Antonio Federici Ice Cream Advertisement Analysis

Advertising is defined as the act, or practice, of drawing public attention to a product, service, or charity, using forms of media including paid displays in newspapers, magazines, television, and radio or on billboards. Advertisements, and advertising, influence the public in many ways and can influence people’s decision to choose one product over another, or to donate to a charity. To be able to contest the influence of advertising, an understanding of the fundamental principles, and the ability to deconstruct an advert back to its most basic form, must be held. The following essay is written to deconstruct an advertisement for Antonio Federici Ice Cream. The signifiers, denotations, connotations, discourses and ideologies that are within this advert will be analysed. The Antonio Federici Ice Cream advertisement has a target audience of both men and women, within the LGBT community, and also of heterosexual females, between the ages of twenty and forty years. The three main signifiers within …show more content…
Situated on the lower right side of the advertisement it is one of the last things that is seen by a viewer of the advert, but it holds strong connotations and ideologies about the company. It denotes only that they received an award from the International Ice Cream Consortium, but it connotes that they were the best Ice Cream across the globe for two years in a row and that this is held to be a proven fact. The discourses linked to this signifier and its connotations are that of certification and justification of why their Ice Cream should be bought and consumed by the general public. It also has an appeal to ethos and logos, and holds a scientific discourse as it states a proven fact. These discourses assist in creating the ideology that their ice cream should be eaten as it was proven to be the most elite Ice Cream in the