B2 Analysis of existing products

 Analysis of existing products:

I chose to analyse three existing print ads. This was the first one:

This print advert exists to spread awareness of littering and to try to prevent it. This is done by using a close up shot and

clever visual that combines different texts on pieces of litter to brand those who litter as lazy. The word

‘lazy’ is being used as a negative label in order to shame those who litter and make people think twice

about doing so in the future. The creators of this ad also use the phrase “Littering says a lot about you.

” This really causes the viewer/ audience to reflect and evaluate what littering would say about someone

and what sort of person would be a litterer. If a viewer of this ad happened to be a litterer they may feel

personally targeted by this advert as well as the negative connotations that come with littering and this

could easily cause them to change their ways. This ad also features the company name/ logo

‘Livegreen’ in the bottom right hand corner which is useful because this advertises the company itself

and may cause people to aid them.

The Print ad above is advertising the Volkswagen park assist feature. The ad features a depiction of a

hedgehog/porcupine in between two water filled bags, with each bag containing a goldfish. The

message behind the advert is to inform the viewer that Volkswagen's parking assist feature is very

useful and works extremely well, similarly to how the hedgehog is able to easily fit in between two

plastic bags without poking either one. This is a visual metaphor used to show how flawless the park

assist is and how easy it is to use. This ad works well because the image grasps the audience's

attention by creating a feeling of anticipation as the sight of a spiky hedgehog next to an extremely

fragile bag of water causes the viewer’s mind to automatically make the connection that something is

about to happen. After this, the viewer’s attention is then directed to the bottom right hand corner where

they see the Volkswagen logo and ‘Precision Parking. Park Assist by Volkswagen.’. 

This print ad, although very simple, is incredibly effective at promoting the product albeit with very little variety. The advertisement shows two William Shakespeare's positioned to resemble a pair of headphones. This is done because Shakespeare is a famous author and the print ad is advertising audio books. I believe this visual is used to sell the idea of escapism that comes with audio books opposed to physical books, almost to suggest that it’s as if the author themselves were reading the book to you. The print only features one main image which is useful because the viewer doesn't have to stop for an extended period of time in order to understand the ad’s message. A great reason why I think this ad works is that the bizarre nature of the ad itself may also provide a comedic element for the viewer which could create a subconsciously positive association with the product being advertised. There is also a very conveniently placed logo for Penguin Books at the bottom of the ad.