Ad Analysis: Tesa and Bush

Though perceptions of George Bush may have and continued to vary since his presidency, one company that took advantage of Bush's "big mouth" was Tesa, a company based in Germany that sold adhesive tape as its major product. This, and many other ads similar, was created by Heads Propaganda. The other ads mentioned followed the same format, only with a different person and quote.  They denounced the Prime Minister of Portugal, the Prime Minister of Italy, and Hugo Chavez.  Heads Propaganda typically works as a publishing company in Brazil. Also, upon looking at the ad one can easily tell Tesa is not fond of George Bush and uses his quotation to justify its view.

One of the most prominent forms of rhetoric used in this advertisement is the use of color and font.  As you can see, George Bush along with any writing is in black and white.  The only color available to the reader is that of the tape: red. Therefore, it quickly attracts the viewer's attention as being the first comprehensible thing seen.  Then one's eyes move either right to see "The world needs tape like this" or left to see the brand name "Tesa". After, one's eyes zoom out to realize the tape is covering George Bush's mouth then finally the quotation seems to appear: "Are you going to ask that question with shades on? For the viewer's there's no sun." followed closely by "George Bush, addressing a blind reporter at a press conference." The font throughout this ad is standard Times New Roman with a small font, unlike the "Unhate" ad we previously encountered in class.  This emphasizes a sense of neutrality which works to take the pressure off President Bush and put emphasis on the name brand.  

Though I believe Tesa's main goal was to promote their product, I do not think an ad of this sort would be very effective too far after Bush's outburst.  I believe the main purpose of this ad was to promote Tesa's tape by riding the wave of anger the public put on George Bush.  Other than promoting its own product, though slightly radical, could be a proponent of red tape.  "Red tape" in government is anything that prevents legislation or progress from occurring.  To this day, a filibustering senator, expansive bureaucracy, a too many standard operating procedures are just three examples of red tape.  This ad may suggest that, with red tape over his mouth, that President Bush is himself red tape for America.  His "big mouth" and quick trigger for the war on terrorism have not boosted his reputation at all.  In fact, many people dread him.