BTEC CREATIVE MEDIA PRODUCTION LEVEL 2

INTERNATIONAL
ASSIGNMENT 12.1
Analysing Advertisements
Zein Hakki

Introduction

Hi, my name is Zein Hakki. I am a lead ad designer at a top ad firm, and I have been asked
to create and present a presentation to students , educating them on the topic of how
advertisements are designed and created, How they attract consumers through different
persuasive techniques and more. I will do this by choosing a product and analyzing
different advertisements relating to it. I will choose numerous examples of different types
of adverts, whether that's print, vide, or billboards. I will also be comparing competitors
and analyzing different aspects such as contents, style, lines of appeal, etc.

My product

For this assignment I will be looking at chips\crisps and analyzing a wide array or
various advertisements of different mediums, forms and types.

For this assignment, i will giving examples of

3 x Print
3 x Billboard
3 x Tv Commercials

Relating to my product.

Advert examples

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TYPE Adverts: Print Pros: Cons:

Part of an ad campaign, Doesn’t include much

so it keeps a similar text that describes the
theme but with product
something different for
each ad. Bland with not many
elements.
Emphasis on how exotic
and extravagant the
flavours are

Eye catching and

humorous in a way

Healthy, homemade type Doesn't appeal to most

feel groups of people

Font and text style imply Bland colours, not very

natural product eye-catching but this can
also be seen as a pro
Raw potato signifies because it fits into the
freshness and no “healthy” theme.
preservatives

Targeted towards people

looking for healthier
options

Familiar celebrity face, Doesn’t include any

attracts fans information in the
product
Eye catching contrasting
colours Bland for a print
advertisement
Bold text

Humorous text/ puns

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Overall Winner - Mr chips

TYPE Adverts: billboard Pros: Cons:

Bright colours Does Not include too

much information on the
Striking elements chips themselves

“Fresh” feel with the

lemons and colours

Big bold text and

interesting fonts that
attract attention

Different, wooden carved Not very eye catching

billboard
Does not appeal to
Style implies health and majority of people
naturalness

Bold text describing the

selling point

Celebrity endorsement,
attracts fans Does Not describe the
product too well.
Pun, and humorous text

Big noticeable logo

Memorable slogan

Overall winner - Lays party flavour

TYPE Adverts: TV Pros: Cons:

commercial

Doritos Super Bowl Co… Uses humorous methods to Does Not describe the
advertise the product product too well

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 Creative cinematic shots Isn't really focused on the
brand name
Uplifting music

Lay’s TV Commercial –… Aesthetically pleasing Not much to say

colours and cinematic shots

Humorous

Catchy song that will stick

with viewers

Describes the product well

Makes the product looks

appetising

Doritos chips NEW TV … Creative concept and Not much to say

humorous methods

Well known song that will

attract fans

Aesthetically pleasing shots

Short and quick

Memorable slogan

Overall winner - lay’s

Analysis

Print advertisement - Mr chips

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 What is the general ambience of the
advertisement? What mood does it
create? How does it do this?
This advertisement implies that the
product is healthy and natural. It creates a
natural, rustic feel. The colour palette and
textures alone catch the customers eye,
and immediately imply that the product is
healthy as they are more dull, calm
colours. The font also gives a more
homemade - healthy vibe that attracts
customers. As well as of course the text,
which states that there are no
preservatives in the product. The subject
of the advertisement also hints towards
the “healthy” brand. It is a creative way to
advertise the product and show that it is
healthy.

What is the design of the advertisement?

How are the basic components arranged?
As I've mentioned before, the colour
palette and font choice all contribute to
the overall “healthy” feel of the ad.
However the simplicity of it is also a major
factor. Instead of having the screen filled
up with useless components, there isn't
much to look at, just the main focus \
subject.

