The Worst Print Media Design in History - Coursework Example

Companies use several ways or means to sell their products or services. The most common way used by these companies to reach out to their potential customers and clients is through the use of advertising. Advertising can be promoted through several media. These media are the ones used to entice the public to support or embrace these companies’ products and/or services. Product or service advertising can be propagated through the use of media like television, radio, and print ads. These forms of media are the ones responsible in reaching out the companies’ primary target, the public. According to the studies conducted by Palshaw (1986), these companies’ advertisers are trying to reach out to their potential customers through the use of these media. Television advertising, being the most expensive way of promoting products or services, directly approaches the public. However, advertising through television requires ample budget because these TV commercials should be enticing enough in the eyes of the public. TV commercials should be interesting enough, something that would make their imaginative minds work. Moreover, TV commercials should possess qualities that would hit the companies’ goals; thus, making it very specific (Leebron, 1997). Palshaw (1986) added that with the use of radio advertising, the commercial should be better inclined with either a TV or print media so that it could, in a way, better affect the public. Radio advertising also requires a lot of effort on the part of the companies’ advertisers. Print advertising, on the other hand, can also reach out to the public and directly influence its target market only if the print ad itself is evoking enough. Palshaw (1986) concluded that the best way to promote products or services is through the use of combined or mixed media. For example, a company could promote its products or services using the media cited above. Meaning they can take advantage of TV commercials, simultaneously supported by radio commercials, in addition with print advertising. With this method, the companies can take advantage of every media that reaches out to public market through various waves. And since each of these media have their own advantages and disadvantages, by using mixed media, these media compromise each other. In addition, with the use of mixed media advertising, the company can pinpoint exactly which of the advertising methods do most of its integral purpose. Another media that companies could use is, by far, more effective than TV advertising. It is through the use of another wave, wave of the Internet. Katharangsiporn (2009) stated that a certain real estate company, Land & Houses Plc (LH), redirected their marketing strategies through the use of the Internet. The company decreased its budget for print ads and billboards as they shifted most of their budget on online advertising. The rationale behind this step is to redirect potential clients from images displayed through billboards and print ads to their website where they can explore more about their properties. Why is the design not communicating effectively? The main purpose of this paper, however, is to evaluate this particular ad: http://www.carlsbadgraphics.com/pics/print_design_brochure.jpg. First, in my opinion, the reason why these ads do not effectively communicate with public market is because these ads lack substance. At first glance I thought those olives were raisins and dates. Then I believe that the one used for beverages was not clear enough to portray beverages, good thing the word “beverages” was input. Bly (1998) stated on his studies that when an ad does not provoke interests among people, they to tend to ignore it since the ad only appeared to be ordinary and that it is not worth reading. Bly (1998) stressed out the characteristics of a good advertisement: (a) It should emphasize advantage for the user, (b) It should provoke enthusiasm and excitement, (c) It should imply knowledge, (d) It should communicate with the audience, (e) It should be intelligent, (f) It should have free presents, (g) It should inculcate the product, and (h) It should promote clarity. I personally agree with Bly (1998). The ads presented somehow lack these factors. The ads stated that they bring about the best of Mediterranean flavours but the images were not that provoking. The ads did not present the benefits I could get. The ads did not even try to promote communication between readers and the products. The ads did not emit enthusiasm, somehow the ads promoted invites for customers to check what’s in store for them, however the invites were not that intriguing. If I were to redesign these ads, I will develop an art that would entice the public market. An advertisement that promotes curiosity or argument, something that is appealing. An advertisement that would touch the public’s innate desires in terms of purchasing things. I would create an ad that is somehow witty and quite funny. Based on the studies conducted in the United States, advertisements that possess humorous comments or texts attracted the public market’s attention by almost 94%. If an ad can get this much attention, chances of profitability is pretty much high. In addition, 38% of those who noticed a humorous ad believed that humour manifested higher rate of understanding the concept of the ad (Cline & Kellaris, 2007). Custer (1995 in Cline & Kellaris, 2007), who evaluated the survey conducted by an American advertising, stated that almost 92% of the participants in the survey believed that ads that possess humorous concepts are effective tool for selling