Advertising: Key Conventions

 

Part 1: Skittles Advert Analysis

1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention? For each convention, write about how it communicates meaning to the audience. See the Maltesers advert above for an example of how to do this.

A Product Image (both the packaging and the rainbow) to make it easy for consumers to spot the product in stores or online. Through the use of a rainbow and a rainbow colour scheme, this image reinforces the playful and fun brand identity of Skittles. 

The Logo is large and in the centre of the advert - it is the first thing people see. Although the word 'Skittles' itself comes from a sport, it has come to be associated with the brand instead.

The Background is a vibrant, blue sky. It is eye-catching and has connotations of childhood innocence, helping the advertisement cater to its target audience (children). For adults, it may make them think that buying Skittles will give them the same sense of enjoyment they had when they were a child.

The Slogan, 'Taste the Rainbow' creates the idea that Skittles contain a multitude of different flavours that will cater to many different people, meaning that they can be enjoyed by anyone.

The Colour Scheme is rainbow, which is heavily associated with Skittles, aiding in creating a brand identity.

2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of persuasive techniques listed above?

 

The USP for Skittles is most likely its 'Taste the Rainbow' slogan, as it tells consumers that Skittles has a wide variety of different flavours, making it special / superior in comparison to other competitors. Over time, the slogan has come to be associated with Skittles, helping to create a playful and fun brand identity (derived from the connotations of the word 'rainbow).

The advert uses imperative language in 'Taste the Rainbow' to make consumers feel as though they need to try the product. Furthermore, through the use of repetition, Skittles has also created an established brand identity, that is somewhat more whimsical and associated with a sense of childhood innocence.

Part 2: Advert Research

Use Google images to research classic adverts. Find examples for the following and add them to your blog:

1) An advert with a clear brand identity

 

2) An advert that uses shock tactics or a controversial idea

 

 

 

 

 

 

 

3) An advert that creates a a strong emotional connection to the audience

Bonus: Can you find an advert that shows women or men in a way they don't normally appear (this is an example of representation in media - subverting the typical representation of gender. We will be studying this next week!)

*This is actually a recreation of an old, misogynistic advert, that instead said 'Show her it's a man's world', and alternatively had a man in the bed.

Extension Tasks

If you have completed an in-depth analysis the Skittles advert and some research into classic adverts, do some additional research into creative or powerful print advertising

Task: Find an example of a print advert for EACH of the following:

1) An innovative or ‘different’, subversive concept (e.g the porcupine advertising VW car)

2) A foreign advert that you can understand despite the language barrier

Finally, read this excellent Forbes article on seven of the most effective adverts of all time. Which do you think is the best and why?

I think that the best (as in the most effective) advertisement is Red Bull's 'Red Bull Gives You Wings' campaign as it carries a variety of positive connotations, such as: Red Bull helps you concentrate; Red Bull gives you significantly more energy; Red Bull makes you feel better emotionally; etc. In doing so, it caters to a wide range of audiences and their needs, and convinces people who haven't tried the drink before to try it. Nike's 'Find Your Greatness' campaign is also effective in a similar way, in that it is inclusive and inspires many people positively.