by Brian Chiam Chiew Yue
a) Opinion about the ad
The big idea is to sell the idea that it is important to have good back posture and balance, with the main message and aim is that DEUTER Active-Comfort-Fit system distributes even weight across the back. The layout of the ad is a ‘Picture Window’, where the main focus is the image shown, followed by the body copy and logo being at the bottom of the page. The rhythm of the ad uses parallel construction , with the body copy being ‘perfect weight distribution along your spine’
In my opinion, the simplicity of the ad makes it a good one. The centrepiece of the ad uses the backpack to recreate the spine for their main visual. I find it a good tactic as they are advertising the product of having well weight balance for the back. The body copy was short, simple and straightforward. I also find that there is a flow to the ad in the way the ‘spine’ flows down and leads viewers along to the body copy at the bottom.
b) Newly created copy for the ad
Headline: Back it Up
Body Copy: Provides even weight distribution across your back for optimal comfort and health. The DEUTER Active-Comfort-Fit system.
Call-to-Action: Visit our website to find out more!
Perfect for a Celebration
by Chong Siong Loong Ron
a) Opinion about the ad
The big idea of this Mandarin Oriental advertisement, they are trying to convey message to the audiences where by suggesting them Mandarin Oriental is the perfect place to go for any celebration that you are planning for. The visual used in this advertisement is a simple photo of a filled champagne glass with a contrasting black background at the back which makes it stand out. The fizz of the champagne has been designed in a way that it resembles the Mandarin Oriental Hotel logo. The black background with all the gold elements used in the poster such as the champagne glass, the gold lettering and the gold logo, does give a classy look overall to the advertisement which reflects their brand very well. For this advertisement, they have used window layout, although the headline has not been placed next to the key visual which is the champagne glass, as the champagne glass being the strongest and the only primary element in this advertisement nevertheless the logo has been placed in the bottom right.
In my own opinion of the Mandarin Oriental advertisement, I feel that the text and the colour used in this advertisement is very united where they did not use many different kinds of font in the advertisement, and unite in the gold colour used in the advertisement which makes it very simple, classy and elegant. I think that this advertising works very well, they don't need long body copy and huge headline needed, the picture and that short line of text speaks very well of the brand and most importantly it does portray the exclusivity of the hotel brand itself.
b) Newly created copy for the ad
Headline: Create Lasting Memories with You
Body Copy: Your perfect choice.
Call-to-Action: Mandarin Oriental is all you need
Mask The Tunnels
by Liew Kuan Ting (Allen)
a) Opinion about the ad
According to AdsOfTheWorld, the majority of people in Ukraine wearing surgical face masks in the wrong way, which they pulled down under their noses, and it defeats the purpose of the masks. Therefore, the advertising agency came up with the solution to create an advertisement that shows that unmask nostrils were equivalent to open a massive gate for the virus enemy to enter the human body. The layout of the advertisement was 'Picture Window' as the visual is the main focus on the page, whereas the headline is the next focus and next most significant element on-page. Next, the rhythm of the advertisement uses double meanings, with the headline exploiting the different possible meanings of a word as the word 'tunnels' indicate as nostrils as well.
From my perspective, the visual elevate the advertisement to another level. The message behind the advertisement is common, and people already heard about it, but with the exciting and eye-grabbing art direction that uses in the advertisement, not only grab the audience's attention, but it also makes the advertisement stands out among other advertisements within the same categories. On the other hand, I think the call to action of the advertisement could have been stronger and more apparent. With the right visual and strong message, the effectiveness of the advertisement was boosted, and the advertisement did a fantastic job of evoking the message effectively.
b) Newly created copy for the ad
Headline: Block The Gate
Body Copy: The virus enemies are coming towards your wide-open gate. Are you welcoming them?
Slogan: Block the gate to block the virus
Call-to-Action: Learn how to block your gate properly with the mask on our page.
Tru
by Lim Shan May
a) Opinion about the ad
This ad aims to advertise Tru Chocolate that is sugar free and healthy. As chocolate usually contains lots of sugars, this ad encourages consumers to think for themselves before buying them as it affects their health. The rhythm of the slogan here is parallel as it states: “All of the chocolate, none of the sugar”. The layout of this ad is picture window, as the image is the centre focus.
