Advertisements can be seen everywhere around us. They could be about a house on sale, the newest fall collection in a department store, automobiles, and more. Although the focal point of many advertisements is the image displayed, an image alone will not immediately persuade a passerby to take a second look, and most importantly, purchase the product being advertised. Just like how words and images work together to convey a message or story in comics, words and images work together in advertisements to convince potential consumers to spend money on particular products.
One instance can be seen in the above advertisement. The product being advertised are Clorox cleaning wipes that are said to be “99% natural and biodegradable.” This particular phrase will capture the attention of many “green” consumers, playing on the fact that global warming awareness has increased tremendously in the past few decades, making it logical to include these words in the advertisement. The larger text at the top states that these cleaning wipes are “just what the world needs.” These words are accompanied by the background image of the grassy floor of a forest where small daisies – with all their petals intact – are flourishing. The image presents to viewers a feeling of a healthy Earth, complementing the claim that this product is ecofriendly.
Further analysis of this advertisement will lead to the discovery of a very subtle allusion to the “Aha!” lightbulb associated with new and bright ideas.
The container of the cleaning wipes serves as the screw thread on a lightbulb whereas the actual wipes sticking out on the top represents the filaments and other metal components included inside a bulb. The bright round light shining through the trees at the top of the advertisement is the glowing light emitted from an operating lightbulb. This inconspicuous image of the lightbulb corresponds to the words labeled on the container, “green works,” emphasizing that this product is a brilliant idea for those who wish to help the planet.
Evidently, the use of words and images in advertisements can accomplish a great amount. Images can instill certain emotions in viewers, such as the calmness invoked by the background of nature in the discussed advertisement. Nevertheless, without words, images can only say so much; the words included in this advertisement enabled viewers to access the difference between this particular product and others on a more cognitive level, essentially serving as the more persuasive factor to this design. Overall, words and images are necessary for successful advertisements.
Evidently, the use of words and images in advertisements can accomplish a great amount. Images can instill certain emotions in viewers, such as the calmness invoked by the background of nature in the discussed advertisement. Nevertheless, without words, images can only say so much; the words included in this advertisement enabled viewers to access the difference between this particular product and others on a more cognitive level, essentially serving as the more persuasive factor to this design. Overall, words and images are necessary for successful advertisements.
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