Messages are Everywhere:Messages are Everywhere:

AdvertisingAdvertising

Create jot notes on what you Create jot notes on what you think makes an advertisement think makes an advertisement

effective.effective.

http://pulsar.esm.psu.edu/Faculty/Gray/graphics/movies/ipod_shuffle-30_m640.mov

What was your initial response to the iPod ad?

What did you like about it?

What didn’t you like?

• 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)

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.

As we explore the visual elements of advertisements, take detailed notes on the

chart provided.

Visual Elements in an Ad

General Mood: the overall feeling that is conveyed by the ad (joy, fun or satisfaction).

Visual Elements in an Ad

Typeface: the size, shape, and style of the print used in the ad.

Visual Elements in an Ad

Logo: the sign, symbol or lettering that stands for the company or the product.

Visual Elements in an Ad

Colour Scheme: the colours used in the ad and how they relate to each other.

Visual Elements in an Ad

Light: the brightness of the ad, the contrast between light and dark, and the relationship between them.

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.

Visual Elements in an Ad

Overall Composition: the combined effect of the General Mood, Typeface, Logo, Colour Scheme, Light and Shapes in the ad.

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.

As we explore the story components of

advertisements, take detailed notes on the chart

provided.

Story Components

in Ads

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

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.

Story Components

in Ads

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

Story Components

in Ads

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

Story Components

in Ads

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

With a partner, identify theVisual Elements and Story Components in this ad.

Record your findings on the chart provided.

Class Discussion / Share Your Findings

NEEDS THAT SELL:

Another way that advertisers convince

us to buy their products is by

appealing to basic human needs.

The need to be physically healthy.

The need to be physically attractive.

The need to be free from fear and

anxieties.

The need to feel good about ourselves.

The need to belong to a group.

The need to have status.

The need to be informed.

The need to identify with people we

admire.

“Think Different” Ad

Watch the following ad, and identify the needs that it appeals to.

Record your ideas on the chart.

"Think Different Ad"

On your own or with a partner, identify the following in this ad:

• Intended Audience• Visual Elements• Story Components• Need(s) Appealed To