Textual Analysis- Fosters- You wouldn't want a warm beer would you?

This print advertisement is for the drinks company “ Fosters” it is one of many advertisements in there advertising campaign “ you wouldn’t want a warm beer would you” they have decided on using a variety of platforms for there campaign  for example television but this is just one of the many print adverts which they have produced. The aim of this text is to promote the rebranding of the drink “Fosters” it is an already established alcoholic drink and therefore the audience instantly recognise the “Fosters” label.

Firstly, the use of the bright colours such as blue in the background connotes relaxation and hot weather this is representative of the country where fosters is created which is Australia. The use of the colour blue denotes hot weather and relaxation, blue denotes something that is refreshing and therefore the drink fosters could is associated with this idea. Also the bright colours of orange and green contrast the light blue of the background this makes sure that the women are the focus of the advertisement. The bright colours worn by the two women in the shot are very bright and also have connotations of fun and hot weather this suggests that “ Fosters” wishes to use the origin of fosters which is Australia as the setting  for the promotion.

The use of facial expressions are very interesting they lady in the green could be said to wanting what is being promoted which is the drink fosters, the fact that a lady is wanting this drink is slightly unconventional as this advertising campaign is aimed at men, however the women could be said to have features which resemble people of the male gender for example the short hair which the lady has and the fact that they lady appears to be flat chested. This could be considered as a vital decision made by the advertising company for this drink to appeal to both genders male and female. Also the lack of facial expression from the lady in the orange is vital in this print advertisement as it could be said that by allowing the audience to view the ladies facial expression it would detract from her breasts which is the main focus of the advert as the product of Fosters is directly under them, However it is unconventional that that parts of the ladies body; her breast are bigger than the product which is being promoted; the fosters drink.

The positioning of objects in the advertisement is also very important, the lady in orange, although we can only see her side on she is vital as her body Is used to sexualise the product which is fosters this means that this therefore questions the ethics of this advertisement as it could be argued that the lady is being exploited here and she is only being used in a sexual way to promote the drink fosters.

The lack of unnecessary objects in the advertisement is vital in the success of this advertisement, if the advertisement was congested it would detract from the adverts message and therefore maximum appeal is not created. The slogan that accompanies the text is very small and is not as predominant as other objects in the text for example the product Fosters or the two ladies. It could be said that the advertising company or the company Fosters have took this decision to reduce emphasis on the slogan because fosters is a product that is well established and popular in the selection of alcoholic drinks and therefore they rely on the logo of fosters to represent there product and to attract the attention of the desired demographic.

The advertisement is very uncongested and the use of text is limited therefore the advertising company have chosen to use bright colours which could be associated with Fosters to attract the attention of the audience, the contrasting colours of the background and the two ladies is eye-catching and engages the reader, also all the colours used in this advertisement connote the theme of summer and hot weather this has a direct link to the product Fosters as it originates from Australia where we associate all these connotations

I feel that this print advertisement is very successful its aim in targeting its demographic, I feel that the advertising company has stuck to many conventions you would expect to see in a alcoholic drinks advert targeted at the male demographic for example the use of females in the advert as beer and women are often stereotyped as favourites of the male population. However I also feel that Fosters or the advertising company have broken some of the conventions of this type of advertisement for example the type of women which they have used. I also feel that the advertising company have used the established reputation of fosters to proceed the advertisement and therefore can afford to make the advertisement less congested as the established brand of fosters is instantly recognised with its target demographic. I feel that this print advertisement is part of a successful advertising campaign produced by Fosters.