Advertising Appeals
•
1 gefällt mir•960 views
This document discusses advertising and logos. It provides examples of logos that contain hidden symbols and messages. Effective logos appeal to audiences in subtle ways. The document also examines slogans and the rhetorical techniques used in advertisements to target audiences. Developing logos and slogans that encapsulate a brand's values is an important part of advertising design.
Empfohlen
Weitere ähnliche Inhalte
Was ist angesagt?
Was ist angesagt? (20)
Ähnlich wie Advertising Appeals
Ähnlich wie Advertising Appeals (20)
Mehr von Melodee Peters
Mehr von Melodee Peters (13)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Advertising Appeals
- 11. Advertising is NOT a medium. Advertisers use the various media to put across their messages. Without the revenue generated by advertising, commercial television would not exist; newspapers and magazines would be far too expensive for most people to buy.
- 12. In the USA, spending on advertising rose from $15 million in 1870 to $39 million in 1880, then to $71 million in 1890. By 1908, spending had reached over $140 million. What do you think is the amount spent in 2012 on advertising in the USA?
- 21. Advertisements that achieve their purpose by stimulating one's emotions. Emotional appeals attempt to appeal to the consumer's psychological, social, or emotional needs. The copy and images can arouse fear, love, hate, greed, sexual desire, or humor, or otherwise create psychological tension that can best be resolved by purchase of the product or service.
- 22. Watch this 1994 “Pampers” ad. How is “Pampers” re-branded in this 2011 commercial? What do you notice has changed in the techniques used to advertise the product? Is the target audience for the 90s version the same target audience of the 2011 version? Explain. What is the emotive appeal of the 2011 commercial for its target audience?
- 23. Are we producing a print advertisement or a commercial (TV/internet)? What propaganda techniques are we using to advertise the product? How will we convince our target audience to WANT a product they may not NEED? Is the target audience for the other versions the same target audience of the 2012 version? Explain. What is the emotive appeal of the 2012 commercial for our target audience?
- 24. Even before the end of the 19th century, publishers had begun to organize audiences into clearly identifiable target groups such as - Sports fans - Theatergoers - Women interested in fashion - Women interested in cooking
- 31. Here is a TV commercial in which Adidas casual wear is being re-branded for a target audience. - Who is the target audience for this Adidas ad campaign? - How did the advertising company re- brand Adidas? What propaganda techniques are used? - What is the emotive appeal of the commercial?
- 32. 1949 shoes 1967 clothes 2002 Sports 1972 Trefoil Heritage corporate 2002 Sports 1997 Integrated Performance corporate design 2002 Sports style
- 33. TaylorMade-adidas Golf officially joined the adidas Group in 1997. The first Taylor Made logo was implemented in 1979. It shows the script “Taylor” and “Made” off to the side. The Taylor Made "T" logo made its debut in the mid 1980s. The updated copper “T” logo was used starting around late 1998. The current Taylor Made logo was implemented in September 2000.
- 35. Tasks that need to be Who? When and where will this work be completed completed? Brainstorm and design an appropriate Team Day 1: Facebook survey; interview classmates (5 girls; research tool 5 boys) DONE Produce the research tool according FB = John Weekend: John’s FB group. Done to the group’s agreed standards (e.g. Interviews Weekend: Googledoc with Interview questions. Done questions for the focus group, a = Andrew, survey) Mai, Gab Carry out the research (done for See above Mon – Tue: FB Done homework) Mon: Interviews (In class; Mai & Andrew – lunch) Done Analyze research (What conclusions Team Wednesday (lunch: MSMC) does your research lead you to make? How does this affect the decisions you make about the way in which you will advertise your product?) Investigate the current ideal customer Team Tue: in class model for your product Brainstorm the new ideal customer Team Tue: in class model Brainstorm product values and logo/ Team Tue: in class slogans that will encapsulate these values Design logo/ slogan/ print Mai, John Thur: lunch (meet in MSMC) advertisement (Where will this ad appear? How does it appeal to your target audience?)
- 36. "20 Clever Logos with Hidden Symbolism." TwistedSifter. Web. 20 Apr. 2012. <http://twistedsifter.com/2011/08/20- clever- logos-with-hidden- symbolism/>. "25 Logos with Hidden Messages Amazing Graphic Designing Tricks! « Graphic Design Blog An Ultimate Resource for Graphic Designers." Graphic Design. Web. 20 Apr. 2012. <http://www.graphicdesignblog.org/hidden- logos-in-graphic-designing/>. "30 More Hidden Logos to Treat Your Eyes -The Sequel!! « Graphic Design Blog †“ An Ultimate Resource for Graphic Designers." Graphic Design. Web. 20 Apr. 2012. <http://www.graphicdesignblog.org/more- hidden- logos-sequel/>. "BEST LOGOS - WORLDS BEST LOGOS and BRANDS." World's Best Logos. Web. 20 Apr. 2012. <http://worldsbestlogos.blogspot.com/2007_07_01_archi ve.html>. Petley, Julian. "Advertising, and How It Works." Media: The Impact on Our Lives. Austin, TX: Raintree Steck-Vaughn, 2001. 34-39. Print.
