Advertisig portfolio Essay Example | Topics and Well Written Essays - 1000 words

Advertisig portfolio - Essay ExampleThe copywriting also suggests the devilish association but keeps itself pithy and short, which is the best way to drive the message home.The second advert for Heinz ketchup (Appendix) is a good advertisement because it is creative and unexpected. The advertisement reads, No one grows ketchup like Heinz. This is an example of excellent copywriting it adheres to the norms of being clear, look at and innocent (Burton and Purvis, 1996). It is quickly and easily grasped and striking because it literally transmits its message for tomato ketchup by using the image of fresh tomatoes. There is no further mess in the ad, so a viewer zeroes in on the image of the Heinz tomato bottle and the message. Since consumers typically view a print for less than 15 seconds (Pieters, Rosbergen and Hartog, 1996), this ad is likely to gain attention quickly and drive the message home equally home, hence as an ad, it is very effective.The third advertisement for the mi niskirt car is a masterpiece, primarily because of the layout format it uses. The advertisement occupies a full two page spread but the car occupies only a teensy corner. The juxtaposition of tire tracks with the staples at the centre of the page is yet another element that adds to the message of the advertisement and draws attention to its quality of smallness which makes the car desirable. McQuarrie and paddy field (1996) have defined advertising rhetoric as an expression that systematically diverges from the expectation of the viewer by moving away from convention. This advertisement also achieves the move around away from convention, especially in terms of its layout and the simple direct message inviting the viewer to try the Mini. The sparse copywriting in this ad only enhances its efficacy it is simple, direct and drives the point home.The fourth advertisement for fabric softener is also a