There are three main types of advertising that businesses use to promote their services. These are print, radio and TV, all three of which are designed to reach a wide audience.
The purpose of a print advert is to grab the attention of onlookers and passers by through the use of vivid colours, bold fonts and bright, interesting imagery. It uses the visual elements in order to entice potential customers, and there are several ways of doing this using simple print advertisements.
There are several important features of a print advert, such as a simple but effective design. A simpler design helps get the point of the advert across to the viewer without making them focus on the details for too long, which means it is more effective than long, wordy advertisements. Plus, the different colours used all contribute to how the ad is perceived. Happy colours can provoke positive emotions in people, while others can evoke negative emotions. For example, it is a well known fact that the colours red and yellow combined make people subconsciously feel hungry, which is why large fast food corporations such as McDonalds use this colour combination. As well as this, the ad needs to be graphically engaging. It needs to have interesting imagery on it, otherwise nobody will pay any attention to it. Plus, the placement of the ad has a big impact on how many people it reaches. If it is off in a secluded area, not many people will notice it or go out of their way to bother to read it, because its poor placement suggests that there is no point in reading it. If it is in a crowded area where it is visible to a lot of people, then it will reach a much wider audience and potential customers for that business.
Adding to this, there are certain things that a business must take into account when creating their print advertisements. The first is how suitable the ad will be for the area that it will be put up. For example, it would be inappropriate to put up a print advertisement for a shop such as Victoria's Secret near an area that contains child friendly stores or leisure centres, or even near a school. Plus, there is certain imagery that people may be sensitive to, which means that ads may need to be censored if they are deemed as offensive. Also, it can help a brand gain more customers if they use celebrities in their print advertisements, as it then means that they get the fans of that celebrity interested in that brand.
Advertising models
Different advertising models can be used to appeal to different target audiences. These models can be used in print, TV and radio adverts, and has a different effect in each one.
The first of these is the Aida model. This was created by St. Elmo Lewis back in the 1890's, and is based on four principles. The ad must grab the attention of onlookers, and spark their interest with its content. It then must make them desire the product or service being advertised, which leads onto an action, meaning the ad needs to give instructions on how to purchase the product. The next ad is slightly more complicated, and is based on the idea that the audience doesn't know what the product is until they take a closer look at the advert. The DAGMAR model was created in 1961 by Russel Colin, and is based on five separate parts. The first is unawareness, which is basically the idea that the person should be interested by the imagery, but be unaware of what the product is at first. This leads onto awareness, which comes after the person becomes intrigued by the advert and decides to look deeper into it.
Comments
Post a Comment