My Analysis of the advertisement of SAMSUNG Mobile Phone

 

   There are three metafunctions of images. They are representational meaning, interactive meaning and compositional meaning.

  First of all, let’s talk about the representational meaning.

A racing driver is walking to us with a mobile phone and a helmet. What’s more, there are four helmets lying on the ground. Apparently, the image depicts an action also and a structure, so the image includes the narrative structure and the conceptual structure.

  According to the kinds of the narrative structure, the racing driver in the image is walking to us and looking at us, so the image depicts an action process. Also the image depicts a mental process, because the racing driver is thinking something and the words on the left of the image are the words that she is thinking about.

  Besides, on the basis of the conceptual structure, the image depicts a symbolic process. The helmets in the image belong to the racing drivers and they mean that if you use our mobile phone, you will feel the speed in the racing game. So the helmets symbolize the top speed of the mobile phone.

  Combining the narrative structure and the conceptual structure, the image wants to tell us that the mobile phone is very fast and even fast like the racing drivers in the racing games.

  Secondly, let’s talk about the interactive meaning.

  The racing driver in the image is gazing at us, so it’s a demand type of images. The image demand that the viewers enter into the imaginary of the racing game. Besides, the image is in the medium shot so it corresponds to the social distance. The foreground object suggesting that the viewer is imaginary located within the landscape and there are many helmets in the foreground which leads the viewers into the imaginary of the racing games. What’s more, the racing driver is represented from frontal angle, so the driver and the helmets present the speed of the mobile phones in the viewer’s world. The picture is at eye level, then the point of view is one of equality and there is no power difference involved, so everyone who buys the mobile phones can enjoy the speed of racing games.

  Thirdly, let’s highlight on the compositional meaning.

  The mobile phone on the left of the images, so it’s presented as given and the driver who is placed on the right presented as new. Besides, the racing driver is presented as centre means that it is presented as the nucleus of the information to which all the other elements are in some sense subservient. In terms of salience, the elements in the image don’t have maximum salience or minimum salience. However, in terms of framing, the elements in the image presented as connected, so the connected framing can lead our eye from the driver to the helmets also from the helmets to the driver.