• Non-tangible

Context: 1940s World War II

• Men in the workforce left to join the army

• Shortage of human labor in many firms and fields

• Advertisement created to encourage females to join the workforce

Audience: Females

• Especially those not yet in the workforce

• Rosie the Riveter

  • Takes up most of the poster

  • Typical appearance and outfit at the time

  • Strong, somewhat muscular, not smiling but serious and confident-looking

    • Different from the norm at the time

  • Symbol of feminism and female power

    • Used to show females that they were capable of working in the workforce

• Bright Colors

  • Style of art that was popular at the time and place

  • Visually striking and captures the attention of the audience

  • Upbeat, invigorating emotions

Text

• Fonts

  • Simplistic / Minimalistic -> Easy to read

  • Block fonts -> Look sturdy and strong

• "We"

  • Stronger connections with the audience

  • More inclusive

  • Sense of group instead of individual

  • Women talking to women, rather than men appointing women

    • Makes the ad more well-received

• Exclamation mark -> Shows excitement / assertion

• Short slogan -> Easy to remembers and spread

• Capitalized words -> Emphasizes the text and message

• Transmit the capability of women in the work force and WW2

• Novel ideas that were ahead of time

Subtexts: Women are just as good as men

• May seem biased from a modern view

• Usually have a negative effect on one's appearance

Context: 2020

• COVID -> People were wearing masks

• No one could see if you had braces -> "Best time"

Audience: People who need braces

• Especially teenagers

  • Peer pressure, puberty, preoccupied by appearance

• Colors

  • Few colors -> Clean and easy on the eyes

  • (Teenage) girl wearing a mask

    • Smiling, but the audience cannot see her teeth

    • Showing the current situation -> Why now is a good time for braces

Text: "BEST TIME EVER TO GET BRACES!"

• Fonts: Hand writing font

  • Easy to read

  • "Younger," more align with the intended audience

  • More casual mood

• All caps + exclamation mark -> Show excitement and emotions

• "Ever" superlative

  • Creates a sense of urgency

    • "Now or never"

• "Braces" are slightly bigger -> highlight product

• Company and link in smaller texts -> Does not steal the thunder but still noticeable

• Positive

• Casual and relaxed (usually not associated with dentists)

• Excited

• Urgent

Values

• Health & Wellbeing of the buyers' teeth

• Comfort and feelings

Subtexts

• Peer pressure and teenage consciousness do exist

• (But, luckily) no one will tell if one has braces under the current circumstance

Context: Modern

• Domestic / Sexual violence are gaining more attention

Audience: General public

• Originally thought people who need help

  • No obvious "contact this number for support"

  • Probably general public to raise awareness

• Colors

  • Black / Grey/ White with a little bit of teal

    • Give a more serious and solemn mood

• People

  • People in black and white filters

  • Emotionless, numb

  • Depressing or upsetting mood attached

  • Looking at the camera -> Connect with the viewers

Text

• Series of ads beginning with "No more..."

• Followed by quotes often said in response to domestic / sexual violence

• "He said he was sorry" -> Often said to undermine the trauma or incidence

• Advertisements call attention to how these phrases should not overshadow the seriousness of violence

• Fonts

  • Easy to read, basic -> Seriousness and formality

  • The varying messages in a different color -> Highlight the message

  • Smaller fonts for additional messages at the side

• Solemn

• Serious

• Depressing

Values

• Health

• Support

• Fair or equal treatment

• Social wellbeing

• Gender

Subtexts

• There are no excuses for any form of domestic / sexual violence

• Domestic / sexual violence should be taken seriously and not brushed off

• Anyone could suffer from domestic / sexual violence, regardless of gender, and it is not the victim's fault for going through it

1. Difficult: hard to handle, naughty

2. Little people: babies

• They correlate the its brand of pacifier with hard to handle babies. This correlation implies that Playtex pacifier can help with any baby, and it can effectively calm babies.

• Using elements of tattoo and piercing to represent the naughtiness and difficulty of handling those babies.

Context: This advertisement was published in December 1931 in The Saturday Evening Post. This can be seen from the illustration of Santa Claus rather than the typical picture or computer graphics that is used frequently in modern days. By using Santa Claus and publishing the advertisement during the winter, Coca Cola tried to challenge the traditional consumption choice of consumers who mostly drink Coke during summer times. --> Coca Cola is good any time of the year!

Audience: In this advertisement, from the featuring of Santa Claus who is holding the Coca Cola, this would attract more of the younger audiences who are more likely to believe in Santa Claus and prefer drinking soft drinks.

Text: The advertisement uses the slogan "My Hat's Off to the pause that refreshes". This slogan emphasizes how Coca Cola refreshes the consumers with its fizziness and sweetness. By using a different font in the phrase "My hat's off to" (and capitalization) the advertisement mentions that Coca Cola is able to take Santa's hat off during the Christmas in winter.

+) "Ice-cold" - Emphasis

"So can you" - Direct Address

Emotion: Peaceful, Happy

Values: Refreshing vibe in your life with Coca Cola

Subtext: Buy Coca Cola

Context: 1995, Atlanta, GA (Georgia) billboard. Humorous since it is very odd to see two cows up on the billboard painting "EAT MOR CHIKIN"

Audience: Mostly U.S. citizens since Chick-fil-A is an American company and has no franchise stores outside of United States. To be specific, would attract more adults who can be exposed to this advertisement when they are driving.

Humor - Spelling Error & Anthropomorphism (Cow painting) & Dripping Paint (Stupid & Clumsy)

Logo - Chick-fil-A (promoting identity & draw attention to audience)

Cow - Cute & Stupid

Emotion: Humorous since it is ironic that cows are doing what human do (painting) & Concerning/Pitiful since cows are doing this for their lives --> Kill more chicken rather than killing us --> Atrocity of human being.

Value: Value of animal lives --> ANIMAL LIVES MATTER

Subtext: Makes the audience be concerned about the animal being bred and killed just to be eaten by the humans.

Context: Tobacco looks like a gun but the direction of the gunpoint is the opposite. --> When the person triggers the gun, the bullet (smoke of the tobacco) would come toward the same person. --> Death from tobacco

Audience: Global citizens who are smokers or who knows somebody who smokes --> encourage them to stop smoking

Capitalization - "BACKFIRE" (Emphasis)

Gunpoint opposite direction - Irony

Visual Metaphor - Gunpoint as a cigarette

Statistics - 6 million deaths per year (Logos & Credibility)

Source - Reliability & CDC (Ethos)

Emotion: Concerning, Depressing

Value: Health

Subtext: Do not smoke, you'll kill yourself