1. Alzheimer’s Awareness
ABOUT: This newspaper ad about Alzheimer’s disease shows a visual depiction of what someone suffering with the condition experiences. Words washed and faded away from the paper display only the point of the article in the lower right corner.
OBJECTIVE: Until someone in your life is impacted by this terrible disease, it can often be difficult to imagine what memory failure is like. The objective of this ad is to promote awareness of the condition by relaying it into terms that all of us can understand: what if you couldn’t remember anything that you read today? Your memory is your world and reality, and without it, even the simplest tasks become impossible.
TARGET MARKET: It’s difficult to know the exact target market for this ad since we cannot tell what kind of newspaper the ad spot is in. However, it is safe to assume that there is a rather broad market here since anyone, from any demographic or socioeconomic status can be impacted by Alzheimer’s disease.
CALL TO ACTION: Contact information about the organization is displayed on the lower right corner, along with the tag line “Today, 85,000 Belgians won’t remember what they read in their newspaper. Let’s support them.” When people view such a powerful depiction of Alzheimer’s in an ad like this, there will surely be some who are moved to support taking care of those affected by it.
VALUE PROPOSITION: The value proposition is two fold: help others because it is compassionate, and help others because someone you love may one day have the disease. By bringing the condition to the forefront of our minds, there is no better opportunity or time to help change a life than now.
2. Southwest Airlines
ABOUT: In this creative newsprint ad from Southwest Airlines, two airfares are displayed side by side – each of them for the same price. One is from Southwest Airlines, and the other from a competitor of theirs. But the ad has a twist: do as the instructions tell you by holding the ad up to the light, and you will see that the two prices are no longer the same after extra charges come into play when choosing their competitor.
OBJECTIVE: We’ve all been there: you’re so excited because you think you got a great deal, but you didn’t notice the microscopic fine-print at the bottom. In the end, you walk away paying way more than you originally planned – and you feel as though you were played as a fool by the company. This ad clearly displays that with Southwest Airlines, there is no fine print and there are no fees. It’s all included under a single great advertised price.
TARGET MARKET: The target market for this ad is the money-conscious consumer who needs to travel. This isn’t typically the person who prefers business class travel, but finds frustration when they are charged fees for every part of their journey.
CALL TO ACTION: “Low fares. No hidden fees.” Although it isn’t a direct call to action, this tag line at the bottom of the ad does clearly state the position of the airline among its competitors while allowing the consumer to make a choice: do you want to pay more or less for the same flight?
VALUE PROPOSITION: The value proposition is simple: you’re going to get an honest rate when you fly with Southwest Airlines. And in an industry known for charging fees on anything and everything, that can be a breath of fresh air.
3. STIHL Chainsaws
ABOUT: This ad about STIHL chainsaws uses clever imagery to get your attention. Three columns of text are displayed, but the third column has been cut down as if it were a tree. The advertiser doesn’t expect the reader to read every word in the ad (because it is very text-heavy), but instead to simply skip down to the bottom of the ad for more information and tag lines.
OBJECTIVE: In a world of boring text ads, how do you visually demonstrate your product without a full-color image? With a little creativity, of course. The objective of this ad is to make you see how the STIHL chainsaw is a great machine without the use of a full page image.
TARGET MARKET: The target market for STIHL products ranges from the ordinary homeowner to the professional landscaper. With varying prices on several different models, the ad even mentions who their products are intended for (see call to action below).
CALL TO ACTION: The tagline at the bottom of the ad reads “Made for professional loggers, landscapers, homeowners, construction workers, farmers, firefighters…and long-winded writers.” With a list like this, it’s not difficult to identify as a person within one of these groups. The call to action that is implied is the following: this isn’t just a chainsaw – it’s a chainsaw made for you.
VALUE PROPOSITION: The value proposition for a STIHL chainsaw goes something like this: it is the choice brand of people from every profession that involves a chainsaw. So you can trust that the product will be effective and high quality. In a nutshell, it will do exactly what a chainsaw should do: cut down trees (or columns of text, if you desire).
4. Valencia College
ABOUT: It’s small, short, simple, and eye catching. A black and white ad with red emphasis is textbook graphic designer gold. A large heading that states “You can get a better job.” makes a confident guarantee to the reader, which is then backed up by a statistic that states how Valencia College graduates end up with good jobs.
OBJECTIVE: This ad appears to be in the “help wanted” section of a newspaper where people post job openings, which is perfect placement. Since many of the jobs posted here will not be too great, it can be discouraging for the reader to choose from one mediocre job to another. As a result, an ad that states you can get a better job (than all of the ones on this page) can be very effective in getting people to reach out to the college for more information.
TARGET MARKET: The target market for this ad is readers looking for employment. Additionally, I would take this a step further and say that it targets readers who are disappointed with their current opportunities in the job market.
CALL TO ACTION: The call to action located at the bottom of the ad says “We say you can.” It’s short and encouraging, but it can be just what the discouraged job hunter needs to hear.
VALUE PROPOSITION: Once again, finding a better job than the ones listed on this page in the newspaper would be an incredible value. And this is exactly what the ad offers to the reader.
5. McDonalds Fries
ABOUT: Some of the best ads require no introduction. The text of each collumn has been changed to the color yellow to represent fries: simple marketing brilliance.
OBJECTIVE: The words you are reading have suddenly become fries. But you can’t eat words on a page no matter how appetizing they look, so go to a McDonalds instead and order some real ones.
TARGET MARKET: Anyone but the healthy eater. Well, maybe they’ll give in, too, once in a while.
CALL TO ACTION: The only thing calling you to action in this ad is your own taste buds. Don’t let the call go unanswered.
VALUE PROPOSITION: Inexpensive hunger satisfaction. It’s simple.
Images gathered from Pinterest