IB DP Language A Language and Literature – sample text analysis – ad for a Toyota Tundra

Text:  “The opposite of camouflage.” Toyota.

Before analyzing the text make sure to have a look at the following page for a better understanding of how to use the text to help you with your assessments: https://language-literature.com/sample-text-analysis-blog-posts/

Some elements of this text to consider:

  • The use of light in the ad – the shiny highlights on the truck and the bright background behind the text on the upper right which helps the text stand out.
  • Although not highly saturated the colour palette is mostly brown and green which matches the outdoor location and theme of the ad.
  • The text on the bottom right mentions that it is built in Texas – a suitable place for outdoor pursuits. The mention of Texas may also have been done to draw attention away from the truck’s Japanese roots. Toyota may feel that stereotypically-conservative truck owners may be more likely to buy a truck that has at least a nominal American connection.
  • The setting of the photo – appropriate for this outdoor-themed truck ad. The setting matches the text on the bottom right which states that the truck is “Ready to take on hunting, fishing or whatever the great outdoors brings…”

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