Print Advertisements

Purpose:
- To inform
- To advertise a product, place, etc
- To promote/ sell a product
- To raise awareness
- Attract visually
- To educate
- To remind, e.g. flu jabs

Examples of print advertisements:

Heinz Tomato Ketchup Ad

The first advert that I have chosen is from Heinz, and is an advertisement for their product, tomato ketchup.
The ad is an example of ethos, as it's slogan "No one grows Ketchup like Heinz" is a statement from the company, saying that they're the best brand that produces this kind of product. This confidence reassures the people that buy it.
The advert has a complementary colour scheme of green and red, with parts of white. Red attracts and grabs the attention of the audience, whilst green presents health, growth and being active- qualities that both children and adults should have. White balances the colours in the advert as it prevents the advert from looking plain. It also helps the font stand out at the bottom against the red background, making it clear and noticeable. The font is also sans-serif, it's clear to read, simple and aims toward a younger audience.
The image in the ad follows the Gestalt principles of similarity and continuity. The bottle is made out of slices of tomato (similarity principle) which promotes that the product is made from natural sources. It also shows the continuity principle is present as our eyes see the individual slices come together to form the shape of a ketchup bottle.
This advertisement however does not contain all of the codes and conventions. For example, it has no direct contact to the viewer as it doesn't have a model.


Women's Rights Ad

The first thing you notice about this advert are the image, as they take up all of the space on the advert. The direct eye contact of the women to the camera puts pressure onto the audience, as if preventing them from looking away from the ad.
Two Google search bars with the phrases 'women shouldn't' and 'women should' are present on the advert, each of them coming up with negative results and stereotypes about women. This shows the harsh opinions of others about women and their rights. The placement of the search bar covers their mouths, preventing them from speaking.
This advert uses both logos and pathos. Logos is present as Google is used to present the negative search results. This is effective as Google is a reliable search engine used by the majority. Pathos is shown by getting the audience to feel sympathy or empathy by seeing how women are put down by others not acknowledging their rights.
This advert works with the Ehrenburg model as it aims to inform the audience of what's going on, shows what people think and has statements at the bottom reinforcing the message that the advert is trying to provide.

Road Awareness Ad

I chose to use this advert as it shows a very
It shows a couple being distracted from the road as they are about to run over a child.
The message of this is driven directly into the audience as the top of the child's head is covered by a mirror with the reflection of their own child's face.
This advert clearly uses pathos as it appeals to parents and carers.