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Advertising Grab the attention of a particular audience group Design appealing advertisements Advertisers need to identify target group E.g. a new educational toy needs to target both children and their parents.

How advertisements work? Having highlighted the problem – plastic bags in the ocean – the advertiser offers a solution: watch the National Geographic channel. An environmental message has been cleverly wrapped around an advertisement for a television series. People are attracted by the visually beautiful image. The blue ocean and the white “jelly fish” suggest purity and cleanliness. Then shock that the image is actually an image of environmentally damaging plastic Alarming caption: “The ocean’s deadliest predator” Use of strong emotive language to evoke a feeling of guilt, fear and anger.

What solutions does the advertisement offer? Who is the target group for this advertisement for macaroni and cheese? What problem does the advertisement tell the target group that they have? What solutions does the advertisement offer? What is attention grabbing about the image? How would it make the target group feel? How do the words connect with the image? Do you think this advertisement would be effective? Why/why not?

So when creating an advertisement: Decide on your target group Tell the target group that they have a problem and offer a solution Use attention grabbing images Make every word count toward selling the product Arrange the layout knowing that most people read from top to bottom.

Your TASK… Imagine that you are working for an advertising agency. You have been asked to come up with ideas for a poster advertising a new Brussel sprout flavoured soft drink. You will need to present your poster to the class with a brief report. Your report should include… The poster Details of the target group and what you are offering this group An explanation of how the words and images on the poster will attract the target audience.