Interpreting advertisements: analysis and semiotics

Advertising

Interpretation of Shell Magazine Advertorials

In illustrating how companies come up with different techniques and strategies to sell their product or service, I chose three (3) Shell advertorials as my units of analysis and interpretation. These advertorials center on two important messages. First, Shell aims to inform the reader/audience about the service and product it offers, which is supplying clean and "fresh" natural gas for consumers, individuals and companies alike. Second, it establishes its image as a company that is sensitive to the needs of its consumers -- that is, reinforcing corporate social responsibility by being sensitive to the needs of the people. CSR is accomplished when Shell is able to significantly influence and help people's lives, whether it is for their businesses or everyday activities.

All advertorials were published in TIME Magazine for the year 2005. Shell's choice of an advertorial is not at all surprising, for it only parallels their advertising strategy to the audience/market of TIME. Since most people who read TIME have attained high levels of education and belong to the professional sector, advertorials intend to appeal to the audience's intelligence and respect for information. Shell's advertorials deviate from the usual stance used in magazines, which simply involves the visual product, text, and tagline. In the case of Shell, advertorials provide interesting information that enlightens the reader not only about the current state of the energy industry (as perceived by Shell), but most importantly, the role that Shell plays in promoting responsible provision of its services all over the world.

Advertorial 1 featured Takefumi Suzuki, a fresh noodle supplier in Japan, informing people about the benefits of natural gas to keep his business operations "running smoothly." Advertorial 2 features schoolteacher Susann Schwank from Germany, whose testimonial described Shell's role in transforming her community from being an "industrial site" to being the "world's largest solar power station." Lastly, Advertorial 3 showed Iraqi Zaha Hadid, a scientist who was portrayed as having an essential role in rehabilitating her country, wherein energy provision is one of the main tasks.