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What satirical technique is used in this picture when the advertisers are saying that...

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seerboldly | Student, Grade 10 | Salutatorian

Posted June 24, 2013 at 7:59 AM via web

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What satirical technique is used in this picture when the advertisers are saying that it is cooked at 50 degrees while it is actually being cooked at 180 degrees?

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durbanville | High School Teacher | (Level 1) Educator Emeritus

Posted June 24, 2013 at 8:39 AM (Answer #1)

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In advertising, amongst the most important things to consider are the target audience and the intention of the advertisement. Various techniques are used to convey a message and using visual images is usually very effective.

Without knowing the context of this advertisement, I will assume that the advertiser perhaps wants to introduce its target audience to a stove that can be set using a modern device to avoid ruining the food, associated with older stoves that do not have all the modern additions.   

Satire generally makes fun of human failings and,in this advertisement, it would be common for the cook  - after the disastrous result - which we the audience can anticipate (irony)  - to blame the stove and its inadequacies when we know the cook is just not very good! The large dial - clearly indicating the temperature of 180 degrees also foreshadows what we know, adding further humor to this visual image in its exaggerated form.  

The "thick and smooth texture that you all enjoy" will have the audience laughing to themselves as they know what the outcome will be. The use of these words adds realism to the event and intensifies the satirical situation and the incongruity is not lost on the audience as the words become strangely out of place in an oven where the food is about to be anything less than perfect.   

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seerboldly | Student , Grade 10 | Salutatorian

Posted June 24, 2013 at 9:19 AM (Reply #1)

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sorry as it was my fault for not providing enough details in my question but the slide is meant to mock the satirical techniques that are employed by advertising executives while can you pls answer question in a way that the oven at 180 is not a mistake but the people trying to trick the customers that it has been heated at 50 degrees, can you now pls answer the question again, thanks

my bad, sorry that you have to answer it again although you had a great answer before 

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durbanville | High School Teacher | (Level 1) Educator Emeritus

Posted June 24, 2013 at 12:10 PM (Answer #2)

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So to add a different angle to your question, the advertiser is alluding to the fact that taste no longer seems to be a consideration in the choice of food and it is the speed that is relevant. Irony is the overriding satirical technique when the temperature gauge is enlarged out of all proportion, representing something far more than itself. Can we still not see what "fast food" or "convenience food" is? The consumer knows that he or she is sacrificing taste in the interests of "fast food" and yet seems oblivious to the fact. Outlets still persuade consumers that it is "the thick and smooth texture that you all enjoy" as they serve up portion after portion of food, prepared far too quickly to even pretend that the taste is good. The sarcasm should be evident and the mockery of the consumer's ability to accept everything at face value - despite the glaring inconsistencies- should not escape notice. I hope this helps!

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seerboldly | Student , Grade 10 | Salutatorian

Posted June 24, 2013 at 1:06 PM (Reply #1)

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thanks very very very very much this great and sorry for the trouble

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