Don’t Touch Your Face; Avoid Direct Contact; Wear Masks; Maintain Social Isolation
by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea of the ads is to raise awareness about health, hygiene and social distancing amidst the current pandemic. The main message and aim is to reach out to the mass through advices provided by WHO to fight the pandemic. The various headlines for the ads are adapted from WHO and are in the style of ‘Directive/Command’, as they use verbs to direct actions unto people. The slogan ‘close the newspaper and watch a movie’ encourages the public to refrain from being outdoors and stay indoors instead.
In my opinion, the ads are simple and straightforward. The ads uses pop culture as visuals to match the headlines. For example, the first ad with the headline ‘Don’t Touch Your Face’ uses the character Edward Scissorhands as the main visual, because the character has blades for fingers, so metaphorically, you may harm yourself if you touch your face during the pandemic. In the last ad, the headlines are kerned to further emphasize the message communicated. Also, the slogan used matches well with the pop culture visuals as they are from well known movies, e.g. E.T., Star Wars.
b) Newly created copy for the ad
Headline: Wash Your Hands
Slogan: Clean Hands, Clean Health
Tagline: #StayCleanStaySafe
Self Isolation
by Chong Siong Loong Ron
a) Opinion about the ad
The main idea of this advertisement is to deliver an important message to the citizens where it is very important to self isolate yourself from the current pandemic. I would say the headline of this advertisement is more on the “ directive” type of headline, where the advertisement is trying to advise the citizens to self isolate themselves from the public. The slogan of the advertisement “contactless food delivery” brings the connection back to the brand itself and it does deliver the message over to the audiences.
In my opinion, I would say the use of headlines and the visuals of the advertisement gives it a very serious, sad or even lonely feeling to it, where from now onwards we have to self isolate yourself for our safety. But an interesting part from the advertisement is the visual used, why would they use a burger packed in a box but is slightly open? It does show and relate to the headlines of the advertisement which is self-isolated, although the advertisement feels lonely and sad, I think the use of orange colour in the background does give a pinch of happiness to the advertisement, where orange colour associate as the colour of joy and happiness. Overall, the advertisement does deliver the message effectively in a more approachable and creative tone.
b) Newly created copy for the ad
Headline: Stay safe with Raketa
Slogan: Your safety is our priority
Tagline: #selfisolation
Serif TV
by Liew Kuan Ting (Allen)
a) Opinion about the ad
The main idea of the advertisement has showcased the idea of integrating the product (Serif TV by Samsung) perfectly into the home is represented in both, the typographic design and the headlines of the motifs – “Serif TV” which the name of the product was bold and obvious, the customer will be able to catch the idea right away when they see the advertisement the first time. Along with the slogan “Designed to complement your living room”, the message of the advertisement was further enhanced and it showed the uniqueness of the product and how the product differed from the competitors on the market.
When comes to the visual aspect, it was expected for the designer to adapt the typographic design to the advertisement since the product name already set the art direction to the advertisement. Even though the art direction for the advertisement was expected, it will still grab the attention due to the fact the product was distinctive and it was something that the public eyes do not usually see in an advertisement. The usage of the unique I-shaped appearance of the product to form the word was successfully evoking the message and sets it apart from other competitors. The font type usage was interesting as well, the typographic design was using serif font while sans serif font was used for the headline and slogan. The assumption was made that the designer trying to creating a contrast between design and headline to avoid interruption with the communication of the message.
b) Newly created copy for the ad
Headline: Serif TV
Slogan: Fits right into your living room/furniture
USE IT.
by Lim Shan May
a) Opinion about the ad
This advertisement is created by the World Health Organisation to raise awareness for people to stay clean during this pandemic phase. A directive/ command headline is used here to urge people take direct actions by thinking rationally and to stay in good hygiene level. The slogan and tagline also act as a reminder for audiences to know their responsibility by washing their hand frequently in order to stop the virus. Next, the visual are combined by two things: brain and soaps. Brain is for the people to think of themselves, stop the panicking and not give in to misleading informations. Whereas the soaps remind them to always wash their hands (Ani Asatryan,2020).
