Image Analysis

Key Concepts

Language - A way of communicating 
Institution - An organisation or company that produces media products
Ideology - Beliefs of the media
Audience - The people reading the media
Representation - The way the media portrays things


Position Signs: The camera and the viewer

The focal point of the camera is the unicorn's muzzle, which draws attention to the mint.
The point of view makes the viewer appear smaller than the unicorn. This makes the unicorn look superior in size, which relates to the word 'discerning' from the slogan.

Treatment Signs: devices of filming and of processing

The white background emphasises the theme of purity and adds an element of fantasy to the image. White is also associated with luxury items. The white background makes the black glove stand out in high contrast in terms of colour. The bejeweled, gloved hand and the word 'discerning' are both signifiers of wealth and class.

The framing of the scene means that the viewer cannot see who the arm belongs to. This is good because it doesn't take the attention away from the product or the message that Trebor wish to convey.

Content Signs: Objects in the picture and their placing 

Black evening gloves and diamond jewellery are featured to emphasize the quality of the mint. this image provides a strong contrast with the scene you might expect if you imagined a stable girl feeding a pony a mint - surrounded by hay and horse manure, whilst wearing practical clothes. Trebor want the viewer to understand that the mints are of high quality. 
The pack shot of the packet of mints is centered at the bottom of the advert and draws the eye in as it is the only part of the advert that makes use of strong colours.