Name: Ke Shang

Class: ADV3502
Instructor: Robert Padovano
Date: 1/14/2022

Module 2 Space and Time

#1 Print Ad Example

Advertiser: Adidas
Category: Sports/ Fashion
The publication: Forever Sports Magazine
Page size: double page spread × three
(total for six pages)
Placed: middle of the magazine

Although regarded as a conventional form of advertising, marketers continue

to utilize magazines as a channel to deliver their messages. For the Adidas’
Forever Sport campaign, I cannot think of any better platforms other than a
magazine in print. The physical property of the magazine is part of its design.
When readers open the book, the images of women will lift weights, do
crunches, and stretch. The fold is used to bring the ad to life. This creative
use of magazine fold highlights how surface and volume can be crucial to the
advertising design. The double-page spread form makes the ad more
engaging. What’s more, the publication here is Forever Sports Magazine. The
audience of this print are people who love doing exercise and want to keep fit
in their life which matches the potential consumer group of Adidas. A
suggestion I want to give is that it is better for the company to include a male
model in this commercial, or else it will be confined to the female market.
#2 TV Ad Example

Advertiser: The California Milk

Processor Board
Category: Food
Publication: Created by the advertising
agency Goodby Silverstein & Partners
Placed on National TV
Length of the ad: 60 seconds

The target audience for the food ad, especially for milk, are youth, mothers,
and adult women. Those groups of people are also spending most of their
time watching TV and go the store to consume milk. In the TV commercial, A
history scholar was enjoyed his peanut-butter sandwich while finding out that
he was out of milk. I believed once the phrase “Got Milk?” continues to reply
on the TV, again and again, it will become a hit in society. This memorable
slogan should be placed on TV to be the most effective. That’s why TV is the
best platform to place this ad. A recommendation I have for this ad is to apply
a high operating frequency in order to reach more people.

#3 Outdoor Ad Example

Advertiser: Copenhagen Zoo

Category: Travel 
Placed on: Bus in Denmark
Size: full of the surface of the bus
The image of a realistic huge snake wrapped around the bus will inform the
citizen that there is one wild zoo in the city. The idea is to startle and shock
people so that everyone who sees it is left with a lasting memory. If the ad
was placed in the magazine, it will be less effective because it is so normal.
However, because the image is huge on the surface of the bus, the visual
impact is strong enough to attract people’s attention. People will be impressed
by this ad. Also, the main visitors to this zoo are local people. Thus, the local
bus is a great move platform to display the ad to reach the target audience.
The bus can reach out to more people through daily running. This is also
another opportunity to tap into word-of-mouth marketing, a low-cost method of
getting our audience to perform the marketing for the zoo. There is one
suggestion, the image of the scary snake can be replaced with a cuter and
approachable animal. Some people might be afraid of the snake.