2 Print advertisements - volkswagen beetle (1959)
The advertisements chosen is a Volkswagen advertisement from 1959 by Doyle Dane Bernbach advertising agency. Both advertisements were part of the part of the campaign for the Volkswagen Beetle. Both the advertisements have interesting headline, where one is “Think Small” and the other is “Lemons”. The picture in both ads are dominant which have large white space and utilises the colours black and white. The balance in both ads are symmetrical and the proportions are unequal, as the visual element is much bigger which is good since the product is the main visual and is important. There is unity for the body copy of both ads and the borders are similar. The type of layout design used is Picture Window and the approach used for the visualisation is the product by itself which is mixed with humour in its body copy. In conclusion, I think these ads are effective and its evidence is that it is one the famous campaigns which is recognised worldwide.
By Jeinthiran Kajaintharan, 1003C78432
Ashley Furniture Homestore
"We want to make the Environment as pretty as your home" At Ashley Furniture, green is more than a color for decorating your home. We believe that environmental stewardship begins at home so we seek to recycle, reuse and replenish everyday. Every year, Ashley recycles : 65,000 tons of wood by-products : 67+million square feet of recycled wood : 157 tons of sheet metal : 60 tons of office paper : 39,944 dumpsters of solid wood : 13,000 wooden pallets : 3,000 light bulbs : 7000 pounds of computer equipment : 24 trailers of empty film : 11 trailers of corrugated cardboard : 50 trailers of high density styrofoam " We hope you recycle, too. Together we can keep Houston green" The ad chosen is a print advertisement by Ashley Furniture Homestore. The first thing that people would take notice is the idea of using the hands of a human to form a picture of a house. The design of this ad,uses a field of light green to highlight the image of hands forming a house and also to represent the environment. The writing style for this ad uses active verbs like "we want" to make the environment as pretty as "your" home. This kind of writing style persuades and moves people to recycle. Other than that, alliterationis also used in the body copy of this print ad, where words like "recycle, reuse and replenish " are used , having similarity in the first two letters "re", which makes it memorable and also catchier. Other than that, sentences like "green is more than just a color for decorating your home" definitely grabs the audience's attention and make them really wonder what does it mean. The word green has double meaning, one is the color and the other to represent the environment and it is persuading people to recycle. |
HELLMAN'S MAYONNAISE
" The dollop of life" All leftovers deserve a chance to rise from the fridges, so why not bring them back as today's sandwich fillings? Simply stir a 6p dollop*of Hellman's, the original mayo, and ta-dah-nothing very much becomes something very yummy indeed. "Makes homemade, well made" Another print ad that has an interesting writing style, is the Hellman's mayonnaise print ad. Word play in the headline "the dollop of life" is used which tries to tell people that a dollop of Hellman's mayonnaise is so tasty, as though it is the only thing you need in life. It catches the attention of people as such representation is used, and creates the curiosity in people as they wonder what does " the dollop of life" really mean. There is a picture of a sandwich in the middle, as mayonnaise usually associates with sandwiches. The sentences are not arranged in the normal way(straight lines) but instead they are arranged in a curvy and wavy way which makes the body copy not boring. The content of the body copy is also creative where they ask people to just add a dollop of Hellman's mayonnaise to any leftovers in the refrigerator so that the food would not go to waste, and adding the mayonnaise makes food extra tastier and delicious. Other than that, they also used rhyming taglines, like " makes homemade,well made" which makes it memorable and also easy to recall. |
By Michelle Lam Mei Ching, 0316701
Reflection
There are many different ways of writing style to make an advertisement more appealing. One of the many ways would be to use active verbs, verbs that moves and persuades people as such words activates the advertisement and encourages the viewers/audiences. For example, Subway's tagline with "Eat Fresh" and PS2's tagline with "Live in your world. Play in Ours". The other writing style include using repetition as it acts as a cumulative effect and it adds to rhythm. For example, Centurion Bikes' "Racy. Racier. Raciest". This would help viewers/audiences to better remember your advertisement and also grab their attention at the first place. Besides that, made-up words from adjectives is also allowed in this situation as it could help work to grab viewer's curiosity. For example, ReVOLVOlution and COINTREAUversial.
Additionally, another style would be to write using active voice as it will help the product to be more desirable. While using active voice, it needs to be written in an assertive, positive and upbeat manner. For example, "YO! I'm Your Tennis Shoe" by Reebok and "HuggaMuggaCup" by Maxwell House. Apart from active voice, another writing style would be to make sure the sentences are in parallel construction as such sentences be memorable to the viewers. For example, "Better things for better living", "Good time, Great taste", "What You Want is What You Get". Furthermore, another style of writing would be Alliteration, Assonance and Rhyme. Under Alliteration, it is used when the there is a similarity of the first letter or sound of words, usually consonants. For example, "Let It Be Lowenbrau", where it used a rhythmic alliteration of "L" and "B". As for Assonance, it is used when there is a similarity of the sounds of vowels. For example, "Invest in India". As for Rhyme, it is most memorable of all and easily recalled. For example, "Winston Tastes Good, Like A Cigarette Should", "Dandy Candy, Keep it Handy" and "Oh thank heaven for 7-Eleven".
In my opinion, some of the other writing styles that can be included would be to Pity the Viewers/Readers. Viewers have to identify thousands of little marks on TV commercials, radio commercials and print advertisement and make sense of them immediately. Therefore, it is important to acknowledge that our writing styles shall neither be numerous nor glamorous as our audience requires us to be sympathetic and patience teachers, ever willing to simplify and clarify. Also, another writing style would be Have the Guts to Cut. In this situation, if a sentence, no matter how excellent, does not illuminate your subject in some new and useful way, scratch it out.
Additionally, another style would be to write using active voice as it will help the product to be more desirable. While using active voice, it needs to be written in an assertive, positive and upbeat manner. For example, "YO! I'm Your Tennis Shoe" by Reebok and "HuggaMuggaCup" by Maxwell House. Apart from active voice, another writing style would be to make sure the sentences are in parallel construction as such sentences be memorable to the viewers. For example, "Better things for better living", "Good time, Great taste", "What You Want is What You Get". Furthermore, another style of writing would be Alliteration, Assonance and Rhyme. Under Alliteration, it is used when the there is a similarity of the first letter or sound of words, usually consonants. For example, "Let It Be Lowenbrau", where it used a rhythmic alliteration of "L" and "B". As for Assonance, it is used when there is a similarity of the sounds of vowels. For example, "Invest in India". As for Rhyme, it is most memorable of all and easily recalled. For example, "Winston Tastes Good, Like A Cigarette Should", "Dandy Candy, Keep it Handy" and "Oh thank heaven for 7-Eleven".
In my opinion, some of the other writing styles that can be included would be to Pity the Viewers/Readers. Viewers have to identify thousands of little marks on TV commercials, radio commercials and print advertisement and make sense of them immediately. Therefore, it is important to acknowledge that our writing styles shall neither be numerous nor glamorous as our audience requires us to be sympathetic and patience teachers, ever willing to simplify and clarify. Also, another writing style would be Have the Guts to Cut. In this situation, if a sentence, no matter how excellent, does not illuminate your subject in some new and useful way, scratch it out.
Links:
- http://grammar.about.com/od/rhetoricstyle/a/vonnegutstyle.htm
- http://www.brainpickings.org/index.php/2013/01/14/how-to-write-with-style-kurt-vonnegut/
By Ng Min Hui, 1001F76564