Analyzing an Advertisement

Student’s Name
Professor’s Name
Course
Date
Analyzing an Advertisement
INCLUDEPICTURE “C:\Users\WHITED~1\AppData\Local\Temp\ksohtml\wps60EB.tmp.jpg” * MERGEFORMATINET INCLUDEPICTURE “C:\Users\WHITED~1\AppData\Local\Temp\ksohtml\wps60EB.tmp.jpg” * MERGEFORMATINET
Play-Doh print ad (2018) adapted from The Gallery of Emerging Species: Play-Doh: “Banksy” Print Ad by TwoAM.Agency.
The Banksys Play-Doh Kitchen is a South African gaming product for kids designed to inspire them to become imaginative and innovative in their toy kitchen. It was released in June 2018 (TwoAM.Agency 1). It helps them learn the art of cooking by developing their imaginative skills
The target audience for this product comprises the parents and kids since they are the potential customers for it. Parents can buy for their kids while kids are responsible for its demand.
The means of persuasion is logos since the captions “The art of playing with food” seem to use words that make sense and adequate reasoning. Therefore, the message is understandable that the toy helps the children learn the art of playing with food thus improving their imagination, creativity, and other cooking skills. For this reason, the persuasion used in the ad is implicit since the message is intelligible although it is not stated directly.
Based on the Jib Fowles’ model of needs (Fowles 2), this Banksy’s ad promotes both the need for guidance and need to nurture. The ad seeks to nurture kids’ ability to think imaginatively and perhaps induce the necessary life skills.

Also, it seeks to guide them in development of these skills.
The caption on the ad is brief and does not reveal any story. However, it does tell that by using the product, children will learn the art of cooking among other skills such as creative thinking. Also, the ad does not have cultural or historical connotations.
There are three items in the ad. The toy model, the Play-Doh brand logo, and the caption. Since the item is in the beginner, the audience is likely to experience the primacy effect (Rikard 4). In psychology, this is the ability to remember the items at the beginning of a list in an ad. According to Choi and Duane (370), positioning has significant implications for advertising since the audience’s eyes will be attracted by the item.
There is no human model in the ad. Therefore, it is not possible to notice any stereotyping of gender or race in the ad. Also, the colour in the ad is deep red, blue, and yellow. Both red and yellow help grab audience’s attention while the blue represents knowledge. The ad is well lit, with the white and black colours bringing out the bright mood of the ad and all these determined the effectiveness of the ad to the audience. Finally, the ad does not have a wordplay. Therefore, the play-on-words appeal that improves ad’s efficiency in convincing the audience is lacking.
Works Cited
Choi, Jungsil, and Duane W. Myer. “The Effect of Product Positioning In a Comparison Table on Consumers’ Evaluation of a Sponsor.” Marketing Letters, vol 23, no. 1, 2012, pp. 367-380. Springer Nature, doi: 10.1007/s11002-012-9162-9.
Fowles, Jib. “Advertising’s 15 Basic Appeals”. Venturaenglish02fall09’s Blog, 2012, https://venturaenglish02fall09.wordpress.com/advertizings-15-basic-appeals-by-jib-fowles/. Accessed 7 June 2018.
Rikard. “The Psychology of Color: A Designer’s Guide to Color Association & Meaning – Seven design.” Seven design, 2015, https://zevendesign.com/color-association/. Accessed 7 June 2018.
TwoAM.Agency. “The Gallery Of Emerging Species: Play-Doh: “Banksy” Print Ad.” Coloribus.Com, 2018, https://www.coloribus.com/adsarchive/prints/play-doh-banksy-23421115/. Accessed 7 June 2018.