products or services. It is said that humorous contexts of ads influence the relationship between products or services and the public market. Several studies have been conducted to determine the association of humorous advertising with the degree of its effectiveness in promoting products and services (e.g., Chattopadhyay & Basu, 1990; Smith, 1993; Weinberger, Spotts, Campbell, & Parsons 1995; Zhang, 1996a, 1996b in Cline & Kellaris, 2007). Weinberger and Gulas (1992 in Kline & Kellaris, 2007) stated on their studies that the association of humorous contexts with the degree of its effectiveness is still questionable. They have observed that although humorous contexts of ads attract the public market’s attention, these humorous contexts do not directly promote understanding of the ads’ concept. Their studies also presented that these humorous ads are not always advantageous over ordinary ads in terms of influencing consumers’ product selection. Madden and Weinberger (1984) presented on their studies that heightened awareness of ads establishes broader understanding of the ads’ concept. It is said that humorous ads are more likely to be understood compared to those of ordinary ads. What does this design lack to be able to deliver the message effectively to the viewer? If I were to advertise these ad samples, I would first create a blueprint of the products I am about to sell or offer to the public market. Once the lay out is done, then I would create a list of my possible targets. Regarding the products that I am about to sell or offer, on the given sample ads, the company is trying to sell food and beverage products. If these are the kinds of products I will offer or sell, I should consider the places or establishments where these ads suit the best. I mean, the products are edible so that means I have limited places where I can have these ads exposed for public viewing. Examples of these places are supermarkets or groceries. Angel (1992) cited that advertisers’ primary objective, to promote their products or services, is to win the attention of the public market. Thus, creating awareness and hopefully to gain popularity. Angel suggested that one of the most effective methods of promoting products or services is through the use of journals. Aside from being cheaper compared to those of TV commercials, journals are tending to be read in repetition by most people (Angel, 1992). However, using journal advertising, advertisers should come up with fresh ideas or concepts for the ad to anticipate awareness of readers, the ad should also deliver the importance of the product or services, should also emphasize the benefits of having the said products or services, and lastly, the ad should manifest its rationality (Hatch, 1991). After completing the lay out for the ads, next thing is to familiarize myself to possible targets of my products, in this case, Mediterranean products. Tufte (1983) voiced out that for a better understanding of one’s presentation, one should first identify his or her audience. In this case, probable market includes store owners, chefs, and restaurant owners. Tufte (1983) imposed ideas on how to communicate with such types of audience since these people are professionals. Analyzing my market means presenting my ideas and concepts that suit their level of understanding, meaning no jargons. Simplicity and being direct to the point are what these professionals are expecting because they are after the benefits that they would get out of these products I am about to sell them. The Graphics Sonnenberg and Hoff (1990) emphasized that an advertiser who wants to effectively present products or services, he or she should develop a presentation that is more visual in nature; thus creating higher rate of enthusiasm among public market. Given this fact, Sonnenberg and Hoff (1990) provided a list of how to influence and impress the public market through the use of a more visual presentation: (a) relevance – functionality of the products or services; (b) purposefulness - meaning do not show everything on the visuals, to create curiosity; (c) accuracy – double-check every contexts; (d) visibility – to make sure that everyone can perceive the contexts in any direction; (e) clarity – use key words that emphasize the subjects; (f) customization – create ads infused with your personal touches; (g) interest – ads that creates appeal, consider colors to be used; (h) ease of recall – ads promoting something that inculcates to public’s minds; and (i) impact – create ads that show force, for example, ads showing strong need of the products or services. The Text Anderson (1989) cited on his book five principles of great public speakers. I found these five principles very essential for the given sample ads. These principles are: (a) focus – in a visual ad, it is important to present main concept to the public directly, no beating around the bush; (b) simplify – ads should contain a little bit of intrigue with it, do not present every product or service, mind-bugging yet persuasive; (c) organize – do not overcrowd ads with ideas; (d) dramatize – create ads that play around one’s imaginations; and (e) humanize – ads should present the importance or benefits of the products offered or services being rendered. In addition, Anderson (1989) also listed what he called “12 Deadly Dangers”. These are the factors an advertiser should be aware of. These factors will keep the public market enthusiastic about the ad, will promote curiosity, and hopefully result to profitability of the company. These are the factors: 1. no clear objective; 2. forgetting the audience; 3. anticlimax ending; 4. mystery opening; 