Companies spend millions sometimes billions of dollars on advertising in hopes of making a positive name for themselves. Sometimes the advertisement they create generates a negative or ineffective message. This happens when the ad reaches the wrong audience, when the ad is too cluttered, or when the ad is just not appealing to the eye. There are many different types of advertisements, some include, print, broadcast, and internet. I am going to focus on print advertisements in this essay, particularly Skechers print advertisements. In the advertisement “Howie Long Gets Comfortable in Wide Fit,” Skechers creates a very effective message by the use of advanced advertisement expertise, such as the use of a celebrity, precise bold fonts, word placement,
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Meaning large easy to read letters, which fit into to the whole wide fit theme of the ad. You know the one where Howie Long, a very large manly figure is shown wearing Skechers wide fit tennis shoes and his Super Bowl XVIII ring on his right ring finger. Now that we have cleared that up, let us continue. The font and the words themselves act as a frame for the picture. Thus when the picture “in an advertisement is framed, the viewer uses the label as a framework for encoding the picture in relationship to the advertised brand” (Edell and Staelin 47). In laymen’s terms, the picture acts as the words, when the written message ties the product to the brand. This tactic creates a positive name and brand for the product. Not only are the words bold and wide, they are white. When placed on a dark background, as these are, the words themselves seem to jump off of the page. Therefore drawing your attention to the words, instead of just the image. By doing this, your mind relates the words to the image creating a solid memory of the ad. When both bold and white fonts are used together, the end result generates a very effective message or
Meaning large easy to read letters, which fit into to the whole wide fit theme of the ad. You know the one where Howie Long, a very large manly figure is shown wearing Skechers wide fit tennis shoes and his Super Bowl XVIII ring on his right ring finger. Now that we have cleared that up, let us continue. The font and the words themselves act as a frame for the picture. Thus when the picture “in an advertisement is framed, the viewer uses the label as a framework for encoding the picture in relationship to the advertised brand” (Edell and Staelin 47). In laymen’s terms, the picture acts as the words, when the written message ties the product to the brand. This tactic creates a positive name and brand for the product. Not only are the words bold and wide, they are white. When placed on a dark background, as these are, the words themselves seem to jump off of the page. Therefore drawing your attention to the words, instead of just the image. By doing this, your mind relates the words to the image creating a solid memory of the ad. When both bold and white fonts are used together, the end result generates a very effective message or