Print advertisement

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Print advertisement is a form of advertising that uses print media such as newspapers and magazines. The following are few examples of newspaper advertisements:

Print advertising research focuses on the splitting elements of an ad, the impact of the ad on the target demographic, and how photos of print advertisements convey their messages.

Print ads contain a variety of elements. The headlines-In the print advertisements outlined in this article, the headlines are "Thanks for the delay that refreshes" and "IT'S POSSIBLE." Then we have the Illustrations-It consists of the picture of Santa and a child (coca-cola ad) and the guy on a ladder (united properties ad).

Another component is the Copy-It involves the writings on the ads describing the ad and should be factual.

The last component is the Signature-It’s the logo in the ads of the product or the company being advertised in the ads given it’s the Coca Cola name and logo and the United Properties name and logo.

In the above print ads, the similarities are clearly highlighted which are:

The headlines are uniquely attractive which arouse interest to the target audience which in each case is Coca cola products and United Properties to real estate’s developers.

Both the ads consist of illustrations which are visual pictures, easier to read, control eye movement (Santa with the Coca-Cola and standing ladder guy shows how possible it is for United Properties to enable Real Estates developers and investors work with them)

The print ads both have signatures of their respective companies and products (The tree umbrella like shape for United Properties and the Coca cola logo and product name)

The most notable difference is the Copy part of both the ads, in the Coca cola ad, the writing is minimal and just few words capturing the essence of the ad while in United Properties its written to explain more of the advertisement of the company.


The print ads effectively tell the advertisements it brings fourth: Its analysis is broken down to various components of the ad which consists:


The headline in the coca cola ad is specifically targeted to the general public of fun loving people using coca cola. The phrase “Thanks for the pause that refreshes “is clearly defined statement to the public saying how refreshing the coca cola drink. The statement is attractive and targeting a specific audience which is the general fun loving people who uses coca cola as refreshment drink. The print ad is effective since it is just attractive and captures attention to the target audience.


The illustration is a graphical visual image in the print advertisement. In this Coca cola ad, it is the image of Santa and a kid enjoying coke which represents the Illustrations of the print ad. The image itself is very easy to read to everyone, controls eye movement of anyone reading the ad and gives products credibility. In this ad, the image shows how the kid craves for the drink showing how refreshing the drink must be. Santa acts as a gift giver so brings the essence of how the coke product is essential, thus the effectiveness of the ad is captured in the illustration.

3. COPY.

The copy in this Coca cola ad is “drink coca cola Delicious and refreshing”. It’s a very straightforward statement. It enables the audience believe in the product and shows the honesty in the statement. Just observing the ad copy statement enables the products by the provider be very tempting to the audience.


Signatures consists the name of the provider and the logos of the service this ad the signature is the COCA COLA word. It tells the audience COCA COLA is the provider of the product.


The analysis and effectiveness of the print ad is highlighted and brought forward in this topic discussing the print ad above:


In this ad the headline is “IT’S POSSIBLE”. It brings fourth the strength in which the Real Estate agency lies. The statement is quite brief and captures attention of the targeted audience which mostly is real estate developers and investors.


The image itself is of a person on a ladder with no supporting part. It supports the phrase IT’S POSSIBLE since that act seems quite impossible. It captures the strength of the United Properties in whole picture through its art of graphology. It captures the attention of the reader and also retention of information is basic in the picture.


The copy part in this ad explains what United Properties does in its operation. It explains the real estate venture, the accomplishment of the United Properties/


United Properties is the name of the company advertising the services it offers and the logo is an umbrella tree like feature. It tells the user about the company contact information and reachability of the company\


Creating effective print advertising images is not something predictable or exact science. Be prepared to create alter your messaging and creativity if not getting desired results.

Images communicate their messages through graphics in the image. The graphics must support the claims of the print ads, statement and brand positioning of the of the brands company. For example, color improves readership and retention of information. For example, the coca cola ad has red black and grey. It’s believed that retention of information is roughly 40% over black and white alone. The graphics are usually there to support the message and visually draw the reader hence communicating the message of the image.

Messaging should also be the beginning of designing before developing the graphical look. In our example United Properties, the brand is established within the target group (real estate’s developers and investors) Copy is heavily written since the target group is a researching hence tends to read through the copy unlike Coca cola ad which is pretty simple hence specifics, clearly to the point and action oriented ad images easily communicate the message.


In conclusion, both ads are very effective and informative. They give the customers an idea of what they expect once they purchase the products. The images in the ads clearly explain what the customer should expect on purchasing the products.

October 13, 2022

Business Sociology


Marketing Communication

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