- Rob Lowe is seated in a studio and introduces himself, explaining that he has DirecTV.
- He is holding a cup of coffee and wearing a suit. He is clean shaven and sports a clean haircut.
- Then "Super Creepy Rob Lowe" walks into the frame and introduces himself and tells the audience that he has cable.
- Super Creepy Rob Lowe is dressed in a leather jacket, has a bit of a gut, and is wearing jeans. He has a mustache and slicked back hair.
- Super Creepy Rob Lowe then caresses normal Rob Lowe's shoulder.
- In the next scene, Rob Lowe is sitting in bed watching TV and explaining DirecTV's reliability.
- Cut to Super Creepy Rob Lowe and he is sitting poolside at a public rec center. He explains that his cable is out and so he resorts to watching people swim.
- Cut back to normal Rob Lowe still in bed but this time sipping a warm drink.
- Next, cut to Creepy Rob Lowe in a movie theater telling the TV audience that he loves the smell of people's hair as he sniffs the hair of the woman in front of him.
- The next cut zooms out and portrays Rob Lowe standing in his suit next to his creepy counterpart and he implores the audience to not be creepy and get DirecTV instead.
- The last image on the screen is the pricing, contract, and customer service information
- Rob Lowe's initial appearance in his suit indicates a classy individual, perhaps a professional
- The studio background is used as a means to trick the audience into believing that this commercial is meta, or not a typical commercial.
- Creepy Rob Lowe's dress and mannerisms are indicative of an individual you may not want to meet. He is more laid back than the suited up Rob Lowe.
- When Super Creepy Rob Lowe caresses Rob Lowe's shoulder, the message being conveyed is that those who have cable are creeps or perverts; dress poorly, and are generally people you don't want to meet whereas DirecTV viewers are sophisticated, in shape, handsome, and dress well.
Print Ad:
Heinz Plant Bottle:
Denotation:
- Red bottle facing viewer, has sticker with company name, black text, plant bottle logo, weight information
- Bottle has a white cap on the bottom
- A green tomato vine is connected to the bottle cap
- Ad copy to the right of the bottle with supplemental information in the bottom right
- Plant bottle logo and recycling information
- logo of tomato on vine in bottom right which reads "grown not made"
- White background
- The red bottle replaces a tomato on a vine to imply that it is natural
- It involved word play with the copy, "plant one on every table" by connecting the bottle to the tomato plant
- This also implies that not only is the bottle 'natural' or 'organic' in a sense but also that the ketchup is made from natural tomatoes
- The bottle is meant to be recycled and is made of recycled material
Outdoor Ad:
IBM, Smarter Cities
Denotation:
- Concrete steps in the foreground
- Woman wearing gray backpack, black jacket and dark blue jeans
- She is hauling a gray and black suitcase
- She is walking up a green/blue ramp that has been placed over a portion of the steps
- The ramp has a vertical wall portion which rests against the building
- The words "Smart Ideas for" in white at the top left corner of the vertical portion
- The words "Smarter Cities" in green following the white text
- There is copy text under the slogan in white and then in green
- The logo is below the copy text in white
- The ramp has green angled marks at both ends where visitors can step on/off of it
- The ramp is placed over steps which shows that the product is trying to fix the problems with living in cities
- The ramp appears to be a metaphor for smoothing transitions between one space and another and also as an aim to tackle social issues
- The colors of the ramp stand out from the stark gray of the building and concrete which is meant to mean that it isn't an invisible service or product but integral to people's lives
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