CONTRAST

Prepared by: Nur Asfarina bt Ab Aziz

 LEARNING OUTCOME

Students will be able to;

1. Identify multiple divergent solutions to a problem

2. Develop and explore risky or controversial ideas

3. Synthesize ideas / expertise to generate innovations

assessment method
 CONTENTS

01 LEFT & RIGHT BRAIN 03 METAPHOR

02 ANalogy 04 simile
Take the test : https://braintest.sommer-sommer.com/en/index.html
02

analogy
 WHAT IS analogy?

Analogy is a comparison of two things to help explain an idea or concept.

A good example is;

“Life is like a box of chocolates. You never know what you’re gonna
get.” – Forrest Gump

Analogy equates 2 features based on similarities, such as comparing dry skin to an

alligator.
Simple use of analogy to
explain how it feels to go on
a theme park ride.

Client : Playland
Agency : Rethink, Vancouver
Like with words, visual analogies can
be used to compare two things that
are seemingly unrelated.

This ad designed for WWF, showing

the delicate ecosystem is compared
to a game of Jenga: 'when one piece
is removed, the whole structure
comes tumbling down'.
Your body is made for great things, but if you do not make use of its potential it will deteriorate
over time. Just like a stadium that is not being used.The campaign is turning this analogy into
motivational ads for INTERSPORT. Therefore documentary photographs of real abandoned
sports facilities are combined with a strong statement to give the viewer a motivational impetus.
One in five people in the UAE is suffering from
gastric problems because of obesity and poor diets.
Bloated stomach is its most visible symptom. It
generates gas, putting you in a lot of embarrassing
situations. If not treated immediately, it can lead to
Ulcer, Gastritis, Gastroesophageal Reflux Disease
(GERD), Stomach Cancer and other grave
complications.

Aster Hospital wanted to create public awareness on

this lifestyle disease, in a lighthearted manner. We
took the insight – don’t let your food fill your
stomach with gas – and gave it a visual analogy.

Print advertisement created by The Classic

Partnership, United Arab Emirates for Aster Hospital
03

metaphor
 WHAT IS metaphor?

Metaphor is a word or phrase that takes on the meaning of something else.

Metaphor is a comparison that says one thing is something else, literally it is not. Example,
“Her laughter is a gentle song”.

Metaphor takes 2 dissimilar features and compares them without using “like” or “as”.

A metaphor is a link between two dissimilar things. Example; “The world is a stage.” By
equating the world with a stage, you can more easily imagine that we’re all actors playing a
part an insight you might not have had without the metaphor.

Metaphor are similar to simile, but make a comparison instead of actually suggesting that
two things are essentially the same.
Widely used by marketers, the
visual metaphor is useful for
communicating a product's benefit
by relating it to something different
but with a similar quality.

In this ad for Bergedorfer Beer, for

example, the care that goes into
crafting a beer product is
compared with the process of
bringing a child into the world.

While the metaphor of giving birth

to something is overused, it is
effective here due to the
unconventional imagery.
Millennials and Gen Z-ers always want the latest smartphone in their hand. Sometimes it
doesn’t even matter if this means they’re gonna be broke for a few weeks. To show young
consumers that they’re better off buying their new phone with the payment plans from VIVA,
these print ad series shows a fun metaphor well rooted on the meme-world they know so well.
Cleland Wildlife Park is a unique destination in
that it encourages visitors to explore and interact
directly with the native animals in their natural
environment.

With ‘nature as their guide', visitors are free to

interact and explore at their own pace.

To bring this metaphor to life, a series of animal

executions has been created that parodied the
iconic Instagram series of images where a
girlfriend leads her unseen partner by the hand,
on adventures around the world.

Each execution features an iconic Australian

animal leading a visitor through their distinct
natural environment.
The sad, abandoned Christmas
trees that lie bare and cold on
streets are a powerful metaphor
to remind the public that
homelessness is everywhere,
especially at Christmas.
04

simile
 WHAT IS simile?

Visual simile ads are simple, rarely using more than one visual/object.

The challenge is to find a new way to make one object look like two things.

Other than being original and clever, the key to visual simile is to make the visual “double
meaning” clear (it can’t kind of look like something) and without the need of heavy
manipulation (which will make the whole thing look contrived).
Print ad created by Below, Peru for Volkswagen
Another way to catch
audience's attention is with a
visual simile. Although similar
to the visual metaphor in that it
makes connections between
two sometimes unrelated
things, the visual simile
presents an object so that it
looks like something else.

In the ad, the unique denim

accents of the Volkswagen
Beetle Denim are made to
look like the dashed lines in
the middle of a road.
 comparison

Metaphor: Time is a thief.

Simile: Time is like a thief.
Analogy: Time is like a thief in that thieves steal physical objects and time
steals moments of our lives.

Metaphor: Joe is a pig.

Simile: Joe is as dirty as a pig.
Analogy: Joe’s sense of personal hygiene is on the same level as a pig that
rolls around in dirt and mud all day.
 Task:
ASSIGNMENT 2 Students are required to choose ONE brand and produce 3 print ad (print
advertising) series that represent the element of analogy/metaphor/simile
(20%)
(choose one).

Discuss your idea and update your print ad progress by next week during
online class session. Below are the sample of print ad series of analogy
using one brand (RAKETA) to communicate the idea about COVID-19.
thank
you!