‘SUPER SIGHTINGSEEING’

‘TOUR’

‘GROUP’

                                                 ADVERTISEMENT

ADVERTISEMENT

ANALYSIS

This advertisement that I have found is advertising a particular tour group that goes by the name of the ‘Super Sightseeing Tour’.

This advertisement has used all the basic techniques, such as, using composition, colours, and also shots and vectors, to be more appealing and noticeable, so that it will attract the viewers.

The composition of this advertisement follows the structure of using a left and right, Top and Bottom, and also Centre and margin.

·        The left side is the given ideology (attitude or belief), which in this advertisement shows us, and makes the viewers believe that, when joining this tour group you will travel around in a nice looking and comfortable coach (bus), and travel around places, such as, san francisco.

·        The right/bottome of the advertisement ‘shows off’ the new information or product. In this case this advertisement is telling the viewers about some new information, which is that they now ‘pick up at south city and Airport hotels’, while giving out their phone number along with their website for viewers to make reservations for.

·        The top of this advertisement shows the viewers the promises made by showing the places, in which you will visit throughout the tour, which appeals to the audience by telling them what they would be doing along the trip.

·        Towards the centre point of the advertisement is the most important part of the advertisement, and in this case there is a rectangular box stating the name of their tour group that they made stand out by using a drop shadow along with using a bright colour.

Along with the composition of the advertisement, the colour of the advertisement helps in attracting the viewer’s attention, as it makes it more appealing visualy. This advertisement has used a mixture of two colours, which are yellow and blue. These two colours have a psychological meaning to them, which are:

·        Yellow because it is the most visible colour of them all, and also because it’s high reflectance and brightness will catch any eye in any environment, it is also upbeat, modern and optimistic.

·        Blue because it is associated with loyalty, it implies coolness and distance and is also a clean colour of elegance.

The vectors of advertisements are used to guide the ‘reading path’ of the viewers eyes around the image. The vectors almost always lead the eyes in a reading path that finished to focus on the product.

The reading path of this advertisement follows the movement of the wire connected to the site in the background, down to the bus, which is at a specific angle that make it almost look like it is looking at the right/bottom section of the advertisement, which makes the viewers follow that path until it reaches the focus point of the ad, which is in the top/left corner.

1. Analyse the way Language, structure and visual techniques have been used to attract the viewer, and make the product appealing.

This poster advertising ‘Nike’ attracts the intended viewers by using techniques, such as, Language, structure and visual techniques. These techniques are used to make the product that is being advertised more appealing and noticeable to the audience that they are advertising this product to.

Language is one the major technical parts of this advertisement; it has been used throughout this poster. Language has been used in different forms in this advertisement, such as, metaphors, similes, and persuasive devices such as slogans, adjectives etc…..

Language examples in this image are, such as:

·        ‘I’m ready, your not, here I come’. This is obviously the slogan that Nike has used for this type of shoe, as it is targeting the audience in a way that being without this specific type of shoe they won’t be ‘ready’ for anything including sport, and more……, and that way it will persuade them to buy this shoe in order to become like this famous basketball player in the advertisement.

·        The word written across the basket baller’s jumper ‘Lakers’ which is the team in the NBA that is representing Nike in this advertisement. This one word will persuade this team’s fans even more to buy this shoe as it is represented by their favourite team.

·        The name of the shoe, ‘zoom Kobe I’. This is there as an important piece of information rather than to persuade or attract viewers.

·        There is also the site, which stands out and will influence viewers to go to their website to do such things as order online, find more information, etc…

The structure of the advertisement refers to focusing on the celebrity (Kobe), and how these shoes refer to how he lives his life. This is done by using 4 out of the 5 sections of the poster, to just show this celebrity, doing things such as walking in the street, playing basketball, listening to some music, and in a car. These images of him are probably implying that these shoes are able to be worn when doing anything, Such as, driving a car and playing basketball, as in the picture, and this will persuade the audience even more to buy this shoe.

The main technique to this advertisement and any other advertisement is the visual appeal about it, and to make it visually appealing they used a layout, a colour scheme, including logos, a reading path, different shots and angles, and the lighting of the image.

These different visual techniques are represented in this image by:

·        Laying it out so that it is if this basketballer has his whole life revolved around this shoe.

·        Using a greyish, dull colour to represent the celebrities personal reflection to this shoe, also to make it look like he can’t stop thinking about this shoe.

·        They have included their logo obviously to show the audience that this shoe belongs to the Nike brand.

·        There are different shots and angles used in this advertisement, such as, close ups, low angle shots, full body shots, and mid shots are used to different perspectives towards how the shoe has effected the basketballer’s life.

·        The lighting used for each section of the advertisement is so that the main subject of the image is lit up, so that it is represented as the important part of the image, while the background is dim or darkened so that the viewers will pay less attention to it and more to the main subject.