ADVERTISING: KEY CONVENTIONS

 Part 1: Skittles advert analysis


1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention? For each convention, write about how it communicates meaning to the audience. See the Maltesers advert above for an example of how to do this.
  • Pictures of the product show colors, bright, and how multicoloured. This has the connotations of being joyful, delighted or contented, and glowing.
  • The Logo is in bold and white. This has connotations of drawing attention since Skittles is a short word and using white makes the logo standout from the background which is red. Using white as the colour of the font makes the logo look new and clean.
  • The Background shows rainbow, neutral, and clouds. This has connotations of being on cloud nine, using neutral shows that it's neither positive nor negative, which means Skittles is just the way it is, using rainbow shows diversity and embracing love and friendship.
  • The slogan's dissolving from the background and is all in a capital letters. This has connotations of that if we eat Skittles we'll melt and using capital letters shows how important the slogan is.
  • The colour scheme's are rainbow, red and blue or white shows more in the image which has connotations of how fire and water are enemies which links to rainbow as diverse.
2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of persuasive techniques listed above?
-The USP for Skittles is the colours, because it persuades the audience that it has fruity flavour and that it comes in many different flavours.
Look at the Maltesers example above if you are unsure how to complete these tasks.

Part 2: Advert research

Use Google images to research classic adverts. Find examples for the following and add them to your blog:

1) An advert with a clear brand identity
2) An advert that uses shock tactics or a controversial idea

3) An advert that creates a a strong emotional connection to the audience

Bonus: Can you find an advert that shows women or men in a way they don't normally appear (this is an example of representation in media - subverting the typical representation of gender. We will be studying this next week!)

Extension tasks

If you have completed an in-depth analysis the Skittles advert and some research into classic adverts, do some additional research into creative or powerful print advertising. 

Task: Find an example of a print advert for EACH of the following:

1) An innovative or ‘different’, subversive concept (e.g the porcupine advertising VW car)



2) A foreign advert that you can understand despite the language barrier


3) An advert that subverts gender representations



Finally, read this excellent Forbes article on seven of the most effective adverts of all time. Which do you think is the best and why?
-In my opinion Nike has the best because it doesn't give too much pressure and it links to the saying ''YOLO" which stands for You Only Live Once, because they teach audience how to take a risk and learn from their mistakes.

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