IB English Paper One Lecture Notes

Introduction

• Hosts: Dave and Andrew (IB English Guys)
• Focus: Paper One for May 2023 exam session
• Topic: Analysis of a Fiat advertisement marketed in India

Mnemonic Device for Analyzing Advertisements

• Aunt Vera Mnemonic: Please Call Aunt Vera to Eat Vietnamese Spring Rolls
  • P: Product - What is being sold?
  • C: Context - Time and space of advertisement production
  • A: Audience - Target market for the advertisement
  • V: Visuals - Impact of visual elements
  • T: Text - Language and connotations used
  • E: Emotions - Feelings conveyed by the ad
  • V: Value System - Messages associated with the ad
  • S: Subtext - Implications and nuances not explicitly stated

Analysis of the Fiat Advertisement

Guiding Question

• How does the ad use language and visual elements to convey a value message?
  • Importance of analyzing interplay between text and visuals for higher marks

Product (P)

• Car advertisement
• Significance of cars as investments and social mobility tools

Context (C)

• Modern advertisement from 2013, targeted at the rising middle class in India
• Recognition of pollution issues and transportation needs

Audience (A)

• Targeting middle-class men, but also includes women
• Upwardly mobile individuals considering car purchase

Visuals (V)

• Composition: Car partially visible, ocean setting
• Emotional connotations from visual elements:
  • Calmness and serenity through blue color palette
  • Character's gaze and posture suggest aspiration and transcendence
• Fiat logo and warranty details emphasized visually for brand recognition

Text (T)

• Headline: "One day you will do what you like, today could be that day"
  • Encourages action and reflects possibility
  • Modality: "Could" indicates opportunity
• Copy emphasizes potential journeys and aspirations
  • Use of parallelism: "journeys to be undertaken, books to be written, movies to be made"
  • Personification of ideas as whispers encouraging action
• Company ethos: Inclusive language, conveying community belief in taking action
• Imperative phrases: "Grab the now" and "Make the move" are motivational

Emotions (E)

• Evoked feelings of:
  • Courage: Making a significant financial decision
  • Peacefulness: Spiritual connection to the advertisement

Value System (V)

• Fiat promotes values of mobility and the benefits of material possessions
• Implicit message that material goods lead to peace of mind

Subtext (S)

• Discussion of advertisement myths:
  • Car as a source of lifelong satisfaction is questioned
  • Assumption that a car can elevate one's social status
  • Environmental concerns regarding fossil fuels and pollution
• Overall manipulation techniques in advertising are critiqued

Conclusion

• Emphasis on depth and nuance in analysis for higher marks
• Importance of understanding advertisements as persuasive tools
• Encouragement to continue practicing for Paper One success

Next Steps

• Upcoming video: Sample response to the Fiat advertisement.