NESCAFE

        
           This ad uses appeal to logic very well. As everyone known,

people always drink coffee for keeping clear mind. The picture

shows that Exhaustion will disappear with the steam of coffee. So

you will stay awake if you drink NESCAFE’s coffee. There is no any

text, thus simple and direct, but it is very easy to get the meaning. To

customers, they will like to try it when they are sleepy and tired. And

the background color also use well. Red is the color which represents

attention.

Ad of Fujifilm Camera

        Obviously, the ad want to tell customers that the advantage of

this camera is to take objects in motion. This ad appreals to

authority. Both photos are very normal, they do not choose the

picture which is fantastic. They are sure who is their audience, this

camera is designed for normal people and daily life. The camera is

not designed for professional people, so these photos just look like

the photos which can be taken by everyman. The ad also appeals to

emotion, all people appear in the picture have smile faces. So you

can catch happiness if you have this camera.

An Exaggerated Advertisement of food

         This is the ad of food. And the advantage of the food is “Big Cheese”, so the ad focous on how big it is. Food ads are also different to advertise because the taste is hard to be visualization. So the ad uses huge bowl and food to show it is value-for-money product.

         But manufacturer makes a mountain out of a nolehill, they try to confuse costumers. They want to say the cheesy taste, but they change the size of the products. Some audience, especially children, will misunderstand that it is as big as the one in the picture.

WWF Ad

         This is an ad of WWF(World Wildlife Fund – an organization to protect wild animals). This ad appeals to emotion. They try to express how poor the wild animals are if we do not timely protect them. The whole picture use very dark color to express the sad emotion. The desertificate elephant shows the dangerous situation they face and the hostile environment they live in. The ad also indicates wild animals grasually decrease, and if we do not pay attention to this, some of them probably disappear forever. The ad appeal audience to protect wild animals.

Watered Up

http://designlol.net/archives/category/graphic/ad

    This ad uses appeal to emotion to show its value in two aspects.  The first one is  the spilling water. Although the entire background color is dark grey, linghting becomes brighter when dipicting the water; therefore, the patten and the transparency of the liquid water,  even the spattering sprays can be seen clearly. Besides that,  the shape of the water forms a woman's body skillfully. By using this way, the designer shows his audience this product is very mosturizing and can keep people's body fresh. The second one is the phrase "watered up", it also expresses this product's value that people whoever use it can be full of water for a long time.



Packaging of Russian Beer

         This is beer, not coffee. Which attrach my attention is the  unique packaging. In our opinion, beer only appears in pub or home, but the packaging break the logic. It looks same like coffee, so it can be taken everywhere. This is the “walking” ad for the pub. Breaking rules is the most important point to the ads and packaging, and this beer is the most successful example of breaking. The audience is probably the white collars in cities. The beer reminds them do not forget to relax after hard work. Actually, this beer is from Russia, so it is not hard to understand the reason of using coffee packaging. Drinking culture in Russia is well-known all over the world. Their drinking culture just likes the coffee culture in North America. It is also an ad for the culture of their country.  

Poster of Organ Donation Organization

         This is a picture poster of IMIP - an organization of organ donation. “One of these two will get your organs. You decide.” Combining of text and image, if you do not donate your organs to the girl or the people who very need healthy organs, your organs will be garbage when you die. So what is your choice? This ad is very incisive. The ad precisely shows the two different applications of our healthy organs.

    The poster uses a large area of green. It is known to all that green is the color of life. It means the choice we choice concern to one’s life and health. This is an ad can make people think deeply.

"New"





  



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https://www.google.ca/search?q=toothpaste+advertisement&hl=zh-CN&prmd=imvns&tbm=isch&tbo=u&source=univ&sa=X&ei=aVODT
_C7OqfY0QHplMGfCA&ved=0CCMQsAQ&biw=932&bih=655

This ad  comes form the as same as the websit address of the above ad.

 

         Look at these ads, there are lots of words involved on it, but most of them are single words or sentences fragments; they do not have the completely meaning by themselves. Why the designers of this ad intentionally highlight the wording? William Lutz in his article With These Words, I can Sell You Anything, states that every ad has the motivations (Our notes WilliamLutz, P179). What are purposes for this tooth paste ad? According to his article, the advertisers use the weasel words to influence the customer’s interpretation towards these ads in order to achieve the goal to sell their products (Our notes William Lutz , P168). That implies every word in this ad is striving to convince the audience choose this brand toothpaste. For example, advertiser uses the unfinished claims such as pro-health and advanced, which need the audiences to fill the empty words. The word “New “appears on the package is trying to make customer have the illusion that they are better than the previous products. Similarly, the words "Aquafresh", the audiences definitely will have the sense of “aqua” and “fresh” with their own knowledge of the wording. The word sensitive pro relief is saying it does decrease the sensation and the relief the sensitivity of users’ tooth.  It says “faster to the nerve” and “for lasting relief”, which is trying let audiences to imagine the efficiency  of these products and fill out the rest words.  There are lots of trick in both ads; whatever they are, the only goal is grasping the audiences’ attention and become their customers!

