Advertising

There are many techniques used in analysing advertisements.

The common principle that is used is the AIDA principle in analysing adverts.
AIDA stands for:
 A-Attention
 I-Interest
 D-Desire
 A-Action
However, there are other factors techniques to consider.

 The Celebrity Influence

Companies pay celebrities like actors, singers, athletes and sports stars millions to endorse
their products. Teenagers—and people in general—gravitate towards the style and choices
that these celebrities make. Seeing a famous singer in an acne cream advertisement draws
more of a response from teens that seeing a non-famous person in the same commercial.

 The Bandwagon Effect

Teens are especially susceptible to doing things their peers are doing. Few advertisements
come out and explicitly say ‘Everybody is doing it’ but this type of message is implied in
many types of advertising for teens. For example, a cell phone advertisement might show a
group of teens in which all teens have their own iPhones, although this is not the case in
reality. The implied message is that all teens do have – and should have- iPhones.

 The Cool Factor

This technique makes the argument that you can only be cool if you have a specific product
or use a specific service.
 The Family Allusion

Although it might sound old-fashioned, teenagers respond to images and allusions of

families spending time together. Thanks to the high divorce rates in many parts of the world,
teens respond to seeing some semblance of a well-functioning nuclear family in advertising,
whether it’s aimed at their age group or not. An example is the KFC TV advertisement where
a teen boy orders the Family Treat, because he wants his separated parents to get back
together again.

 The Sex Factor

It is no surprise that advertisers also use sex to sell products. Many advertisements aimed at
teenagers and young adults have sexual innuendos running through them.

 The Music Attraction

Jingles and other types of songs that accompany television and radio advertisements build
interest in a product- and the artist who sings it. For example, when Tracker used the song
‘The Story’ as the soundtrack for their TV advertisement that showed the recovery of a
hijacked car with a child inside, interest in the song and vocalist, Brandy Carlisle, rocketed
even though it was already an ‘old’ song. The song and the advertisement then became
synonymous in the minds of many- and this, in turn, boosts interest and sales.
When analysing an advert there are many factors to consider.

ANALYSING AN ADVERTISEMENT

1. Product or Service What is being advertised?

2. Setting (time and place) What does it tell the reader?

3. The ‘story’ What is happening in the advertisement?

4. Message What is the advertisement’s message?

5. Target Audience Who would be interested in the product/service?

6. Design How do colour, space in layout, lighting, artwork, photographs-

all influence the reader?

7. Typeface (print style) How does the type of printing grab attention?

8. Language (the copy) Is there a catchy phrase or slogan used? What kind of language
is used- humour, alliteration, irony, exaggeration (hyperbole),
metaphor, comparisons?

9. Elements Why and how are animals, objects, celebrities, sports stars
being used to persuade the reader?

10. Mood What feelings does the advertisement create in the reader?

11. Attitudes What political, cultural, economic attitudes are shown? For
example, it may be about take away food, but it might also
show materialism, stereotyping, status, etc.

12. Effectiveness Explain why you think the advert is effective or not.

[Retrieved from SMILE TEXTBOOK: PG 110-111]

Advert 1:

Converse is and always has been made for originals. Those who stand out from the pack. People who
influence the streets just by walking down them. As a proud, the proud and official supplier of Converse
to South Africa and sub-Saharan Africa, Skye Distribution stands by this philosophy.
Which is why Skye Distribution has a zero tolerance regarding imposters and/or manufactures of “Fong
Kong” goods. As such any person or entity trafficking “Fong Kong” goods with any of the Skye
Distribution trademarks and/or logos will be prosecuted and a compensation fee will be charged.
So if, like us, you like to keep it real, kindly contact Skye Distribution at 087 940 4600 should you spot
any “Fong Kong” goods baring any of the Skye Distribution trademarks and/or logos at the top.A reward
will be offered to anyone who helps us seize these goods and convict the people involved.
1. List TWO ways in which the advertisement attempts to catch the reader’s attention (2)
2. Who is likely to be interested in this advertisement? Support your answer by quoting a sentence
from the advertisement. (2)
3. What are ‘Fong Kong ‘goods? (1)
4. How does the advertiser encourage people to take action after reading this advertisement? (2)
5. How is buying ‘Fong Kong’ goods bad for the economy? (2)
6. This advertisement has been placed by …
a Converse International.
b Chuck Tailor All-star.
c Skye Distribution.
d sub-Saharan Africa (1)
Advert 2:

The text reads as

follows:
The endangered
African penguin needs
your help. Act now
and help change this
picture. Adopt a
penguin today at
www.sanccob.co.za
and support
SANCCOB and their
partners in
conservation to save
our proudly South
African penguins.

1. “SEE THE REALITY BEFORE IT’S TOO LATE”. Describe the “reality” that the graphic depicts by
discussing the format of the graphic. (2)
2. How does the advertiser direct his appeal to the reader through the slogan and the copy?
(3)
3. To what emotion does the SANCCOB logo appeal? Explain your answer. (2)
4. Critically discuss to what extent this advertisement is effective. (3)
Advert 3:

Copy: We keep Little Red

Riding Hood out of schools
because of the bottle of
wine in her basket. Why
not assault weapons?
MOMSDEMANDACTION.OR
G

1. What is the first thing you notice? Why? (2)

2. What is the message of the advert? (2)
3. What techniques were used? (2)
4. Why use a library as a setting? (1)
5. What visual clues tell you that this is an American advert? (1)
6. Account for the emotions of the little girls. (2)

Advert 4:

1. Name the case used in the heading of

visual B. (2)
2. What is the name of the symbol that stands
for and ? (1)
3. The fonts used are written in simple script.
What makes them stand out? (2)
4. Which of the two fonts in Money and
Careers if either, stands out more? Give a
reason for your answer. (2)
Advert 5:

Mille

STAY WITH THE PLAY

Call Centre Number

0879404664

1. Name the product being advertised, and the manufacturer. (2)

2. Explain why there are only girls in this advertisement. (2)
3. What is the slogan of this advertisement? Explain how the slogan reflects the action of the
girl walking on the wall. (3)
4. What information will someone who calls the call centre number receive? (2)
5. What sound device has been used in the slogan? (1)
Advert 6:

There’s no such thing

as a wrong turn
“Get out of the city
Get out of your head
Get off the grid
Get out of your head
Take a ride.”
The BLK KJS inspires by
the Northern Cape
Book Now at
www.shotleft.mobi

1. Explain how the advertisement has been given a strongly South

African feeling. Refer to the foreground and background visuals in
your answer.
(4)
2. What message does the catchphrase ‘There's no such thing as a
wrong turn’ convey about South Africa and shot left
holidays?
(4)
3. Look at the image of the man in front. What aspects of his body
language tell you that he's having a good
time?
(2)