In my opinion, the headline is simple and direct to ease audiences’ understanding. The visual of the advertisement is also unique as it is a brain shaped by soaps. It is placed at the centre, in contrast with the background colour hence strong emphasis. The headline and visual have a slight touch of sarcasm because some people are stubborn to not play their part in this pandemic. They are both connected in order to tell audiences to use both soaps and brain, to wash their hands and stop believing rumours. Overall, I think this advertisement which includes the slogan and tagline has successfully conveyed the message. It is simple, direct and very creative and all of them are linked perfectly.
b) Newly created copy for the ad
Headline: Don’t forget it.
Slogan: Always clean your hands.
Tagline: #WeNeedYou
LakeItSeriously
by Tan Jessy
Source: Genesis, 2019
a) Opinion about the ad
The big idea of the advertisement is to bring up the public’s awareness on lake and animal conservation. The main message brought by KMDA is“LakeItSeriously”. The headline style is “catchy” where they replaced the “Take” from “TakeItSeriously” with Lake. The slogan had emphasised that 40 species of fish are affected at Rabindra Sarobar Lake. In the ad, fish visuals are used to further emphasise the message brought by the ad to help with Rabindra Sarobar Lake’s fish conservation.
In my opinion, the visual representation of the fishes provides a clear significance of the fish population in the lake. The background visual also represent the topology of Rabindra Sarobar Lake (Malabika Biswas Roy, 2014) to create a sense of attachment to the message advertised. The slogan of the ad is playful where they replaced “Take” with “Lake”. The overall of this advertisement had delivered its message in a very quick and clear way.
b) Newly created copy for the ad
Headline/ Tagline: #LoveYourLake
Slogan: 40 species of fishes at Rabindra Sarobar Lake needs your love.
Support The National Team
by Yang Chee Kent
a) Opinion about the ad
The big idea of this advertisement is to deliver the message to British citizens about staying in the country during the Olympics 2012 as British Airways was one of the sponsorships of the London Olympics and Paralympic Games. (Headline) The headline style is “fun” as the headline speaks in a funny tone that relates to the product offered – flight tickets. (Slogan) Slogan included to present the actual meaning of what this advertisement is about, along with the tagline “Home Advantage”. This advertisement did not cause any lose in terms of ticket selling as the customers had already booked their flights by the time the ad aired (London Air Travel, 2017).
In my opinion, the headline and visual of the advertisement is very fun and interesting. (Visual) The visual is using the alphabet magnets to form the headline “Forget Your Passport”. The fridge magnets are usually used for the purpose of reminding, hence the visual is trying to encourage the citizens to purposely forget to bring their passports when they wanted to leave the country. The slogan is relatable to the big idea, it delivers a very clear message of what the campaign is about. Overall, the advertisement has delivered the message effectively in a less serious and fun tone.
b) Newly created copy for the ad
Headline: No, You Can’t Leave.
Slogan: Team GB, your support.
Tagline: #HomeIsGold
Reference List / Picture Credit
- Box Comunicação (2020). Image from https://www.adsoftheworld.com/media/print/box_comunicacao_culture_is_good_for_health
- World Health Organization (2020). Coronavirus disease (COVID-19) advice for the public. Retrieved from https://www.who.int/emergencies/diseases/novel-coronavirus-2019/advice-for-public
- Digital Chain (2020). Image from https://www.adsoftheworld.com/media/print/raketa_stayhome
- Leo Burnett (2020). Image from https://www.adsoftheworld.com/media/print/samsung_headlines
- Zuck and Berg (2020). Image from https://www.adsoftheworld.com/media/integrated/world_health_organization_united_nations_talenthouse_use_it
- Anis, A. (2020). Use It. Retrieved from https://www.adsoftheworld.com/media/integrated/world_health_organization_united_nations_talenthouse_use_it
- Genesis (2019). Image from https://www.adsoftheworld.com/media/print/kmda_save_the_lake
- Nihar R. S., et. al (2014). Limnological Comparisons of Threats to aquatic life owing to Thermal Stratification in two Morphometrically different urban. Retrieved from https://www.researchgate.net/publication/275353344_Limnological_Comparisons_of_Threats_to_aquatic_life_owing_to_Thermal_Stratification_in_two_Morphometrically_different_urban
- Bartle Bogle Hegarty (2012). Image from https://www.adsoftheworld.com/media/print/british_airways_fridge
- London Air Travel (2017). BA parts company with Bartle Bogle Hegarty. Retrieved from https://londonairtravel.com/2017/07/22/ba-bartle-bogle-hegarty/#more-4599
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