburton’s have the slogan ‘Bakers born and bread’. Stating that there has been a tradition in the way the company makes its bread. By stating that they are a traditional brand, this keeps their reputation that the company is all about family.
Semantics is the study of meaning. Understanding semantics is essentials to the study of language acquisition. How language users acquire a sense of meaning of language change and how meanings alter over time. Semantics is the study of relations between a representation and what it represents. It creates a meaning outside of itself. When we say its bollocks in context it can mean rubbish or something as worth less. If we say it’s the dog’s bollocks in context it means something that is really good. It is all subjective. Some may find the expression offensive, others humorous, some to emphasize a point. It is very unlikely that unless they are a vet in which case they would use a technical term, which they are talking about canine genitalia.