Advertising and Marketing: Key conventions

One of the key aspects to deconstructing advertisements is denotation and connotation. Remember the definitions:

 Denotation: the literal meaning of something

Connotation: the deeper meaning or what is suggested (reading between the lines)

Codes and conventions of print adverts

When studying print adverts we need to look for the following conventions or typical features:
  • Picture of product
  • USP - unique selling point. What is it that makes the product special or different to appeal to consumers?
  • Lighting
  • Setting / colour scheme
  • Logo – this is usually the brand name 
  • Slogan – this is a catchy phrase summing up the ethos of the product e.g Nike’s ‘Just Do It’

Persuasive techniques in advertising

Advertisements are generally trying to persuade their target audience to:
  • Buy a product or service
  • Believe something or act in a certain way
  • Agree with a point of view
There are many persuasive techniques used in advertising. A selection include:
  • Image and colour scheme- to catch and keep attention
  • Slogan – a catchy phrase or statement
  • Established brand identity – associated with success or taste or good quality. 
  • Repetition – constant reference to product name
  • Association / Star Power – e.g. celebrity endorsement
  • Emotional appeal or shock tactics – designed to create strong feelings
  • Expert opinion – ‘4 out of 5 dentists…’
  • Imperative- Giving no choice e.g ‘Taste the rainbow’

Conventions and analysis
  • Pictures of the product (Maltesers) to remind us of the type of product it is. The image also reinforces the word ‘lighter’ as the chocolates dance and jump off the floor. 
  • The Logo is bright and large in the centre of the advert. The word ‘malt’ relates to the flavours used and ‘tesers’ is a play on the word ‘tease’ which ties in with the playful, light ethos. 
  • The Background features the heavy use of red. It is bright and eye-catching with connotations of love. This makes the consumer recognise the brand colour and makes them think they love the product, or may gift it to someone they love. 
  • The Slogan at the bottom is clearly visible and stands out against the background. ‘Lighter’ and ‘enjoy’ reinforce the USP – that Maltesers are slightly healthier or 'lighter' chocolate. 
  • The Colour Scheme is red and white - recognisable from the packets of Maltesers, creating a brand identity. 

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