Advertising Using Myth - Ferrero Rocher

This spot from Ferrero Rocher completely bases itself on a Greek Myth, starring the Gods of Olympus to make the product seem more exclusive and luxurious. It's a treat for the very highest of people, making it appear as a blessing for us to even try one, almost. 

Fiat Panda - This is the Italy We Like

Firstly there are several synecdoche's that are used, and it's important to note that some of them communicate the same points whilst others introduce new meaning. The use of workplaces, such as the car factory and the restaurant depict that hard work is necessary to produce a great product, but also infers that enjoyment and passion goes in to what they're building, to achieve the best possible outcome. Whereas the scene in space suggests that Fiat as a brand are technologically superior to other manufacturers, pushing the boundaries of what we think is possible or not. As well as this, the use of a theatre and a sculptors workshop as other locations suggests that the car is influenced by the arts, making it seem more elegant and tasteful. This is further reinforced by the coastal road in the closing sequence, as the road is curved and sporting a watercolour like background showing that the car is elegant, and something that can be visually stimulating. Finally, the final location used heavily implies that Fiat as a brand has great tradition, and is something that Italy as a nation can be proud of. 

The repeated use of the Italian flag as an objective correlative also highlights the point of Fiat and the specific model (Panda), as being something to be proud of as a Nation, and this almost implies that you're not properly Italian until you own a Fiat. As well as this, coffee is pictured in the ad, this suggests that driving the Panda is a lively experience, one that is sure to pleasure your senses and ultimately wake you up to make you realise this is the car/pick me up you've always needed. 

Finally the endline, 'The Things We Make, Make us.' provides anchorage and reinforces that as nation this is something they can be proud of to gain a stronger reputation, due to it's expert mechanics and artistically passionate flare. 

In What Ways Are The LMS Advertisements Typically Modernist?

During the early 1920's advertising was under heavy criticism for being tasteless in a time when Art Deco and Surrealism was starting to flourish. Therefore the London, Midland and Scottish Railway (LMS) approached Norman Wilkinson to advise their advertising process and influence it to become more innovative and up to date. 

Norman Wilkinson, amongst over Artists in the 20's, began to create bold designs with flat colours, and simplified forms. These were typically modernist techniques which were heavily influenced by the development of modern industrial societies within post-war culture. Below is an example of Wilkinson's work, picturing 'A Sheffield Steel Works.'

LMS didn't just use Wilkinson though. They also took a risk on sculptor Sir Bertram Mackennal who created the iconic 3D poster entitled 'Speed.' Mackennal's work was also typically modernist due to the crisp lines within the imagery he created.

 
These advertisements were designed to have a good influence on public taste, in contrast to the cheaply produced posters that dominated advertising at the time. Hence why they were so successful.