The Art of Advertising
In today's post I am going to familiarise you with the different ideas/types of advertisements in old-time and current mass media. The kinds of media texts I have chosen are the ones that have features that make them attractive or controversial for potential viewers. This means that every of presented masterpieces remains in people's mind for a while.
It's likely needed to understand correctly the purpose of the message incorporated in the text. To begin with we will go through the definitions of common questions and terms connected with the topic.
What is an advertisement?
Advertisement is a media text such as picture, short film, song that tries to persuade people to buy a product or service.
source: Cambridge dictionary
What is the target audience?
Target audience is a group of people to whom you address your products or services. People in a target audience share demographic similarities, such as age, location, or socioeconomic status.
source: onaudience thebalancesmb
Slogan - A catchy phrase that is memorable and thus becomes associated with the product
Campaign- run by an advertising agency, this incorporates all the ways in which the product is promoted
Product endorsement- the use of celebrities, members of the public, experts to say how good the product is
Iconic representation - the actual image of the product appears in the advert to show the audience what it looks like
source: AS Media Studies by Christine Bell - Illuminate Publishing
Nike sneakers that keep you alive
source: Nike imagines kateharmsworthresearch
The idea behind this advertisement campaign draws you in straight to the graphic trainers that are
2 shaped lungs, symbolising the breathing of oxygen as the core of the trainer it is lightness. Therefore, this is also slogan implied in the text, suggesting that ‘they keep you alive.’ as well as your lungs keep you alive. The advertisement suggests to the reader that having these trainers you have a healthy and active lifestyle.
The similarity between two modern and minimalist images stays attractive thanks to the use of black and white color for classy look focused of on the actual composition, texture, and shading of the product and dark blue with contrasting salmon color making the items appealing for potential customers. In my opinion the Nike strategy is transparent and understandable what proves that not every campaign should contain sophisticated idea.
source: Nike imagines unionroom
This another Nike's ad was created at Wieden+Kennedy, London, by creative directors Tony Davidson and Kim Papworth, art directors Chris Groom&Stuart Harkness, typographer Guy Featherstone, and photographer Nick Georghiou. It shows three different relationships: iconic, indexical and symbolic relationship. The iconic representation of English professional footballer and the celebrity in sports world - Wayne Rooney. The indexical contex such as red paint on his body and arms outflug widely may portray the violence which is often associated with football hooligans. It could also convey the symbolic message symbolising the England flag. The correlation between signs and object led also to religion aspect connected with the footballer posture. For many people what makes that photo disturbing and religiously inappropriate is the wet, red paint looking as a blood and resemblence to Crucifixion of Jesus. Despite Nike’s assurance that there were no religious overtones, but some Christians have taken offence that their symbol has been associated with a marketing campaign for sports company.
source: Nike imagines unionroom
This image of Wayne Rooney with a crucifix-style stance drew mixed reactions when launched, as did the similar image of boxer Manny Pacquiao in his campaign for Nike. In the picture you can notice the Pacquiao’s body language as if he were in prayer, but in real life, before every boxing match commences; Pacquaio performs a prayer for guidance and protection for during the match. Pacquaio'ss the same as the previous media text caught audience's attention by generating extreme topics such us Wayne's dedication to football carrer and England or public Christian's faith insult.
The way I see it, this campaign reached its goal by the controversy and publicity. The stylistics remained clear and attention-getting, but its purpose and codes used to communicate with the target audience were unintelligible.
The similarity between two modern and minimalist images stays attractive thanks to the use of black and white color for classy look focused of on the actual composition, texture, and shading of the product and dark blue with contrasting salmon color making the items appealing for potential customers. In my opinion the Nike strategy is transparent and understandable what proves that not every campaign should contain sophisticated idea.
The Bloody crucifix or just a flag?
This another Nike's ad was created at Wieden+Kennedy, London, by creative directors Tony Davidson and Kim Papworth, art directors Chris Groom&Stuart Harkness, typographer Guy Featherstone, and photographer Nick Georghiou. It shows three different relationships: iconic, indexical and symbolic relationship. The iconic representation of English professional footballer and the celebrity in sports world - Wayne Rooney. The indexical contex such as red paint on his body and arms outflug widely may portray the violence which is often associated with football hooligans. It could also convey the symbolic message symbolising the England flag. The correlation between signs and object led also to religion aspect connected with the footballer posture. For many people what makes that photo disturbing and religiously inappropriate is the wet, red paint looking as a blood and resemblence to Crucifixion of Jesus. Despite Nike’s assurance that there were no religious overtones, but some Christians have taken offence that their symbol has been associated with a marketing campaign for sports company.
source: Nike imagines unionroom
This image of Wayne Rooney with a crucifix-style stance drew mixed reactions when launched, as did the similar image of boxer Manny Pacquiao in his campaign for Nike. In the picture you can notice the Pacquiao’s body language as if he were in prayer, but in real life, before every boxing match commences; Pacquaio performs a prayer for guidance and protection for during the match. Pacquaio'ss the same as the previous media text caught audience's attention by generating extreme topics such us Wayne's dedication to football carrer and England or public Christian's faith insult.
The way I see it, this campaign reached its goal by the controversy and publicity. The stylistics remained clear and attention-getting, but its purpose and codes used to communicate with the target audience were unintelligible.
Reference List:
https://www.unionroom.com/the-evolution-of-nike-advertising/
https://www.scribd.com/document/23048896/Wayne-Rooney-Nike-Advert
https://www.britannica.com/topic/crucifixion-capital-punishment
https://newwrd103.wordpress.com/final-ad-analysis-essay/
There is some good analysis of the advertisement you have looked at, but you need to discuss more in-depth how this relates to the idea for your own advert. Please remember that you need to include initial ideas, panning of your advert, Process of creating your advert with screenshots and technical details and Final advert with reflection.
ReplyDeleteRozalia,your advertisment is perfect.You put very good pictures and very interesting texts.Your idea adn development is very good and clear.Also you put your source correctly.I think that you don't need to improve your post because is completed as it should be.
ReplyDelete