диссертация (1169453), страница 26

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It is waiting for the Christmas dinner to be over and he can getleftovers, but because of Hellmann’s nothing left.-Is it good, is it bad, what kind of message do they want to give?-I have no idea what kind of message they give.-…in relation to this product…-…It’s mayonnaise for the Christmas lunch of Christmas dinner..it’s…-…difficult to interpret..153-Yeah, very difficult.-OK.Запись №3- Ok, I like it and…we are supposed to read the text…”If you really want to touchsomeone, send them a letter”…Of course, in English it has 2 meanings: you can touchsomeone by physical…like you can touch someone by doing something.

Nowadays it’sso easy to write an e-mail or to write a text via mobile phone, but you make the effort andtake a sheet of paper and write down your feelings and it takes time, then you have to postthe letter. And it’s really touching nowadays when you write a letter or a postcard …andimplies really the idea, how touching a letter can be.- In comparison to what? What do you mean? You are saying that a letter can be verytouching. What is NOT very touching?- Of course, I mean to write a text via mobile phone, but THIS is more touching, becauseyou make the effort…- It’s more emotional…- Of course, you make the effort, that’s the point.Запись №4-So , it’s advertising of pasta, “Inside that’s how you feel”.

It’s written. Look at itand tell me, what kind of message they wanted to put across.-Great!-Yes, I think it’s one of the most amazing things.-Actually I have no idea…-That’s how you feel..-OK.-When you eat…-OK.154-Actually, I have no idea, what it really means, because when I eat pasta, I don’tactually mention what I would like it to feel like, when I eat pasta…-Ok, probably.

And what kind of girls are these?-Red riding hoods.-So, it’s an allusion to some fairy tale, right?-Yes, of course, yes.-So if you eat pasta, you will feel like this character. Right?-OK.-And what does this character feel, what do you think, looking at this picture?-Of course, he is in heaven, because there are red riding hoods falling from heaven,from the sky..and it’s raining with red riding hoods.-…And they are very …-…Scared-Well, it doesn’t matter (смеется).Inside that’s how HE feels, not. (смеется).-Ok. It’s difficult to understand, but I love it, it’s great.-Yeah, than you.Запись 5-OK.

Look at the text. “Inside that’s how you feel”, it’s written. This is pasta. Andwhat do you think of this picture, first of all. Does it appeal to you? What do you think?- It doesn’t appeal to me very much, because it is quite an aggressive and violent picture,just because it’s…referring to the Red Riding Hood fairy tale. Actually it’s quite sinister.The idea of wolf sort of massacring young children…and his jaws and they are verypronounced, its claws are stretched and ready to pound.

I <неразборчиво> I don’t find itvery appealing, it puts me off a little.-But do you think it’s effective, by the way?-It’s striking, like.. if I saw it, it would grab my attention<неразборчиво> connectin my head with eating pasta.-What do you think, why did they use this allusion to the fairy tale?155-I guess, because it is so ingrained in so many people’s minds. Every Britishchild<неразборчиво>Everybody’s child I know is familiar with the fairy tale, it’s <неразборчиво>everybody’s familiar with, but I suppose it is interesting that they sort of select it, that inthe fairy tale the Red Riding Hood is the heroine I suppose…but in the situation the wolfis going to win and I suppose it is quite interesting.Запись 6- So what about this one? Please, look at the text, at the logo.- I quite like this one, I think it’s quite good.

I guess what they are trying to convey is thata letter is a lot more personal. People understand and appreciate, if you write a letter ittake a certain amount of<неразборчиво> something…a generic font, but yourhandwriting. It’s something...It takes more time, it’s more personal and because it’spersonal<неразборчиво> affection<неразборчиво> especially compared to an e-mail ora text. And say, it’s quite a simple idea, but I think it’s represented quite well and I quitelike the fact that they view it as a sort of a pun, not the literal touch, but they play withdifferent semantic meaning and that is actually emotionally touching someone, becausethe British love puns<неразборчиво> the advert, but I find it a bit garish, but I think it’squite nice.Запись 7So, it’s advertising of Diesel, as you see.-…”Smart listens to the head, stupid listens to the heart”.

I’m not sure, what theyare trying to achieve with this.-Think probably of the following thing: they are going to advertise either theirproducts or their brand. That’s the aim of advertising. What kind of message do they wantto <неразборчиво>?-I think they are trying to suggest that …I don’t know, maybe they want to have aproduct that’s renowned for being impulsive or…not necessarily rational or somethinglike that. That’s what they are trying to imply. It’s maybe stupid behaviors…”listens to156the heart”…but then has its rewards...that you can’t think about something logically, thatyou can maybe get something good from behaving in a way that people would considerstupid, but I think the whole thing is a bit counterintuitive, cause I would look at that andgo..well, because stupid has such negative connotations, that I think, well I don’t want tobe wearing something something that is associated with stupidity, so that would be myreaction.-But do you think they use it in the direct meaning of the word? What do they meanby stupid and this particular advertising?-I’d like…I don’t think they mean someone who is silly, but maybe they are tryingto use it to mean like impulsive.

Someone who acts on impulse without rationalizing orthinking for a long time, they sort of get an idea of doing something….That’s the idea Iget is sort of forget about the consequences<неразборчиво>.Запись 8-OK. I think this is OK, it’s quite good. I’m more struck by the image than by thebrand, even though it’s quite a famous British brand. So, sort of<неразборчиво> dog andsort of suggesting that he is so keen on , so desperate to get some of the Hellmann’smayonnaise on his leftover turkey or his leftover whatever. He is so distraught, that thereis none left that he gives us the message that Hellmann’s is something to really enjoy,really savor even if it’s only implied to the leftovers, not the meal itself.

And I suppose<неразборчиво> dog like that is always quite hard rendering, people have affinity to dogsand whenever they say it – mournful looking dog – they instantly sympathize with it andI suppose it’s quite evocative. “The only mayonnaise for Christmas”. Yes, I was gonnasay, cause I’m familiar with the brand, they <неразборчиво>. Themselves as being theonly choice, the original and the best and so much so that the brand is almost to saythat…people will say Hellmann’s even if they are not aware of what the brand is in sameway that sometimes people ask for a Coke, even if they are not sure, if it’s Pepsi orwhatever.

So, I guess, that’s what they are trying to emphasize is… is the idea that it’sthe best and the original or ahead of the others…-…And by putting the dog in the picture..?...and its message…?157-I guess, maybe it’s stupid for dogs, maybe it’s of too high standard. Although thehungry humans in the family devoured it all first and it’s just none left for the dog, Isuppose.Запись 9-Well, I guess, in the wake of controversy when there was a documentary not longago…was about McDonalds. They…I know, a big rebranding exercise, trying toemphasize that they do use fresh ingredients and they do use things that could consideredto be healthy even if they put them together in a burger, but not actually healthy.

And Isuppose it’s the idea of that…not that I agree with this..McDonalds has the reputation ofbeing something that’s quite, I don’t know, low status, not something particularly reveredin any way. But this idea is sort of that, the 2 ideas I get is sort of trying to appeal topeople who previously might’ve had the idea about..McDonalds. oh I am a reasonablyintelligent person, I <неразборчиво> go to McDonalds, but also at the same time reallyemphasizing the quality of the ingredients.

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