'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.

Bright Colors (Skittles)

  • Connotation/Deeper Meaning: Bright colors like the rainbow tones used in Skittles adverts connote fun, energy, and excitement. These colors immediately grab attention, signaling that the product is lively and joyful, which appeals to a youthful and playful audience.
  • How It Communicates Meaning: The use of a rainbow palette creates a sense of variety and pleasure, suggesting that Skittles are an indulgent treat that will add joy and spontaneity to your day. The vibrant hues reinforce the idea of “taste the rainbow,” a core slogan, emphasizing the diversity and intensity of the flavor experience.Slogan (“Taste the Rainbow”)
    • Connotation/Deeper Meaning: This slogan is a direct call to action and a brand identity. It associates the experience of eating Skittles with the full spectrum of colors in a rainbow, symbolizing a wide range of flavors and experiences.
    • How It Communicates Meaning: The phrase conveys the idea that eating Skittles is not just about consuming candy, but about an immersive, multi-sensory experience. It plays on the visual appeal of the colors and the taste sensations that come with it. It’s also a memorable slogan that makes the brand stand out.
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?

USP: The USP of Skittles is “Taste the Rainbow,” which emphasizes the wide variety of flavors and the vivid, colorful sensory experience that comes with eating the candy. The idea is that Skittles offer more than just sweetness—they offer a fun, multi-sensory experience that engages all of your senses.

How I Know: The Skittles ads focus on the different colors and flavors of the product, reinforcing the "rainbow" concept. The association with vivid colors and the sensation of experiencing multiple flavors with each piece makes the USP clear.

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

 An Advert with a Clear Brand Identity:

  • Example: Coca-Cola "Share a Coke"
    • Description: The Coca-Cola "Share a Coke" campaign replaced the iconic logo with popular names, making the brand feel personal and accessible. It emphasized happiness, sharing, and connection, aligning with Coca-Cola's brand identity of joy and togetherness.
    • Clear Brand Identity: The use of red and white, along with the personalization element, makes the brand instantly recognizable. Coca-Cola is known for bringing people together, and this campaign reinforced that idea.

2) An Advert That Uses Shock Tactics or a Controversial Idea:

  • Example: Benetton "Unhate" Campaign
    • Description: This campaign featured highly controversial images of political leaders kissing each other, including the Pope and the Imam. It was meant to challenge social and political boundaries and provoke thought about tolerance and unity.
    • Shock Tactics/Controversial Idea: The imagery of world leaders engaging in such intimate acts with their political rivals was deliberately shocking, forcing viewers to confront global tensions and issues of hate and intolerance.

3) An Advert That Creates a Strong Emotional Connection to the Audience:

  • Example: John Lewis Christmas Ads (UK)
    • Description: John Lewis is known for its emotionally charged Christmas advertisements, often telling heartfelt stories about love, generosity, and the spirit of the holidays.
    • Emotional Connection: The ads often focus on the importance of hum

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