Leading For Greater Good

Print Ad Analysis

by | Apr 25, 2025 | Uncategorized

Sauces

https://aef.com/ad-campaigns/sauces/

  1. McDonald’s “limited time” sauces are being advertised. The design is sleek and simple to focus on the suspense of what this new sauce is, as they have the label with larger font hidden. The reader can see in fine print, the name of the sauce and that it is for a limited time. Not only is suspense and curiosity evoked, but a slight sense of urgency as the print states, “Time to try….for a limited time.”
  2. The objectives are clear in that the goal is for people to become aware of these new sauces and to try both of the new sauces listed. The objectives are attainable as people will try these sauces, measurable as the number of sauces requested and distributed could be tracked, and time specific (offered for a limited time).
  3. Target market would be regular customers of McDonald’s and someone maybe that isn’t, but wants to try these new, limited time only, sauces.
  4. The ad wants the audience excited about trying the new sauces and to come to McDonald’s and buy food to go with these sauces. By doing so, they will be a part of the “special population” that gets to try these “new to McDonald’s Menu” sauces for a limited time.
  5. McDonald’s is a familiar go-to-spot for many people and they have trusted this chain for many years, so they may feel they can’t go wrong trying something new from them. Value proposition is trust in a tried and true well-known brand with less expensive options. The customer probably also feels they are getting the sauces for “free” as they come with certain menu options. The consumer would find familiarity of a brand and food they love, but now with a new, exciting twist of two new “limited time” only sauces.

 

Blood Box

https://aef.com/ad-campaigns/blood-box/

  1. Australian Red Cross is the organization that is the focus. The box with the slot (possibly for donations in a different setting), but with this box, it is filled with liquid, red “blood”. That image is a bit of a shock and eye catcher, as if it is real blood just right out in the open there. The draw to save lives, not only one, but up to three, can evoke an empathetic response and a sense of gratification knowing a donation they made could save lives.
  2. The objectives are clear in that the ad wants people to give blood and know that not only are they helping one person, but multiple. Giving blood is attainable and can be tracked.
  3. The target market is anyone (most likely in Australia) that is able to and desires to give blood. It could be someone that has given in the past or someone that never has, but now knows they are saving multiple lives if they do and they are “special” if they do, as the ad states, “It takes someone special to give blood.”
  4. The ad wants the viewer to give blood to help save lives, but at least inquire to find out more with the listing of the phone number and the website. When the audience gives blood, they will be a part of the population that helps save lives.
  5. Value Proposition: the line of “Money Isn’t Everything” brings the thought of giving a gift to someone in general.  There is no gift out there like the gift of life.  This unique and special gift can be given without spending any money. A viewer wants to be a part of greater good and they can do this without money and save lives!

 

Runner

https://aef.com/ad-campaigns/runner-2824/

  1. The focus of the ad is the brand Adidas. The black and white theme with the pop out green, yellow, and white race bib is an eye catching appeal, as many ads are fully in color.  The emotion evoked is the runner was “challenged” by her father about the timing of her marathon and she’s taking that challenge head on.  The look on her face says it all with the emotion of “bring it”. Validation is another feeling as the race bib “number” has become a “reason” to do this.  The reason listed could be her individual 2,845th reason or it could be her one reason and all of the other race bib “numbers” are each of the other runners’ reasons.
  2. The objectives are to face challenges, have confidence, know you have help with the trusted brand of Adidas supporting you and hopefully buy their clothing and gear to help you accomplish your goals. With Adidas, you CAN. The objectives also encompass the fact that different people may have different reasons for doing what they do and that Adidas respects that and includes and supports everyone, no matter what their reason. The clothing and gear purchases could be tracked so in that way they could be measurable.
  3. Target Market would be runners (highlighting female runners in this ad), but also someone thinking about getting into running. This ad sparks interest in going up for a challenge and setting goals to achieve. This ad could possibly motivate someone to get started in some type of movement, maybe walking at first, leading to running, leading to smaller distance races to begin with and then moving into longer distances.
  4. The ad wants the audience to connect support for them with Adidas and buy their items. If they do buy and wear/use Adidas, they will be closer to and/or achieve their goals.  They will conquer challenges.
  5. Value Proposition: Adidas is a long-time well-known brand and so many people trust them and have had a good experience with them from shoes to clothing to additional gear.  Having a reference of good experiences in the past with Adidas would lead someone to continue to purchase.  Knowing they support runners and diverse reasons for completing a marathon and are inclusive to supporting all of the runners “whys” (up to at least 2,845 in this instance), builds a strong rapport with people. Familiarity and trust will make someone go back and purchase again.  If it is someone new getting into running or walking, they may choose to go with Adidas from the support shown in this ad.

 

Polar Bear

https://aef.com/ad-campaigns/polar-bear-3/

  1. The focus of the ad is visiting the Berlin Zoo and with the Annual Ticket, you can keep coming back. The emotions evoked are the ease “simply come back tomorrow” of coming back with having the annual ticket. The ad has clarity and simplicity to align with the focus.  The little paw reaching out sparks curiosity as to seeing the rest of the animal connected to that paw so it provokes an
    “ohhh” and an “aww” response.
  2. Objectives are to inform the public about the annual ticket as an option and to sell more annual tickets. The sales can be tracked and can be tracked for specific time periods, such as when this ad was running, looking at how many annual tickets sold then.
  3. Target market would be general community, but especially those who love animals and families. Regular zoo visitors that just pay daily admission each time, but haven’t purchase an annual ticket yet, are also part of the target market.
  4. The action the ad wants the audience to take is to purchase the annual ticket so that they can come back any time they want as they please. The message is telling the audience:  You didn’t get enough today, well, “simply come back tomorrow”. If the audience does this, it could be unlimited trips to the zoo and they could see more of what they didn’t get to in the time they had when they went before.  They could also revisit some of their favorite spots in the zoo again.
  5. Value Proposition: This may be the only zoo in the area.  They may have only certain animals that other facilities do not.  There offering of an annual ticket provides unlimited visits. This could allow customers to save money and see more of the zoo and revisit their favorite spots in the zoo.

 

Waterbed

https://aef.com/ad-campaigns/waterbed/

 

  1. The focus of the ad is the company Spontex. The black and white theme with the color pop of the yellow sponge is attractive to the eye. The funny expressions on the little creatures with tons of spikes …. showing excitement about the waterbed evokes humor and the thoughts of a mess that would NEED something to absorb all of that water. The way the underlined “more” with the style of script was clever, too, to emphasize their particular sponge being what the audience needs. The picture of the “prickly” cactus in the background is adding humor, too, to tie in the spikes of the creatures and the foreshadowing of a water mess.
  2. The objectives are clear that the ad wants the audience to know just how VERY absorbent Spontex sponges are and so to buy these sponges as they could even soak up as much water as there is in a waterbed. The objective can be measured by their sales of the sponges.
  3. The target market would be for sure anyone that has a waterbed, but really just the general public, as water messes are generally in everyone’s life. The creatures may be a “couple”, so it may be targeting families, with the daily messes and needing something to help make life easier.
  4. The ad wants the audience to buy the Spontex sponges and if they do, they will be able to clean up the biggest messes, as the tagline shares, “When you need to absorb more.”
  5. Value proposition: The ad lends itself to the viewer thinking Spontex is THE sponge.  It is the ONLY SPONGE that could clean up such a mess as an entire waterbed’s volume of water.  It MUST be the one and only one to buy.  If it can absorb that much water, it would be able to absorb smaller, daily typical messes, too.