Advertising: Key conventions

 Introduction to advertising: blog task

 Look at this Skittles advert:


Part 1: Skittles advert analysis

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 slogan- the slogan is a use of persuasive technique as it is commanding the audience to buy the product and it is an imperative. Additionally it links with the colour scheme, since it is a rainbow theme.
  • Setting/ colour scheme- the background is a picture of the sky which is purposeful because the colour scheme, which is rainbow colours, links to rainbows, which are presented in the sky. Additionally the rainbow colour scheme is specifically shown as a playful choice of colour as it is branding the colours of the actual product (skittles are rainbow colours).
  • Pictures of the product/ logo- In the advert, the central image showcases a picture of the product and in the middle, the logo is shown. Also, the font of the logo and the slogan are kind of similar to make it stand out more. Lastly, on the packaging of the product, it states that the fruit is original, which makes the audience want to purchase this product and read more into the advertisement.
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?

I think the USP (unique selling point) is the slogan as it is an imperative and is commanding the audience to take a taste of joy by purchasing the product. Also the flavour of fruit are listed as original, which boosts the confidence of buying the product for the audience.

Part 2: Advert research

Use Google images to research classic adverts. Find examples for the following and add them to your blog:

1) An advert with a clear brand identity


2) An advert that uses shock tactics or a controversial idea


3) An advert that creates a a strong emotional connection to the audience

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