While flipping through a recent Sports Illustrated magazine,
this advertisement caught my attention the second I flipped to this page
because of the red background in comparison to the many white backgrounds that
are present on the other pages of the magazine.
This visual text published by the makers at Heinz clearly is
informative and is telling the audience in a unique way that their product is
the most natural ketchup on the market. By making the classic Heinz container
look like a stack of tomatoes, the audience not only is familiar with the shape
of the Heinz bottle, but also realizes the message that Heinz is sending to
their audience.
I am not a ketchup fanatic, which is what Heinz takes into
mind with this simple advertisement because if they really wanted to tell us
about how it is 100% tomatoes they could have listed reasons why. However,
Heinz was smarter than this by making their advertisement completely visual.
The audience does not have to read an entire paragraph or look at this page for
more than a second while flipping trough the magazine because the image resonates
in the readers mind as soon as they glance at the tomatoes shaped bottle.
I think it was strategic by Heinz to create both a
simplistic yet complex image that gets the point across to the reader because
all it takes is a glance at the page and the purpose of Heinz’s advertisement
is reached and thus successful with this ad.
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