MEN IN BLACK 3

This trailer appeals to authority definitely because the movie “Men in Black 3” is continuing story from the “Men in Black 1 and 2”. “Men in Black 1” and “Men in Black 2” are already famous movie, so people should trust the “Men in Black 3” is also good movie. Moreover, using a movie star Will Smith in the movie is still appealing to authority. The advertising for movie still appeals to emotion, such as using technology weapon and ET in the movie. New technology can attract people’s interest very well.

compare two perfume ads

          Perfume ads are different from other product. We cannot see the things directly, so these ads try to show the smell in the visual way. These two products are from the same brand, but they use totally different visual communications. The audiences are different, No.5 is for mature and elegant women, and CHANCE is for sweet girls. Another difference is color. No.5 uses black and white color to highlight the elegance, and CHANCE uses pink to highlight the sweet. We can feel the smell only by seeing the pictures.

An interesting ad for knife

           It is difficult to read the text in the bottle of the ad, but the picture is enough to introduce the characteristic of the product. The ad shows how sharp are their knives. Their knives even can cut through the chopping board. This is, of course, pure hyperbole, but the ad is still enough powerful and direct. We know it will not happen in the real life, but customer may realize that the knives are sharper than others. Some customer may want to try to use the knives of this brand. However, this ad is not real photos, so its reliability is doubtful. Some audience will be worried about safety problem.

Nike

The commercial promotes Nike Shoes. Because Nike is a very famous, the creative director does not introduce the different functions and high quality the Nike shoes have. Instead, the commercial presents Nike as a symbol and a faith in people’s lives. In this advertisement, “Nike: Don't Let Anything Stop You” is a faith that different people and athletes have. The advertisement appeals to emotions by showing different people’s stories, successes and failures, and advises the audience not to let anything stop them from their goals. The commercial also describes how Nike shoes are worn by different kinds of people, but a common theme is that Nike has a positive impact on them.

Happy Easter !!!

                                        http://www.youtube.com/watch?v=AFvVRheBsBc

      This funny ad generates the technique of defamiliraziton to lead the audience’s attention. The potential audiences can be kids and adults. It uses the simple plot and specific topic (happy Easter) so everyone can easily understand and anticipate the happy ending. It describes the original idea of celebration of Easter using the way how the animals celebrate of Easter day in the point of animals’ view. One rabbit says: “Don’t send them to one place.” It is trying to make fun to audiences. The audience will pay attention on the story and desire to see what is going to happen. At the end, the eggs become to chicken; it is the desired result for each of audiences. Moreover, the colorful pictures add more flavors to the story. Although this story is simple, it is memorable! Happy Easter!

The Raven Trailer

http://www.youtube.com/watch?v=qeLrtwniqM4

    The director of this movie uses appeal to emotion to make his audience feel curious. First, lighting in the vedio is very dark. The director deliberately let his audience see the murderer commiting a crime, see  a lot of dead bodies with blood lying, and clustered black ravens flying, but he just do not show the murderer's face. Second, the music is quite fast and gripping, through which women's screaming, gun shots and  ravens' flapping wings can always be heard clearly. Finally,  a lot of close-ups are spent on showing women's strugging facial expressions before they are killed as well as the criminal's massive murder wepons, which shows the criminal's  madness and cruelty. These signs all let the audience want to watch this movie and find out the murderer as soon as possible.

Conditioner Advertisement

     This is an advertisement about hair conditioner. This advertisement is different from other similar productions. In our mind, this kind product often uses beautiful girls to be their model. This ad does not follow the rule, and the difference can make audiences impressed. There is the slogan besides the production “tames the wildest hair.” The picture matches the text very well. They use the wildest animal lion, and the “afro style” of lion is well-known. If the production can tame such disordered hair, we will think it is more than enough to work on our hair. This ad use highly exaggerated way to introduce the conditioner, and it is even a little bit dramatic, but it is still very impressive.

