How to analyze an ad Essay Example for Free

How to analyze an ad Essay Analysis of how a particular advertisement attempts to appeal to consumers By giving form to audience motives and desires, advertisers have the best chance of arresting attention and affecting communication. This is an analysis of the lift advertisement for Maxwell House Coffee created by the design agency Ogilvy Beijing of China. When the doors opened, sleepy people in an office building were shocked awake, providing a tongue-in-cheek metaphor for the effects of drinking a cup of Maxwell House Coffee. The marketplace has grown increasingly congested in a frenzied competition for the consumer’s attention. Within this context advertisers believe that in order to get consumers to buy their product ads need to have two orders of content: an appeal to deep seated emotions and information on the product. A sales pitch is used to attract attention and effectively convey the virtues of the product on offer. Elements of good layout are necessary to control the message. Emotional appeals seem to fall into several distinguishable categories. Every ad uses a variation of these appeals: the need for sex, affiliation, guidance, prominence, attention, autonomy, or the need to nurture, aggress, achieve, dominate, escape, or to feel safe. This ad totally circumvents all conscious reaction when the lift doors open to reveal a gaping hole. The illogical link between a gaping hole in the floor and a cup of Maxwell House Coffee is embedded in the metaphor: a better way to wake up. The link is forged pre-logically in the mind of the person who steps into that lift. Ones primal instinct is to protect oneself from falling. This is so deep-seated and spontaneous that the advertiser leaves no other option for the onlooker. This ad relies on aesthetic sensation for its appeal which, needless to say, has been executed with perfection. Nothing in this layout could be added or left out. Apart from the initial â€Å"shock† the onlooker has to admire the optical illusion and the cleverness of its presentation. The impact of this ad on all of one’s senses is undeniably large. Other appeals that are present in a lesser and overlapping degree are a need to nurture; a need for guidance; a need to escape; a need to feel safe; and a need for curiosity. Stylistic features are not appeals in themselves but influence the way the basic appeal is presented. This ad could be classified as avant garde. This ad is innovative, experimental and unconventional. The most striking element of the ad is the floor graphic which instantaneously grabs ones attention and penetrates the mind so profoundly, you’ll never forget the experience. The viewing angle on this ad relies on the premise that people instinctively look down when entering a lift, not only to look where they are stepping, but to avoid eye-contact with strangers. When they do look up, they look straight into the solution: a cup of steaming hot Maxwell House Coffee to â€Å"wake up†. Targeted customers: sleepy office workers. All the elements of the ad come together in a single appeal: drink Maxwell House Coffee to wake up. The vast majority of ads employ a common set of textual features: headlines, body copy, and slogans. Copywriting has a function: to sell the product. This ad epitomizes the words â€Å"art in pursuit of a business goal†. The floor graphics replace the need for a headline. The body is presented in a most refreshing way (no pun intended) and consists only of two words embedded in the steam to further engage ones imagination of the aroma of freshly brewed coffee. Body copy follows a picture and caption style. The traditional need for a slogan is sufficed by the placement of the logo of the product on the coffee cup. The elements of the layout of this ad totally control the way the message is received. The message is delivered in a uniquely creative and totally unexpected way. There is no competitive â€Å"noise† as the presence of the ad takes up the whole space within the lift. All layout elements have been used to maximum effect: attention, balance, proportion, movement, unity, clarity, simplicity and emphasis. Balance is achieved by proper weight distribution. In this ad the weight is on the floor. One’s knowledge of the effects of gravity plays a subconscious role. The tonal quality of the floor graphic and its fear inspiring content visually pulls one â€Å"to the centre of the earth and back again†. The poster is optically centered so the reader cannot miss the â€Å"sales pitch† and the artistic composition is nothing short of excellent – the floor graphics, the bare lift, the metallic surface of the lift walls and the design and placement of the single poster. In a highly original way forceful emotions are brought forth in an experience of uncontrollable surprise. The presentation of the information in the poster is reserved, dignified, formal, clean, uncluttered. One’s emotions guide the consumer through the ad, from beginning to the end. Directional impetus favors the elements to be stressed. The onlooker has nowhere to go. The recipient is taken â€Å"inside† the advertisement. Inside the lift, there is nothing to compete with it. The layout is unified by the confines of the lift, the muted colors of the walls, and the complementary colors in the poster. The inside of the lift determines the parameters of the ad space. This is a classic use of â€Å"white space† where the advertiser cleverly employs the barest necessities in such a profound way that this ad and the product it offers become unforgettable. The two important elements of shock (floor graphic) and solution (poster) are uniquely and very cleverly tied together. The message is clear and simple. Wake up with Maxwell House Coffee. Emphasis is achieved through the dominant element, the floor graphic which contrast sharply in size, placement and most of all its the impact to that of the poster which is strategically placed in the optical centre of the lift wall, directly opposite the doors (shock versus solution). Perfect. Does this ad effectively appeal to its target market? Yes, profoundly. And here is why: The chief element of this ad is the clever use of graphics to depict a gaping hole in floor of the lift. The product information is minimal as it needs no elaboration. The logo and a cup of coffee are all that is required. The rest is dependent upon the recipient’s own experience and feelings towards the product. The target market is well defined. The communication between the producer and the consumer is crystal clear and totally unambiguous: This product is experienced to be genuinely gratifying to the prospective consumer and a even non-coffee drinker will enjoy the emotional â€Å"ride† offered by the advertiser. Here both ends of the communication channel have been abundantly rewarded. The ad is clever, innovative, refreshing and directed at one appeal: drink Maxwell House Coffee. This won an international award for â€Å"Best use of Ambient Media: Large Scale† in 2008.

