The last living creature that caused such mass destruction was nominated for the Nobel Peace prize, was an avid art collector and finally killed himself
by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea of the ad is to address the current world situation, with the main message concerning the COVID-19 pandemic and the aim of highlighting the situation at hand. The headline references Adolf Hitler while the rest of the body copy describes how the pandemic is affecting the world. The body copy deploys the ‘Narrative’ copy route by narrating how the pandemic is doing good to people as we are closer to our own family, there is less pollution and nature is slowly healing. The ending of the copy urges humans to be self-disciplinary when the lockdown ends and not only abide when Mother Nature does it for us.
My opinion on the ad is that the overall ad is minimalistic and simple, which helps in not detracting the main message it aims to showcase. Per my first impression, I thought the ad would detail the negative effects that the pandemic have brought. However, it speaks of how the pandemic brings a different outcome to humanity. I think this is great way to spread positivity in dire times like this, where we see mass panic and death tolls all over the news. The ad also instill empathy into readers as well as letting us know our place in this world.
b) Newly created copy for the ad
Headline: Take a step back and see, maybe it isn’t so bad after all
Body Copy: As the pandemic plagues the world, humanity is forced into their homes for safety. As the brave frontliners battle continuously to keep humanity safe, the pandemic brings people closer than ever, rebuilding relationships among families, rediscovering ourselves. As nature heals itself, humanity too as well.
Tagline: #WeWillGetThroughThis
We won't stay home
by Chong Siong Loong Ron
a) Opinion about the ad
For this advertisement, it focuses on the contaminated water that millions of people are consuming which is dirty, harmful and could contain viruses which are dangerous to their body. The main aim of this advertisement is to create awareness of the negative impact that would be dangerous for the unfortunate people who have no access to clean water. The headline is more on a curious style which is “We Won't Stay Home”, as it would draw the audience's attention that we won't stay home ? Where most of the people in the world who are facing this pandemic would be staying at home. As the title will draw people's attention, automatically it will read the body copy of this advertisement, where it does explain briefly on the impacts of what this awareness is about and some of the negative impacts that will cause millions of people to be affected with viruses, where it's even more important that they have access to clean water in this COVID-19 pandemic period of time. As the tone of the body text is in a more serious and also targeting the empathy of the audiences where the use of this tone is to evoke the audience on the concersing situation.
In my opinion, the idea of this advertisement poster is not a new message, as it is always important for the unfortunate people to have access to clean water at any time. But incorporating in with the current pandemic situation, as i feel the message is even more impactful with this COVID-19. As they put in a very impactful title, where people will be shocked by reading the title itself. As it would draw a lot of attention to the poster, where more people will direct people to continue reading the body text and the body text is in a more serious tone and also targeting the empathy of the audiences, is a clever idea where it would be an effective way of transferring messages to the audience.
b) Newly created copy for the ad
Headline: Imagine yourself drinking the water that they are drinking
Body Copy: In this pandemic, it would be even more important for everyone to have access to clean and safe water for consumption. Can u imagine yourself drinking dirty and contaminated water ? Or can you imagine yourself walking for miles to snatch for clean water ? I am pretty sure you can't do that, because you have access to unlimited clean and safe water for daily consumption ? Don't hesitate any more, donate now on visiondumonde.fr.
Slogan: Imagine yourself in their situations.
Don’t Let The Bill Scare You
by Liew Kuan Ting (Allen)
a) Opinion about the ad
The main idea of the advertisement has represented the concept of a shopping bill should not be scare customers. The headline line style of the advertisement was ‘Curiosity’, it intrigues curiosity about the retail service offered by Carrefour. With the execution of the visual by using the receipt bills formed into a snake shape that represents how the customer felt when they look at the bill, it helps to transfer the message across the audiences clearer and make the advertisement stands out. The straight-line body copy types were used for the advertisement which directly delves into the unique selling point of the service as well as tides both the headline and visual together.
In my opinion, looking from the aspects of the headline, visuals, and body copy, the advertisement conveys the message directly and clearly. The whole aesthetic of the advertisement was monochromatic which I think works well and it allows the audiences to follow the direction from the headline to the body copy without any distraction elements. In my suggestion, I think it would have been more interesting and curious to the audiences with a different headline and I think the call to action can be emphasised more in the body copy with bolder design or typography.
b) Newly created copy for the ad
Headline: Why Are You Running Away from The Bill
Body Copy: Shop without hesitation! Don’t let the bill stop you! No worry about your bill because Carrefour assures that you get the best prices and better deals in town!
Call to Action: Step into your nearest Carrefour to enjoy the experience at any time.
