1. The Impact of Advertising

2. Starter
Think of an advert either print or broadcast that you have seen which has made an impact upon you.
On the whiteboard write down what it was advertising, what message it communicated and why it had an impact upon you; what was it that makes you remember it?
Discuss your chosen advert with a partner, be prepared to share with the rest of the group.

3. Learning objectives To develop an understanding of the purpose of advertising To understand some of the ways in which images and motifs are used in advertising Success criteria To be able to identify how images are used in advertising campaigns and the reasons why they have an impact upon the audience To understand what a logo is and how it works

4. The purpose of advertising?
Advertising is the promotion of a company’s products and/ or services to drive sales and also to build a brand identity.
Advertising is an essential element of the corporate world hence companies allot a considerable revenue to their advertising budget.
The primary purpose of advertising is to persuade or sell
There are several reasons for advertising including:
Increasing the sales of the product/service
Creating and maintaining a brand identity or brand image.
Communicating a change in the existing product line.
Introduction of a new product or service.
Increasing the buzz-value of the brand or the company.
The major player in the advertising world is the media used by advertisers. The media are the channels of communication that carry the messages from the advertiser to the audience. Media organizations are organized to sell space (in print media) and time (in broadcast media).

5. The impact of advertising images
Look at the following print based adverts and answer these questions on your sheet
What exactly are they advertising?
Describe exactly what you see in the advert.
Explain what the suggested meaning of the advert is.
How does the advert have an impact upon the audience? What makes it memorable?

6. For example 1. Advertising Apple products
2. Two men, one dressed very conservatively in a boring
brown/ beige outfit, stood quite rigidly holding a placard
stating that he is a PC. The other man is dressed quite
cool and seems more relaxed and laid back, he is holding
A placard saying he is a Mac.
3. suggestion seems to be that if you were to consider
what a PC and a Mac computer would look like if they were
human. The PC would be quite dull, boring and lacking
in creativity or individuality whereas the Mac would be
more cool, contemporary and funky- therefore more
Desirable.
4. The impact is that it makes you draw an analogy between
a PC and a Mac and consider the users of both types of
machine. It’s message is one that suggests it is much cooler
to own a Mac rather than a PC. This is memorable because
it is simple, clever and humorous in it’s message, using well
known comic actors Mitchell and Webb.

7. Tom Ford fragrance for men.
Suggestion is that wearing this fragrance makes you sexually irresistible to women.
There of course questions about the representation of women in this advert and whether this is acceptable to do so with such obvious sexual connotations.
It is clearly targeted at a male audience and designed to attract their attention.

8. Sisley Fashion house. Note the spelling of fashioin- mimicking the spelling of heroin perhaps?
Suggestion is that Sisley clothing is as addictive as class A drugs. Dubious but sensationalist claim that obviously works on shock-values.
Note the drug induced facial expression of the model looking directly into the camera.

10. Billboard campaign for Nolita Italian fashion clothing label produced by controversial photographer Olivero Toscani, who was responsible for the Benetton campaigns of the 90’s. Directly offensive marketing campaign using 27yr old French actress Isabelle Caro who has been anorexic for 15 years and weighs just 33 kg. It caused outrage when published on billboards in Milan during fashion week. It was actually highlighting the labels concerns over size zero models and the impact it was having upon young girls in relation to eating disorders as they aspired to follow suit- it was not promoting anorexia but sparked controversy about the way it so publicly exhibited a taboo subject. Is it exploitation? Would it persuade you to buy that brand? Is it something you would remember?

12. Benetton Campaigns Infamous use of imagery
Provocative, shocking and graphic
Based upon real-life images
Deliver a message that is not always about the product
A message founded in a philosophy or belief
Raising awareness of issues such as racism, poverty, AIDS, famine

13. Advertising strategies
What strategies are at play in these adverts?
How do the advertisers attract the attention of the audience?
Are they successful in advertising the product/ cause? Why?

14. Benetton advertising relied heavily upon images that questioned issues such as conflict, racism, famine and poverty. Epitomised in their graphic arty photography produced by controversial photographer Olivero Toscani. The images themselves had little to do with the actual clothing of Benetton but more to do with the ideals and values of the brand. Benetton donated large sums of money to charity campaigns.

15. Logos & corporate identity
A motif that is the visual embodiment of a brand identity
Shapes, images and colours that reflect the ethos of a brand
Recognisable to target audience
Usually accompanied with slogan/ text
Once brand recognition is established they are often presented without their text/ slogan
How many can you recognise?

16. 1 2 3 4

17. 5 6 7 8

18. 9 10 11 12

19. Answers Nike Apple BT Mercedes Toyota Motorola Facebook Twitter HSBC
Bluetooth BP LG
What is it that makes you remember some and not others?

20. Review The purpose of advertising is to sell or persuade
Images used in advertising are provocative, sometimes shocking and used very much to communicate a message instantaneously.
They are often constructed to be shocking and to create meaning for the viewer/ audience.
They can sometimes be intentionally offensive and designed to cause public objection so as to attract more attention and publicity.
Logos are used to represent a brand and combine shapes, motifs and colours to provide a visual representation of the brand’s values and it’s identity.