Wednesday, 12 May 2010

Creative Advertising

I was looking through a book called Creative Advertising by Thames and Hudson. I mostly focused on looking at how image on its on creates a message and how using typography and the layout of type interprets a message to the viewer.

This image below compares and contrasts the benefit with the problem this is a classic way of advertising. The comparison to me was obvious but sometimes in other adverts it can create tension and also humour. Using typography to create the dandruff spelling out the message 'before' and then on the other side the hair is clear. The advert  'Before and After' suggests that head and shoulders is good for dandruff.

This image below shows the opposite to what the viewer expects which can result to surprise and interesting ideas for example doing the opposite to usual, making a big thing small, making beauty look ugly and ugly into beautiful etc. The image below is advertising Olay moisturising cream promoting it using typography using the number 61 but when you look at the advert upside down it shows the number 19 the message that they are trying to put across is that use Olay moisturising cream to make your skin look younger. This is an effective and clever way of using type in an advert it is also a very simple and clear idea to get the message across.

This image below highlights the importance of packaging design, using typographic messages to tell the viewer about its features without using imagery to convey a message just using a two colour printed design making it simple and fairly clear.

The image below uses symbols to create a visual image. Symbols in adverts can stand for an object, a concept or a situation and also effective communication such as convey information that can't be expressed in words.
The images for this ready meal pouches campaign is giving the message of 'for a proper meal cut corners'  the images in the corner where their is the dotted line to cut off shows symbols of objects that make a meal but in more time so they think that also using meal pouches creates less time.

This advert below focuses alot on its audience and how to grab the attention of them by getting them involved. This advertising campaign lets readers peel of stickers of dogs from the margin to put into the picture to find out whether it's the right dog for them.

These two adverts advertising bic razors where placed next to each other in a magazine incorporating the bic biro pens in with the advert for bic razors. It tells the story of a product and a service.

The other advert below the bic advert is advertising Ariel. Posters were wrapped around a street corner, so that viewers can only see one person first for example the little girl with ice cream in her hand. When viewers walk around the corner, they see the second part and can complete the story.

Some adverts contain phrases, metaphors, slang expressions which when viewers look at them they contain jokes or serious messages. Often word translations in adverts often leads to comical or surprising things that can be turned into successful campaigns.
For example the advert below advertising Midori Frozen Margartitas using the images of flowers put into a freezer this is because the name of the cocktail 'margarita' is the Spanish word for daisy.

Word Play is another way of advertising basically playing with words to make pictures with them its an experimentation with type so that the type turns into an image.
The McDonald's advert uses the rucksack as its symbol to create the letter M out of the handles it uses this to get the message across without using typography.

Alternative media is another way of advertising more on a larger scale attracting passers-by to create more or a visibility for example this advert for Tom's Saloon for Gays. Its an outdoor advert which is a a yellow circle with a small message advertising the saloon so to read the message people have to bend over or down to read it mimicking the action of gay people.

Another use of alternative media is this advert for foaming face wash Olay, this advert shows the dramatic effects of oily skin, to show this a portrait of a woman was printed on the base of a pizza box to leave grease marks.

The use of typography in advertising is also another way of creating a message just by altering the type for instance this image below a question mark has been used instead of the later to P to create the word Pregnancy Test. This creates the message of question are you pregnant? to find out take a test.

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