Good Essay On AD Criticism

Paper 1

Grabs attention? How?
The Dove ads initially draw attention and attract the audience of two female magazines since they feature a seemingly incongruent objects or images. When we see the contrast among the images, we give specific attention to the ads. We initially conceptualize about smoothness versus roughness and this pertains to the product.
Ad A: The inverted image of a red apple depicts the contrast between the surface and shape of the object. Hence, the audience is drawn to the contrast between the two images. The contrast is in the relationship between the two parts of an image of an apple. This is a coherent graphic design in itself.
Ad B: For the second image, the contrast is resonated by an image of a razor on top of a sponge. The sponge is the one which is used for babies.

Is the ad simple to understand with a clear message?

The brand and the contrasting image direct the audience to instantly relate the use of the product or brand with the message of turning the rough into smoothness. This is directly and powerfully conveyed with the sequence of a rough image and a smooth image. Taken altogether, it shows a clear message.
Ad A: The split images of an inverted apple which is firstly rough then became smooth is powerful. The overall image emphasizes the brand.
Ad B: The two images of a razor and a sponge shows a sharp contrast. It was rendered powerfully. It implies that with the use of Dove, the edgy turns soft.

Is the benefit clearly presented?  State the benefit?

The benefit is very well stated. It conveys that if you use Dove, you will benefit from the smoothness it brings. The ad images convey this message through the use of contrast.
Ad A: For the first image, there was a clear transition from a rough and thorny surface to one which is flush red and smooth. Somehow, the emphasis on the smooth surface is overtaken by the thorny image.
Ad B: The benefit is somehow unclear with the lack of unity between the image of a razor and a sponge because it did not show the transition from the rough to smooth concept very well.

Is there a clear call to action? What is the call to action?

There is a clear call to action and this is intended by the movement of the image from the rough to smooth. It was repetitively conveyed with the two transitions of the images. It idealizes the smoothness with the use of the product. It signifies that if you want to have clear and smooth skin, then use Dove.
Ad A: Being shown in a female magazine, the wholeness or unity of the image of an inverted apple is very dramatic and it calls women to try the product.

Ad B: The image of a razor and a sponge is somehow incoherent with the call to action.

Does the ad resonate with target audience?  How?
The two ads resonate well with the target audience. Ideally, the images call the attention of the women. The copy or the texts unified with the individual image. These images are the things they are familiar with and hence, there is resonance.
Ad A: The ad resonates the idea of turning unwanted underarm into a smooth one. “Go from pricky to pretty” bridges the concept so that the audience gets the point of the ad. Women will be able to get the relationship fast.
Ad B: The images did not instantly show coherence and unity yet the copy links the ad to the concept being resonated by the ad. It clarifies the idea that there is an alternative to using the razor and this is the Dove product.

Does all content have a purpose?

Supposedly, each image and copy has to deliver its purpose. There was balance and emphasis in each image. The emphasis was supposed to be the use of Dove, the images have bonded well.
Ad A: The content of the ads, the inverted apple and the succeeding texts wants to convey to the audience that one’s underarm could be pretty if she/he uses Dove roll on. It serves its purpose but it was deliberate in the message.
Ad B: The content is somehow lost in the image. There was not enough balance to bring home the point or the message of the ad.

Is it persuasive & believable?

The ads were persuasive enough, as a personal opinion. The images were very relatable and unified. The transition from rough to smooth as a concept was balance by two contrasting images. Once the images were seen, the message is believable since it is supported by the claims of the ads.
Ad A: The image is sharp in its contrast and the texts fully support the image and bring home the point. The main point is to see the difference with the use of Dove. It was persuasive enough.
Ad B: As mentioned, there is a distance between the images and the content and the distance renders itself as not so persuasive. The contrast was unclear.

Does the ad relate to target audience? Who is the audience? How?

It relates to women in a general sense as the images were related to softness. The indirect way the copy enhances the ad also speaks about the right approach to women, with the use of parallelisms and metaphors.
Ad A: The apple is usually related to the feminine sex. It is clearly for women and the inverted apple shows the emphasis on smooth skin and rough skin. This alludes to women’s real beauty or real nature. To go back to the natural and smooth skin, women should use Dove, so to speak.
Ad B: The images here do not clearly emphasize beauty and smoothness. As an image, razor is very much more related to men. The razor could have been pink but Dove is more related to white so the razor as something for women was not so strong and unified.

