Explanation
Description: This ad for Earth Love Movement Foundation displays an info map of what a city immersed in the sea would look like. Showing water and tops of buildings. There is an arrow and marker showing In 2030 You Are Here. This ad won the Clio Award in 2007.
Appeal/Technique: The ad is wanting the view to see the realty of global warming and the possible effects.
Objectives: The objective of this ad is make the viewer aware of the potential effects of global warming.
Target Market: Everyone, especially those living in intercoastal cities or friends and families living in intercoastal cities.
Action: Earth Love Movement Foundation is wanting people to learn about global warming so they will help prevent these potential effects.
Value Proposition: The value proposition this ad is displaying is earth, home, the risk of global warming and melting the ice caps.
Glasses
Description: This ad by Volkswagen has a picture of a man sawing wood on an industrial table saw. He is wearing toy glasses that have springs and eyeballs that swing around. The test under the picture says Why take unnecessary risks at work? ABS, airbags and cruise control as standard on Transporter. Followed by the Volkswagen logo and a picture of the Volkswagen Transporter Van. This ad won the Clio Award in 2007.
Appeal/Technique: This ad is using humor to catch the attention of viewers.
Objectives: The ads objective is to sell Volkswagen Transporter Vans and inform viewers that ABS, airbags and cruise control are standard on these vehicles.
Target Market: The target market is businesses and businesses that prioritize safety.
Action: The action the ad is wanting viewers to take is to buy the Volkswagen Transporter Van. The benefit being safety features such as ABS, airbags and cruise control are standard.
Value Proposition: The value proposition of this product is safety.
Waterbed
Description: This ad by Spontex is a black and white picture of two monsters, male and female. They are excited to have opened a new waterbed, however the monsters have spikes all over their bodies. The ad includes a Spontex sponge in color with the text When you need to absorb more. This ad won the Clio Award in 2007.
Appeal/Technique: The appeal/technique of this ad is to us humor to capture viewers attention. The humor is that the spiked monsters will likely puncture the waterbed causing it to leak and water to go everywhere.
Objectives: The objective of this ad is to sell Spontex sponges.
Target Market: The target market is adults, homeowners.
Action: The action the ad wants the viewer to take is to use Spontex sponges to absorb messes.
Value Proposition: The value proposition for this product is to have it on hand for potential messes.
Barriercycle
Description: This ad by Lima Bicycle Lock is a picture of a red and white bicycle that seems to be made into a red and white bike rack. In the bottom right of the picture is an image of a Clima Bicycle cable lock. This ad won the Clio Award in 2007.
Appeal/Technique: The technique of this ad is humor and curiosity. The bicycle is a little camouflaged but also not really a bicycle because the frame and the rack are built together.
Objectives: The objective of the ad is to promote Clima Bicycle locks as a theft proof device for bicycles.
Target Market: Bicycle commuters
Action: The action the ad is wanting the viewer to take is to protect their bike from theft by using the Clima Bicycle Lock.
Value Proposition: The value proposition of the product is to protect the viewers property.
Scrub
Description: This ad is for Pond’s Anti Bacterial Facial. The ad is a picture of a billboard with the shape of a pore cut out. The billboard is all white and in the bottom of the pore is a man dressed in white cleaning with a large brush. There is text at the bottom stating Cleans pores. Fights pimples. Then a picture of the product. This ad won the Clio Award in 2007.
Appeal/Technique: The technique of this ad is to use humor and imagination to attract the attention of the viewer.
Objectives: The objective of the ad is to sell Pond’s Anti Bacterial Facial Scrub and inform viewers of it’s cleaning abilities.
Target Market: The target market is individuals interested in cleaning pores and preventing pimples.
Action: The action the ad is wanting the viewer to take is to purchase Pond’s Anti Bacterial Facial Scrub to cleanse pores.
Value Proposition: The value proposition of this product is clean pores and prevent/fight pimples.
Brown Family Adventures 
Terrie,
Great job with your analysis on these magazine ads. All of them have a creative and thought provoking method of promoting their specific message or product. I’ve really enjoyed all of the print ads everyone has been choosing for this assignment. The thought provoking aspect really pulls me in, and I find them to be more effective than a lot of the TV and radio ads.
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I agree, they hold your attention.
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Hello Terrie,
Great job with each of your analyses this week. The glasses ad caught my attention right off the bat because it’s different than most other magazine ads I’ve seen recently. It uses humor but at first glance, it’s easy to overlook. most other ads make it obvious I had to go back and double-check. still very amusing!
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Same here. If it had not been labeled “glasses” I might not have noticed.
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Hi Terrie,
These are all excellent choices and I liked reading your analysis. Great work! The Earth Love Movement Foundation one is probably my favorite one out of this set, although they are all great. As someone who has quite a bit of family and used to live near the coast, this one particularly hits home for me as climate change will cause major impacts on my extended family. Global warming is such a complex issue, and this ad visually shows very clearly the effects of it.
Cheers,
Taylor
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