Analysis of media writing Essay

The two advertisements from ‘The Sunday Times’ are promoting new energy sources from the same company, Shell. The theme running through this campaign is aiming to display to the public how environmentally friendly Shell has become. They use local people from where the energy source is being harvested, in an attempt to create a feeling of commitment to that area. The adverts are not trying to sell a product directly, but through making us more aware of their commitment they are influencing us by giving us a positive choice to buy fuels, oil and other products made by Shell. They tell us that any profits made would then be reinvested into finding new energy sources, therefore implying, if we do not buy Shell products we will contributing to the earth’s downfall, acquiring a guilty conscience. The adverts are aimed at all who use fuel, particularly motor vehicle drivers, homeowners and those who are environmentally conscious. In the ‘wind farm’ advert, there is a symmetrical photograph with an expanse of blue sea and sky, this gives a natural feel and is aesthetically pleasing. Below the blue, is a sandy coloured background to the text, which could have been used to represent the beach. Central to the picture there is a ‘symbolic’ fisherman dressed in a striking yellow outdoor suit holding freshly caught lobsters and he is casting a calming reflection onto the water leading us to the main headline. On the horizon, are two turbines that belong to the wind farm. The turbines are not emphasised and blend into the background very well; this has been achieved by drawing our vision to the fisherman’s brightly coloured attire. The turbines are also symmetrical to the picture, and through showing off the freshly caught lobsters, it is evident that they are unobtrusive and do not cause any harm to the natural habitat either above or below ground. The main headline is inside a black box, which links the picture to the text. It is a subtle grey and the font differs in size. A play on words says that Shell do not just use their own experts but they also take expert advice from other sources, telling the reader that they are a listening and caring company. The words ‘EXPERTS’ and ‘BY SHELL’ are set in a larger font. By linking the words together Shell are representing themselves as having expertise. The statement is also associated with the fisherman in the picture, meaning they listen to people who are directly affected by new projects and know the area. Short, informal paragraphs are used making reading easy, and each one is a statement in its own right. In the first paragraph Shell tell us that they are already a profitable company, and to ‘ensure Shell remains profitable’, they are exploring new energy sources. By using colloquial language in the form of ‘we’re’, the reader is welcomed to the text in a friendly manner and encouraged to read on. Shell is explaining their ‘commitment’ to developing new energy in the second paragraph. Emotive language underlines what kind of company Shell has become, they are not just after quick profits but they are looking for long term ‘sustainable energy’. They are already a ‘partner’ in the Blyth offshore wind project, vocabulary that tells us again that they are a company that can be trusted. Shell expresses the fact that they asked several parties opinions in the siting of the turbines, by the powerful verb ‘sought’. The effect this has on the reader says that they actively made the first move, promoting Shell as very environmentally friendly. They asked the RSPB, English Nature, and ‘particularly’ the local fishermen. This three-part list has two familiar charities to add credibility to their claims, and by using the adjective ‘particularly’, is saying that the local fishermen are the people they cared mostly about. The text also describes the turbines as ‘elegant’, use of this strong adjective suggests that the turbines are aesthetically pleasing, standing amongst the natural habitat of the lobsters and crabs. The fourth paragraph explains how the wind farm is ‘already’ contributing power to the national grid, creating the image that Shell’s new project is ahead of its time. It goes on to say that ‘Wind energy should profit everyone and harm no one’. Rhythmic language explains that the wind farm is a valuable asset to the country, and because Shell consulted experts there will be no negative affect on the environment. The final paragraph is made up of a small sentence, which introduces the company’s website. It also tells us that there are other environmentally friendly projects ongoing. The name of the website uses alliteration, and cleverly puts what Shell is concerned mostly about first. ‘People, planet and profits’. Underneath there is the familiar Shell logo, which is globally recognised and is a natural symbol, repeating the link Shell has with environmental issues. The symmetrical layout of the second advertisement has the same theme as ‘wind farm’, a natural scene which focuses on an individual character. There is also a boxed headline and sandy coloured background to the text. The picture shows a healthy natural landscape underneath blue skies. In the centre of the picture is a tall tree, this leads the eye down to a man studying leaves on a plant, then down to the boxed headline. The word ‘EXPERTS’ protrudes from the headline and is instantly linked to the man in the picture. Four other experts accompany the man; they are also checking the plant growth. The font in the headline, like ‘wind farm’, is a subtle grey colour which changes in size. It is a pun linking ‘RESTORE WHAT’S ABOVE’, to what is in the picture itself, and above ground. The word ‘EXPERTS’ is again highlighted, connecting Shell with expertise. Several similarities can be found in the two texts, short informal paragraphs and the lack of technical jargon does not alienate readers. Shell understates their own expertise in the first sentence by stating that they need help solving some problems, promoting themselves as a modest company. They then state what the story of the advert is about, the removal of trees to accommodate an unavoidable temporary structure. Shell continue to tell us, like in the ‘Wind Farm’ advert, how caring and in touch with the local community they are, by asking botanists for advice on the impact of tree felling. After listening to the specialists, and the structures were removed, Shell did not ‘just’ replant ten saplings for every tree removed, but the new trees provided a new habitat for endangered wild animals. With the use of colloquial language and by using ‘just’ as a strong adverb, the paragraph shows how much Shell have contributed to the developing environment. The fourth paragraph, through repetition, tells us again that they obtained help from other people during the project, and through using the verb ‘ensure’ and the emotive noun ‘destruction’, Shell infer that they are an environmentally friendly company. The advert finishes in the same manner as ‘wind farm’ giving details of how to obtain further information by offering their website. The easily recognisable Shell logo is also located in the bottom right hand corner. I feel the two adverts are presented in a simple manner, informal language makes them easy to read and understand. The photographs focus on individuals, and give a certain amount of empathy to the characters involved. The background scenery is very natural and appealing. Headlines have been cleverly worded causing the reader to stop and think what they are saying. Personally, I think the ‘wind farm’ advert captures the imagination more, although the reason may simply be that they are a little closer to home and the structures are permanent. It is an effective Public Relations exercise that captures the interest of its target audience, establishing Shell as a leading front-runner of environmentally friendly energy producing organisations.