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Analysing print advertisements

Analysing print advertisements 

What makes the print advertisement on the following slide effective?

What different advertising techniques can you spot?

Case study- Red Bull: Find your wings... (slogan)

Framing and composition

  • Back shot- creates an enigma
  • Medium close up- we are able to clearly identify the features of the picture- the icy mountains and the character. 
  • Backdrop
  • Elevated setting- drinking red bull allows us to be lifted from our ordinary world and experience something different. 

Use of colour- creates meanings

  • Word wings is in red
  • Colours of the can are the same as the clothing on the character- this reinforces brand identity

Relationship of the image and text- dominance

  • The slogan and image of the product is at the highest point of the advert, which looks as though it is floating, or flying. 
  • Costume of the character also reinforces the brand name.

Denotation- the physical or literal meaning

Connotation- what we infer from it, the deeper meaning (e.g. nike tick)

Anchorage- anchors the meaning- the symbol in the text or the driving force which creates the meaning


  • Adaption of Red Bull 'gives you wings' slogan
  • Language is persuasive- use of second person and imperative
  • Typeface is sans-serif
  • Name of product is repeated 3 times
  • Clear and effective- use of wide angle lens to demonstrate preciptous height 
  • Colour scheme- blue red, yellow, and white
  • Layout is uncluttered, clear. 

What makes a good print ad

  • Clear and effective image
  • Memorable- emotional, informative
  • Slogan/catchphrase/tagline- entice audience, and stick in head
  • Persuasive language
  • Clear language- to the point
  • Appropriate font- typeface, sans-serif/serif
  • Colour scheme- ideally 3/4
  • Clear layout
  • Name of product
  • Website
  • Brand identity- logo, name of brand/company
  • Eye catching


  • Slogan- Unleash the Beast
  • Rhyme- catchy and easier to remember
  • The logo on every can of monster they produce is reinforced on the advert
  • Colour scheme- green, black, and white
  • Green is associated with energy, which reflects the nature of the drink as an energy drink.

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