Advertising Messages are Everywhere! Create jot notes on what you think makes an advertisement effective

IMAGES THAT SELL Most ads are designed to make an impact at a glance. Therefore, the visual appeal of an ad is very important. There are a number of visual elements that make up an ad.

As we explore the visual elements of advertisements, take detailed notes on the chart provided.

How does this ad make you feel? Visual Elements in an Ad General Mood: the overall feeling that is conveyed by the ad (joy, fun or satisfaction). How does this ad make you feel?

What types of typeface is use in this ad? Visual Elements in an Ad Typeface: the size, shape, and style of the print used in the ad. What types of typeface is use in this ad?

Visual Elements in an Ad Logo: the sign, symbol or lettering that stands for the company or the product. Where is the logo placed on this ad? Can you recognize it immediately or do you need to search for it?

Visual Elements in an Ad Colour Scheme: the colours used in the ad and how they relate to each other. What is the colour scheme? What colours does the ad use to grab your attention?

How does the ad use the light to highlight the product in this ad? Visual Elements in an Ad Light: the brightness of the ad, the contrast between light and dark, and the relationship between them. How does the ad use the light to highlight the product in this ad?

Visual Elements in an Ad Shapes: the shape of the product, the shapes of the other components of the ad, the relationship between them and what thoughts/feelings are conveyed by them. What shapes are used mostly in this ad? Why do you think they choose those particular shapes? How what thoughts/feelings do they give?

Visual Elements in an Ad Overall Composition: the combined effect of the General Mood, Typeface, Logo, Colour Scheme, Light and Shapes in the ad. What is the effect overall composition of this ad? Do you think it does it job and is an effective ad or not?

STORIES THAT SELL: Many ads have components that are If an advertiser has managed to get your attention visually, chances are good that you will look more closely at the content of the ad. Many ads have components that are similar to stories.

As we explore the story components of advertisements, take detailed notes on the chart provided.

Story Components in Ads CHARACTER(S): the “people” in the ad and the personalities they seem to have. Who are the characters in this ad?

Story Components in Ads PLOT: the event that is shown in the ad itself and the events that you imagine have occurred before, or will occur after that moment. Who is the plot in this ad?

Story Components in Ads SETTING: where and when the scene shown in the ad takes place. Who where and when does this ad take place?

Story Components in Ads SYMBOLS: an object that stands for something more than itself. Can you find any symbols in this ad? What are they and why are they used?

Story Components in Ads SUB-TEXT: a meaning that goes beyond the surface meaning suggested in the ad. What can you infer from this ad? What is the hidden message?

With a partner, identify the Visual Elements and Story Components in this ad. Record your findings on the chart provided.

Class Discussion / Share Your Findings

NEEDS THAT SELL: Another way that advertisers convince us to buy their products is by appealing to basic human needs.

Maslow's Hierarchy of Needs Maslow's Hierarchy of Needs  is a theory in psychology proposed by Abraham Maslow in his 1943 paper "A Theory of Human Motivation" in Psychological Review. Maslow subsequently extended the idea to include his observations of humans' innate curiosity

Psychological Needs - The need to be physically healthy. - The need to have food, water, warmth, ect…

free from fear/anxieties, security, safety, being informed, etc…

LOVE / BELONGING The need to belong to a group, family, friends, love, friendship

SELF-ESTEEM The need to feel good about ourselves, identify with people we admire, prestige/status, sense of accomplishment, etc…

SELF-ACTUALIZATION The need to be physically attractive, knowledgeable, setting goals and accomplishing those goals, achieving one’s full potential including creative activities, etc…

On your own or with a partner, identify the following in this ad: Intended Audience Visual Elements Story Components Need(s) Appealed To