-The stimulus in this ad is the snow mobile texture in the tier representing the grip the tier offers for winter conditions. -The snow mobiles made on the tier as texture representing the grip and traction of an actual snow mobile in winter conditions.
1.1. (b) Either using the same ads or three different ads , identify as many examples as you can of perceptual organization. 10
Closure -Closure principle tells us that people tend to perceive an incomplete picture as complete. We fill in the blanks -we can identify two characters one to the left and the other to the right -The one to the left resembles Hitler while the other one resembles Charlie Chaplin. -“it’s the hat” implying that the hat makes all the difference which of course is to represent the hat company. 12
Proximity - Principle of proximity is that features which are close together are associated - This is an Absolut vodka ad using the Principle of proximity the trees for the shape of the Absolutbottle.
Figure and Ground - The figure-ground principle states that one part of a stimulus will dominate (the figure) while other parts recede into the backdrop (the background). - Two images one of the fork and the other of the wine bottles incorporating the food and wine aspect into the logo. 16
Similarity -The principle of similarity consumers tend to group objects that share similar physical characteristics - Leica cameras we can see that the strips on the back ground share a similar physical characteristics and the strips in the middle are more prominent represent the zoom capability of the camera and these strips are set apart because they share a different set of similar physical characteristic.
1.2. (a) Find a print ad for any product that makes use of Zeigarnik effect 19
The Zeigarnik Effect.. - The Zeigarnik effect occurs if a task is interrupted, material relevant to the task tends to be remembered. The press ad above represents labron James who is a brand ambassador of Nike. In the ad we can see James in the process of dunking the basketball but the task is incomplete because there is no net visible and the question left to ask the audience whether or not he will be able to do so. This suspense will capture the audience and make them recall the ad. 21
1.2. (b) Find a print ad for any product that makes use of von Restorff effect. 22
The Von Restorff Effect.. -Restroff effect occurs when a highly unique item in a series is recalled more easily. In the press ad above which is a public service message against smoking we can see the inverse effect , instead of the cigarette burning out into ashes it’s the other way around with the smokers burning away and only having their hands left to hold the cigarette fitting perfectly with the tag line “cigarettes smoke people”. 24
1.3. Pick a consumer convenience product, possibly a personal care product such as a deodorant or mouth wash, and create an advertising copy stressing: 25
- The above ad is using Operant conditioning and showing positive Reinforcement in their ad by showing that through the use of Aquafresh toothpaste your teeth will shine with brightness. The brightness is exaggerated but it gives a positive reinforcement to the target audience regarding the whiteness of their teeth. The target audience who are conscious about their teeth’s whiteness will defiantly be attracted to this ad. 28
- The above ad is using Operant conditioning and is showing Negative Reinforcement through face book, we can see that there is no profile picture and the tagline states “improve your profile” suggesting that you might be embarrassed by your features, most important one being your oral hygiene. Aquafresh offers you the chance to help improve your profile by using it you can drastically improve your oral hygiene. 31
-This ad is of Aquafresh. It’s tagline states “use before it’s too late” which accordingly suggest that we should all use Aquafresh toothpaste in order to avoid being in a situation such as the image above. The image above shows the teeth of a person which have been bandaged up. So with the tagline and image we can gather that if we don’t take care of our oral hygiene by not brushing our teeth with Aquafresh toothpaste we will eventually end up with a similar result metaphorically.
1.4. Fantasy is a technique frequently used by marketers of perfumes, automobiles, and other products with heavy symbolism. Do a draft version of print advertisement for a new a new brand of perfume. Develop the ad so that fantasy is its major theme. 35
37 Temptation -TAG LINE: “Give in” - The above is a print ad for a perfume called “Temptation” the theme is fantasy. In the above ad we can see a princess lost in wonderland who is tempted to reach for the fruit of the forbidden tree depicting the tree of knowledge from the garden of Eden. The fruit is represented by the perfume which is shaped like an apple but different in color and texture to the other ordinary apples on the floor. The ad is targeting women who are adventurous or women who want to try something new and daring. The tag line “give in” suggests give into your temptations.