диссертация (1169453), страница 28

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But when you say a letter, it would be a lotmore touching to show, you’ve gone through all the efforts - pen, paper, an envelope andactualli sitting down putting the effort to <неразборчиво>to write it, write the letter andshowing your emotions to them. So I think they were to find it quite touching.-…And what about the figures you see?-I see that there’s a girl hugging a man, I think what it means is she is happy that hewent to the effort to send her a letter through the post….Запись 19-I would like you to tell me the following things from the perspective of theconsumer, so I mean you can see this advertising somewhere.-Yeah.-What do you think, what’s the message, what do they want to put across about theproduct, maybe brand? Look at everything, I mean the words, colours – everything,everuwhere.-Ok.

Meat stands out, tomato stands out, the green stands out to me. I have justnoticed the cheese bit, so the colour of the whole message is – a bite if tasty food, but notnecessarily healthy.-…and if look at the words and maybe things like that, so…what couldbe themessage?-Well, the words, 2 words stand out – meat and tomato and the message is …thetaste.-Do you like this advertising?-Hm….-Do you find it interesting, attractive?-Not really.-Not really…-Although I think it does envoke …it does envoke an emotion which is probablyabout … it does envoke an emotion that makes you want to eat it, but I wouldn’t say it’san attractive advert, no.165-Ok, good.Запись 20-It’s my favourite.-Yeah.-Interesting.

From McDonalds. I think, it’s trying to establish McDonalds as a morehealthy option…-…than what?-…than people would expect it to be. I think, it is saying, that they are using recipesand ingredient books, it’s more thought, is more thought that is putting their meals thanyou would think and more expertise would go into it, as opposed to our conception of thatbeing just a slap of meat<неразборчиво>and it’s unhealthy. They’re claiming to beexperts in salads, for instance, they’ve got an encyclopedia of salads – a wealth ofknowledge. They are going to be using the very best of bread. ‘A hundred recipes’ it’sreally <неразборчиво>that they have a lot of range in their products…and they’ve got inbetween bread…sandwich is sort of…what we may see as a healthier option than ahamburger, you know, it’s not usual…meat.-…And why did they decide to put a kind of a pile of books instead of a normalsandwich?-…With a book I think it will learn…-What does it imply?-It will imply I think understanding and knowledge about the product and about theingredients they are using and it also implies that they are…you’re an expert I think.Thought, thought is going into the source of the product.

That’s what they’re trying to getacross that they have thought, they have knowledge and they have expertise in every partof their…what makes their sandwich, what makes their layers of ingredients. Yeah, it’strying to get through a conception that they know what they are talking about.-Ok, good.Запись 21166-That one is quite curious.-That’s unusual for McDonalds, isn’t it?-I mean that you recognise obviously as McDonalds and it’s sort of trying toassociate McDonalds with what you don’t normally associate McDonalds with, which isquality product, produce……..food. That’s reinforced by this, it’s trying to elevate themarket of McDonalds way from the humble hamburger to something bigger.-What makes you think so?-Because of …you know … these ingredients<неразборчиво>the special book ofcheese, not just a slab of grotty old cheese, you know, meat as opposed to<неразборчиво>bread which you know the very best of bread, not just the ordinary breadand something that makes you think that the bread here is special.

So all of these things<неразборчиво>So again, if you try to…if we talk about the features of the product interms of what they try to convey…what you can see..what could be the features?-Quality. Quality products in McDonalds…. Hamburger…-Ok, good.167ПРИЛОЖЕНИЕ 2.Англоязычные рекламные материалы, анализируемые в диссертационномисследовании.1. Рекламное произведение компании McDonalds.1682.

Рекламное произведение компании Australian Post.1693. Реклама майонеза Hellmann’s.1704. Рекламное произведение бренда одежды Diesel.1715. Рекламное произведение бренда Spoleto.172ПРИЛОЖЕНИЕ 3Концептуальные карты проанализированных англоязычных мультимодальныхрекламных произведений.1.Концептуальная карта рекламного произведения компании McDonalds допроведения эксперимента.1732. Концептуальная карта рекламного произведения компании McDonaldsпосле проведения эксперимента.1743.

Концептуальная карта рекламного произведения компании Australian Post допроведения эксперимента.1754.Концептуальная карта рекламного произведения бренда Australian Post послепроведения эксперимента.1765.Концептуальная карта рекламного произведения бренда Hellmann’s до проведенияэксперимента.1776.Концептуальная карта рекламного произведения бренда Hellmann’s послепроведения эксперимента.1787.Концептуальная карта рекламного произведения бренда Diesel до проведенияэксперимента.1798.Концептуальная карта рекламного произведения бренда Diesel после проведенияэксперимента.1809.Концептуальная карта рекламного произведения бренда Spoleto до проведенияэксперимента.18110.

Концептуальная карта рекламного произведения бренда Spoleto после проведенияэксперимента..

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