Trebor Mints - Image Analysis - LIIAR Analysis

Trebor Mints - Image Analysis

- Advertisement taken from Heat Magazine September 2011

Position Signs : The camera and the viewer

• The focal point of the camera is the unicorn's muzzle, which in turn draws attention to the mint
• The point of view positions the viewer as being not quite level with the unicorn's gaze - which would be the case were the viewer stood to  the side of a large horse. This has the effect of making the unicorn superior in size, which related back to the word 'discerning' from the slogan, and the fact that (despite the fact that they're not real) unicorns are fabled to be extremely rare and thus considered to be the 'elite' of horses

Treatment Signs : Devices of filming and of processing

• The white background might not seem to be an obvious choice against which to depict a white unicorn and a mint, however, the white emphasises the theme of purity and adds an element of fantasy to the image. Furthermore, white is often associated with luxury items, thus the white background luxurious background against which the black velvet glove stands out in contrast. Similarly the bejeweled, gloved hand and the word 'discerning' are both signs of wealth and class.
• The framing of the scene means that the viewer cannot see whom the arm belongs, but this means that the attention is not diverted from the product or the message that Trebor wish to convey. The message conveyed by the advert may be interpreted being that the Extra Strong Mints are mints of distinction - a cut above the rest.

Content Signs : Objects in the picture and their placing

• Black evening gloves and diamond jewelry are featured to emphasise the quality of the mints being advertised. This image provides a strong contrast withe scene you might expect if you imagine a stable-worker feeding a pony a mint - surrounded by hay and horse manure, whilst wearing practical clothing (may involve shades of khaki green and an assortment of tweeds and wellington boots). Trebor are keen for the viewer to understand that Extra Strong Mints are such high quality, that they are certainly not a mint that you would feed a mere pony in a stable with your bare hands.
• The diamond jewelry could be considered to signify wealth and success, which relates to the slogan 'sweet success' - the mint is of such quality that it itself is a sign of success (not realistically -50p-)
• The pack shot of the packet of Extra Strong Mints is centered at the bottom of the advert, and draws the eye in as it is the only part of the advert that makes use of strong colours.