Essence Moody

English 101

Advertisement Analysis

Monsanto Farming

Monsanto is a sustainable agriculture company whose mission is to improve agriculture

and improve lives. Through social media, television ads, and the Internet, Monsanto Farming

markets numerous products by providing astonishing raw statistics, facts and information

pertinent to everyday human life. Today companies strategically search for ways to attract

consumers. Understanding customers’ needs and wants are essential components to a having a

successful company. Monsanto's products include agricultural and vegetable seeds Plant

biotechnology traits and Crop protection chemicals. Their largest and most valuable customer is

today's farmer. Monsanto focuses on empowering farmers, large and small to produce more

from their land while conserving more of our world's natural resources such as water and energy.

Genuity is Monsanto’s trait master brand that includes the latest technology in corn, soybeans,

cotton, canola, alfalfa and sugar beets. In an ad on You Tube, the importance of productivity is

addressed and how it must occur to keep this planet a float, while maintaining sustainability by

using their products.

One will see as he or she

experiences and views many ads

throughout his/her lifetime. All

ads have an audience and more

specifically a target audience. The target audience of any ad is; one that the ad should focus on

reaching out to and hopefully affect them. The ad provider needs to be aware of the tastes and

trends that are going on with their audiences so that way they are better prepared to make an ad

that is appealing to them.

It becomes clear when watching this advertisement that the target audience is mainly

focused towards farmers or people who would be buying seed to sell to farmers. However, not

just limiting this ad to farmers specifically, this ad really shines through to the daily consumer

about what Monsanto is doing to protect the countries’ food source and how to make it more

abundant. People need to become aware of the dire need of agriculture in their everyday lives

and what could happen if farmers are unable to keep up with our growing population. This ad

depicts a clear message of what this brand of seeds from this company will do to improve

productivity, and that speaks volumes to an audience especially those in the field of production

agriculture.

When it comes to creating an ad the designer must keep in mind that the ad has to be eye

catching. This also applies to videos and commercials. No individual wants to sit through a

boring commercial with only words on a screen and a monotone voice reading to them, right?

Correct! By this point, the designer of the ad should have already decided on a target audience so

now he or she can dig down deep into the mind of that audience and get a taste for what they find

appealing.

The layout and design of this commercial very effectively portrays the vital information

of the product that the viewer needs to know. It goes from scene to scene over a variety of

environments ranging from big city streets to rural country corn fields. This is one aspect that

makes the ad relatable to all areas of human population, urban or rural. The ad also shows scenes

of natural aspects of our lives like the rain dropping on a flower, the water cupped in someone’s

hand, and the clouds in the sky that really makes the viewer think about the impact we have on

the environment and how much we need those nonrenewable resources. Something that could

really hit home for a female consumer, especially a mother would be the portion where you see a

small child being swung around playfully by a parent. This brings a feeling of happiness and

family togetherness; all while they are under the beautiful night sky and stars. The effect this has

on a viewer could make more impact than one thinks because it gives a feeling and emotion of

love to the viewer that they can connect with. There is a very large portion in the ad that

describes what products are available and their purpose. The ad uses very clear and concise

images to market the line of genuity products. Some images included are farmers working in the

field and customers working in the city. While all of these branches of the brand are being

explained there is a changing background of fields, sky line, and production agriculture that

brings the viewer back into retrospect of what this whole commercial is for: being sustainable

with our resources for an exploding population.

Movements and transitions are also two very important details in this ad. This ad has very

smooth and is consistent with what is being said. There is movement across fields showing the

vast landscape of the rural environment and images of skyscrapers which can transition their

thinking into a more environmental and agricultural way of thinking. As the ad continues into

talking about the varieties of the brand, the viewer will notice simple, yet effective font usage

that does not over power the information being said but it also gives the viewer, an image of

what that particular branch of the brand looks like.

This background has a very

relaxing tone to it which is brought

to us by the background music and

the voice of the man speaking in

the ad. However, it is not too

relaxing that it comes across as

monotone or boring. There are also parts that the reader, or man speaking the words in this

commercial, wants the audience to really pay attention to and that is reflected by the tone and

inflection of his voice. The vernacular used in this ad is not too overwhelming that the average

consumer would be lost while seeing this ad, yet it is scientific enough for a farmer or buyer to

know this ad really is informational and very informative on the topic at hand.

This advertisement appeals to numerous audience interests including ways to more

effectively produce from what we have, being sustainable, environmentally friendly, yet being

profitable, and connecting with not only the business side, but the family and social side of the

customers.

While few images in this ad really connect to the viewer on a personal level, that is all in

the eyes of the beholder. Some may view this is complete opposite ways than others but there are

a few concrete ways in which this ad appeals very much so to the audience. People in

agriculture, not even production agriculture are connected to this ad because their career, and

lives depend on this industry. Many people see these images and it makes them think of a time

back in their childhood when life was much simpler and it really makes them feel a strong sense

of connection. On the opposite side of the spectrum the ad shows a few city scenes that would

make a connection to those living in urban areas all across the world. Even though they might

not think they’re connected to agriculture, they are, and that comes across clearly in this this ad.

When looked at as whole and particular scenes individually, this ad does a very efficient

job of getting the companies message and brand across to the audience. The ad reaches out and

grabs a viewer’s attention and makes them think about what production agriculturists are going

to have to do in the years to come to keep this nation and world thriving. It also reaches out to

those agriculturists who may not be satisfied with the products they have and are looking for a

fresh new start to their operation. All in all, Monsanto does a very effective job of touching the

viewer and making an impact through their methods of voice, color, picture and sound to get a

reader to remember and use their product.

Monsanto Company.

Youtube.com.2.05.Google,December1,2010. Advertisement. July 23, 2013

http://youtu.be/SUHTBABXbu8

(I chose to edit this paper because I knew I would have to rewrite my entire narrative paper based on the comments that you left on it so this was my only next option)