Walsh 1

Zach Walsh
Ms. C
UWRT 1101
06 June 2014
Trouble Getting it Up?
Because you never know when it might be time to plow the field (Cialis). No
one knows when that intimate time is going to be but thanks to Cialis you dont need to
worry about that. Cialis is an erectile dysfunction drug aimed at helping older males.
The ad gets to this by showing an older couple slipping away for some private time and
by using a sexual innuendo.
The first thing that seen when looking at the advertisement is the old couple
standing together holding hands they are clearly seen by the light that is shining on them.
They are clearly still in love with each other even though they have been together for
many years. They appear to be on a farm or near some woods where they can sneak
away together and be in private. The advertisers made it look the couple were walking
away from something because they need some privacy. The tractors and the woods that
they are walking to provide that privacy that the couple is looking for. The couple can
slip between the tractors and have all the privacy that they need for their intimate
moment. By having the couple facing away from the viewer we can get the sense that
they are walking away. Their body position is that of someone who was walking away
and now they are trying to decide where to go for their privacy. The way that they are
leaning into each other and how the womans left arm is up makes it seem like she is
pointing out somewhere that they can go. The light seems to highlight and make them
Beth Caruso 6/9/14 6:36 AM
Zach Walsh 6/17/14 12:30 PM
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Zach Walsh 6/17/14 12:32 PM
Beth Caruso 6/9/14 6:37 AM
Beth Caruso 6/9/14 6:39 AM
Comment: Take out the N.
Deleted: N
Comment: Change the date format.
Deleted: June 6, 2014
Comment: Your introduction is fairly short, and
while it doesnt need to be very long, consider
combining your shorter sentences to alleviate
choppiness and give some of the main ideas you will
be discussing in your paper.
Comment: This is obviously pointing to you. How
else can you convey this idea?
Walsh 2
stand out while it puts everything else in the shade making it so that the first thing that we
see is the couple together. The color green is highly present along with the color yellow;
these colors seem to symbolize spring and fertility helping reinforce the idea that the
couple is going to be romantically involved with each other. There is also the heading
which is an extremely sexual innuendo and brings the mind right to the idea of them
having sex.
This advertisement is meant for an older and primarily male audience. Using an
older couple for the advertisement as opposed to a younger couple shows that it is meant
for an older generation. The viewer also gets the sense that its aimed at older people
because there isnt anything that younger generations could identify with. Those tractors
are an older generation of tractors than the ones that most farms are using presently. The
tractors also help the audience identify that the advertisement is aimed at males because
when one thinks of a farmer one doesnt think of a female farmer. The first thing that
comes to mind is that of a man, not a woman. Its also known that Cialis is for a male
audience because the product is for males who have erection problems.
The lighting of the advertisement places the viewers focus on the couple as soon
as they look at the picture. For the most part everything in the picture is in the shade
except for the couple, highlighting them and making them standout to the audience. The
advertisers did this so that the viewer would be immediately drawn to them. Once drawn
to them the audience would see that the advertisement is meant for an older crowd and
start to get a gist of what the advertisement is for. The audience would start to think that
since its for older people then it must be for something that primarily affects older
people.
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Beth Caruso 6/9/14 6:44 AM
Comment: Although you have some great ideas in
this paragraph, you move through them fairly
quickly and you use short sentences with similar
sentence structures, which makes it difficult for your
reader to move from one sentence to the next. Work
to combine and elongate your sentences, and take
time with your ideas by dividing them into
paragraphs that will encompass a single idea, rather
than multiple.
Comment: Since you use some of the same
language in these two sentences, work to combine
them for a smoother idea.
Comment: Makes sense!.
Comment: This sentence doesnt offer any content
and just serves as filler, since you already conveyed
this information.
Comment: You have a great deal of repetition in
this paragraph. How can you give this idea in a
stronger and more succinct manner?
Walsh 3
The color green is highly present throughout the advertisement along with yellow.
These two colors together with the fertile forest indicate springtime. Spring is the season
of fertility where every animal by nature is trying to reproduce. Red is also present and
red symbolizes romance. The couple is placed right in front of the green tractor where
these colors are the most present. They are holding hands and not facing the viewer. The
watch on the mans arm also helps with the spring time theme in that its helping to show
that its that time of the year. By having the watch and the colors so close together the
advertisers seem to be sending the message of fertility and reproduction.
The phrase because you never know when it might be time to plow the field, at
the top of the ad has two meanings; the first meaning taken from the viewpoint of
someone who is innocent and young is that of a farmer not knowing when he needs to
fields. The second meaning is extremely sexual in that its saying you never know what
time you are going to have sex. The ad is saying that Cialis will make sure that you are
always ready and able to perform when its time to have sex. Right below the Cialis on
the bottom right of the ad there is another phrase that says for when the time is right.
Suggesting that if you take this drug and the time is right you will not have a problem
getting it up and having sex. It says that this drug works whenever you need it to.
The combination that the Cialis commercial used of lighting, color scheme
wording and people help the viewer understand who and what Cialis is for. Without
combining these things the viewer would have had to solely rely on the phrasing from the
advertisement. The roles of these things in any advertisement are important and help the
viewer to really understand what the advertisement is about.

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Beth Caruso 6/9/14 7:15 AM
Comment: Work on transitioning from one idea to
another, rather than just moving on.
Comment: Keep in mind, though, that the watch is
actually on a background of his blue pants.
Comment: You may want to move this paragraph
up to the beginning, since you use this quote to
introduce your whole paper. It will be awkward for
your reader to come back to it here.
Comment: ???
Comment: Rather than ending on what the ad
says, end on the larger implication.
Comment: Use accurate wording.
Comment: Your conclusions is very general, but
you have been relatively specific in your discussion
of the advertisement. Think about what you could
include in your conclusion that would allow your
reader to come to an overall understanding of how
this ad works for multiple audiences.
Walsh 4