In my opinion, I think this ad is bold because they used their competitor’s packaging (Snickers) as their advertising strategy. The word diabetes is placed on the packaging which makes audiences to believe that the other chocolates might be unhealthy. Therefore, this strategy kills two birds with one stone because as they are promoting their own brand as well. For the rhythm, the sentences with parallel constructions are memorable. The consistency clarifies more about the product benefit. As for the layout, the picture window layout creates a strong emphasis on the visual. A lot of white space are used here so it balances out the whole ad, directing attention towards the image. Overall, the ad is very smart, effective yet simple. It is not too complicated to understand but the message conveyed is deeper than it seems.
b) Newly created copy for the ad
Headline: A Tru chocolate you’ve been waiting for.
Slogan: None of the sugar, chocolate of all hearts.
Body Copy: It is the only chocolate that cares for your body! Enjoy all the indulgence without letting the sugar harms you.
Call-to-Action: Visit our website to find out more about Tru!
Peaceful Hunting Season
by Tan Jessy
a) Opinion about the ad
The big idea of the advertisement is to promote Hiltl Vegetarian Restaurant, the world’s oldest Vegetarian Restaurant (since 1898), According to “Guinness World Records”. The restaurant’s philosophy is to show consumers enjoyment of food never comes at the expense of animals. The layout of the ad is picture window as the wild boar is more dominant than the berry plant.
In my opinion, the ad is simple and clear in presenting its information. There are two main visuals in the ad, which includes a wild boar and a berry plant representing animals and plants respectively. The target is on the berry plant, which is informing readers to eat more plants not animals. There was no body copy found in the ad. In my view, the publisher may find that the visuals had already persuade a clear message and does not require anymore body copy. But some readers may find that the hunter is aiming at the berry plant, using it as a bait for the wild boar. Which may not clearly convey the ad’s message to some people.
b) Newly created copy for the ad
Headline: Green Hunting Season
Body Copy: Enjoyment of food never comes at the expense of animals.
Slogan: Hiltl Vegetarian, live peacefully with animals.
Türk Telekom
by Yang Chee Kent
Source: Concept, 2019
a) Opinion about the ad
The big idea of this advertisement is to promote Türk Telekom data roaming service. The advertisement is using only a sentence of copy, accompanying the key visual, which is the statue in Turkish. The layout of the advertisement is clean and minimal, using classic Z formation. The copy, key visual, and brand logo are aligned diagonally in the advertisement, guiding the viewers’ eyes from top left to bottom right. The copy “never get lost with data roaming” works well in this advertisement as the key visual points at the copy to make a impactful focus point on the text for the viewers.
In my opinion, the layout of the advertisement is simple, direct and amazing. By using the statue in the country as key visual, it is very impactful to the local citizens when they look at the advertisement. Without any extra decoration or element placed in the advertisement, the layout makes that copy really stands out and delivers the right message. The successfulness of this advertisement is mainly depending on the layout and choice of key visual. This advertisement will look boring if the layout is not interacting with the visual. In my perspective, the only thing that lacks of here is call-to-action, where the viewers might not know what the advertisement is trying to sell.
b) Newly created copy for the ad
Headline / Copy: Our data is still roaming there, too
Call-to-Action: Purchase data on our website.
Reference List / Picture Credit
- Heimat Wien (2020), image from https://www.adsoftheworld.com/media/print/deuter_back_in_balance
- London Advertising (2009), image from https://www.adsoftheworld.com/media/print/mandarin_oriental_champagne?size=_original
- Havas (2020), image from https://www.adsoftheworld.com/media/print/helsi_mask_the_tunnels
- MMB (2020), image from https://www.adsoftheworld.com/media/print/tru_chocolate_tru
- Ruf Lanz (2019), image from https://www.adsoftheworld.com/media/print/hiltl_vegetarian_restaurant_peaceful_hunting_season
- Concept (2019), image from https://www.adsoftheworld.com/media/print/turk_telekom_data_roaming
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