- 37. SLOGANS “Impossible is Nothing” Spot the Weasels (the rhetoric of advertisements)
Hinweis der Redaktion
- Indoctrination = propaganda
- The arrow between the “E” and the “x”. Expresses the speed of delivery and “x” marks the delivery spot.
- The letter ‘R’ is a cyclist. The letter ‘O’ and the yellow dot are the wheels of the bicycle. It explains that this is about cycling. The inclined positioning of the letters indicate the many uphills and hints at the difficulty of the race.
- The arrow from ‘a’ to ‘z’ indicates that Amazon has everything possible.
- There is a bear if you look closely at image of Matterhorn. Toblerone chocolate bars originated in Berne, Switzerland whose symbol is the bear.
- The hidden gorilla and lioness reinforces that the zoo has wild animals from Africa and along with the symbol of tree gives the message that this zoo attempts to provide a natural habitat for the animals. The jumping dolphins at the bottom connect to the fact that it also has an aquarium.
- The Kisses logo doesn't have much to it, but if you look at it sideways, you might see a chocolate kiss formed between the K and the I.
- The two “T’s” of this logo make up people, as they dip a tortilla chip into the bowl of salsa in the ‘I’.
- Looking head on, it appears to be a golfer who has just completed a drive, no doubt in the middle of the fairway! However, when you look at a side profile, the helmet of a Spartan warrior appears. Nice dual symbolism works well for this logo.
- The complexity of this logo is its beauty. It is a business and IT consulting company based in the UK and the logo is a combination of numeric and alphabets to explain the word “intricate”.
- This playful logo not only spells out ‘LSO’ but also looks like a conductor leading the orchestra with the ‘L’ and ‘O’ resembling his arms.
- Another ‘negative space’ gem is the Bronx Zoo logo, where New York’s iconic skyline of tall buildings can be found between the legs of the giraffes.
- he BR in the Baskin Robbins logo is made of two colours. When you focus on just the pink portion, the number 31 appears, denoting the number of flavours Baskin Robbins offers!
- When “Google” celebrated its 25 years of TCP/IP it revealed its logo with hidden year “2008”
- Backchanneling opportunity
- It is a company which designs compact tractors. The letters “E” and “H” make up the image of a tractor.
- If you’ve ever visited one of the famous stores in Paris – Galeries Lafayette, you will notice that it’s logo represents Paris with its joined letters “t” to form Eiffel Tower. C’estmagnificique
- The designer gives the message in a subtle but evident manner by shaping piano keys like trees to resemble a keyboard/piano.
- At first glance the logo may look like a simple picture of a young girl doing her yoga exercise but if you watch it carefully the body posture is creating the Australia Map.
- first glance the logo shows “Africa’s Map” but with a penetrating look you will see the outlined face of a child and a protective elderly figure.
- Adidas Logo The sports clothing brand Adidas is originally a German company in Herzogenaurach. The company is named after its founder, Adolf (Adi) Dassler. Adolf Dassler started in 1920 making shoes in Herzogenaurach, near Nuremberg in Bavaria. Adidas shoes delivered include the German football team in 1954. These were revolutionary because the studs of football could be changed. shape formed by the bars also represents a mountain, indicating the challenge to be faced and the goals to be achieved.
- The 3-Stripes mark is without doubt the quintessential adidas symbol. It was created by the adidas company founder, AdiDassler, and first used on footwear in 1949. Dassler created a symbol that could be immediately recognized when his footwear was used in athletic competition and associated with adidas. He emphasized the association with the slogan “The Brand with the 3 Stripes”. The 3-Stripes were first used on apparel in 1967. In the late 60s adidas expanded into the leisure and apparel sector, and this prompted Käthe and AdiDassler to seek a new, additional identification mark for the adidas brand. In August 1971, the Trefoil was born, out of more than 100 ideas. Inspired by the 3-Stripes, it is a geometric execution with a triple intersection, symbolizing the diversity of the adidas brand. This symbol was first used on adidas products in 1972, and later became the company’s corporate symbol. Today it plays the important role of representing the adidas Originals collection. In 1997, adidas decided to introduce an integrated corporate design, choosing as the core element a new and yet familiar logo: the 3 bars. It was designed in 1990 by the then Creative Director Peter Moore, and initially used on the Equipment range of performance products. It is inspired by the 3-Stripes as they appear on footwear.