Advertising: Key Conventions

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

The image above has all of these key conventions:

- An image of the product with the brand centred in the middle of the image so the audience are aware of the packaging if they were to purchase it.

- A colour scheme with connotations linking to the brand eg. rainbow. The rainbow made of Skittles on a cloud background also establishes the brand identity.

- A slogan that sums up the ethos of the product 'Taste the rainbow' with an imperative to command trying the product.

- Some anchorage text on the packaging 'Original Fruit' 'Bite Size Candies' that gives the audience more information about what's inside.

- The product itself at the end of the rainbow on the packaging to illustrate the idea that the Skittles 

themselves are the pot of gold at the end of the rainbow.

2) What is the USP (unique selling point) for Skittles and how do you know? Does the advert use any of persuasive techniques listed above?

The brand uses colourful and attractive packaging to add value to the product. The advert also uses a variety of persuasive techniques such as detail to their colour scheme as well as imperatives in their slogan to attract customers.

Extension tasks

If you have completed an in-depth analysis the Skittles advert, do some additional research into creative or powerful print advertising. 

Task: Find an example of a print advert for EACH of the following:

1) A clear brand identity

  Coca-cola's logo is widely recognised and that in itself is its brand identity.

  

2) A shocking or controversial idea

This Peta advert is designed to make audiences feel remorse and guilt about animal cruelty

3) An emotional connection to audience

This Nike advert emotionally connects with consumers.

4) An innovative or ‘different’, subversive concept (e.g the porcupine advertising VW car)

This advert is innovative and creative which is unusual for many adverts so it stands out.

5) A foreign advert that you can understand despite the language barrier

Despite the language barrier, people are able to infer what the advert is about.