Introduction to Advertising and Marketing


 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.

Key conventions that you can find are:

- The product image and colour scheme. The colours of the rainbow are immediately recognisable and connotes to the audience that each skittles have different flavours. 

- The slogan. The phrase 'Taste the rainbow' is recognisable snice they have have built us their product and brand and lets the target audience know about how the flavours remind you of the rainbow. Rainbows have connotations to happiness so reminding the audience that the sweets taste like the rainbow indirectly claims that skittles will make you happy.

- The USP (Unique Selling Point). No other product claim or use the image of a rainbow. Also they have made the rainbow in the background entirely out of skittles. this is completely different to almost every other brand. This gives the image of a rainbow an immediate connotation to skittles. This reminds consumers of the brand.

- Repetition. In every skittles advert they use their slogan 'Taste The Rainbow'. The constant reminder and comparison to rainbows makes the slogan and imagery stick in the audiences head and the word 'Rainbow' connotes to happiness so the repetition of the slogan tells the audience that eating skittles will let you taste the happiness.

- Established Brand Identity. They have their brand name Skittles across the middle of the advert and this makes the name pop out in the mist of everything else. The brand has had huge success so the name is recognisable. 

- Imperative. The phrase 'taste the rainbow' gives no audience no choice to not taste anything else.

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 that they have all the colours of the rainbow and you can tell by their slogan and the background of the advert. The persuasive technique they use is imperative as they are giving the audience no choice other than to “taste the rainbow”.

1) An advert with a clear brand identity


2) An advert that uses shock tactics or controversial ideas


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



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