This ad is a good example of an effective one because it
models the product well along with being visually appealing and demonstrating
the CRAPS. It is also humorous, and Band-Aid uses the recent superhero craze in
their favor. The lighter green background is necessary to allow the white writing
to stand out. The background ripples out from the Hulk’s hand, getting darker as
it goes to the corners. The green hue is repetition through the page, which,
besides the white lettering, is the only element that does repeat. The textures
are different; Hulk’s hand appears to be leather like and rough to the touch,
while the background appears soft and light. The eye moves from the white lettering
to the Band-Aid on Hulk’s finger, then to the Band-Aid box in the bottom right
hand corner. These elements are the only ones that stand out amidst the dark
green on the Hulk and the background. The proximity of these images is effective,
demonstrating that the Band-Aid on Hulk’s finger is the same as, or related to,
the ones in the box. If Hulk’s hand was in any different spot on the page, the
ad would not have the same effect. The alignment of the type appears
sophisticated as it runs down the page, taking the shape of Hulk’s hand. The various
type sizes are perfect and decrease steadily as the page continues. The largest
print is the main points, and, even though it isn’t much, the reader still
understands that Band-Aids are tough, allowing people to continue with their
day even though they have a minor injury. The Hulk never stops being a super
hero and a cut on his finger can’t (and doesn’t) slow him down, which implies
that this brand of Band-Aids a practical choice for anyone.
The use of a popular action figure tremendously helps to attract a large audience. Hulk is known for his strength and it sends a clear message that this band-aid is durable and lasting. The use of colors correlate with one another very well. The corners start with a very dark color and then zooms in with lighter colors to enhance Hulk's large, green hand, which is the dominant element. The white letters perfectly stand out and the main message stands out even more due to its bold font. Also, the added humor helps the effectiveness of this ad.
ReplyDeleteI agree that the large rough green hand contrasts well with the soft healing peach-colored bandaid. The only thing that bothered me about this ad was the branding in the bottom corner. My eye was drawn to it because of the fact that it was very bright against a darker background, but once I looked at it there was nothing that brought me back to the top of the page. I'm not sure where else this could have been placed but the bottom corner didn't seem to be a good fit.
ReplyDeleteThis ad in particular really stood out to me as I was scrolling through the blog. This monstrous of a hand is easily recognizable as the Hulk's to a large audience. Many of the American population has been exposed to this super hero in some form: toys for children, movie commercials for teenagers and adults, and of course, the original marvel comics for the older generation. Even for those who have never been exposed to this super hero, the gigantic green hand will give this audience a sense that the owner of this hand must have some kind of supernatural power, which fits well with the ad's message, "super bandage for super hero." Attaching a tiny bandage to this super hero is also ironic because the Hulk is known to have skin hard enough to reflect gun shots and withstand missiles, which adds to the comical appeal of this ad.
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