Each of us are bombarded by advertisements throughout the day, every day. Recognizing the persuasive techniques marketers use in their advertisements is an essential skill for every IB learner. The goal of this section is to allow you to become more familiar with different types of advertising, as well as to introduce you to key features we commonly see and advertisements of all kinds. Lastly, you should gain an understanding of the way various techniques and advertisements create an effect on the target audience.
banner: An image-based advertisement that appears across a website or web page
sponsored link: A paid advertisement in the form of a hypertext link on a website that shows up on search results
marketing: The process of promoting products or services, including market research and advertising
ambient advertising: Advertisements that make use of their physical surroundings in order to construct meaning
billboard: A large outdoor board for displaying advertisements
guerilla advertising: Street art which incorporates its physical surroundings in order to construct meaning
product placement: The practice of placing products or services in a feature film or TV programme
spoof ad: A fictional advertisement for a non-existent product, which makes fun of an actual advertisement for a real product
celebrity endorsement: A form of advertising that involves a famous person in order to promote a product
advertorial: An advertisement that gives information about a product or service in the form of an editorial or journalistic article
commercial: A TV or radio advertisement
public service announcement (PSA): An advertisement which is disseminated, often without charge, for the purpose of raising awareness about a social issue
subvertising: A portmanteau of ‘subvert’ and ‘advertising’; a practice of making spoofs or parodies of corporate and political advertising
visual narrative: The storyline that is suggested through an image
copy: The body of written text in an advertisement, usually explaining the benefits of the product or service
tagline: A catchphrase or slogan, especially used in advertising
signature: In advertising, the placement of the advertiser’s logo and name
logo: A mark or emblem that is used to promote public identification and recognition
slogan: A short, memorable phrase used in an advertising or political campaign
problem and benefit (aka problem solution): An advertising technique that presents the reader with a problem and a solution to the problem which involves the advertiser’s product or service (see ad below)
bandwagon effect: In advertising, an appeal to a psychological phenomenon in which people do something because other people are doing it too (see ad below)
testimonial: In advertising, the featuring of a happy customer and a quotation about the benefits of a company’s product or service (see sample ad below -- this ad happens to feature celebrity endorsement technique as well.)
association: The establishment of a connection between a person, place, thing or idea and another person, place, thing or idea (see two sample ads below)
signifier: A signifier is a symbol, sound, or image (such as a word) that represents an underlying concept or meaning. Consider what is signified in each image, as well as what signifiers have constructed these meanings.
icon
logo: a symbol or other small design adopted by an organization to identify its products, uniform, vehicles, etc.
composition: This refers to an author's arrangement of objects in relation to each other, the use of color and contrast, the amount of negative space, and the use of light and depth.
lighting and color: Consider whether the lighting is crisp or warm. Is there high or low contrast? What associations do you have with the colors? Brighter images generally exude warmth and friendliness.
negative space: This is a deliberate space within an image that is empty.
rule of thirds: This is a way that many effective images are composed. Viewers often look to the places where three columns and three rows intersect.
anchoring: This is the process of making an image meaningful by adding words, such as a caption. It is also the process of making words meaningful by adding images, such as an illustration.
ears & teasers: The upper left and right corners are known as the 'ears' of the cover. Headlines in the ears are also called 'teasers', as they invite the reader to look inside the newspaper or magazine.
body language: A kind of stylistic device or structural feature of a visual text - Focus on the following elements:
gaze: Gaze is the subject looking at the camera, to the side of the camera, or to a faraway place. The subject's gaze has an effect on the reader. Looking away from the camera can make the subject appear aloof, distant or unapproachable. Looking into the camera, however, makes the subject appear engaged with the reader.
smiles and teeth: The mouth can express emotions quite clearly. Smiles, especially those showing teeth, make on look friendly, jovial and affable.
position of hands: Hands matter! Crossed arms tend to make the subject look strong. Fidgeting hands are a sign of weakness.
skin: Skin means exposure. This may be interpreted as vulnerability, sexual availability or athletic ability, depending on the camera.
visual path: This is the natural flow of the eyes over a text that is deliberately intended by the creator.