Ads Influence Ads / Parody Advertisement

Robert (2012) mention that ‘Although as an industry advertising feeds on novelty, an analysis of any campaign usually shows lines of influence from another media or even other ads.’ When advertiser running out of ideas, they came across an idea, ads that make fun of ads. Which means they do an advertisement that make fun of the other advertisement’s product and you thought they are promoting product A but instead they promote product B which is theirs own product. It is kind of like inception or even inception.


Besides, the cinema or television also provide an inspiration to the advertiser to continuously making fun ads or deep impression to the audiences according to Robert (2012). For example:

Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays


Communicates Through Font Type

Picture do tells stories and they communicates so does words. But different fonts type can create different mood to the audience. Robert (2012) said that ‘Different fonts can project a wide range of moods, from sturdily old-fashioned to breezily or modishly contemporary to exuberantly uninhibited.’ If a bad font being chosen, meaning of that particular advertisement will be twisted. For example, a lung cancer campaign that wants to communicates to the audiences in a serious mood but instead a comic sans font and it totally destroy the advertisement.

Besides, consistently using the same type face in a company will also become part of the companies’s brand identities. Some advertisement are easy to recognize by their font using just before their logo appears.(Robert 2012: 75) For example, Coca-cola, Disney, Nike, Adidas, etc.


Robert also stated that ‘Adverts rarely contain many words, so it’s important to avoid repeating what’s already been said in the headline in the body copy.’ It is wise to reduce the word count or keep repeating what had already been mention earlier. Too many words that appears in an advertisement will not only feel bored but also time dragging in video. Try to make it simple and clear.


Robert argues that ‘If the imagery ‘shout’, it might be better if the setting of the text ‘whispers’. ‘ Don’t ever try to balance both element, there can only be one winner and the others have to be supportive.


Emily, M. (2011) The Psychology of Fonts. Available [Accessed 18 October 2013]

Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays

Snack Blog (2011) The Secret of Typography in Banner Advertising. Available [Accessed 18 October 2013]

The Power of Celebrity

There is another way that advertisement communicate message to the audiences. That is using the power of celebrity. Robert(2012) mention that ‘Sometimes the connection between famous face and product is self-evident.’ The reason behind this is because many consumers are interested in celebrity activities, their body shapes, beauty and some just interested in becoming them. When your products is in the life of the celebrity, they are more likely to notice it when a celebrity using it or like it.

Advertising that features a celebrity creates attention and generates awareness of the product. Your company can gain new customers from the celebrity’s fan base. For instance, a well-loved local guitarist could draw attention to your musical instruments shop. Fans who have faith in the personality are most likely to purchase your products or, at least, have a greater intention to buy. The advertising also gains the attention of consumers with a casual interest in the celebrity. A celebrity who appears sincere can lend credibility to a product. Consumers are more likely to believe the statements the personality makes in the ad and view the product and the brand positively. Conversely, regard for the brand becomes negative if it is obvious that the celebrity does not share the company’s values.

A celebrity endorsement can help build trust with current and potential customers, increase the chances of the brand being remembered, and attract a new type of audience. Endorsements also may increase the consumer’s desire for a product. This is often achieved by implying that the particular celebrity is successful, talented, or attractive at least partly because of the product. There are a huge number of products being marketed to consumers all the time, so it’s essential for a brand to find a way to stand out in the crowd and be remembered. If a customer sees an advertisement involving his or her favorite celebrity endorsing a particular product, then his or her chances of remembering that product are greatly increased.


Alex, P. (2013) What is the Effect of Celebrity Endorsement in Advertising? Available [Accessed 18 October 2013]

Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays

Tina, The Effect of Celebrities in Advertisements. Available [Accessed on 18 October 2013]

Non-traditional Advertising

Non- traditional advertising or Guerrilla Advertising always catch the consumers off guard. It’s low-cost, unconventional, and localized. Think outside of the box (in this case, the TV) and get away from the printed page. Be different. Stand out. Be unexpected. Robert (2012) stated that ‘Surprise is one of the most important effects an advert can achieve – something the climate change poster here certainly manages. Visually this can be accomplished by showing an object or scene from an unusual angle, or using an unwonted crop or layout, as with this dynamic Selfridges poster, to make the familiar seem unfamiliar or showing it in an unfamiliar way.’ Advertising today don’s usually communicates in a traditional way or usual way and sometimes its not effective as they expected. People usually get bored or ignored them. Robert (2012) mention that ‘Forcing viewers to work the message out for themselves is a good way to capture their attention.’  A guerrilla advertising is the best way to do so. Having the consumer to involve in it will certainly grab their attention and memories last longer.

