SWIPE LOG
Entry 1: 9th January 2020
Type: Online Social Issue Commercial
Benefit Highlighted: Audiences are reminded that there is always an ugly side of the internet that we all should be aware of. Persuading the audiences with a clear understanding of between good and bad when being online.
The ads persuasion: The ad has a strong emotional impact in its illustration.
The ads strength and weakness: The ad is simple to understand in first glance but unfortunately, the chosen typography is too small. This makes it difficult for some audiences,
Persuasive Elements of the Ad
Headlines: The image above does not contain any huge fonts but instead have a small column on the bottom right that says "On internet some things are not what they seem to be." This catchy pun is widely acceptable by the audience as they can easily understand it.
Visual: The visual of this ad contains both sides. On the left, there is an attractive lady sitting against a bright background and is expecting some flowers popping out from her computer screen. This gives the audience a positive and innocent side of the picture. On the right, is aa male sexual predator who is in a dark room with pictures of graphic images on his wall. Creating a directly opposite effect of impression to the audience.
Layout: The layout of this ad is smart as it creates a sense of segregation towards the image so that the audience is given the hint of good and bad. The ad also gives good use of colours to communicate the intense mood of the visual.
Controversial: This is a strong ad when it comes to communicating with a wide range of audiences. According to research, as many as 4,437,215,927 (4+ billion) users are online around the world. Having to know that this can happen to anyone and anytime, this ad proves to be clear in its visuals by creating an awareness worldwide.
To make this ad more persuasive:
Bloggers POV:
There is definitely space for improvements in this ad. First, I would have more catchy puns placed above the ad to ensure a better understanding of the visual message. This is because not all of the audiences are visual readers. Second, I would rearrange the perspective of the scene to give a clearer image to the audiences that it can be more than just a computer but other technologies as well that is also related to this awareness. Lastly, my opinion to create a better awareness of this ad is to have more varieties so that the other internet users can be able to relate. Such as younger audiences with online bullies and businessman who uses the internet to do an online transaction with a scammer. etc
Tips from other websites:
Tips from other websites:
Use A Powerful Headline: Grab Their Attention!
People scan things quickly. They come into contact with so many advertisements each day that they can’t possibly read each one. This is why you have to make sure that your advertisement actually grabs and keeps their attention. You do that with an effective headline.
Use Exciting Graphics
People are visual. Plain text on a plain background can be boring. People don’t always want to read everything that has been written in an ad or an article. You can appeal to the visual interest that your clients have by adding exciting graphics to your advertisements.
References
Social Issue Ad from:
F., E-mail, V., Trends, D., Design, L., Design, W. and Us, A. (2020). 60 Powerful Social Issue Ads That’ll Make You Stop And Think. [online] Digital Synopsis. Available at: https://digitalsynopsis.com/inspiration/60-public-service-announcements-social-issue-ads/ [Accessed 10 Jan. 2020].
Facts About Internet Users From:
Liedke, L. (2020). 100+ Internet Statistics & Facts For 2020 You Should Know About. [online] Website Hosting Rating. Available at: https://www.websitehostingrating.com/internet-statistics-facts/ [Accessed 10 Jan. 2020].
External Tips from:
Mentis, G. (2020). 11 Simple Tips to Creating An Effective Ad - Target Public Marketing. [online] Target Public Marketing. Available at: https://targetpublic.com/11-simple-tips-creating-effective-ad/ [Accessed 16 Jan. 2020].
Type: Ikea Magazine Commercial
Benefit Highlighted: Audiences are informed that a new product is coming soon with a clear and simple image of the latest product and also by the phrase that is referencing a popular TV series 'Game Of Thrones'.
The ads appeal: The ad has a soft appeal with the image of a fluffy soft sheep fur.
The ads strength and weakness: The ad gives the audiences who are familiar with the TV series a fast speed to understand from first glance with a straightforward display. Unfortunately, some audiences need to look twice to understand the image.
Bloggers POV:
(n.d.). Retrieved from https://help.ads.microsoft.com/#apex/3/en/51015/0
Entry 3: 27th January 2020
AIDCA = Attention, Interest, Desire, Conviction, and Action.
Type: BMW YouTube Commercial
Benefit Highlighted: The interesting Unique Selling Point (USP) is how this ad uses its history and combined it with a hint of cinematic point of view to promote its product.
