Analysis of Project in the Real World

Being a millennial with a modest income, I have found that I and my peers do not fall into the target demographic of the product. Even though the product itself was found to be out of the price range of the majority of the people encountered, everyone felt as if the ad campaign made them feel positive towards the products. The consumers encounter expressed positive feelings toward the campaign and the brand itself. “By associating itself with good television entertainment, brands acquired the cachet of the programming. Product placement, in which brands are embedded into television or Web programs, banks on the same cachet, hoping the viewer associates the brand with the characters on the show.” Advertising by Design, Robin Land Page 7 The most appealing aspect of the campaign was said to be the voice and emotion behind the ad. No matter your income or what type of car you get into every day, people believed they truly deserve this luxury product. This connected every consumer with the product, even though it is an unrealistic option. “Not only does the design serve to catch the viewer's attention with its atypical appearance, but its form and content are completely interdependent.” Advertising by Design, Robin Land Page 18 The next critical component of people’s interpretation of the campaign is the aesthetic appeal of the ad. How you present an image affects the ultimate communication. An image that fills the page communicates differently than an image surrounded by a lot of blank space. An image seen from up close will affect the viewer differently than an image seen from afar.” Advertising by Design, Robin Land Page 138 The copy is said to be crisp and modern, to match the quality of the product, located in the center of the ad. “Type should be readable. Determining the proper point sizes, spacing, line length, alignment, column depth, variation, and contrast will facilitate reading. Letter and word spacing can make or break communication. Through visual hierarchy, rhythm, and the use of other design principles, you can arrange a flow of information, guiding the reader from the most important information to the least.” Advertising by Design, Robin Land Page 128 The campaign resonated with all consumers encountered and has proven to be effective. The theory proves that even the average consumer can be susceptible to luxury advertising if executed in the appropriate methods.