For this experiment, in a group we gathered a selection of adverts and took all text and placements out of them. We then took these images out and asked strangers a few questions about each and then recorded these answers. When starting this experiment we took a lot of things from the workshop the previous week, we wrote predefined questions to ask each time to make our research more thorough. We divided the field work up between three smaller groups within our group so we were less intruding/intimidating to the strangers. And we wrote thank you notes for everyone we asked, so they could look up our results.

Person 1: Male, 23, studies energy finance, Italian
What does it make you think of, remind you of, how does it make you feel?
Old woman, from rural area, long hard life, very happy, has led a simple life, wiling to help others
What do you think it could advertise?
he thought long an hard about why it could advertise, travel agents
Reactions
surprised, thought that the teeth weren’t the focus of the image so it didn’t make sense, also said using toothpaste would do her no good as its too late for her.
Person 2: Male, 21, studies Law, Scottish
What does it make you think of, remind you of, how does it make you feel?
China, hats, dental problems, wrinkly, malnutrition
What do you think it could advertise?
hat advertisement
Reactions?
very surprised, didn’t believe it, thought it was dumb
Person 3: Male, 21, Bio Medical science, Scottish
What does it make you think of, remind you of, how does it make you feel?
reminds him of a Grandmother, she is happy, old lady, she has worked hard for a long time, paddy field worker
What do you think it could advertise?
Aid, food commercial, tea
Reactions?
wouldn’t think that, laughed, shocked, thought it was rubbish
Person 3: male, 20 something, electrical engineering, Scottish
What does it make you think of, remind you of, how does it make you feel?
Hiroshima, dentist, dermatologist, teeth poverty, looks happy, japanese, disease, hat (sombrero), death
What do you think it could advertise?
Hospice, dentist aid/ charity, chewing gum/ dental health
Reactions
“I knew it”, pretty chuffed with himself
It is in fact a Colgate advertisement

Person 1: Male, 50(ish), Works at union front desk, Scottish
What does it make you think of, remind you of, how does it make you feel?
Painting in Gallery, exploitation, raphalite
What do you think it could advertise?
not a clue what it could advertise
Reactions
Surprised, they shouldn’t have used a child, can’t they just exploit a chimp? didn’t like the fact they used a child., couldn’t have they used a consenting adult instead to get across the same message
Person 2: Male, 20(ish), student, Chinese
What does it make you think of, remind you of, how does it make you feel?
strange image, from bible, not average, the guy looked very thoughtful, he thought the composition was weird with all the black at the top
What do you think it could advertise?
no idea
Reactions
he wasn’t too surprised, he had no real feelings towards the image
WWF consumption advert

Person 1: Mid 30s, Male, sky worker, Scottish
What does it make you think of, remind you of, how does it make you feel?
racist, makes me angry, typical black racism, typical racist mindset
What do you think it could advertise?
nothing
Reactions
disgusted at how racist it is
Person 2: early 30s, female, mum, Scottish
What does it make you think of, remind you of, how does it make you feel?
feels peculiar, reminds her of black slave thing
What do you think it could advertise?
meat product
Reactions
reactions: didn’t really react
Person 3: mid 40s, female, domestic, Scottish
What does it make you think of, remind you of, how does it make you feel?
feels happy, reminds her of a comic book when she was younger, reminds her of a film called “Mississippi..(something)”
What do you think it could advertise?
Tobacco -CORRECT
Reactions
surprised she got it right. happy.
Tabaco advert

Person 1: mid 50s, male, army recruitment agency, Scottish
What does it make you think of, remind you of, how does it make you feel?
happy, reminds me of my ex girlfriend, reminds me of a meal
What do you think it could advertise?
advertises breast implants or skateboards
Reactions
reactions: surprised and amused
Person 2: late 40s, male, security guard, Scottish
What does it make you think of, remind you of, how does it make you feel?
confused, reminds him of steaks
What do you think it could advertise?
advertises yoghurt
Reactions
reactions: thought it was clever
Person 3: mid 20s, male, Scottish
What does it make you think of, remind you of, how does it make you feel?
feels normal, reminds him of milk
What do you think it could advertise?
no idea
Reactions
reactions: nothing
McDonald’s advert

Person 1: 18-21 Female Computer science Student
What does it make you think of, remind you of, how does it make you feel?
Happy, Childhood, 60′s/70’s, Old Movies
What do you think it could advertise?
Coke advert – older style of coke adverts
Reactions
Playing on stereotypes, Riding sideways on the horse, old-fashioned
Person 2: 18/19, Female, University Applicant, In school?
What does it make you think of, remind you of, how does it make you feel?
Happy, sunny outside, Going on holiday, Childhood memories on a carousel
What do you think it could advertise?
Coca Cola
Reactions
Thought it looked like a classic Coca Cola advert
Person 2: 50’s, Female, Student
What does it make you think of, remind you of, how does it make you feel?
oppressed, stereotyping females?,Old movie, Carnival, The 60/70’s
What do you think it could advertise?
Drink advert
Reactions
Would have worked back in the day but not now
Old Coca-Cola advert

Person 1: 18/19, University Applicant, In school?
What does it make you think of, remind you of, how does it make you feel?
Controversial, confused, Not happy, Ethics of hunting, animals are children too
What do you think it could advertise?
Charity
Reactions
Realized the link
Person 2: age 18 – 21, male, Student
What does it make you think of, remind you of, how does it make you feel?
Scared, apprehensive, worried, child abuse, murder, Blood. Not from past experiences
What do you think it could advertise?
Barnardo’s
Reactions
thought about it, it makes sense
Person 3: 19, Female, Law student
What does it make you think of, remind you of, how does it make you feel?
Sad, weird, Hunting, violence, Guns, films, books,
What do you think it could advertise?
Stop hunting
Reactions
makes sense

There was a few main things I notices from this experiment. Firstly I noticed was the reaction to the Coca-Cola advert, there was a contrast in reactions, even from the same people. People felt it was supposed to be happy and cheery but also was quite a stereotype, and could be oppressive to woman. But most deducted that this was because it was an older add, and this was more socially acceptable then. This is a good example of “cultural knowledge”.
Another Thing I found Interesting is the use of imagery in the WWF adds. It is a great use of Polysemy. They captured multiple levels in one image, they make you feel lots of different emotions while conveying one message which is easily recognisable. I feel this is really successful, and encapsulates this expriment well.
Overall I feel completing this experiment helped me understand the idea and benefit of Polysemy and made me consider the the implications of it in day to day activities.
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