We all experience the same media exposure, yet our perception of the message being conveyed can vary depending on our age, culture and circumstances. In our analysis of an Israeli advertisement for Pelephone, a communications company selling high speed internet connections, our group worked collaboratively agreeing that this is a 'feel good' advertisement that is aimed at inspiring young working Israelis to use this product to help them escape to the new and exciting world of high speed internet. The company is selling an ideology and lifestyle rather than simply advertising a product. They've targeted emotions and ideas about everyday life rather than the needs of the consumer.
             The objective of this advertisement is to sell high speed internet. Pelephone does this by relating certain ideas about life to their product (high speed GSM, 'Global System for Mobile Communications'). The advertisement presents us with a typical hero's journey in a fantasy land of pastel colors, similarly curving trees, cloud-ends and magical ways of travelling. From the happy ending of this story (the hero, a belated groom, making it to his wedding) we are transported to a cinema where the audience applauds the 'film' and begins to exit the theater. During this exodus, we meet a happy, young couple who have a rather innovative way of getting home- a 'canned' car identical to the one we just witnessed in the film.
             This is where Pelephone comes in, marketing its product as "the most advanced cellular technology in the world" (English translation: Sverdlov, 2009) and welcoming us to 'another world' as if their product will change and transform our lives. As the advertisement transports us to an amazing new world, so too can Pelephone's new network transport us into a new world where the internet is at your fingertips instantly. Pelephone's intention is for the audience to rela...