The logos of the image-based advert is however ineffective, considering the fact that it does not appeal to the reasoning of the targeted African audience. The use of a white woman-model to advertise the Air France brand in Africa is the first element of the advert that goes against all logic. The more logical appeal would have emanated from the use of an image of an African woman-model since the audience would be able to reason that Air France does not only embrace the African culture but is also more comfortable using Africans as its brand ambassadors. The structure of the image-based advert is very simple.
The image-based advert simply presents the image of a woman model adorning an African attire and headscarf as the central part of the image, with the brand name ‘ Air France’ , advertisement message, ‘ France in the air’ and the destination, ‘ Dakar’ being sidelined to the very edges of the image-based advertisement. Despite this simple structure applied by the advert, the message is clearly delivered, since the advert simply seeks to inform the African air-travel clientele that ‘ Air France’ is already in the air, and serves destinations that include the African continent.
Therefore, the application of the simple and short textual message is actually sufficient to capture and inform the target audience on the goal of the advert. The highly catchy aspect of the image-based advert is the white face of the model-woman portrayed in the advert as well as the red-and-white headscarf worn on her head. According to the Visual Semiotics Theory, the meaning of a visual image comes from the interaction of the components of the image with the audience/perceiver of the image (Parsa, 2004). In this respect, the meaning immediately created by the catchy white woman-model’ s face and the red-and-white headscarf on her head is that the brand is cognizant of the African ways.
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