hi I'm Dave and I'm Andrew and we are the IB English guys folks we're really happy to return to paper one today we know that the May 2023 exam session is on the way we've done a lot for the i o we've done a lot for paper tube but let's not ignore paper one let's get back into some text types uh Mr Johns what do we have for today today we're going to look at a fantastic advertisement we love advertisements and the IB loves giving advertisements for paper one text so we want to look at this multimodal text from Fiat uh that was marketed in India and we think this ad is really provocative and interesting and this is what we're going to talk about but first we want to just remind you that we have a mnemonic device to help look at an advertisement and it's really useful I think it's a great entry point to like how do we talk about an advertisement we want to we want to bring anvira back to Mr Giles I have to say uh this is our 118th video I think Aunt Vera came at one of our early videos like number five so we had to dig back into the archives for this one Mr Giles tell us about Aunt Vera and how this mnemonic can be helpful for breaking down advertisements so tell us about it okay so this mnemonic is a way to to read an advertisement please call Aunt Vera to eat Vietnamese spring rolls I love Vietnamese spring rolls they're so good folks I can't get over this I I don't like this but this is what we got okay so okay Mr Jaws please call Aunt Vera to eat vegetarian spring rolls Vietnamese it's got to be Vietnamese Vietnamese spring rolls Mr Josh please tell us what each letter of the mnemonic goes for and I'll help you out with this the p is the product when I think about what's being sold C is the context oh CC call yeah the C is the context we want to think about the time and the space in which the advertisement was produced okay back to you eh a is the audience who's this who's this advertisement being marketed uh towards once we've done that preliminary thinking it's time to get in the text itself the V is for visuals we want to look at the visual aspect and think about what do we see the advertiser doing with respect to visuals awesome T is text we're thinking about the text we're thinking about the language we're picking apart words and connotations and and all the language of the ad the E is for emotions now is the time we have to start doing some heavier thinking okay what emotions are conveyed through the advertisement what emotions am I feeling as a viewer of this advertisement we want to think about e emotions and V is value system value message what what is the value message or what are the value messages that this ad is is associated with and lastly are we on this yet s is the subtext these are the spring rules folks the S is the subtext this is reading between the lines this is looking for further implications can you detect Nuance do you have Insight what's there but is not explicitly stated find that write about that talk about that earn points yeah that's great okay so now let's take a take a closer eye and let's look at this particular um advertisement from Fiat you'll see it on the screen here notice that there is a guiding question about how does the ad use language and visual elements to convey a value message I think with advertisements The Guiding question oftentimes will be about the interplay between text between language and visual if that makes sense yeah we see that a lot now I would like to say if you're only talking about and analyzing what you see visually and textually that's going to be satisfactory for a that's going to be sort of A3 for knowledge understanding to reach those higher bands you have to think about those value messages emotions and subtext so I'm really happy to see this guiding question including the word values Mr Giles yeah I agree with you okay so we're going to start with a P remember please call Aunt Vera so the p is the product well of course we're talking about a car this is a car advertisement so we want to think about it little bit about car ads and how they're used and what cars do for us how we use cars for transportation but what a car might mean of course cars are expensive I just bought a car this year and it was so expensive folks I heard all about it it was not not a pretty story so it's a big investment so they want to really they want to tap into that so we want to we want to think about that a little bit okay the C is the context right I know this comes from India and I have to it's a modern ad it's 2013. so I have to think about cars in India and I know that India sort of is a massive country with the rising middle class not everybody has a car I know cars cause pollution but I know cars also allow you to move around and maybe even rise up in social class so I think the context is quite interesting yeah you notice that that the fact that this comes from India is not immediately apparent when you look at the ad you have to kind of you have to read the footnote and the IB off often gives footnotes they give contextual information it's also noted down at the bottom where it says Fiat India so again I think you have to be a close reader to pick up on that contest that's important during your five minutes a reading time look closely if you read it once you read it twice read the third fourth time you got five minutes yeah and if you think of this as an Indian ad and it's an ad marketed towards India that really changed that shapes things that's important okay the a is audience so what is the audience who are they marketing towards well I I can't help but say middle class men and the reason I say men is because there's a man featured in the ad right so my first thought my first intuition goes there but I think I should say more I think everybody's going to say that Mr Charles what else can you add for audience yeah I I think well I think you hit it I think you're you're talking about somebody who's maybe you know upwardly mobile someone who has the funds to be able