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.
Image showing product: The fact that they are in rainbow shape may suggest that they are amazing and colourful. It also might suggest that they look cool. IT might also be suggesting that there are so many in a packet that you can find the end like a rainbow.
Setting: The fact that they are in the sky reinforces the idea of the rainbow.
Colour scheme: The rainbow colour scheme shows that they are colourful. It also suggests that they have lots of different flavours and that there is a flavour for everyone so everyone will like them.
Brand name: Pops out on the rainbow which might suggests that the sweets have a pop of flavour as both the text and inside of a skittle is white.
Slogan: "Taste the rainbow" suggests that there are a lot of amazing flavours and that there are so many flavours that it feels like you tasting a rainbow
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?
There are lots of flavours and they are all bright colours. The slogan, colours, and arrangement of the skittles in this add is what suggests this idea.
Look at the Maltesers example above if you are unsure how to complete these tasks.
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!)
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
3) An advert that subverts gender representations
Sorry I couldn't find another one.
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?
Dove's campaign for real beauty because It is very common for the media to make women and girls feel self conscious and "ugly". Most adverts for makeup, hygiene and cosmetics will use photos of "beautiful" women who:
- have the perfect skin
- are skinny
- have great hair
Typically skinny, white girls with blond hair and blue eyes. This adverts shows that everyone is beautiful no matter their size, race etc.
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