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advertising

LECTURE I


What makes an ad? • Headline • Visual • Body copy • Packshot • Strapline


Advertising: Visual devices... • Semiotics • Visual cliches • Colour psychology • Composition • metaphor


Advertising: Language devices... • Alliteration - P..p...pick up a Penguin. Flexible Friend (Access), Grace... Space... Pace. (Jaguar) • Assonance - Beanz, Meanz, Heinz. The Quicker Picker-Upper (Bounty). For Mash get Smash • Repetition - Buy a bike, buy a bike. Don’t be vague. Ask for Haig (Scotch Whisky) • Neologism - Kwik fit fitter. Tango’d. Hoover. Coke. Kleenex. • Parallelism - So many colours, so little time. • Metaphor - heart of gold (not possible to have a gold heart).


Advertising: Language devices... (cont). • Interpellation/direct address - “It could be you”. - National Lottery. • Tryadic structures - “A Mars a day helps you work, rest and play”. • Heteroglossia - different voices within a text. Friendly, technical etc. • Polysemy - different meanings, ambiguous. • Rhythm & Rhyme - “For mash get Smash”, “The Appliance of Science.” • Onomatopoeia - “Snap, Crackle & Pop.” • Rhetorical - “Tense, Nervous, Headache?” - Anadin.


visual tryadic structure


(ToV) Tone of Voice • authoritive - “Stop It!” - Barnados (child abuse) • encouraging - “You can do it when you B&Q it.” new one “Let’s do it”. • honesty - “It does what it says on the tin.” - Ronseal.


Visual Cliches


Visual Cliches • What does this ad communicate immediately without reading any copy? • Using a heart as a visual cliche and a visual metaphor aids the viewer to ‘get it’... Pringles are delicious! • The image of the product cleverly positioned to create a heart shape is clever but it goes one step further because this new Pringle contains 30% less fat - once again relating to the heart - a healthy heart.


Verbal cliches & clever copy-writing


Verbal cliches & clever copy-writing • A new Carte D’or flavour Greek yohurt drizzled with Greek honey, hence a very clever headline that should be familiar to the target audience.


Composition • This ad demonstrates how the typographic and layout decisions can not only enhance the message but make the ad.


Inversion • The ‘Surprisingly light’ strapline is enhanced by the fact that the visual shows a slim ‘woman’ is able to pick up the fully loaded van of Snack-a-Jacks popcorn. • makes the impossible believable


more examples...


Intertextuality • another device to use to aid communication of the message is intertextuality, where the designer uses the viewers prior knowledge (presupposition). • e.g. We all know Pinnochio’s nose grows when he tells lies. The visual illustrates the quick, direct journey to Disneyworld, Paris. • Disney is all about all things magical and making dreams come true. Strapline: The Magic is closer than you think - brings all elements of the ad together.


Metaphors: here a wolf in sheep’s clothing. raining cats and dogs, heart of gold, you’re a star


Say it all with a clever yet simple image...


Type as image...


Image manipulation...


Sequential delivery techniques...


Club 18 - 30s - polysemy


Clever copywriting



Lecture I: Language and visual devices.