Advert Analysis

On Agency: Greenpeace ‘Save the Arctic’

Purpose:

This adverts purpose is to persuade the audience to donate money towards saving the Arctic, and more specifically raise awareness towards the destructive contribution oil companies have in these habitats.  

Content: 

They have deliberately chosen to feature a polar bear in this advert due to it being an endangered species that the viewers are already aware of. Polar bears are pure and aseptically pleasing to look at, which contrasts with the black oil also featured in the advert. The positioning of the polar bear is extremely effective, as the animal is looking directly at the viewers as if to tell them it’s dependent on them. This way the viewers have no choice but to look at its helpless face, and therefore may feel a sense of guilt for doing nothing. The polar bear is surrounded by broken ice, which again shows us the damage oil companies have on this habitat. Lastly, there is a black hand print smothered on the leaflet, which is clearly a humans print – this represents the damage oil companies have had, but also enhances the fact that we are the species causing it (bringing even more guilt to us as viewers). 

Typography:

“All oil companies see is profit” - The typography is thick, large and bold which draws the audience’s attention to it first. The font colour is black, which stands out against the light and pure colours of the polar bear and habitat. The font type is also extremely effective, as the text is dripping which clearly represents the oil and pollution that is having a negative effect on the environment.  

“We see the pristine wilderness” – This typography is a juxtaposition to the other slogan featured in the print, as it is pure white font and there is no oil connected to it- which is exactly what the campaign claims to see for the future.

Composition/Layout:

On the leaflet the stable ice in which the polar bear is standing on takes up only a fraction of the print in comparison to the broken ice displayed. This could symbolise the amount of pollution that is taking up and destructing the artic- representing the polar bears losing their home.

 Slogan:

“All oil companies see is profit” – This text featured on the prints purpose is to manipulate the audience into thinking oil companies are selfish, don’t care about the habitat, and only want to swallow up people’s money. They believe that if they can persuade the audience to turn against the oil companies, they will be more encouraged to donate money to their campaign.

“We see the pristine wilderness” – In other words, they see hope for the future and by making this evident on the broacher they are trying to reassure us that it is something achievable, encouraging us to put our trust in them and donate our money towards the cause.

Target Audience:

I believe the target audience is very broad, as many people are environmentally conscious.  They are trying to appeal to animal rights activists as well as the general public. If they were targeting any specific ages, I believe the target audience would be 25+ as children and students may not have the money to be donating money towards campaigns.

Link to the campaign page: http://www.onagency.co.uk/on-integration

Brownstone: Ashcroft Antony

Purpose:

Ashcroft Anthony are an accountancy that appoint people for strategy expertise, and are try to persuade their audience to go to them for support.

Content:

They have chosen to feature someone standing on a man in well-worn clothing who’s on his hands and knees. This is a position that displays self-sacrifice, and an act that shows support from one person to another. This is used to portray that Ashcroft Antony are an accountancy who will go out of their way to help out their clients. There is also a fence in this shot, which implies the person with support is attempting to look over it in search for something. This could represent the accountancy helping the clients to find exactly what they are looking for, with all the support they can offer.  

The image is also in black and white, which could link to the idiom “black and white” – which means it’s a very clear choice in which you can’t go wrong (maybe referring to the use of their company).

Typography:

The Ashcroft Anthony slogan font is simple yet classy, which doesn’t distract too much from the main content. Again it emphasises the level the company are trying to get to with the clients, as the font is soft and un-capitalized which gives it a welcoming/homely approach. The logo which accompanies the Slogan is purple, which compliments the black and white- bringing colour to the image, but also helping the Slogan stand out amongst the image.

Composition/Layout:

As the man on his hands and knees represents the accountancy, and the person standing on him represents the clients, the layout of the print also enhances the messages they are trying to get across. By having the accountancy positioned bellow the clients, they are trying to imply that the company put their clients before themselves – therefore again trying to gain trust from them.

Slogan:

“We’re different, we’re unique. Understand our position and enhance it.” – Yet again the company is pointing out their position through their slogan, and are pointing out their originality and helpful intentions towards their clients. They state that the clients will be enhancing their position by coming to them for support, reminding them their job is to put their clients first.

Target Audience:

I would call the target audience 18+ plus as they’re targeting business and people with large amounts of money (students and people bellow this age are very unlikely to be looking for this financial support).  

Link to the campaign page: http://www.brownstone-design.com/the-work/?cid=ashcroft-anthony