Advertising: Key conventions

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Part 1: Skittles Advert Analysis

1) Key conventions

Logo =  Big and clear so you remember the brand.

Colour = Bright rainbow colours show fun and lots of flavours.

Slogan = “Taste the Rainbow” tells us Skittles have many flavours.

Image = The rainbow made of Skittles looks fun and unrealistic.

2) USP and persuasion

USP – Lots of different fruity flavours in one bag. Persuasive techniques – Bright colours and a catchy slogan.

Part 2: Advert Research

1) Clear brand identity

Apple – “Think Different”. Shows Apple as creative and innovative.

2) Shock / controversial advert

Benetton – “UNHATE”. Used shocking images to get attention and start debate.

3) Emotional advert

Dove – “Real Beauty”. Made people feel good by showing real people.


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