Fedex

http://www.youtube.com/watch?v=O0fimITPmKs

    I think this advertisement uses appeal to authority pretty well. In the begining, the background music sounds very sad, and the audiences may wonder who this vagrant is? Then, through the dialogue, we knows that he is a worker in Fedex. Even though he was stucked in an island for five years, he still insist on transfering the package to the customer. This makes the audience believe that no matter what happened, Fedex always can accomplish the commission. By asking what's inside the package, Fedex emphasizes how trustworthy they are. If the men had opened the package before delivery, he wouldn't have been lost in an island for five years. So, this is prooving that Fedex won't offend customers' privacy during transfering. What's more, it tells that even you just want to deliver some "silly stuff", they'll still take it as a sacred mission. Every detail in this advertisement is trying to show the audiences that Fedex is a good and turstworthy company.

After Wedding

  http://www.youtube.com/watch?feature=endscreen&NR=1&v=OFp1qQw0k_0

    This advertisement uses appeal to emotions preety well. Marriage plays an important rule in everyone's life. The advertisement starts from the sentence "7 months after the wedding", and the "after" is highlighted with red color. The audience will burn with curiosity over what will happen. The wife in the advertisement acts very rule and sloppy. From the facial expression of her husband, we can tell it's totally different in the past. At the end, they shows some words that "Life is full of choice. Have you made the right one?", and what comes after these words is the logo of the company. It's obvious that the company wants to tell the audience that "they are the right choice".

            This video is an advertisement of Audi. This is the most interesting ad I have seen. It compares with other four brands of cars, and it uses the benefits of each of them. What do you want of a car: the design of Alfa Romeo, the comfort of Benz, the safety of Volvo, and the sportiness of BMW. Audi is comprised by these advantages, in other words, these advantages make a perfect car, and it is just Audi. The company is brave to produce this advertisement because they compare their cars to others. They try to say our car is your best choice because we have all advantages of other brands’ cars. The slogan “in one car only” is very attractive to consumers. This ad is very successful because it is very simple and very impressive.

We are dreamers-the whole world is just a dream!

http://www.youtube.com/watch?v=hwE-Vd2Jzoc&feature=related

This movie is using meaningful rhetorical strategies-logical and emotion appeals to attract audiences and they are essential on the technique of defamiliarization. It moves audiences’ emotion by using audiences’ imagination and curiosities. It converts the hardly understandable idea (plugging the ideas to a dreamer) to a simply and familiarly story (dream). Everybody is familiar with dream of they can easily imagine and join in the story. It uses the fact mothers miss the children and children miss mothers if they can see each other to invoke the audiences’ emotions; audiences will sympathize them and desire to know what is going on. It takes the advantage of the concept that the dreamers are easily lost if the objects in the dreams are similar to the things in the real word because they cannot figure out which one is real and which one is fake. Even more, the audiences get lost; the audiences may feel they live in their dreams as well. As result, director’s purposes are achieved.

Swarovski’ crystals

This advertising shows how beautiful and attractive Swarovski’ crystals are to audience. In the video, the author uses a lot of elements, such as a pretty girl, beautiful background, nice music and Swarovski’ crystals. These elements make a relax environment to explain the beauty of the girl with Swarovski’ crystals. The mainly audiences are girls because every girl like have beauty. Therefore, the advertisement uses pretty girl with Swarovski’ crystals doing many different and sexy poses to attract audiences’ attention, which appeals to emotions very well.

Germs Fighter

http://www.youtube.com/watch?v=99T-iGcii8U&feature=related           
        

This Colgate commercial ad is attempting to persuade the audiences to buy their product through two appeals- logical and authority appeals. It provides the clear reasons and proven test with the tooth scanning machine to make a logical appeal. It gives the reasons why Colgate toothpaste is better than other toothpastes; that is because while using it, your teeth have fewer germs. It delivers the message that if you use a different kind of toothpaste other than Colgate, there will be more germs on your tooth and may cause dental problems. It appeals the authority as well by saying that is the number one toothpaste that the dentists use. Based on the ad, many people will be influenced and will change their toothpastes to Colgate.

LEVI'S

The purpose is this advertisement is to show how desirable Levi’s jeans are, because even a centaur wants to wear them. The creative director uses humor and an informal style in the picture to attract people’s attention, because this ad, unlike other jeans advertisements, does not feature beautiful people wearing jeans. The centaur (that does not have the body for jeans) wanting to wear Levi’s jeans shows that if even she wants to try on the jeans, humans must like these jeans. Secondly, the words “find your style” on the bottom of the advertisement tells audiences that everyone and anyone can find Levi’s jeans that fit, even a centaur. Therefore, the advertising appeals to authority very well, because Levi’s made the first jeans, and the brand has many different types of jeans.