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The Impact of Advertising

Think of an advert either print or broadcast that
you have seen that has made an impact upon
On the whiteboard write down what it was
advertising, how it communicated its message
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.
Learning objectives

To develop an understanding of the purpose of

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

The purpose of advertising?
Advertising is the promotion of a companys 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).

The impact of advertising images
Look at the following print based adverts and
answer these questions on your sheet
1. What exactly are they advertising?
2. Describe exactly what you see in the advert.
3. Explain what the suggested meaning of the
advert is.
4. How does the advert have an impact upon
the audience? What makes it memorable?
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
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. Its 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 its message, using well
known comic actors Mitchell and Webb.
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
Raising awareness of issues such as
racism, poverty, AIDS, famine
Advertising strategies
What strategies are at play in these
How do the advertisers attract the
attention of the audience?
Are they successful in advertising the
product/ cause? Why?
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?

1 2
3 4
5 6
9 10
1. Nike
2. BT
3. Toyota
4. Facebook
6. BP

7. Apple
8. Mercedes
9. Motorola

What is it that makes you remember some and not others?
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 brands values and its identity.