Jour 3055 - Visual Strategy - Chapter 3 Reaction Paper

JOUR 3055 – Visual Strategy – Fall 2015

Reaction paper • 3055.001 • The Advertising Concept Book • Chapter 3 • 09/01/2015 • Laraib Peracha

Chapter 3 explains the importance of Print in advertising. It says that print ads should be the first step before a company decides to move to TV. I agree with that. As getting to TV is much more time consuming and costly, it is sometimes best to start with posters or billboards, and now with the availability of the internet, there are several ways to get to the target consumer quicker.

It is very important to know how much to put in a poster or a billboard ad, because a person reads through an ad very fast while driving. “The average time a person takes to read a poster is about 3 seconds,” (pg. 58). I can also relate to this very well because we are passing by the billboard so fast, we don’t choose to read if there is too much clutter. Our eyes will quickly read something that is very simple from which we can skim through, while understanding the message.

Headlines or taglines are very important for every brand as that becomes a part of the brand personality. Like SC Johnson’s tagline, “A family company;” this tagline is embedded in our head. It’s so imprinted in my head, that everytime any other company claims that they are a family company, I instantly have SC Johsnon pop up in my head. It’s the amazing work done by the company which is why I always associate those two. The chapter explains how punctuations can change the whole tone of a tagline, which I strongly agree with. If Nike’s tagline did have an exclamation mark with it, I would associate with it very differently. McDonald’s slogan which is “I’m lovin it,” is also a very strong slogan; it gives that strong message from the company in three simple words. Any punctuation mark like an exclamation would mess with the tone the brand is trying to convey.

 I enjoyed reading the part where the chapter talks about the importance of how a tagline as question can be persuasive for the audience. However, the question needs to be asked in a way that does not give a simple “yes” or “no” (pg. 64). Even if it cannot be a tricky question, it needs to a kind of benefit so it brings in customers who would not be interested. I think the main point is to raise questions for the uninterested, which eventually builds awareness. A campaign that also makes it difficult for a person to answer is the one that becomes memorable.