Alexandra Vitas Chapters 5 & 6

Chapter 5: The Big Idea

For this chapter I chose to look at the Canadian Cancer Society advertisements. I feel the designs of both ads a beautifully executed; the composition is well designed and proportioned. The ads used a Helvetica typeface to add to the clean design. The use of only three colors, skin tone, black, and white draws the viewers in and does not allow for them to be distracted by anything but the advertisement itself. I think the advertisements take a bold angle when discussing such a serious issue as cancer. I really appreciate that Rethink Advertising took a more daring and playful take on cancer advertisements. The copy on both ads is hilarious but is able to convey the gravity of the situation. I compared these ads to another cancer advertisement that takes on a similar approach. One thing that this ad did differently, which I think works in there favor, is use a celebrity spokesperson. Not only does this leave a lasting impression in the minds of its viewers, but it also draws people into the ad and can create a positive link between the organization and its audience. The copy in this is handwritten on a poster that Henry Golding is holding; the copy itself is playful and informative. Compositionally, I think that this composition works for the ad though I definitely feel that it would not work in every media because it is not terrible striking. When accompanied with its YouTube video, the campaign because immensely more successful in my eyes.

Henry Golding and Sharifah Amani teaches Breast self familiarization

Chapter 6: Copywriting

The American Airlines “Office Supplies” print campaign utilizes copy that was intended to “smash the mold of traditional advertising” according to Zubi Advertising. The intent of the campaign was to breach the topic of ethnicity, acceptance, and their new diversity program, so in order to show that; American Airlines took to office supplies. The copy and images are simple and straightforward. In one of the ads the copy reads, “You can choose a chair by its color, but not people;” the other reads, “Pencils are all the same, people are not.” The copy works great for this campaign, though I think the concept could work better someplace else. I chose to compare these ads to three DeBeers Diamonds advertisements. All three ads are copy intensive with simple images. The composition is centered and clean with a black and white color scheme. The overall tone for the campaign is just right, it’s funny, appeals to it’s male audience with some innuendo, and ties to the male ego. The copywriters came up with a brilliant campaign for DeBeers that challenged diamond advertising standards.