In today's society, materialism and consumer goods have taken over the lives of everyone. There are advertisements everywhere, from toys to food and perhaps most importantly cars. People are more exposed to products and services than ever before thanks to advertisement and marketing. Advertising is truly an art that has a specific goal that is to be understood by the target market. Major companies like Land Rover use several different mediums to persuade the public to purchase their products. Large companies spend billions of dollars annually to advertise. This alone should be enough to convince anyone that the power of visual texts is immense. Land Rover makes great use of visual techniques in their advertisement to appeal to the viewer and sway their view of the company in a positive way. The advertisement produced by Land Rover is a great example of modern advertising because it uses several elements such as color, texture and light. 

In several of the advertisements that were analyzed in class, elements such as color and texture were some of the most prominent talking points. In the Land Rover advertisement several color schemes, for example the background constitutes of varying array of cool light colors which resemble the end of a sunset. The colors gives off a light simple feel and yet they also give off a sense of adventure which the advertisement is clearly trying to convey. The advertisement's background is textured to resemble sand which would be synonymous with the deserts of Africa which is where the advertisement is set. The texture is clearly designed to further the sense of adventure and exploration. Also the wood texture of the bowl brings a native or antique feel to the advertisement. This could potentially be perceived in several ways, one of those ways is simply that the advertisement is set in Africa and that they eat out of wooden bowls. However another way of looking at it is that Land Rover is a very old company and they are displaying their age through the old looking wooden bowl which has withstood the test of time like the company has. The bowl also has a shiny luster which could be symbolic because even though the bowl has been treated roughly it is still shiny and new, Land Rover may be trying to say that their vehicles never depreciate and that they will always be nice and valuable. 

 Another graphical component that stands out in this advertisement are the three massive eyes that are staring up at the viewer. The eyes and the rest of the food look like mountains with rivers flowing in between them which looks like a topographical map featuring mountains and a river. The fact that the eyes are arranged like a map may be portraying a place in Africa or just the general rugged landscape that the Land Rover can take the it's owner. The eyes themselves as stated in the upper left corner of the advertisement are "a tribal delicacy in the Namibian bush" which appeal to the more adventurous clients. Range Rover also used an "Adventure Rating" which it uses in various advertisements to describe how adventurous and exotic the country and its food is. This advertisement really tries to appeal to people that have a very prevalent desire for adventure and the outdoors. The three eyes really show how extreme these distant cultures are and give a sense that getting to those remote locations is only feasible with a Land Rover.

Land Rover is a known luxury vehicle brand and their vehicles are usually very expensive. This means they are marketing to target an audience in the upper middle class and upper class. However even though this specific advertisement does not have any hints to the usual target market people automatically assume the target market due to the power of the Lange Rover branding that has been drilled into their heads repeatedly. One hint to the target market is that most people cannot afford to go to Africa and take their Land Rover overlanding to remote villages. So, because other Land Rover advertisements have done such a great job of directly stating their target market people immediately associate the brand with expensive luxury vehicles. This mental image of brands is something that is very prevalent in today's society, most people will go to the grocery store or the mall and purchase a more expensive brand name item over the store brand item because they feel as if they can trust the brand name items more even if more times than not the store brand is the same exact thing. This advertisement resembles the idea of colonialism where the Europeans went to Africa and exploited the raw materials. This advertisement seems to be trying to send rich Europeans back to Africa which could be perceived negatively by the world considering the British were notorious for their poor treatment of colonists and Land Rover is an English company.

In this advertisement even though the theme is supposed to be adventurous and rugged the lines are still all very crisp and so are all of the edges with the exception of the bowl. This feature helps to show a very clean and modern style which is commonly associated with the car manufacturer Land Rover. The lines provide a sharp contrast to the curves of the bowl which is trying to say that a Land Rover vehicle is sleek and elegant but is also capable of reaching the far reaches of the world to explore the African bush on this case. The straight lines also help make this advertisement simpler to understand because there are no distractions from the central image. The advertisement only features a tiny area with the company's logo in the upper right corner, perhaps the company did this so the viewer's attention would not be drawn away from the bowl of food which is clearly the main point of the advertisement. 

Today people see advertisements for an amazing array of products daily, society is more exposed to companies than ever before. This is what allows people to simply look at an advertisement like the Land Rover advertisement and determine the target market even if the specific advertisement shows little relation with the product market. There are so many things that influence the decisions of people and advertisements are most certainly a very prevalent force in determining what people buy, the Land Rover commercial was directly intended to promote their vehicle and influence the viewer into purchasing one. The power of print and internet advertisements is unprecedented and is extremely effective because it has been expanded to almost everyone in the world. Advertisement is art in many cases and in today's world it is the most prevalent and powerful art that humanity has ever seen. It has the power to dictate what people do or think based on the branding and advertising. Land Rover is taking the power of advertisement to convey their message through style and emotional connection with the target audience which is what makes it so powerful and effective. It is the first art style that was meant to directly impact choices and decisions that people make on a daily basis.