President Bill Clintons Impeachment :: William Jefferson Clinton Essays

Clinton's Impeachment In 1998 the American public was riveted by headlines detailing the private sexual encounters of our president and a White House employee. For the first time in US history, a sitting president had every aspect of his personal life presented to the public for debate. As the smoke cleared, discussions began to question what trend had allowed the media to print such sordid details about our top elected official. Suddenly, our Commander in Chiefs private life warranted front-page news. What gave us the right to invade his privacy? The theories presented to answer this question blame everything from technology to a lack of morality. Many feel the information age has allowed the public such a high degree of exposure to headline news-bites that the competition for an original, attention grabbing story has forced the media to dig deeper to hold public interest. Others say the success of tabloid media in the late eighties and early nineties is to blame. They proved that scandal sells. Political analysts believe Clinton can only blame himself. During his first campaign he answered personal questions openly and with amusement. Even an extrinsic question about his choice of underwear was acceptable. GOP leadership would have us believe it is a conspiracy lead by the Republican Party in an attempt to gain control of the White House. Religious leaders think American morality has sunk so low that all this news of scandal has just become perverse entertainment. Journalists in an attempt to justify the story wil l argue it is our right to know. It would be reasonable to assume that each of these factors contributed to the end result. It may be necessary to look into the history books to find the root cause for this. We know from biographies written about former presidents that there were very few who can claim they had nothing to hide. In contrast with the current trend there was actually very little scandalous press written during their respective terms. Harry Truman was the harbinger of change. He almost lost his bid for re-election when some of the countries most respected newspapers printed allegations, based mostly on rumor, that he was involved in the corrupt politics of Thomas Pendergast. This was a departure from the term of James Garfield in 1881.