McDonald's Crosswalk

 Shopping Curitiba Crosswalk

Hard Rock Café advertising


Agama Advertising. (2013)  Non Traditional Advertising [Online], Available at [Accessed on 18 Octorber 2013]

Mohamed, N. (2010) Non Traditional Advertising. Available [Accessed on 18 October 2013]

Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays

Pictures Tell Us Everythings

People read but not all of them love to read. They just had a massive aversion  at reading long articles or documents, so they tend to find somethings that tell them messages. For examples, a pictures, graphics, videos. The New York Times(1921) once stated that ‘People want pictures. It helps them visualize the merchandise and gives them a better idea of what you have for sale than a mere description would.’

Gary(1999) argues that ‘People will generally stop to look at a picture far more readily than they will read a headline.’ It clearly shown that advertisement communicates message through visual first, only then by verbal.

Robert(2013) mentions that ‘As the twentieth century progressed, photography increasingly displaced hand-drawn imagery in print advertising, but a talented illustrator has always been able to bring a distinctive visual feel.’ It proved that either photography or hand-drawn imagery, both are important in advertising as it communicates messages.


1921, ‘Use of Pictures in Advertising’, The New York Times, 22 May. Available from [18 October 2013]
Gary, W. (1999) How to Write An Effective Ad: Part 2: The Picture. Available [Accessed on 18 October 2013]
Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays
Russell, D. (2013) If a Picture worth a thousand words, why don’t we use them more?. Available [Accessed on 18 October 2013]

Identify Your Target Audiences.

Specific advertisement only speaks to specific audiences. Many people assume that all the audience will watch or notice their advertisement but unfortunately, this is not how a advertisement communicates. Besides, an ads that is too general will be bored and easy get ignored by the audiences. According to Robert (2012:24-25), ‘advertising is always aimed at a particular group of people, it is much easier to create a campaign that effectively taps into those people’s hopes and dreams if you know everything you can about them before the avowedly ‘creative’ work begins.|| For instance, ads aimed at the youth –  or middle-youth – market will inevitably try to infiltrate the adolescent mind-set to help the campaign achieve a degree of playground ‘cool’ – always a slippery category.’

You must identify what sort of person is most likely to be a customer and aim your message at that particular subset of the population. Some factors to consider when determining a target audience include age, sex, income, gender, race, employment, and location.


Once you have established your audience, you must reach them. The best advertising is memorable and appeals to the emotions, striking a chord and resonating with the audience. By connecting with your audience on an emotional level, you establish yourself as a business that not only provides something they want, but understands their points of view, choices, lifestyles, and needs, and seeks to accommodate those.

However, emotional sway does not translate to sappiness or cliché. Loaded imagery or copy will not by default tug at the heartstrings of your audience. The inclusion of a playful puppy or fluffy seal cub frolicking among a backdrop of rainbows probably won’t reflect well on your business, unless you’re targeting small children or PETA members.

The effectiveness of an emotional appeal depends on how well you know your audience. An advertisement should highlight something pertinent and understandable about your business, product or service, which the intended viewers can easily relate to. Ideally, an advertisement should answer their questions before they ask them, and fully establish your company’s knowledge of its customers.


So how do you figure out your target audience and the best way to reach them on an emotional level? The key is research – studying your market, your customers, sales trends – and inviting an advertising professional to help you create the best message for your business. That’s what we do every day at Agama Advertising – helping our clients create effective, targeted advertising.

Robert, S. (2012) 10 Principles of Good Advertising, London: Vivays
Agama Advertising. (2013) Advertising to an Audience [Online], Available at [Accessed on 17 Octorber 2013]

Guerilla Marketing

Guerilla Marketing is an unconventional way of advertising and communicates with the audience. It surprise, makes an impression, pops up where and when people least expect it. Itself does not means anythings, only when audiences or the consumers are participate in it and it will only communicates with them. This form of advertising method made the marketers to make a lasting impression without spending a lot of their budget.



Ryan L. (2010)The 80 Best Guerilla Marketing Ideas I’ve Ever Seen. [Online] Available from : [Accessed on 16 October 2013]
Paul S. Guerrilla Marketing 101. [Online] Available from [Accessed on 16 October 2013]