This ad is mainly a Unique Personality Property type of ad. The visuals create an intense feel and are very engaging for the story. As it retells the incredible story of Klaus-Günter Jacobi and his efforts to help his best friend make it to West Berlin in the 1960s. The ad also demonstrates the model BMW Isetta, a tiny bubble car with a motorcycle engine at the back and barely enough room for two people to sit in the bench seat behind the front opening door. Soon they discovered that there was a dead space behind his seat and next to the Isetta's tiny engine that could be used to smuggle a person. For this type of a UPP type of ad, I find this very compelling and smart to create the awareness of the rich history of the brand's product.
Bloggers POV: In my honest opinion, I think there is nothing more to be added into this creative ad as it is enough to tell a story and also to promote on its own.
External Tips from:
Mentis, G. (2020). 11 Simple Tips to Creating An Effective Ad - Target Public Marketing. [online] Target Public Marketing. Available at: https://targetpublic.com/11-simple-tips-creating-effective-ad/ [Accessed 16 Jan. 2020].
Entry 2: 16th January 2020
Type: Ikea Magazine Commercial
Benefit Highlighted: Audiences are informed that a new product is coming soon with a clear and simple image of the latest product and also by the phrase that is referencing a popular TV series 'Game Of Thrones'.
The ads appeal: The ad has a soft appeal with the image of a fluffy soft sheep fur.
The ads strength and weakness: The ad gives the audiences who are familiar with the TV series a fast speed to understand from first glance with a straightforward display. Unfortunately, some audiences need to look twice to understand the image.
To make this ad more persuasive:
Bloggers POV:
There is definitely space for improvements in this ad. First, I would have added more illustration and phrases to describe more of the product. to ensure a better understanding of the visual message.
Tips from other websites:
Keep your ads relevant
Tips from other websites:
Keep your ads relevant
One way to improve relevance is to use your customers' most popular search query keywords in your ad titles and text.
Describe what sets your product apart.
This is just Advertising 101. Why do customers buy your product? Does it solve a problem? Does it help save time or money? Or, does it have unique features or qualities? For example, if your product is available in many more colours than the competition can offer, you might mention colour choices in your ad.
References
External Tips from:
Entry 3: 27th January 2020
AIDCA = Attention, Interest, Desire, Conviction, and Action.
Type: KFC Billboard Commercial
Benefit Highlighted: Customer benefit is the main Unique Selling Point (USP) because this ad displays a strong hint of the newest branch of KFC is "coming soon!" to Bulawayo, Zimbabwe.
The ads appeal: The matched principles of AIDA towards this ad are:
Attention: This ad designer uses a huge display of a box of delicious-looking fast food to capture the attention of those who pass by the ad. The colour red is also used as the main colour to provoke a sense of hunger.
Interest: The interest of this ad is easy towards the customers as they are most familiar with this brand. The key is to create the mindset of: "I know about it." into "I like it!" Such as displaying the next launching location and date.
Desire: This ad's desire element is very stimulative. Because by displaying a generous amount of food in a small box, this ad is creating a subconscious message towards the customers that the food is irresistible.
Conviction: irresistible. It is easy for this ad to give a sense of assurance towards the audience as most are already familiar with the background of the ad. Another fact is, most audiences are aware that this brand does not serve very healthy food. But they are willing to continue supporting the ads business,
Action: As for action, the last key towards the consumers is: "I want it." into "I am buying it!" This ad had successfully proved this element by as mentioned earlier, displaying the next launching information in a striking font colour below a tempting box of delicious food.
The ads strength and weakness: The strength of this ad is, it is able to create a familiar impression towards many familiarized customers. However, some customers can be bored with the same basic types of fast food displayed in the illustration. This is because they mostly already know what the brand had been serving them throughout the years.
Bloggers POV: In my opinion, this ad should contain more types of the brand's food available in that launching branch with the price labelled below the illustration. This way, the ad not only grab hold of the attention but will also capture the trust of the customers.
Tips from other websites:
Benefit Highlighted: Customer benefit is the main Unique Selling Point (USP) because this ad displays a strong hint of the newest branch of KFC is "coming soon!" to Bulawayo, Zimbabwe.
