<ul><li>Publishing since September 1843. </li></ul><ul><li>R eported an average circulation of over 1.6 million copies per...
Why was this advertisement launched… <ul><li>Research discovered potential  </li></ul><ul><li>3 million readers in UK. </l...
About the Advertisement <ul><li>Red Wires was their first cinema ad campaign in eight years aired on 3 rd  July 2009. </li...
Click to view ad
Starts from a sidewalk
Carefully ascents
The background  Music changes Every time he jumps from One rope to the other
He stumbles while  Switching between  Ropes initially
Manoeuvres more Confidently and  Effortlessly.
Each  Red Wire  in this ad represents thoughts and ideas inspired from reading The Economist Key Metaphors
<ul><li>The  High wire walker  represents </li></ul><ul><li>the reader of The Economist </li></ul><ul><li>It represents th...
<ul><li>Despite of risk the rope walker </li></ul><ul><li>is walking the safe line </li></ul><ul><li>The  buildings  act a...
LET YOUR MIND WANDER Depicts the ability of the reader to think of more feasible and logical ideas
Subliminal Embeds <ul><li>The advertisers have used the image </li></ul><ul><li>of a  FUNAMBULIST   i.e. </li></ul><ul><li...
<ul><li>The image is associated with </li></ul><ul><li>SKILLS </li></ul><ul><li>RISK </li></ul><ul><li>REWARD </li></ul>
<ul><li>Evolution of The Economist reader makes him more receptive </li></ul><ul><li>He is able to connect his ideas bette...
Click to view ad
Aarohan Mediratta Aditi Bhanot Bhavdeep Singh Sahil Arora Sushank Kukreja THANK YOU
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The Economist-Subliminal Ad Presentation

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  • Not sure there is much subliminal here! Just straight advertising with subtle suggestions that the Economist reader will become cleverer by reading the mag!
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The Economist-Subliminal Ad Presentation

  1. 2. <ul><li>Publishing since September 1843. </li></ul><ul><li>R eported an average circulation of over 1.6 million copies per issue in 2009. </li></ul><ul><li>Claims sales in more than 200 countries. </li></ul><ul><li>Eliminates ignorance obstructing the progress. </li></ul>
  2. 3. Why was this advertisement launched… <ul><li>Research discovered potential </li></ul><ul><li>3 million readers in UK. </li></ul><ul><li>Aimed at tapping the “intellectually curious” </li></ul><ul><li>Also the traditional red out of white posters did not connect well with the non-readers. </li></ul>
  3. 4. About the Advertisement <ul><li>Red Wires was their first cinema ad campaign in eight years aired on 3 rd July 2009. </li></ul><ul><li>Abbott Mead Vickers BBDO, the Economist's long-standing ad agency, created the campaign. </li></ul><ul><li>The ad was directed by Tom Carty. </li></ul><ul><li>The background music was specially composed by Peter Raeburn, Oliver Julia, Nick Foster from Soundtree </li></ul>
  4. 5. Click to view ad
  5. 6. Starts from a sidewalk
  6. 7. Carefully ascents
  7. 8. The background Music changes Every time he jumps from One rope to the other
  8. 9. He stumbles while Switching between Ropes initially
  9. 10. Manoeuvres more Confidently and Effortlessly.
  10. 11. Each Red Wire in this ad represents thoughts and ideas inspired from reading The Economist Key Metaphors
  11. 12. <ul><li>The High wire walker represents </li></ul><ul><li>the reader of The Economist </li></ul><ul><li>It represents the “thrill that a </li></ul><ul><li>stimulated mind enjoys” </li></ul>
  12. 13. <ul><li>Despite of risk the rope walker </li></ul><ul><li>is walking the safe line </li></ul><ul><li>The buildings act as an anchor </li></ul><ul><li>on either sides of the rope </li></ul>
  13. 14. LET YOUR MIND WANDER Depicts the ability of the reader to think of more feasible and logical ideas
  14. 15. Subliminal Embeds <ul><li>The advertisers have used the image </li></ul><ul><li>of a FUNAMBULIST i.e. </li></ul><ul><li>a rope walker or a high wire walker </li></ul><ul><li>The Funambulist image works as </li></ul><ul><li>part of a conceptual metaphor. </li></ul>
  15. 16. <ul><li>The image is associated with </li></ul><ul><li>SKILLS </li></ul><ul><li>RISK </li></ul><ul><li>REWARD </li></ul>
  16. 17. <ul><li>Evolution of The Economist reader makes him more receptive </li></ul><ul><li>He is able to connect his ideas better </li></ul>
  17. 18. Click to view ad
  18. 19. Aarohan Mediratta Aditi Bhanot Bhavdeep Singh Sahil Arora Sushank Kukreja THANK YOU

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