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Red Cross Advertisement Text (right page): Immediately after Hurricane Katrina hit, I joined others from my chapter and headed for the Gulf Coast. We delivered food and water, provided shelter and even counseling. At its core the Red Cross is a network of local chapters supported by their communities, prepared to respond to local, national, and even international needs. Sometimes that means helping one victim of a house fire, other times that means helping hundreds of thousands of disaster victims. I HOPE you will volunteer your time and donate money to your local Red Cross chapter-- so we can be there for another chapter.
Red Cross Advertisement Viewer’s Response Our eyes are first drawn to the center of the ad because it is placed directly in the center of the page, and because it includes color (in contrast to the all gray background). Next, we notice the American Red Cross logo, which is easily recognizable. Next, we look at the photo images on the page, and to the title of the ad which reads: “This chapter took me to the Gulf Coast” Finally, if we are interested, we will read through the text of the advertisement.
Mercury Milan Advertisement Top Text: INSPIRED BY HER STYLISH NEW MERCURY MILAN, Tina did what anyone else in her shoes would do-- buy new ones. Bottom Text: Introducing the all new 2006 Mercury Milan. Milan’s eye-catching style and two-tone leather seats gave Tina ample reason to add to her shoe collection; not that Tina ever needed any reasons. The big question now is whether her closet will hold as much as Milan’s trunk.
Toyota Sequoia Advertisement Top Text: What would you do without the Internet, video games, and text messaging? Bottom Text: The 273-hp, 8-passenger Sequoia is built to take your family to faraway places you’ve only seen online. And with its exclusive Star Safety System, the Sequoia works hard to give you peace of mind, no matter how many bars you’re getting on your cell phone. Toyota.com
Skin Cancer Foundation Advertisement Bottom Text: Melanoma kills more young women than any other cancer. Protect yourself. Sunproof America!
Skin Cancer Foundation Advertisement Viewer’s Response Our eyes are first drawn to the main image of the ad, which features the attractive caucasian woman in a bikini, soaking up the sun. She could represent any female beachgoer on a sunny weekend afternoon. After we notice her, our eyes immediately move upward towards the six people standing over her (perhaps because of the contrast in color). We then notice that these people are funeral goers, mourning the loss of the woman pictured in the ad. They hold roses, and display somber expressions on their faces-- almost as if they are peering into her grave, and are ready to throw the flowers on top of her casket as it is lowered into the ground.
Many advertisements use shock tactics to change our behaviors. What makes this advertisement so shocking?
What type of magazine would you expect to find this advertisement in?
Women are more likely than men to utilize sunscreen. In groups, try to create a print advertisement that will persuade men to utilize sunscreen. Your idea doesn’t need to incorporate shocking images. Brainstorm ideas for a sunscreen advertisement for men-- create a rough sketch design for your advertisement, and present it to the class.