GROUP MEMBER

1. CHONG MING HAW IBU1709621

2. LOW SHIN YHING IBU1709660
3. ANG ZI EN IBU1709736
4. CHAN YI LING IBU1709749
5. NA SZE CHING IBU1709653
6. LI RUOLIN IBU1709193
 1.
(a)
Figure
and 2.
Ground

3.

Steven Bradley, a famous web designer says that:

“Determination will occur quickly and subconsciously in

most cases. Figure/Ground lets audience know what we
should be focusing on and what they can safely ignore in
(Cherry, 2019) a composition.”
 1.

2.

3.

4.

(Staff, 2019)
 (b)
Principle 1.
of
grouping 2.

3.

(Cherry, 2019)
Dandruff
 (c) 1.
Principle
of
closure 2.

3.
• By having a glass/mirror right
next to it, the left side of the
M gets filled in by our brains
and assumptions.

(Domingo, 2012)
• Carry biased pictures in their
minds
• Add these biases to what they
see or hear
(Werber, 2019)
• Form distorted impression
The ASA “considered that the ad directly contrasted stereotypical male and female roles and
characteristics in a manner that gave the impression that they were exclusively associated with one
gender.
• Attribute the qualities they associate with certain
types of people
• Key element: the selection of models
• Attractive models are likely to be more persuasive
• More positive influence on consumer attitudes and
behavior

Gucci Guilty (Perfume)

• Letting the viewer know that she is in control of the
situation
• Emphasis on the sexuality and power of women

(Yakov, 2014)
 Stereotypes are reflected in verbal messages.
 It is particularly important in service sectors.
Ex: PosLaju, Clean Laundry and AliExpress.
EasyParcel is a logistics service
platform that allow you to check
for delivery rate from different
courier companies and book for
delivery online.
 Tend to be lasting
 “You’ll never have a second chance to make a first impression.”
 Catch attention within seconds
 Marketer should be careful how advertise new products

(Schiffman, L. G., & Wisenblit, J. 2019)

 Existing impression: more rugged and outdoor
 First impression:
different from previous
ads
 Commentator: "The
Jeep car is now blessed
as an official mall-
crawler."
 A type of cognitive bias
 Occurs when a company or product finds marketing success due to its
association with a successful company, product or other recognizable element
 Help a company save money on marketing
Nike’s famous RZN technology is in use once
again here. This balls has a RZN core to glide
through the air more smoothly, along with
grooved edges for stronger drives. The cover of
the ball is covered in thousands of miniscule
dimples to aid with flight.
(Golftribune, 2016)

Halo effect: Nike used the successful

image it had developed in sports shoes to
expand out into sporting equipment such
as golf balls and golf clubs.
Cherry, K. (2019, September 25). Figure-Ground Perception in Psychology. Retrieved 12 November
2019 from Very Well Mind: https://www.verywellmind.com/what-is-figure-ground-perception-2795195
Golftribune. (2016). Best New Golf Balls for 2016. Retrieved 12 November 2019 from
https://golftribune.com/best-new-golf-balls-2016/
Schiffman, L. G., & Wisenblit, J. (2019). Retrieved 12 November 2019 from Consumer behavior. Harlow,
United Kingdom: Pearson Education Limited.
Staff, C. B. (2019, November 1). The best print adverts ever. Retrieved 12 November 2019 from Creative
Bloq: https://www.creativebloq.com/inspiration/print-ads-1233780
Werber, C. (2019). Bans for these two ads show the UK is getting tough on gender stereotyping.
Retrieved 12 November 2019, from https://qz.com/1687913/uk-bans-volkswagen-and-philadelphia-
ads-over-gender-stereotypes/
Yakov. (2014). Female Dominance in Advertising. Retrieved 12 November 2019, from
https://www.slideserve.com/yakov/female-dominance-in-advertising
SookYan.(n.d.).FAQ about EasyParcel. Retrieved 11 November 2019 from
https://help.easystore.co/en/articles/2426114-faq-about-easyparcel