Media textual analysis

1. Detailed textual analysis:
Subway “The moment of decision”

2. The company
Subway is a fast-food restaurant that
operates all over the world, and as of
June 2017 operate over 45,000
establishments in 112 countries.
Subways major business plan
operates on the fact that they are an
alternative establishment to places
like McDonalds and KFC which have
been blamed for the high obesity
rates in the west, whereas Subway
focuses on lowering calories and
providing healthier food with the
same flavours and for the same price
ranges.

3. Director behind the advert
Director – Michael Downing
Creative directors - Alexei Berwitz, Rob Webster,
Jean-Laurent Py
Producer – Fran Thomson
Creative agency – McCann London

4. Target audience
From the advert and the selling
point of the brand, its target
audience is working adults that
don’t have enough time to sit
down and eat a meal. Most of
their adverts include actors
who seem to be in their 20’s
and 30’s an are all nicely
dressed, as if they would work
an office job.

5. Young & Rubicam and 4 C’s
• The aspirer and the mainstream audience groups
apply to Subway the most. In terms of the aspirer,
those people are very wary of how others
perceive them. By going to places such as Subway
which is seen as a better alternative to other fast-
food places, they want to portray themselves as
the people who can afford more expensive food.
• For the mainstream audience they are the
majority and tend to simply copy what others do.

6. GEARS
• Gender- Subway doesn’t show any favouritism
in terms of audience targeting and would
want both genders to be attracted to their
brand as they want the largest possible
audience.