to purchase a car obviously someone who's perhaps you know or who's thinking about purchasing who's thinking about yeah and again just just they're thinking about that that that that strong middle class in India that they're that they're marketing towards a child could be either gender but yeah agree four minutes left Let's uh look at the visuals here we're gonna keep this at 10 minutes later let's look at the visuals obviously visually the visuals are incredibly impactful the first thing I noticed the composition of this particular photograph is you know the way that the car's positioned on on the right side of the page only in partial view leading towards the ocean I think that's very significant and I notice of course the the ocean setting and how beautiful that is and how that connotes a lot of different different emotions that are attached to that that's one thing I noticed yeah I look at the character who's this Indian man and I look at his gaze his posture uh his hands I think those are very interesting he's you know has his arms open wide he's looking up at the at the sky almost like he's looking for some sort of spiritual way to transcend his current station in life and perhaps perhaps Fiat is a company that can help him achieve that yeah the color blue the whole color palette of the entire ad is quite calming I think blue is associated with with calmness and serenity and so again that blue sky and the ocean and how that's Blended in with the color of the car all those things are are kind of in harmony that help to really create a really tranquil and Serene feel that's associated with the car we have that idea of Association when we talk about advertisements and I think that's really important now visually speaking you know I can't have it all because I only have limited amount of time but I do have to acknowledge that there are sort of three sections to this ad almost a couple of different horizontal planes the middle section Mr jobs we see that that symbol the icon of Fiat the logo right and that's really important because the company needs to establish their brand and encourage brand recognition you might even see that on the front grill of the car Mr Giles yeah that's right and it's that color red it's the only red on the on the entire advertisement really like it pops out it's a little bit of a focal point of the ad we also see that that three-year warranty is another logo that's there that reminds the the reader that they get something more they get a guarantee and that that is again that that assurance that the quality of the car is there that they believe in their cars I like a guarantee yeah I feel good it's comforting it is the bottom of the ad is really the only time we see the car featured and it's you know we sort of see it from a side angle and it is really placed nicely in the context in the setting and it's that idea that you know purchasing this Fiat you know maybe it does give you access to this peaceful tranquil Place interesting that they worked on emotions values first and they seem to feature the car last and that does bring me to the next part of our ad which is after value the text the text yeah so we've talked about the visuals in detail the text is incredible so we're going to talk about the text briefly there's a lot to talk about you'll notice the headline of the ad one day you will do what you like today could be that day I think that's a really powerful thing of course we have this synthetic personalization of you they're addressing you me uh the reader and we're making us think about that but again they're they're talking about the future one day you will do you will do what you like again there's a there's a future orientation to the entire to the text that actually relates to the visuals as well because they're looking towards the future looking toward the Horizon that's impressive analysis I love the word today could it be that day that low modality verb of could it implies possibility it suggests that okay this could happen but you have to do something you have to take some initiative and do something to make the move right so there's possibility uh implied within this app check out Cohen getting on the modality we like modality it's a degree of certainty or the or the or the less certainty of that particular verb then we see the copy of the ad let's just look at that very briefly we we noticed that they talk about the journeys to be undertaken the books to be written the movies to be made the people to be loved Mr Giles that is clear example of parallelism parallel structure and I I think that's really interesting the way that that's written it's really talking about the things in the future to be written to be uh to be made those things aren't done yet well Mr Giles I have to say I've just noticed that they've actually personified it because it says those ideas are quietly waiting in your mind but you can hear those ideas saying to you they're whispering to you when when Dave when are you going to make that move right when are you going to do all these things it's like all your text messages when you're telling me that the next project we're working on exactly I'm whispering in your ear I want you to move I want to encourage action continue on yeah I love that then we have this idea of between the life you want and the life you lead between fantasy and reality have more of that parallel structure but we also have this sort of synthesis of the life that you want and the life that you lead so it's that this thinking about what you have what you want to have in the future and what you have right now this is the option dude you are on fire I got to ask you I see the company's ethos really being brought out in the copy could you comment on a place where you see the company's ethos being drawn out sure well they're first of all asking a rhetorical question so why are we asking you to make the move because at Fiat we believe our moves will Define that they're talking about we at Fiat