Merits and Demerits of Globalisation Essay

Introduction Globalization or (globalisation) is the process by which the people of the world are unified into a single society and function together. Globalization is often used to refer to economic globalization: the integration of national economies into the international economy through trade, foreign direct investment, capital flows, migration, and the spread of technology. This process is usually recognized as being driven by a combination of economic, technological, socio-cultural, political and biological factors. The term can also refer to the transnational dissemination of ideas, languages, or popular culture. Globalization means increasing the interdependence, connectivity and integration on a global level with respect to the social, cultural, political, technological, economic and ecological levels. Effects of globalization:- ? enhancement in the information flow between geographically remote locations ? the global common market has a freedom of exchange of goods and capital ? there is a broad access to a range of goods for consumers and companies ? worldwide production markets emerge ? Corporations have greater flexibility to operate across borders ? Increased flow of communications allows vital information to be shared between individuals and corporations around the world ? Spread of democratic ideals to developed nations ? Greater interdependence of nation-states ? Reduction of likelihood of war between developed nations ? Workers in less developed countries should see an increase in wages and living benefits. If they do, their rising standard of living should help them consume products from developed nations. A virtuous circle can theoretically be created by a whole new middle class that didn’t exist. ? Peace should be easier to maintain between nations as no country would remain isolated in this new world order. The relationship of China and the United States has changed dramatically as their trade partner status has increased over the years. ? Globalization can help modernize developing countries faster. Modern ideas can be spread to the workers, who make up the social order. ? Products can be purchased much cheaper in developing countries, which increases the lifestyle of the people. As we pay less for simple common items, we have more to spend on big ticket items, which fuel higher paid manufacturing jobs in developed countries. Advantages of globalization in the developing world It is claimed that globalization increases the economic prosperity and opportunity in the developing world. The civil liberties are enhanced and there is a more efficient use of resources. All the countries involved in the free trade are at a profit. As a result, there are lower prices, more employment and a better standard of life in these developing nations. It is feared that some developing regions progress at the expense of other developed regions. However, such doubts are futile as globalization is a positive-sum chance in which the skills and technologies enable to increase the living standards throughout the world. Liberals look at globalization as an efficient tool to eliminate penury and allow the poor people a firm foothold in the global economy. In two decades from 1981 to 2001, the number of people surviving on $1 or less per day decreased from 1. 5 billion to 1. 1 billion. Simultaneously, the world population also increased. Thus, the percentage of such people decreased from 40% to 20% in such developing countries. Disadvantages of globalisation Disadvantages of globalisation are as follows:- ? Increased flow of skilled and non-skilled jobs from developed to developing nations as corporations seek out the cheapest labor ? Increased likelihood of economic disruptions in one nation effecting all nations ? Corporate influence of nation-states far exceeds that of civil society organizations and average individuals ? Threat that control of world media by a handful of corporations will limit cultural expression ?

Bipolar Symptoms And Treatments - 1301 Words

BIPOLAR Rosa Hernandez Jersey College January 29, 2016 BIPOLAR Bipolar disorder is a disabling illness, with its extreme mood swings from depression to mania. Bipolar used to be called manic depressive disorder. Bipolar disorder is very serious and can cause risky behaviors, even suicidal tendencies. It can be treated with therapy and medication, but can lead to damaged relationships, social life and careers if it s not treated. Some patients†¦show more content†¦Doctors don t completely understand what causes bipolar disorder. Bipolar disorder often runs in families, and researchers believe there is a genetic factor, that not just one gene is involved but multiple genes and chromosomes. The neurotransmitters dopamine, serotonin, and norepinephrine, are factors involved in mania and depression. During a manic episode the patient with bipolar will have high levels of norepinephrine and epinephrine and low levels during a depression episode. It is estimated that between 25% and 50% of people with Bipolar Spectrum Disorder attempt suicide and 11% succeed in ending their life (Varcarolis, 2009). Bipolar disorder affects men and women equally, as well as all races, ethnic groups, and socioeconomic classes. Although bipolar disorder can’t be prevented, early recognition of bipolar warning signs and seeing your doctor regularly can allow you to monitor your mood and medications and keep the illness from escalating. Some of these signs and symptoms are excessive and constant motor activity, poor judgment, not sleeping, loud, aggressive, manipulative, and combative behaviors, inability to control behaviors, poor nutritional intake, racing thoughts. These patients can’t eat, or even complete activities of daily living due to disorganization and they are easily distracted. During the course of their illness, many patients have sustained interpersonal relationships, marriage and family problems, academic and