Parts of An Advertisement:

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Parts of An Advertisement
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Theme

• an expression of an advertisement's concept and
  position that explains its functional, sensory or
  symbolic benefits or in other words emphasizes
  rational needs, sensory and emotional pleasures
  or one's social acceptance.

3
Copy

• the information given in the printed material of
  an advertisement.
• Good copy
• should be interesting to read,
• be  attention-getting,
• use specific simple words and phrases 
• be believable.

4
Visual cues

• those graphical parts of an advertisement that
  contribute to its effectiveness by
• (1) attracting attention,
• (2) helping to communicate messages quickly and
  effectively,
• (3) making it easier to remember and
• (4) drawing interest to the theme and copy

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Text

• The advertisement has some Text, which provides
  information about the product, and more
  importantly, provides anchorage for the Image.

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• Under the general category of Text, there may be
  descriptive information about the product, other
  text that serves the purpose of catching the
  readers attention, as well as (typically) short
  phrases that act as a kind of slogan, and finally
  the name of the company and/or the name of the
  product.

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Image

• The advertisement has an Image component, which
  is typically a scene which provides the
  background for the entire advertisement.

8

• The Image may or may not feature a representation
  of the product, and the product may or may not be
  "in use" (for example, imagine an image of a tube
  of toothpaste as opposed to some toothpaste on a
  brush, or some beer in a glass as opposed to a
  bottle of beer).

9

• The Image component may be more than just one
  scene, as is often found in the "before-after"
  type of advertisement, or if there are other
  symbols or visual features that are superimposed
  on the original scene.

10

• The original scene in the Image may lend itself
  to a variety of interpretations. Look at sunset5a
  (right), and think about what kind of
  advertisement you could create, based on this
  image.

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• An Image usually has some interpretational
  component which guides the reader to certain
  aspects of meaning, possibly in conjunction with
  the Text..

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Organization

• The Image and Text are put together in some
  Organization, which is an important component of
  the overall advertisement. The Organization can
  suggest coherence, some kind of order in which
  the parts are interpreted, and relevance, which
  determines the particular kind of meaning that
  the advertisement has.

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• Let's look at an example, 13 Crown Royal (Rolling
  Stone, July 4, 2002), which has a quite simple
  Image and a quite simple Text.

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• We can investigate the Organization by removing
  the text

15

• or by moving the text down and left.

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• How do you feel that the meaning conveyed by the
  advertisement is altered under these changes?
  Look carefully at the images and consult your
  intuitions as to how the meaning of the
  advertisement may be changed.