5. loss of focus; 6. no script; 7. poor delivery; 8. bad visuals; 9. weak evidence; 10. negative attitude; 11. slipshod preparation; and 12. no follow-up. If I were to redesign the ads With the print ads given as examples, I would particularly change the image representing beverages. I know that most wines are made of grapes; however, by presenting the image of grapes did not show clarity that the shop has beverages available for consumers. I would rather use two tall glasses, like flute glass, filled with champagne or and sparkling wine to represent that quality beverages are in store for consumers. Another concept I have at the back of my mind is a picture of two wine bottles. Brands of wine that the Mediterranean people are very much proud of. One bottle is sitting pretty inside a wine chiller, while the other bottle is laid down in a bunch of crispy-looking grapes dazzled with water to represent freshness of ingredients. On the other hand, for the olives, I would use olives placed in bowls, different types of olives fixed in separate bowls. Then at the background, there would be herb- infused olive oils. These bottles of olive oils represent the variety of products that the store offers for potential consumers. The Text and Colors In terms of the ads’ contexts, nothing much I would change. The contexts promote visibility for consumers, and also promoting curiosity to what other products are available. If I would to induce humor to these ads, I would make use of it through texts, something that provokes witty and funny thoughts, and something that would make by passers wonder why such comments were used. With regard to colors, I don’t think that the colors are inviting. Something appealing should be used, probably a combination of dark and bright colors so that it would give life to these ads. Messaris (1994) cited on his book that there are three properties visual communication, wherein advertising is included. These three properties are: (a) iconicity – the term was cited by Messaris (1994) from C. S. Pierce, a philosopher; this property displays the association between the values of the image used in the ad and reality; (b) indexicality – also from C. S. Pierce, this property refers to the images used by the ad which is a printed representation of reality; (c) no propositional syntax – ads inability to present argument. Goodman (1976), on the other hand, presented that photographic images are far from reality in terms of modes of communication. In addition, erratic cultural belief is said to be the culprit why such concept like “iconicity” was formulated The concept of “iconicity” was supported by several researchers and philosopher like Gregory Currie (1995). Based on the studies conducted by Byron Reeves and Clifford Nass (1996), most spectators link their personal interpretations of life to these photographic images of reality. Conclusion: Analysis of the sample ads As conclusion, considering the factors mentioned on this study, I believe that the most effective way of having advertisements laid out to public is through the use of mixed methods. What I am trying to suggest is that advertisers should create ads, whether printed or not, in an appealing matter. Create something that would bring impact to viewers, readers, and even by passers. Images should be in harmony with its contexts. For most printed advertisements, avoid presenting too much information because enthusiasm rate of consumers would decrease. For more attracting advertisements, try using humorous ads through images or contexts. Humor could intensify the companies’ desire to promote the products or services. With the ads given as examples for this study, a lot has to be changed if the factors influencing effectiveness of advertising mentioned on this study. I am not saying that the ads are not that effective, what I am trying to impose here is that the ads could undergo changes. Once the changes are properly balanced, it’s a sure fire that these ads will attract potential consumers; thus, resulting to higher rate of profitability for the company. Remember that the effectiveness of advertising also depends on the company’s desire to promote their products and services. This gives the company the freedom to choose the location of where to present their ads, how to conceptualize their ads, and what media to use in propagating their products and services. References Anderson, James B Speaking to Groups: Eyeball to Eyeball. Wyndmoor Press, 1989. Angel, Jack; Medical Marketing and Media. 27(1) 1992. New York. Bly, Robert W. Business-to-Business Direct Marketing: Proven Direct Response Methods to Generate More Leads and Sales. 2nd ed. Chicago: Contemporary Books, 1998. Cline, Thomas W, & Kellaris, James J. “Humor and Ad Memorability: On the Contributions of Humor Expectancy, Relevancy, and Need For Humor”. Psychology & Marketing.16.1(2007): 497-509. Hatch, Eric K. “Reaching the Technical Audience: Sometimes Its Not Easy – Communication Technique”. Communication World. (March 1991). 30 July 2009. < http://findarticles.com/p/articles/mi_m4422/is_n4_v8/ai_10537840/?tag=content;col1> Katharangsiporn, Kanana. 26 November 2004. Thai property developer Land & Houses clarifies Polar Property transaction. The Bangkok Post. Apr 21, 2009. Leebron, Elizabeth J. “Visual Persuasion: The Role of Images in Advertising.” Journal of Broadcasting and Electronic Media. Fall, 1997 Palshaw, John. Medical Marketing and Media. 21:3 (1986). New York. Sonnenberg, Frank & Hoff, Ron; Executive Excellence; ABI/INFORM Global pg.11; Apr 1990 Tufte, Edward R.; The Visual Display of Quantitative Information Cheshire, CT Graphics Press, 1983 Read More