Seven Design Principles

Balance: There was balance and emphasis in each image.
Ad A: The content of the ads balances with the inverted apple and the succeeding texts to convey to the audience that one’s underarm could be pretty if she/he uses Dove roll on.

Ad B: There was not enough balance to bring home the point or the message of the ad.

Contrast:
There is ample contrast among the images.
Ad A: The inverted image of a red apple depicts the contrast between the surface and shape of the object. The contrast is in the relationship between the two parts of an image of an apple.

Ad B: The contrast is resonated by an image of a razor on top of a sponge.

Positive/Negative Space:
The ad was appealing and there was no negative space.
Ad A: There was no negative space in the ad.
Ad B: There was no negative space in the ad.
Repetition:
Repetition was not deliberate, it was more of emphasis for the product.
Ad A: No repetition was shown.
Ad B: There was no repetition.
Movement:
There was no movement depicted in the two ads.
Ad A: The image was static and there was no movement.
Ad B: The image was static and there was no movement.
Emphasis:
The emphasis was supposed to be the use of Dove, the images have bonded well.
Ad A: The image emphasizes the idea of turning unwanted underarm into a smooth one.
Ad B: The emphasis is lots in the seemingly unrelated images of razor and sponge.
Unity
There is unity in the ad image and message and it brings home the point towards using Dove for smoothness of the skin.
Ad A: Being shown in a female magazine, the wholeness or unity of the image of an inverted apple is very dramatic and it calls women to try the product.
Ad B: The images did not instantly show coherence and unity yet the copy links the ad to the concept being impressed by the ad.

Summary

The images for the Dove ads are reasonably for women and the contrast and balance are good. However, the emphasis was missing. The first ad is more appealing in terms of unity, contrast, and emphasis. The copy also repeats the point. Meanwhile, the second ad lacks coherence and unity and it also lacks emphasis. Both ads are appealing and connote the idea of smothness and softness but the first ad is more persuasive and believable than the second. In short, the first ad is more effective. The image speaks well for the message and it reaches the right audience. It makes one to be influenced to use the Dove product to attain smooth skin, especially for one’s underarms.

