Something I’ve noticed since our class on Tropicana is that so many organisations use binary opposites in their advertising. Here are some examples...
A&P: we’re fresh obsessed. By bringing our attention to the fact that fresh is at the center they are alluding to the fact that they are not un-fresh. We wouldn’t realise how fresh it is we didn’t know what it wasn’t.
Pet Valu: Better Pet Nutrition. By saying better nutrition we are drawn to think of the foods that are not as good for our pets. When we read this slogan we immediately think of the food that is not so good, and therefore go in and buy the better nutrition.
MasterCard: There are some things money can’t buy. For everything else there’s MasterCard. The structure here would probably be value, and by allowing us to think about the things, like spending time with loved ones and making snow angels, we are wrapped up in the idea. As a result we send credit on things to fulfill these needs.
I don’t know if I have these ideas completely right, but I know I have noticed that many organisations use this technique in advertising.
A&P: we’re fresh obsessed. By bringing our attention to the fact that fresh is at the center they are alluding to the fact that they are not un-fresh. We wouldn’t realise how fresh it is we didn’t know what it wasn’t.
Pet Valu: Better Pet Nutrition. By saying better nutrition we are drawn to think of the foods that are not as good for our pets. When we read this slogan we immediately think of the food that is not so good, and therefore go in and buy the better nutrition.
MasterCard: There are some things money can’t buy. For everything else there’s MasterCard. The structure here would probably be value, and by allowing us to think about the things, like spending time with loved ones and making snow angels, we are wrapped up in the idea. As a result we send credit on things to fulfill these needs.
I don’t know if I have these ideas completely right, but I know I have noticed that many organisations use this technique in advertising.
I've been noticing labels and packaging a lot more too since the Tropicana lecture.
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