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Advertisements-Visual Literacy

The document outlines the concept of visual literacy, particularly in the context of advertisements, highlighting key elements to analyze such as headlines, company names, products, target audiences, purposes, emotive language, contact details, and images. It also discusses advertising techniques like the AIDA principle, celebrity influence, the bandwagon effect, and the use of music to attract attention. Overall, it emphasizes the importance of understanding how advertisements communicate messages and persuade consumers.

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ngcobononhlanhla19
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8 views

Advertisements-Visual Literacy

The document outlines the concept of visual literacy, particularly in the context of advertisements, highlighting key elements to analyze such as headlines, company names, products, target audiences, purposes, emotive language, contact details, and images. It also discusses advertising techniques like the AIDA principle, celebrity influence, the bandwagon effect, and the use of music to attract attention. Overall, it emphasizes the importance of understanding how advertisements communicate messages and persuade consumers.

Uploaded by

ngcobononhlanhla19
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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VISUAL

LITERACY :
ADVERTISEMENTS
WHAT IS VISUAL LITERACY?

• Visual literacy enables us to understand


and appreciate the use of images.
• Visual literacy includes: Advertisements,
cartoons, film and road signs.
What to look out for in an
advertisement:
1. Headlines
2. Brand/company name
3. Product
4.Target Audience/Market
5.Purpose
6.Emotive and persuasive language
7.Contact details
8.Images
1.HEADLINE
• The headline is usually bold and written in
huge font
• It is bold to grab the readers attention in
most instances.
2.COMPANY NAME
• Usually bold, at the bottom or the top of the
page.
• Or at one of the page corners.
3.PRODUCT

• The product is often confused with the company


and vice versa.
• The product is what is being advertised by the
company or brand.
Example:
You might be asked
what product is being
advertised, you reply
“Audi” when in actual
fact the brand Audi is
advertising their
newly released car
which is an Audi Q4.
4. TARGET AUDIENCE
• A specific group at which a product such as a
film or advertisement is aimed.
e.g. Stay at home mom’s
• Look at these pictures below. Who do you think
that target audiences are for these products?
5. PURPOSE
• Try to figure out what the need is for the
advertisement?
• Is the company trying to advertise the
product or create awareness about
something (informative)
Are the advertisers
of these bands
trying to create
humour while
advertising a
product?
6. EMOTIVE AND
PERSUASIVE LANGUAGE
• Emotive language often aims to persuade
the reader or listener to share the writer
or speaker's point of view, using
language to stimulate an emotional
EXAMPLE:
reaction.
NON- EMOTIVE - ANOTHER PERSON IN THE BAR WAS INJURED
BY THE MAN’S GLASS
VS
EMOTIVE - AN INNOCENT BYSTANDER SUFFERS FACIAL
INJURIES WHEN THE THUG LAUNCHED HIS GLASS ACROSS THE
BAR
7. CONTACT DETAILS ON
ADVERTISEMENTS
• You can contact the company to find out more about the
product or service (what are the requirements to join etc.)
• You can contact the company if you have any complaints
about the product or service.
• Usually you can tell by the number if you have access to
the product or service because it will have a South African
dialing code.
Is this a
South
African
Fitness
Club? How
did you
determine
your
answer?
8. IMAGES
It intends to create a mental picture of the product or service in
the customers mind.
The main objective is to make the customers keen on the
product and at the same time, develop an urge to even try it.
Advertising
 Techniques
There are many techniques used in analysing
advertisements.
 The common principle that is used is the AIDA
principle in analysing adverts.
AIDA stands for:
A-Attention
I-Interest
D-Desire
A-Action
 However there are other factors techniques to consider.
 The Celebrity Influence
Companies pay celebrities like actors, singers, athletes and sports stars millions
to endorse their products. Teenagers—and people in general—gravitate towards
the style and choices that these celebrities make. Seeing a famous singer in an
acne cream advertisement draws more of a response from teens that seeing a
non-famous person in the same commercial.
 The Bandwagon Effect
Teens are especially susceptible to doing things their peers are doing. Few
advertisements come out and explicitly say ‘Everybody is doing it’ but this type
of message is implied in many types of advertising for teens. For example, a cell
phone advertisement might show a group of teens in which all teens have their
own iPhones, although this is not the case in reality. The implied message is that
all teens do have – and should have- iPhones.
 The Cool Factor
This technique makes the argument that you can only be cool if you
have a specific product or use a specific service.
 The Family Allusion
Although it might sound old-fashioned, teenagers respond to images
and allusions of families spending time together. Thanks to the high
divorce rates in many parts of the world, teens respond to seeing
some semblance of a well-functioning nuclear family in advertising,
whether it’s aimed at their age group or not. An example is the KFC TV
advertisement where a teen boy orders the Family Treat, because he
wants his separated parents to get back together again.
 The Sex Factor
It is no surprise that advertisers also use sex to sell products. Many
advertisements aimed at teenagers and young adults have sexual
innuendos running through them.
 The Music Attraction
Jingles and other types of songs that accompany television and radio
advertisements build interest in a product- and the artist who sings it. For
example, when Tracker used the song ‘The Story’ as the soundtrack for
their TV advertisement that showed the recovery of a hijacked car with a
child inside, interest in the song and vocalist, Brandy Carlisle, rocketed
even though it was already an ‘old’ song. The song and the advertisement
then became synonymous in the minds of many- and this, in turn, boosts
interest and sales.

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