How to Analyse Advertisements for IB DP Language and Literature
Are you preparing for your unseen text analysis for Paper 1? Great news—this blog post is here to guide you through the process of analysing advertisement posters like a pro.
So why are advertisement posters so powerful? They’re crafted to grab your attention in seconds and communicate a message in a visually appealing way. By understanding the conventions used in these posters, or print ads as they’re referred to informally, you'll be able to dissect them with a critical eye and ace your analysis. And if you’d like further resources, such as study notes for Paper 1 text types, you can sign up for free!
10 Conventions of Ad Posters
1. Headline
The headline or catchphrase is your first impression—it's designed to grab your attention instantly. Take Nike's “The Shoe Works if You Do” or "Just Do It," for example. It’s short, sharp, and unforgettable. With simple words, it captures the essence of the brand and motivates action. A good headline does more than just introduce the product; it draws you in, sparking curiosity and engagement. It’s a hook that makes the audience want to dive deeper and learn more about what’s being offered.
2. Imagery
Imagery in advertisement posters is all about choosing relevant high-quality visuals that stand out. These images are carefully chosen to be relevant to the product or service. In the Nike poster, the shoes are photographed in an appealing manner, set against a subdued backdrop that aims to provide visual focus to their design and functionality. Such striking visuals create a lasting impact, drawing viewers in and enticing them to learn more.
3. Color Scheme
The color scheme of an advertisement poster is no random choice—it's a strategic choice designed to evoke specific emotions or associations. Colors can set the mood, attract attention, and even influence perceptions about the product or service. In the Nike poster, the overall gray and black color scheme gives a practical and versatile vibe, perfect for everyday use. This subdued palette makes the shoes feel reliable and essential for your wardrobe. But then, there's that pop of red in the Nike logo on the shoe's side. This splash of red stands out, symbolizing energy and passion, and drawing your eyes exactly where Nike wants them. The right colors can do wonders to enhance the overall message and feel of the ad, making it not just appealing but also emotionally engaging.
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4. Brand Logo
A display of the brand logo is crucial for reinforcing brand identity. Think about the subtle presence of McDonald’s logo on this print ad on the fries packet and other products. Even though it's not front and center, you instantly know it's McDonald's. The logo serves as a visual anchor, ensuring that viewers associate the message and imagery with the brand itself. For the previous Nike poster, the logo was placed in the bottom center, making it impossible to miss. Whether prominent or subtle, the logo connects with the audience and solidifies the brand's presence.
5. Slogan
A slogan is a short, catchy phrase that encapsulates the brand's core message or value proposition. Take McDonald's vintage slogan, "You deserve a break today." Paired with images of their products and a cheerful cartoon family waving from a car, it instantly communicates the idea of relaxation and enjoyment. The slogan is simple yet powerful, suggesting that McDonald's is not just about food, but about taking a well-deserved break from the daily grind. This phrase sticks in your mind and becomes synonymous with the brand, reinforcing the idea that McDonald's is a treat you deserve in your busy life.
6. Second Person POV
One powerful technique in advertisement posters is the use of personal pronouns and the second-person point of view. This approach makes the message feel personal and directly addresses the viewer. Take the McDonald's poster with the slogan "You deserve a break today." The repetition of "you" in phrases like "It's just the kind of break you deserve today" and imperatives such as "Forget about cooking" and "Get up and get away to McDonald's" creates a direct and engaging connection with the audience. By speaking directly to the viewer, the ad makes the message feel more relevant and urgent, encouraging a personal response and action.
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7. Persuasive Language
Persuasive language nudges the audience to take action. The catchphrase "Australia, the best is in your backyard" instills pride and curiosity about local travel. Following this, the ad taps into the universal desire for a break with "As summer holidays end, we could all do something to look forward to." It highlights attractive options like "epic adventures to beach breaks and secret city spots," making domestic holidays appealing. The call to action is clear: "Visit australia.com or talk to your local travel agent today," with a repeated nudge, "Holiday here this year." This engaging and direct language persuades you to plan your holiday right away.
8. Layout and Design
The layout and design of an ad poster guides the viewer's eye across the content. In the Tourism Australia ad, the typed content is centrally placed in small print, making it secondary. The image of the Blue Mountains dominates the background, creating an immersive visual experience. The brand logo, subtly embossed at the bottom right, is noticed without overwhelming the viewer. Meanwhile, the catchphrase "Australia, the best is in your backyard" stands out due to its large font, drawing immediate attention. This clever design balances visual appeal and navigability, effectively communicating the message.
9. Call to Action
The call to action (CTA) is a clear directive that encourages the audience to act. Effective CTAs are compelling, making it easy for the audience to take the next step, thereby driving engagement or sales. Take the Tourism Australia ad with "Holiday here this year," which urges viewers to plan a domestic trip. Similarly, McDonald's uses "So get up and get away to McDonald's" to entice you to visit their restaurant. Nike’s "Stay fly, stay fresh and get yourself a pair. Just do it" combines style with action, motivating you to buy their shoes. These CTAs are direct and persuasive, ensuring the message sticks and prompts immediate action.
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10. Contact Information
Finally, including contact information like a website, phone number, or address allows the viewer to follow up or learn more. This is crucial for converting interest into action, providing a direct way for potential customers to engage further with the brand. In the Tourism Australia ad, the text includes "visit australia.com," inviting viewers to plan their trip easily. Nike uses "nike.com" below their slogan "Just do it," providing a clear path for customers to explore more about their products.
Resources and Support
If you’ll like to access free Paper 1 Resources for revision purposes, do check our guide for Paper 1 which gets updated weekly.
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