These posters were made and submitted for my 2017 copywriting class.
Commercial
Advertisement
This advertisement is for a new fragrance product; from a
brand namely In Bloom, with the headline ‘Touch Me,’ and with the the tagline
‘Touch It, Smell It, Own It.’ There are some theories of copywriting from
different authors that were applied in some aspects of the advertisement, such
as Andy Maslen and Joseph Sugarman.
The major concept of this advertisement is taken from
Sugarman’s theory of psychological triggers about feeling of involvement or
ownership. Rather than making the potential customer imagine the product in
their minds, the advertisement ask them to directly touch and smell the
fragrance by using the headline ‘Touch Me’ so they can literally smell it after
touching the ad. As Sugarman observes, “In your copywriting, let your readers
take a stroll down a path with you or let them smell the fragrance through your
nose or let them experience some of the emotions you are feeling by forming a
mental picture from your description.” Rather than using description, this ad
directly and literally introduce the product by using images and taglines which
will be explained in the next paragraph.
Other theory that is applied is Maslen’s theory of
layout, graphic, and typefaces. This ad relies on a significant graphic, since
its purpose is to sell the smell of a flower. The actual graphic quality is
high enough, as advised by Maslen, but somehow there is a slight difference in
the printed version and the digital version (photo attached). Maslen’s theory
of type font is also applied on the ad. The branding and taglines are using
Sans Serif, and the little subheading is in italic. According to Maslen, the
headline is better in Sans Serif, but because of personal aesthetic view, the
headline is written in Serif to highlight the product’s feminine feel rather than
in Sans Serif that would make it more rigid. The headline was applied based on
the theory from a video that is shown in the class that talks about some types
of headline. Because the purpose of the ad is to make the customer directly
smell the fragrance, command type of headline and tagline are used.
The last concept of this advertisement is giving a
discount by using Maslen’s theory of greed in psychological trigger. The ad
offers a 50% discount for minimum two purchases to make it seem cheaper.
Public
Service Announcement (PSA)
The
theme of this public service announcement is suicide hotline prevention. The
announcement relies only on headline without any visual imagery. Some theories
from Maslen is applied in the ad.
Maslen’s theory of headline is the
major concept of this ad. Sans Serif is used in all of the words. To
differentiate the headline (main heading), tagline (sub-heading), and other
sub-section head, Maslen’s theory of point sizes, along with color-combination
is applied. The main heading is written in the biggest sizes and the rest of
sub-headings follow in smaller sizes with small differences. Color combination
is used to make the reader easier to read with priorities. The strongest the
color, the more important the word is. Starting from red, to black, and finally
to shades of grey and white.
The last concept is the use of
question type and command type heading. The headline uses a simple questioning
word “Tired?” to attract the viewer emotionally. In the sub-heading, sentences
like “of feeling worthless” and etc. is used to show the viewer that this NGO
can relate to the emotions that they feel, as to gain trust. The last
sub-heading is in command type of a sentence saying “Talk to us, we’ll be
listening.” The question heading that leads to command subheading is used as a
way to give resolution to a problem.
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