Abstract

This study aims at analyzing a kinder surprise advertisement selected from “the vintage toy advertiser”, an Internet magazine. The methodology adopted in the critical examination of the advertisement is the qualitative method that implements Firth’s model on the analysis of the layers of meanings in ads. The goal of the analysis is to investigate how children advertisements use semiotics and discourse to make adults and children buy into their ideas, concepts, and products. The investigation shall target the rhetorical strategies and the semiotic features used in the ad to scrutinize the associations the viewers construct from the visual semiotics involved proving how these features are directly responsible for the ideology the ad constructs.

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