The purpose of this advert is to sell the product- in this case, a shaver.
The target audience is clearly men as shown by the three celebrities in the image.
The encoded meaning is to emit power. It does this by using three powerful men who all take part in sports. The executives at Gillette used these three men as they are idols to men.
The decoded meaning is that if these three men use the product than it must be good enough for any man. It also shows that the product can essentially make you as good Tiger woods.
An aberrant decoding of this is that the advert uses men with dark skin so it may suggest that it is only for dark skinned men but it isn’t.
One of the technical aspects is that the men are all pointing their heads downwards; this suggests power. The orange background is quite neutral and the men dresses in black shows casual smartness. Men inspire to be like these tree idols so by dressing them quite plainly, it could suggest that the shaver is simple but can make you in to a star.
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