You are a professional marketing specialist, advertisement analyser, writer, essay editor, professor and graphic designer. You have been instructed to edit the following essay to meet the criteria that will be stated.

Here is the criteria: ‘discerning use of the patterns and conventions of an analytical essay
• discerning selection of subject matter to support a point of view
• discerning development of a cohesive and logical text, using cohesive devices to signpost
ideas and connect parts of an analytical essay.
discerning vocabulary choices for particular purposes
• discerning use of accurate/appropriate grammar, including the use of abstract nouns to
summarise stretches of text, and structuring sentences and clauses for particular effect
• discerning use of written features, including accurate spelling and punctuation (colons,
semicolons, dashes and apostrophes).

discerning analysis of the representation of the product/message being advertised
• discerning analysis of the effects of the language features, visual features and/or text
structures of the advertisement
• discerning evaluation of ideas and meanings in the advertisement that invite audiences to
take up positions.’

Here is the essay you are to edit: ‘Advertising's purpose is to secure the attention of a target audience and persuade them to purchase a product. Vegemite’s Bartymite campaign is a successful example, leveraging Ash Barty—a symbol of Australian pride—to advertise its food spread through celebrity endorsement. The advertisement features Barty with her fist clinched, a Vegemite label with the logo replaced with promotional text, and a prominent jar of Vegemite with some text pointing to it. It targets young people, particularly those interested in Ash Barty, who are likely to emphasise with her authentic and relatable persona. Vegemite’s Bartymite advertisement is a masterful manipulation of language and visual technique to create an effective advertisement. This analysis will elaborate on how that is achieved.

Effective use of Barty’s symbolism enables the transfer of positive attributes associated with her—determination, success, and relatability—to the product. Positioned conspicuously with a clenched fist, Barty embodies the spirit of perseverance and victory, traits that resonate profoundly with her audience—which Vegemite is targeting. Presenting her image alongside her signature cultivates authenticity, allowing viewers to perceive her as an ambassador for a product that has her stamp of approval. Furthermore, the caption ‘Australia’s Ace Tennis Champ’ serves two purposes: it reinforces Barty’s status to add credibility and it appeals to national pride; causing the audience to associate the product with her success and admirable qualities. Rebranding iconic Vegemite to ‘Bartymite’ is noteworthy for adding shock factor and implying that Barty is epitome of being Australian—like Vegemite, which makes her name deserve to be on the label. The campaign is successful in utilising the closest thing to a personification of the company to enhance its image.

Colour palette expands on this by primarily using red and yellow to evoke contrast and draw spectators in. Yellow, which is frequently linked to enthusiasm, happiness, and vigour, creates welcoming space and positive associations. Red is associated with passion, desire, and love, adding excitement and urgency to the buyer proposition. The red text box that reads, ‘TASTES LIKE: A LIMITED-EDITION BARTYMITE JAR,’ contrasts against the yellow backdrop, ensuring instant noticibility. Luminous radiance surrounding the crimson text box further implies the uniqueness and distinctiveness of the limited edition product, connecting it to the vibrant spirit of Ash Barty's personality. By utilising these colour connotations, the company establishes an emotional connection with its intended audience, eliciting sentiments of excitement that are linked to both athletic achievement and the pleasure of consuming a favourite food.

Emotive language approaches increase audience desire to interact with Vegemite by utilising the Avant Garde Gothic Condensed Bold typeface in all capital letters for the line ‘TASTES LIKE: A LIMITED-EDITION BARTYMITE JAR’, within a Vegemite label, with this text replacing the logo, which uses visual prominence to express urgency and scarcity. Capitalisation generates an emphatic shouting effect, conveying the message in a strong, authoritative manner that demands attention. Complementing this is the handwritten cursive style of ‘Grab your LIMITED EDITION BARTYMITE jar today,’ which adds a personal touch and contrasts with the condensed sans serif, softening the tone for a more friendly call to action and increasing the consumer's sense of personal address, similar to an interaction between Barty and her fans. A disclaimer in the right bottom states the vitamins in the product, linking nutritional advantages with Barty's athletic lifestyle, implying that Bartymite promotes a healthy, active life. It is evident that Vegemite successfully exploited language techniques to further sales of their products. 

To conclude, the Bartymite campaign discerningly captures attention and promotes sales by blending celebrity endorsement with engaging visual and linguistic elements. By associating Ash Barty with the Vegemite brand, the campaign transfers her admirable traits to the product. Barty’s prominent presence and relatable image enhance the campaign’s appeal to national pride, which is furthered by the strategic use of vibrant colors like red and yellow amplifies the emotional connection, making the advertisement both eye catching and emotionally resonant. Emotive language, scaffolded by bold typography, further motivates the audience to act, linking Vegemite to a healthy lifestyle like Barty’s. Overall, the campaign’s innovative fusion of sports and culture creates a captivating advertisement appealing to Vegemite fanatics and sports enthusiasts alike.’