Analyzing the first Ad
Brand name: Persil
Category: Laundry powder
Ad type: Unique Selling Preposition
Define the product
Persil is one of the leading laundry
powder brand names.
It has a high reputation concerning
It has a great market share.
It is well known among all the
Those who care about a good quality
in their laundry
approximately same quality
same image and awareness
similar communication strategy
Bonux and Nice ...
These are competitors with less
quality and less price.
yes “3 in one” and Tide
Other competitors are multi
Persil fights to be the number one
in the mind of the consumers
concerning whitening and caring
about the washed items.
Visibility: ultimate clean
Identity: successful house wife
Personality: killing dirtiness
Single mindness: cleaning inside and
The most items in the ad that
attracts the attention is the name of
Persil written in red, in addition to
the expression of the two persons in
Persil’s ad shows the interest in
the ultimate clean that every house
hold dream about to be a successful
This ad showing Persil’s benefits
which are ultimate clean… which
creates a desire for the target
audience to take action.
After the desire has been
awakened, the target audience is
motivated to go to supermarket or
retailers and ask for the brand and
Persil ad is an animated printing
that mixes a photo of a man and a
woman with an illustration of the
fibers of the clothes, showing that
the two persons are inside the cloth
item and surprised.
The fibers are shown to be very
clean due to the power pearls of the
new Persil. The power pearls are blue
balls spread all over the fibers in a
combination that shows the relation
between the whiteness and the balls.
Moreover, the logo of Persil is
located in the eye sight of the couple
as if they are looking towards the
logo surprised. Persil’s logo is also
located above the man’s hand, while
the man is showing the woman the
effect of Persil.
The combination between the two
(man and woman inside the clothes
and the Persil’s logo) makes the ad
very attractive and send a clear
message that relates whitening and
customer satisfaction with buying
1. Persil’s logo is in red because Persil
has used the red color in its name
since its introduction to the market.
2. The background of the name is
green as the color of the package.
3. The slogan is written in white to show
the main aspect of Persil which is
cleanliness and whitening.
4. The couple are shown inside the clothes
where the fibers of the clothes are white
and blue to show the cleanliness. The
background of the clothes is blue
probably because clothes are usually
drawn out in the open air.
The couples’ expression shown on
their faces is a “wow” expression
which means that they are
surprised from the value and
quality of Persil. They are
Persil used the unique selling proposition
(cleaning inside and outside) as a slogan
for their advertising campaign.
They focus in their slogan on the quality they
provide without mentioning the price or
any other promotion, because they are
trying to position Persil as the number one
laundry powder in the market.
The couple in the ad is looking
towards the brand name while in fact
they are not; the photo is taken from
the original TV ad which shows that
they are both inside the clothes
looking at the whiteness and
Analyzing the second Ad
Brand name: Boss
Ad type: Life Style
Define the product
Hugo Boss has many categories:
Clothes, perfume, bags, belts.
Boss is an old brand and has created
a great market share.
Hugo Boss is an international brand.
Special life style
High income people
High social class
Those who wants to be unique
The target are:
Those who care about their look.
People from age 18-35 men.
Boss is positioned to be high
quality product with a special
emotional effect to be unique and
classy. Self esteem.
Interest: attractive man/woman
Single Mindness: showing off
Attention: Black color, good looking
guy, attractive, sexy women.
Interest: The ad represents a certain
lifestyle which creates an interest for
people to be like them.
Desire: imitates a certain lifestyle.
Action: buying boss clothes.
Boss positioned as a lifestyle ad uses
the Black & White colors to target a
high class level of audiences.
This ad is maybe consisted of two
images or one image without any
This ad uses “more is less” theory by
showing the images on the edges
while in the middle it is empty.
The black color is dominating.
This photo is gray scaled.
The girls are in a party.
The ad contains man and women.
The man is a major part of it.
Women are shown dancing with an
attractive and sexy dress.
Boss represents the lifestyle of the man.
A man who uses Boss can be found in
these places looking very sexy and
The characteristics of the man starting
from the smallest detail is showing an
exclusive lifestyle: long hair, beard, open
suit, without socks, his informal unusual
seat or position.
The girls are showing the same lifestyle as
the man (high society level).
The Boss logo is placed in the corner
of the ad in a small font size because
they are trying to focus more on the
images. So that when you see such
lifestyle you will immediately think
Analyzing the third ad
Brand name: Libancell
Category: Mobile service
Ad type: Humoristic
Define the product
Libancell is an institution that was
responsible of managing the cell
phone communications in Lebanon as
well as Cellis.
Libancell’s target audience is the
Females and males
16 and above years old
Business men and women
People who can afford using cell
Libancell’s main competitor is
Cellis. Cellis is another institution
that was in charge of managing the
cell phone communications.
Libancell is positioned in the mind of
the consumers approximately similar
to Cellis, since they have
approximately the same price and
the same features.
Usually they compete in the help
services. People who own Libancell
are usually satisfied and may repeat
Single mindness: it is good to
Using cell phone as a pottery safe
attracts all the attention.
The headline (2$ can serve you a
lot) provokes an interest in the
consumers to read more what is in
If the consumers were interested
in the content, they will have the
desire to take action.
After desire, consumer will go to
the nearest store to submit the bill
They use the brown color to make
the safe natural.
While the white background is to
make the jar or the safe attractive
The attach over the bill control
means that this feature is one from
many features that libancell offers.
Headline is another attractive item in
the ad. It is placed in the top of the
page with a bold font saying that 2$
can serve you a lot.
“2$ can serve you a lot”
The reader will be surprised with
what they are seeing. For sure they
will read the whole headline to see
what the meaning of this promise.
Creating an Ad
Brand name: Macintosh
Ad type: humoristic
Define the product
Macintosh (Mac) is a brand name for
a computer system manufacturer.
Mac is the most important
competitor for Microsoft.
Mac has its own hardware and its
Mac have many advantages over the
Microsoft computers but it is much
Businesses needing Mac features.
Microsoft is the biggest competitor
for Macintosh computers. Microsoft
has a wide market share and very
well known among people all over
the world. That’s making it hard for
Macintosh to compete with Microsoft.
Macintosh is positioned in the
mind of consumers as professional
computers that serve special people
for a certain purposes.
Single mindness: think different
The illustration of a flying man grabs all
of the attention especially when his
head is an apple.
the apple headed man provokes
interest and makes the audience look
down and see the logo and the brand
Here the audience are aware about
what the ad is about. This ad might not
convince people to buy the brand but it
will remind them by the existence of
If the audience have been interested
by the ad, and they are willing to buy a
professional computer, so they are now
reminded by the Mac. This might cause
them to go and check Mac computers
and probably buy our brand.
Detailed analysis for the Ad
In this ad, less is more is
dominating… The visible objects are
a flying animation of a man with an
apple head. The lines under the man
represent the earth. the logo, the
brand name and the slogan are
placed in the bottom.
The logo is colored by fancy colors,
that’s due to the important feature in
Macs, which is high quality in graphic
The background is white to make the
ad as simple as possible and to make
the audience focus on the objects of
the ad and not missed up.
The flying illustration of an apple
headed guy can be analyzed in so
many different ways. Each one can
see it in different perception. One of
them is freedom and flying in his
imagination, and this can also show
a form of creativity.
Another important thing in the ad is
the replacement of the head of the
flying guy by the logo of our brand,
which ensure that if you “think
different” you will fly and be
creative… moreover, the head is a
symbol of thinking that’s why we
relate it to the apple, which in turn is
a symbol of different thinking…
The font type of the “Macintosh”
word is in a graphic sense to stress
on the importance of Macintosh for
The logo is big enough to link it with