Cleans your teeth, Pollutes the Ocean
by Lim Shan May
Source: Ici Barbès, 2020
a) Opinion about the ad
This ad focuses on the sea pollution caused by microplastics contained in cosmetic products which don’t decompose in time. It aims to create awareness that the plastics harm the marine ecosystem. The headline is curiosity because audiences are curious on what and why cleans our teeth but pollutes the ocean. Being logically stated, the curiosity directs us to a narrative body copy. Surfrider Foundation uses a serious tone in the body copy to evoke consumers on the concerning situation. Facts about the microplastics that toxics the ocean are truthfully stated in the body copy.
In my opinion, the headline is well written as they rhyme together while being sarcastic at the same time. The body copy given from this ad is informative and awakening. It also connects well with the headline and tagline, which encourage audiences to break free from plastics products. People now uses lots of cosmetics products as skin care is prioritised. Therefore, they might not be aware that the microplastics in some cosmetics might be harmful to our ocean. Simple yet strong words are used to transfer the message to audiences. The visual used are very attractive because of the aquatic colours and the contrast. The bad cosmetics thrown into the ocean are being highlighted as pollutant for the ocean. Overall, the ad is clean and minimally designed, and the factual copy go straight to the key message of the ad.
b) Newly created copy for the ad
Headline: Brighter Skin, Darker Ocean
Body copy: Your daily cosmetic contain microplastics and are dumped into the ocean every year. They are the soul to your beauty, but hell to the ocean. Stop using micro-plastics and free the ocean.
Tagline: #EndThePlastics
Call-to-Action: Visit our website to join our campaign!
Seeing Red
by Tan Jessy
Source: Ogilvy, 2018
a) Opinion about the ad
The big idea of the advertisement is to bring up the public’s awareness on women having a higher risk of stroke during key stages such as pregnancy, menopause and old age. The ad also raises fund for a community of scientists that are studying on women’s hearts and brains to help lower the risks of women getting stroke. The headline found in this poster’s style is “ Question/Interrogation”. The headline leaves audiences questioning the context of it. Audiences are attracted to the headline and would continue to read what information is presented from its body copy. The body copy then explains the risks of woman getting stroke and suggest a solution to overcome the issue such as, funding a research to help study the issue.
In my opinion, the visual representation of the brain provides a clear significance that the advertisement is talking about medical issues. The overall design of this advertisement is clean and simple where it uses a white background with blood red text. It creates a contrast between the background and the text. Red colour had been associated with danger, courage, passion and love. Which fits well to the advertisement’s aim of raising fund for The Heart and Stroke Foundation of Canada.
b) Newly created copy for the ad
Headline: Save The Woman You Love
Body Copy: One third of more women die of stroke than men each year. Heart and Stroke Foundation is on its mission to ensure woman are represented equitably in research we fund. With your help, Heart and Stroke will be able to fund more research on women’s heart and brain, lowering the risks of women getting stoke.
Slogan: Together, we fund this.
Call-to-Action: Contact us at 1-877-8822582
No More Plastic.
by Yang Chee Kent
Source: Bang In The Middle, 2019
a) Opinion about the ad
The big idea of this advertisement is to raise awareness on sea pollution caused by plastic packaging. The headline style in the poster is “reality”, where it brings up a clear scenario for the audience to relate with. The body copy explained in detail on the negative impacts that caused by the plastic packaging to the animals in the sea. The slogan is “stop drowning our ocean”, which is also well aligned will the big idea of this advertisement. The visual of the poster is the living animals in the sea which formed by many plastic materials. It is to symbolizes that many plastics bottles and materials have been stuck in the animals and caused them to death.
In my opinion, the big idea of this poster is not new but the visual narrative and the message that applied in this advertisement is impactful. The advertising is wel;-matched with the selling products as the brand is promoting degradable bottles that will not bring negative impact to the nature. The headline is written in a way that the audience can easily relate to real-life situation. The body copy is also well written as this advertisement is targeted to the empathy of human beings. For the visual, the blue flat background that seems to imitate the sea, has given a very good effect on sharing the message loudly to the audience.
b) Newly created copy for the ad
Headline: Where did your plastic bottles go?
Body Copy: Your plastic bottles are floating somewhere in the sea. Plastic packaging is everywhere, literally everywhere. The animals in the sea can’t take it anymore. Including us. Let’s stop the plastic. Nature doesn’t need that.
Slogan: Zero plastic, for the nature, and for ourselves.
Reference List / Picture Credit
- Madison World (2020), image from https://www.adsoftheworld.com/media/print/international_advertising_association_lockdownbutnotout
- Steve (2020), image from https://www.adsoftheworld.com/media/print/world_vision_we_wont_stay_home
- Wunderman (2019), image from https://www.adsoftheworld.com/media/print/carrefour_dont_let_the_bill
- Ici Barbès (2020), image from https://www.adsoftheworld.com/media/print/surfrider_foundation_bad_cosmestics
- Ogilvy (2018), image from https://www.adsoftheworld.com/media/print/heart_stroke_foundation_seeing_red
- Bang In The Middle (2019), image from https://www.adsoftheworld.com/media/print/veen_new_aqua_creatures
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