Advertising: Key conventions

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 Part 1: Skittles advert analysis

1) What key conventions of print adverts can you find, and what are each convention's connotations or deeper meanings? 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.

  • Picture - The picture of Skittles is scattered and laid out to be a rainbow which creates a brand ethos of positivity and joy. The use of the producers placing the product packaging in the middle helps us associate the brand with joy and excitement.
  • Logo - The logo is placed in the centre with colours surrounding it. It allows us to think about the diverse flavours they offer.
  • Background - The background is in the sky and has a rainbow made of Skittles. This gives the audience a connotation that the product is not just sweet but comparable to something natural, that it's an experience to enjoy and that it will make you feel that you're above.
  • Slogan - The slogan "Taste the rainbow" implies to the audience that each flavour of the Skittles is a different experience and meaning which again reinforces my point of the advery creating a joyful experience creation brand ethos.
  • Colour Scheme - The colour scheme is a rainbow. This creates a brand identity for them as the product and the colour scheme are the same
2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of the persuasive techniques listed above?

A USP of Skittles is the slogan "Taste the rainbow". This is a USP as tasting a rainbow is unreal and cannot be actually done but the slogan compares the product to doing something undoable.

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

Coca-Cola

2) An advert that uses shock tactics or a controversial idea

Humans for Animals -- "Seal" (France, 2005). This advert features a seal beating a baby. Using this tactic it allows us to question why and the main context of the advert.

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

This advert takes anger and uses it to create a connection and allows the audience to relate and sympathise with it. This creates a brand identity of empowerment.






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!)


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