2. Messages are Everywhere:
Advertising
What do you think makes an advertisement effective?

3. IMAGES THAT SELL
Most ads are designed to make an impact at a glance. Therefore, the visual appeal of an ad is very important. There are a number of visual elements that make up an ad.

4. As we explore the visual elements of advertisements, take detailed notes on the information presented.

5. Visual Elements in an Ad
General Mood: the overall feeling that is conveyed by the ad (joy, fun or satisfaction).

6. Visual Elements in an Ad
Typeface: the size, shape, and style of the print used in the ad.

7. Visual Elements in an Ad
Logo: the sign, symbol or lettering that stands for the company or the product.

8. Visual Elements in an Ad
Colour Scheme: the colours used in the ad and how they relate to each other.

9. Visual Elements in an Ad
Light: the brightness of the ad, the contrast between light and dark, and the relationship between them.

10. Visual Elements in an Ad
Shapes: the shape of the product, the shapes of the other components of the ad, the relationship between them and what thoughts/feelings are conveyed by them.

11. Visual Elements in an Ad
Overall Composition: the combined effect of the General Mood, Typeface, Logo, Colour Scheme, Light and Shapes in the ad.

12. STORIES THAT SELL:
If an advertiser has managed to get your attention visually, chances are good that you will look more closely at the content of the ad. Many ads have components that are similar to stories.

13. Story Components in Ads
CHARACTER(S): the “people” in the ad and the personalities they seem to have.

14. Story Components in Ads
PLOT: the event that is shown in the ad itself and the events that you imagine have occurred before, or will occur after that moment.

15. Story Components in Ads
SETTING: where and when the scene shown in the ad takes place.

16. Story Components in Ads
SYMBOLS: an object that stands for something more than itself.

17. Story Components in Ads
SUB-TEXT: a meaning that goes beyond the surface meaning suggested in the ad.

18. NEEDS THAT SELL:
Another way that advertisers convince us to buy their products is by appealing to basic human needs.

19. The need to be physically healthy.

20. The need to be physically attractive.

21. The need to be free from fear and anxieties.

22. The need to feel good about ourselves.

23. The need to belong to a group.

24. The need to have status.

25. The need to be informed.

26. The need to identify with people we admire.

27. Identify the following in this ad:
Intended Audience
Visual Elements
Story Components
Need(s) Appealed To