The document contains analyses of four different advertisements. The first uses scale to show the large size of an Altoids tin compared to a doll to convey it as a good Christmas gift. The second uses "plain folk" imagery of an ordinary family in L.L. Bean clothing enjoying the outdoors together to suggest their products bring families together. The third evokes "hidden fears" about work safety by showing a man whose spilled coffee leads to the message that driving is dangerous, implying Volkswagens are safer. The analyses note effective and misleading aspects of each ad's design, message, and techniques.

1. Advertisement ProjectBy: Nan Singharanaayuthaya

2. ScaleWhat is being advertised? Altoids breath minta) What is the predominant type of technique or claim used in the ad? Scale b) Explain how you know it is this type of technique?The Altoids tin occupies more space than any other elements in this ad. It is placed right next to a little doll which has the height of only half of the tin’s size to show how big the tin is compared to the doll.

3. ScaleExplain what the ad is trying to convince you of? The ad is trying to say that Altoids peppermints in a new tin size is a perfect gift for Christmas. The bigger size of the tin would surprise anyone who will receive it.Explain how the design/layout/color, etc of the ad contributes to how it convinces you?The background color of this ad is mint green which is the original color of peppermint candy. This color creates a cooling feeling and as plain as it is, it helps to make the product and the text stand out. The red text and the green background also creates the feelings of Christmas as they are colors used in that particular event.

4. Scalea) Explain what is well done in this ad Apart from the efficient scale used in this ad, the ad also contains some humor in it. A cute little doll next to the Altoids tin looks very shocking and surprised with her hair shot straight up, supporting the copy of the ad below that says “surprise them this Christmas.” The use of the color is also parallel with the time that the product is going to be sold. b) Explain what, if anything is not well done or misleading? Why?The bigger tin size of Altoids may not be the best gift for Christmas, and people who will receive it may not be as surprised as the doll in the picture.

5. Plain FolkCHILDREN: don’t talk to strangersPARENTS: don’t become strangersWhat is being advertised? L.L. Bean: clothing and outdoor recreation equipmenta) What is the predominant type of technique or claim used in the ad? Plain Folk

6. b) Explain how you know it is this type of technique The image of an ordinary family is presented in this ad, wearing L.L. Bean products. Every member in the family are enjoying themselves and gathered together to do some activities for their vocation. The copy on the right also applies to every family that “children don’t talk to strangers.”CHILDREN: don’t talk to strangersPARENTS: don’t become strangersPlain FolkExplain what the ad is trying to convince you of?This ad is trying to convince that L.L. Bean products are made for everyone in the family. By using these products, it would bring the family together and tighten up the relationship between children and parents. The image in this ad also suggests that L.L. Bean products can create unity in the family as well as joy and happiness.

7. Explain how the design/layout/color, etc of the ad contributes to how it convinces you? The colors used in this ad are the combination of warm colors. Brown is the most predominant and it is a down to earth color as it appears often in nature, thus it suggests that every ordinary person can use L.L. Bean products. Brown color also helps to convey a feeling of warmth and simplicity. In this ad, a girl in front is the only one who is in focus. By focusing on a girl rather than other members of the family implies that children are parents’ first priority and when parents look at this smiley happy girl, they would also want their children to be happy like her too. CHILDREN: don’t talk to strangersPARENTS: don’t become strangersPlain Folka) Explain what is well done in this adThe blank page on the right helps to draw attention to the left page where the image is presented. The warm colors used in this ad give out a feeling of warmth in this family as well as joy and happiness. People in this ad also look ordinary like any other families who are the target audiences.

8. CHILDREN: don’t talk to strangersPARENTS: don’t become strangersb) Explain what, if anything is not well done or misleading? Why?It is true that most of the children don’t prefer to talk to strangers, but it doesn’t mean that if the parents don’t use L.L. Bean products, they will become strangers. A family can be as much as happy and joyful as they want if they have good relationships and connections without using L.L. Bean product.

9. Hidden fearsWhat is being advertised? Volkswagen vana) What is the predominant type of technique or claim used in the ad?Hidden fears b) Explain how you know it is this type of technique?By using the copy that says “work is already dangerous enough” together with an image of a guy holding a cup of coffee that spills on his pants evokes the fear of getting into a car accident since driving a car is even more dangerous than holding a cup of coffee. Work is already dangerous enough.

10. Explain what the ad is trying to convince you of? This ad is trying to illustrate that every little thing we do in life is risky and dangerous. If “work s already dangerous enough” why would you risk your life while driving since there are more chances that accidents will happen on the road rather than in your office. The ad is trying to make people believe that Volkswagen cars would protect you from any dangers, and save you from any accidents. Explain how the design/layout/color, etc of the ad contributes to how it convinces you? Most of the colors in this ad are in between the scale of gray and white which helps the brown color of coffee stain stands out the most. By looking at the dripping coffee on the pants, the long line of it leads to the white copy which would give the reasons for why people should use Volkswagen. Hidden fears

11. a) Explain what is well done in this ad Even though the colors in this ad are dull, the use of color in this ad is good as it brings out the brown color to the front. And by not showing the person’s face, the viewers can generate their own expressions that they would get if they were in that situation. b) Explain what, if anything is not well done or misleading? Why? In this ad, the tone of the colors is very boring and dull. The color of the text is also blended in with the background, making it unnoticeable and less important. The ad is also misleading in a way that only Volkswagen is safe to drive, and other brands of cars may not be as safe as Volkswagen vehicles. Hidden fears