Advertising

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Advertising

• What makes an advertisement effective?

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• What was your initial response to the iPod ad?
• What did you like about it?
• What didnt you like?

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Answer

• Who is the intended audience for the iPod ad?
• (gender, age, economic status, ethnicity, peer
  group, sexual orientation)
• How does the iPod ad appeal to them?
• (masculine/feminine images, desire for
  possessions, luxury and elegance, adventure,
  privilege, emotions, sound)

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IMAGES THAT SELL

• Most ads are designed to make an impact at a
  glance. Therefore, the visual appeal of an ad is
  very important. There are a number of visual
  elements that make up an ad.

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Visual Elements in an Ad
General Mood the overall feeling that is
conveyed by the ad (joy, fun or satisfaction).
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Visual Elements in an Ad
Typeface the size, shape, and style of the print
used in the ad.
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Visual Elements in an Ad
Logo the sign, symbol or lettering that stands
for the company or the product.
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Visual Elements in an Ad
Color Scheme the colors used in the ad and how
they relate to each other.
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Visual Elements in an Ad
Light the brightness of the ad, the contrast
between light and dark, and the relationship
between them.
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Visual Elements in an Ad
Shapes the shape of the product, the shapes of
the other components of the ad, the relationship
between them and what thoughts/feelings are
conveyed by them.
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Visual Elements in an Ad
Overall Composition the combined effect of the
General Mood, Typeface, Logo, Colour Scheme,
Light and Shapes in the ad.
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STORIES THAT SELL

• If an advertiser has managed to get your
  attention visually, chances are good that you
  will look more closely at the content of the ad.
  Many ads have components that are similar to
  stories.

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Story Components in Ads

• CHARACTER(S) the people in the ad and the
  personalities they seem to have.

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Story Components in Ads

• PLOT the event that is shown in the ad itself
  and the events that you imagine have occurred
  before, or will occur after that moment.

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Story Components in Ads

• SETTING where and when the scene shown in the ad
  takes place.

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Story Components in Ads

• SYMBOLS an object that stands for something more
  than itself.

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Story Components in Ads

• SUB-TEXT a meaning that goes beyond the surface
  meaning suggested in the ad.

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With a partner, identify theVisual Elements and
Story Components in this ad.Record your findings
on the chart provided.
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Class Discussion / Share Your Findings
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NEEDS THAT SELL

• Another way that advertisers convince us to buy
  their products is by appealing to basic human
  needs.

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The need to be physically healthy.
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The need to be physically attractive.
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The need to be free from fear and anxieties.
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The need to feel good about ourselves.
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The need to belong to a group.
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The need to have status.
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The need to be informed.
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The need to identify with people we admire.