Paper 2

Grabs attention? How?
The two ads do not look appealing. It takes some time before one’s attention can be glued to it. The idea of “The Dragon Strikes Back” brings so much negative space into the ad while the second ad which says, “We don’t just outperform them, we outsmart them” seems a cliché. It did not add emphasis to the brand.
Ad A: The image of a silver sedan does not seem to be catchy and includes a lot of negative space. There are elements in the picture which obstruct the unity and the emphasis for the car as the main image.
Ad B: For the second image, the image is more attractive yet the two smaller images of cars lessen the attention to it. The images are somehow not balanced.
Is the ad simple to understand with a clear message?
The ads have complex messages and it is not easy to understand. The allusion to the movie “The Empire Strikes Back” does not bring emphasis or unity with the whole ad. The second ad alluded to a Ford car and it makes the comparison a little distracting.
Ad A: The image has a lot of negative and blank spaces which do not contribute to the main message of the ad. The introduction of a new car should just focuses on the car itself. A bigger, bolder, unitary image of the new sedan would have been better.
Ad B: The two images of the small cars also distracted the balance with the new Subaru model. However, the big image of the Subaru is better than the Hyundai car image.
Is the benefit clearly presented?  State the benefit?
The benefits of the brand new cars were clearly mentioned. The ads both compared it with something old to highlight or emphasize its newness.
Ad A: For the first image, there was a unity and balance between the image of a car and the specific car features. The highlight should have been on the new car itself, although.
Ad B: The benefit is more pronounced because the ad referred to a comparison and highlighted through the copy the features of the new Subaru over its competitor. There is no negative space yet there is a lack of emphasis with the way the new car is presented.
Is there a clear call to action? What is the call to action?
There is a clear call to action and this is to buy the new models of their brands. This is more directly incited in the second image of Subaru than in the Hyundai model.
Ad A: By showing the new sedan and enlisting its new features, one is invited to try and buy it right away. It stirs the buyers’ preference for big cars and the popularity of the sedan car is capitalized by the ad.
Ad B: The images of the two cars seem very strong as one is supposed to make a choice there and then. Hence, the contrast of the images is an explicit call to act to purchase the new Subaru.
Does the ad resonate with target audience?  How?
For car lovers and collectors, I think the ads both suffice. There is a clear image of the car in both ads and the specifics were also enlisted. However, the first layout lacks in its resonance. It did not conjure the desire to buy these car models.
Ad A: The copy speaks of a return of a most wanted car model and I think it rings well with its target audience. As we know, sedans are highly in demand in the said target market.
Ad B: The ad image is a strong resonance of a Forrester which everybody would love to buy and have. This is much better than the first image.
Does all content have a purpose?
Supposedly, each image and copy has to merge for the single purpose of attracting the audience to buy the products. The second image is more powerful than the first.
Ad A: The whole content is not unified. The allusion to an old flick adds distraction to the focusing on the car image itself.
Ad B: The image of a Subaru mounts up to everything. While the copy may seem abrasive and incoherent, it sends a unified message of a new car that needs to be bought by the audience. The comparative notes on the content just add up as a spice to the bolder image.
Is it persuasive & believable?
The ads were both persuasive since it deliberately shows the product and the brand itself helps in making a call to action. The specifications are verifiable which adds to its credibility. Ad A: The images are not so persuasive because the features of the cars were not very much highlighted more than the allusions of the copy to the movie.
Ad B: The bold image of a Subaru Forrester is very persuasive and it speaks for itself. The claims against the Ford is not so persuasive, however because it needs verification and some target audience might not agree.
Does the ad relate to target audience? Who is the audience? How?
In general, it relates to men as the images of two cars were prominent. The target audience is the car buyers and those who like Sedan and SUVs. Cars as images are very relatable since it universally speaks of freedom, mobility, class, etc. In general, it appeals to a large audience, not just men.
Ad A: The car image and the content speak to the buyers who want a new sedan model. This is a direct attraction to the target audience.
Ad B: The images were also strongly directed to car buyers, particularly to the fans of Subaru and to SUV lovers.
Seven Design Principles

Balance: Ad A: There was no balance in the first ad but more of the negative spaces.

Ad B: Balance was somehow achieved by illustrating two car models in comparison.
Contrast:
There is no contrast shown by the images but more of coherence.
Ad A: The image of a sedan links with the texts.
Ad B: The images of the cars links with the texts.
Positive/Negative Space:
There was a negative space in the first ad.
Ad A: The idea of “The Dragon Strikes Back” brings so much negative space into the ad
Ad B: There was no negative space in the ad.
Repetition:
Repetition was somehow attained by the listing of the specifics of the car features and how it is different from the other car models.

Ad A: Repetition was shown.

Ad B: There was no repetition but a comparison of two car models.
Movement:
There was no movement depicted in the two ads.
Ad A: The image was static and there was no movement.
Ad B: The image was static and there was no movement.
Emphasis:
There was a lacking emphasis on the cars because of the unnecessary objects and texts in the ads.
Ad A: There was no emphasis but more of a metaphor in the images.
Ad B: The highlight should have been on the new Subaru itself but the next two images reduce the attention to the main image.

Unity

The two ads lack unity.
Ad A: The whole content is not unified. The allusion to an old flick adds distraction to the focusing on the car image itself.

Ad B: There is no unity since the first image is contrasted by two other images.

Summary
The car images are very relatable since it is a universal desire for any target audience, be it male or female. The images of the cars have enhanced the attraction to a car purchase. However, the second ad shows more emphasis in this respect. The first ad is incoherent and less appealing than the second ad. The latter was more impressive and it was more effective in a bold way that it related to another brand as a point of comparison. Subaru image is strong and it is well placed compared to the Hyundai sedan. The first ad contains negative space and this slows down its effectiveness. In other words, the second ad is more effective than the first.