Advertising: Key conventions

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1) What key conventions of print adverts can you find and what are the connotations or deeper meanings of each convention?
  • Pictures of the product (Skittles)  to remind us of the type of product it is. The image also reinforces the slogan "Taste The Rainbow" as the skittles are different colours that are a part of a rainbow and the skittles are purposely placed as a rainbow.
  • The Logo is bright and large in the centre of the advert to attract the audience's attention and make it stand out between the bright colours of the advertisement.
  • The Background features a blue sky and white clouds. It is bright and eye-catching with connotations of happiness. This makes the consumer recognise the brand colour and makes them think they will feel joyful once consuming the product or gift it to children to make them feel over-joyed 
  • The Slogan at the bottom is clearly visible and stands out against the background. ‘Taste the Rainbow’ (which is in dark blue) reinforce the USP – that Skittles have different flavours like the different colours in the rainbow. 
  • The Colour Scheme is blue-white and the colours of the rainbow - recognisable from the packets of Skittles, creating a brand identity.

2) For each convention, write about how it might appeal to a target audience. 
  • Pictures of the product - It might appeal to a target audience which seems to be children like rainbows so it will attract them and the Skittles itself to remind the consumers that they're sweets which kids enjoy eating making them want to buy it more.
  • The Logo - It might appeal to a target audience because the target audience will recognise the brand and be attracted to it and give it a try for a new experience.
  • The Background - It might appeal to a target audience because it connotes fun which may make the target audience want to buy it as the taste might be unique and fun in some way.
  • The Slogan - It might appeal to a target audience because the slogan ‘Taste the Rainbow’ connotes that there are a variety of flavours that might appeal to a target audience that has a sweet tooth or like sweets with different flavours and tastes.
  • The Colour Scheme - It might appeal to the target audience (kids) because the colours are vibrant and bold connoting joy and happiness which may catch a child's eyes. 

3) What is the USP (unique selling point) for Skittles and how do you know? 
The USP for Skittles is that the Skittles have a variety of different flavours and I know this by the slogan at the bottom which is clearly visible and stands out against the background. ‘Taste the Rainbow’ (which is in dark blue). Also, it is shown in the picture of the product (Skittles) which is a rainbow showing that the different colours of the rainbow show the different tastes/flavours of the Skittles.

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