Let’s analyse the layers of messages in ads: These messages are ‘hidden’ in the advertisements, sometimes in plain sight…sometimes it is in the background music or words disappearing in a flash. Branding also plays an important role because advertisements are not only telling you to buy a product, they are selling you a lifestyle and, even a family. These are just some of the tricks that companies use to persuade consumers to buy a product. If the company is using a celebrity to endorse the pair of shoes, then you might think that X is cool so wearing a shoe like X is also cool. Just think about the way a branded pair of sneakers is sold – the focus is not on the material though it may come in different colours – what the advertisement tells you is that wearing the shoes is cool. This helps explains why advertisements work, as much of their success is due to the supposed attributes that are being sold with the product. They have layers.Īdvertisements have layers. Ads are like ogres which are like onions.
Ogres have layers… You get it? We both have layers.” Well, add advertisements to the list of things that have layers. Recall the part in Shrek when the titular character tries to use an analogy to explain to Donkey that “Onions have layers. What do ads and ogres have in common? (Hint: A popular animated film released in 2001).
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