that inclusive language of we as a community of Fiat employees or company people this is what we believe in and again this is the value message about making the move that they believe in I love the way the copy concludes they give two imperative phrases grab the now and make the move but they have a direct address grab it now comma my friend I love this way that they reduce the distance between the audience and the company uh they're sort of bringing you into it with them we're friends buy a car my friend buy a car are that's why it's synthetic personalization because it's fake they're not really our friend it's synthetic that's why it's called synthetic personalization now Mr Giles I would put if I were answering this question I would just put the majority of my work up there but I would probably address some of the other copy lower in the ad what might you say about that text next to the three-year warranty would you take that on and what might you say that's not the dominant part of the end but it does require some attention yeah and it's there for a reason it's there again to give those details about the the about what the quality of the car and what you get when you buy the car you get the warranty you get these like Fiat cafes whatever those are you get a 24 call center so these are the things that they they're backing up their product with some Services these are the list of services you get when you buy the car you don't just get the fancy car no and lastly folks they've they've inspired me with visuals they've encouraged me with text they're motivating me to move now I need a way to take action so they do give us the social media links for a way to test drive the car and I can even see at the very bottom of the ad different dealerships low located in India where I could even go check that car out so Mr Giles uh Fiat has done an amazing job with the text here we've talked about the visuals we've talked about the language again this is what the guiding question is asking us to do but we've got to get into we've got to get into emotions and the value message because that's part of it too for sure so what are the emotions that are evoked in this particular ad you know first this might not be the common answer but I think it an emotion I feel is I I think the courage being courageous is an emotion that I feel I feel inspired to become courageous because it's not easy when you have limited funds to make that big choice to buy a car you're dedicating a substantial amount of your income your savings to purchasing a major product so I think it has to be somewhat courageous to make a move yeah that's great it's a risk it's a yeah I took the risk earlier this year no it is it is a big move to buy a car for sure we I also think it connotes feelings of peacefulness you know it's tranquil and it's peaceful and it's almost spiritual it's almost like enraptured it's like you'll find spiritual enlightenment you know yeah you're looking up to the heavens buy this Fiat and again these are the emotions that are evoked and this makes sense it's a positive ad and has those deep emotional connections let's get into a value message here Mr Giles what does Fiat value and they're hoping that you value so they can associate that value with the car what do you think Mobility upward Mobility making the move moving up bettering yourself I think Fiat values material objects whether they want to admit that or not is another story but I think there's this idea that hey if you should also value some material objects because if you introduce these in your life that can give you peace of mind but that actually leads me to something more interesting the subtext Mr Giles this is spring rolls it's time to dig into the spring rolls what do you think of this ad are you are you convinced or are you being a bit cautious I want to think about a you know advertisements often are perpetuating myths and it is to me it is a myth that a car is going to provide me with lifelong satisfaction and spiritual enlightenment this is a myth this is a fallacy so again this is what they're associating with their car but the truth is that we know that material possessions are are you know the the the feelings we feel are kind of short-lived yeah I would also say there's a subtext an implication that there are many people in the country I mean it is a vast sprawling country right and they're they're assuming that there are people in the rising middle class who really want to rise in society and they're giving you a simple solution to do so right so I think that's a subtext they're using a range of advertising techniques to promote their products Inspire and almost dupe you into buying their car last one is that we know that fossil fuels are are really the biggest contributor to to climate change and and air pollution and again the fact that this car is being associated with blue skies and the Beautiful Blue Ocean that's so Serene and and pure and clean is another myth and again this is what car ads often do and it's not a clean car and cars aren't clean and they you know I know that we have electric vehicles but this again is a fallacy so this is the subtext they don't want us to see this but we're trying to read between the lines a little bit and just say hey advertisements are manipulative they're persuasive and this is what they're designed to do they're effective yeah in the end folks we know we've gone a little bit long today but we really want to talk to you about this mnemonic and get you back into the swing of things for paper one right remember there's a satisfactory answer but there are answers that show more Nuance more insight and really dive into implications so we hope that today's video has shown you that there's more to say than just discussing the literal okay come on back for the next video we'll go over a sample response to this text and we'll keep you moving forward on your pathway to paper one success thanks for watching and see you next time thanks guys