Open and closed Text Adverts

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This is an example of an open text advert as it has more than one meaning. The use of anchoring in the bottom right corner of the advertisement has be used to reassure the audience what the advert is about to portray meaning and to convince them to buy the product they are advertising. The caption at the top of the advert, 'Good tools. Good work' makes the audience unsure if the advert is about the car or the vacuum making it ambiguous. This then allows the audience to decide on their preferred meaning whether the advert is about the vacuum or the van. By anchoring, adding the logo in the bottom right of the advert, it becomes obvious to the audience the advert is about the van as 'Opel' is an automobile manufacturer.


This is an example of a closed text advertisement which has only one meaning. The caption towards the centre left of the advert, 'Lunarlon mid-sole insert provides lightweight low-profile cushioning' clearly only has one meaning as the caption obviously states what the advert is about. Also the image shows what the advert is about as the image of the sole is clear compared to an image of the shoe. The brand of the sole is also shown by the nike logo on the shoe.

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