What is the relationship between pictorial elements and written material and what does this tell us?
The picture and text are cohesive, rather than contrasting. They all go together to show that the product
is healthy. Without even reading the text, you can tell that the product is healthy. This advertisement is
straight to the point, and describes the product directly rather than using other methods to advertise it

What is the use of space in the advertisement? Is there a lot of “white space” or is it full of graphic and
written elements?
As mentioned before, The simplicity of this advertisement is an important contributing factor to the
ambience and vibe it creates. There aren't many graphic elements, but only one creative image that
attracts the consumer’s eyes.

What about the language used? Does it essentially provide information or does it try to generate some
kind of emotional response?
The text and language in this ad is very straight to the point, it simply describes the product, or the
selling point of the product and nothing more. Literary or language devices aren’t used.

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What typefaces are used and what impressions do they convey?
I think that the font is one of the most important elements of this advertisement. Without even reading
the text, by looking at the font you can see that it is promoting a healthy product. The rustic, imperfect,
handwritten feel is exactly what does so. The colour of the text as well, it maintains a dull, limited colour
palette with “natural”, and “calm” colours.

Billboard advertisement - Lay’s party flavour

What is the general ambience of this advertisement? What mood does it create? How does it do this?
Through exciting, eye catching elements Lays is able to create a compelling, vivid and elaborate
advertisement that attracts potential consumers. With different components such as the colours,
typeface, graphic elements etc… Lays creates a convincing, gripping and powerful advertisement. The
vibrant, intense and striking colour palette, which immediately implies that the product is captivating
and powerful. The typography \ typeface also shows that the product is modern, and generally implies
good implications.

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What is the design of this advertisement? How are the basic components or elements arranged?
This advertisement exhibits vibrant and colourful images of the product, arranged in a creative way as
well as other pictorial elements (limes) relating to the product. These also signify freshness and health as
well as tastiness. The text not so much describes the selling point of the product (the flavour), but states
what it is. The advertisement is almost crowded with different elements which makes viewers feel how
the business wants them to feel, excited, stimulated and energized.

What is the relationship between pictorial elements and written material?

Both pictorial and written elements are cohesive, they do not contrast. The text does not include much
information about the product, it just states the selling point, which is actually a downside to this
advertisement, it isn’t informational. The pictorial elements however are arranged in a well executed and
well done way.

What is the use of space in this advertisement? Is there a lot of “white space” or is it full of graphic
and written elements?
This advertisement is very full, there are different elements filling the whole billboard. It is crowded,
however not in a negative way. In a way that makes viewers feel interested as well as immersed and
involved. In comparison to the last advertisement analysed, this one makes great use of the space it has
and does not leave much blank space. Even the background is patterned and colourful.

What does the background tell us? What significance does the background have?
The background maintains the theme of vibrancy and patterns. There is not one blank space on this
advertisement, and that includes the background.

What typefaces are used and what impressions do they convey?

The typeface/typography on this advertisement is important because it contributes to the overall
“summary” and exciting feel of the advertisement. The text is simple yet vibrant, there aren't any overly
fancy fonts used, however they are still not completely plain. Two different colours are also used. The
logo of the product is also clear, which is a good advertising method. It is immediately clear that the
advertisement belongs to Lay’s.

What type of audience do you think this advert is for?

Based on the colour palette, selling point and other various elements in the advertisement, i feel like this
is aimed at general younger individuals. This probably would have been sold during summer. Since it isn't
advertising a necessarily “healthy” product, i dont think it’s aimed at individuals like parents, or older
people.

Tv commercial advertisement - Lay’s

Lay’s TV Commercial – Out For Some Lay’s And You Face A Test

What is the general ambience of the advertisement? What mood does it create? How does it do this?

This advertiesemnt peresnts a comedic and humorous atmosphere which will provoke general feeling of
joy in the viewers which steers them towards purchasing the product. It does this throughout the way
that the advertisement is formatted, the use of a “skit” to advertise the product, and even the different

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filming and editing techniques such as the types of shots used, the pacing of the video and the colour
editing. The upbeat song immediately gives the playful and joyful impression that the advertisement
displays.