To be frank this is a perfect example of an advertising disaster Needless to

To be frank this is a perfect example of an

This preview shows page 10 - 12 out of 19 pages.

To be frank, this is a perfect example of an advertising disaster. Needless to say, the message of the ad was not clear, as I had a hard time finding what the company was actually called and what they were trying to promote and sell. Moreover, the design and copy are terrible, not a lot of effort was put into the visual elements and copy of the ad. It is obvious to say that there was no art direction when this ad was made, it is not visually appealing because the ad is too cluttered with unnecessary texts and pictures, not to mention the monotone colours which made the ad look worse. I would say this ad is effective in making people turn pages faster. To salvage the ad, firstly I would reduce the copy to 20 words to tell the audience what the company sells and come up with a simple tagline for the ad, for example “Live Like Royalty”. As for the design, I would suggest a minimalist style of promoting the furniture they are selling instead of an over-the-top background with curtains and carpets that matches the “imperial” theme and showroom photos. Picture this, a plain, solid white/beige room with the same-coloured household items, then a piece of the strong, contrasting-coloured imperial furniture in the middle. Consequently, the main focus will be on the imperial-style furniture. With reference to Ogilvy’s advertising elements and layout, the main visual will take up 80% of the ad, the tagline will be on the top left, followed by the 20-word copy on the bottom left and the company signature at the bottom right. According to Bear (2019), the Ogilvy layout is an effective formula for successful ads. Last but not least, I would alter the size of it to be a full-page print ad. Ultimately, I believe these recommendations will not only convey the intended ad message effectively and reach the target audiences, but it will garner the attention of younger audiences too with the collaboration of classic and modern art styles. (477 words)
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Page 11 of 19 Group Member 2: Nicole Choo Yi Ying (0340601) The printed advertisement chosen to be critiqued was the brand Emperor Palace Furniture, an excerpt from The Star Newspaper. The ad serves as a display half-page black and white advertisement aimed to promote the brand’s goods to the readers. According to Emperor Palace Furniture’s website, the goal of the company is to brand itself as the best royal classic furniture store offering a wholesome elegant inspiration for home and palaces. In my opinion, the printed advertisement was not successful due to the media plan, the content strategy and the creative direction. Firstly, the advertising message of the printed advertisement is uncertain as there is no direct message to the readers. Keeping in mind that the nature of the brand being advertised on newspaper is to promote the brand’s goods, however, I think it did not achieve that objective as it was too cluttered with information. Moreover, there is a lack of brand identity since I had a tough time figuring out the name of the brand. The content strategy
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