The ads appeal: The matched principles of AIDA towards this ad are:
Attention: This ad designer uses a huge display of a box of delicious-looking fast food to capture the attention of those who pass by the ad. The colour red is also used as the main colour to provoke a sense of hunger.
Interest: The interest of this ad is easy towards the customers as they are most familiar with this brand. The key is to create the mindset of: "I know about it." into "I like it!" Such as displaying the next launching location and date.
Desire: This ad's desire element is very stimulative. Because by displaying a generous amount of food in a small box, this ad is creating a subconscious message towards the customers that the food is irresistible.
Conviction: irresistible. It is easy for this ad to give a sense of assurance towards the audience as most are already familiar with the background of the ad. Another fact is, most audiences are aware that this brand does not serve very healthy food. But they are willing to continue supporting the ads business,
Action: As for action, the last key towards the consumers is: "I want it." into "I am buying it!" This ad had successfully proved this element by as mentioned earlier, displaying the next launching information in a striking font colour below a tempting box of delicious food.
The ads strength and weakness: The strength of this ad is, it is able to create a familiar impression towards many familiarized customers. However, some customers can be bored with the same basic types of fast food displayed in the illustration. This is because they mostly already know what the brand had been serving them throughout the years.
To make this ad more persuasive:
Bloggers POV: In my opinion, this ad should contain more types of the brand's food available in that launching branch with the price labelled below the illustration. This way, the ad not only grab hold of the attention but will also capture the trust of the customers.
Tips from other websites:
Movie posters also use AIDA
Almost every movie poster ever made conforms to AIDA. They have to. The movie poster exists to grab your attention, get your interest, feed you with a desire to see the movie, and then go and buy a ticket.
Email campaigns have the same challenges, AIDA is the solution!
The subject line must grab attention. The content must raise interest and incite desire. And the final action should be a simple click. Creators of direct mail campaigns also tend to be huge proponents of AIDA. The direct mail package must walk the reader through all four steps, and fast, or it will wind up in the trash.
References
External Tips from:
Suggett, Paul. “The AIDA Model and How to Use It.” The Balance Careers, The Balance Careers, 10 May 2019, www.thebalancecareers.com/get-to-know- and-use-aida-39273.
Entry 4: 28th January 2020
Type: BMW YouTube Commercial
Advertisement Type: Unique Personality Propperty
Benefit Highlighted: The interesting Unique Selling Point (USP) is how this ad uses its history and combined it with a hint of cinematic point of view to promote its product.
What I like about the ad?
This ad is mainly a Unique Personality Property type of ad. The visuals create an intense feel and are very engaging for the story. As it retells the incredible story of Klaus-Günter Jacobi and his efforts to help his best friend make it to West Berlin in the 1960s. The ad also demonstrates the model BMW Isetta, a tiny bubble car with a motorcycle engine at the back and barely enough room for two people to sit in the bench seat behind the front opening door. Soon they discovered that there was a dead space behind his seat and next to the Isetta's tiny engine that could be used to smuggle a person. For this type of a UPP type of ad, I find this very compelling and smart to create the awareness of the rich history of the brand's product.
To make this ad more persuasive:
Bloggers POV: In my honest opinion, I think there is nothing more to be added into this creative ad as it is enough to tell a story and also to promote on its own.
Tips from other websites:
Integrate All Marketing Channels
To reach your audience effectively, you need to have consistent messaging. This means making sure that your ads are integrated across various platforms and giving users the same message, regardless of the platform. We know each social media outlet has a different vibe and feel to it, so you need to take the time to get your digital efforts to match each site, while still maintaining a unique yet consistent voice for your brand.Optimize Product Listing Ads
Product listing ads should have all the elements that users want to see when they do a search. You don't want potential customers to have to go and do more research at the risk of losing interest, so answer any questions they may have upfront. Any information that could be beneficial to the purchase process, include it! This will enhance the ad into a whole new level.
References
YouTube Ad from:
BMW. 2020. Sneaking to freedom. [ONLINE] Available at: https://www.cnet.com/roadshow/news/bmw-isetta-1963-east-berlin-west-germany-escape/. [Accessed 28 January 2020].
BMW. 2020. Sneaking to freedom. [ONLINE] Available at: https://www.cnet.com/roadshow/news/bmw-isetta-1963-east-berlin-west-germany-escape/. [Accessed 28 January 2020].
External Tips from:
