In my very first advertising class we were told to draw print advertisements for six briefs in a short period of time. These were the results:
Brief 1: Nudie Juice
Product: Nudie Juice’s ‘Nothing But’ range
Target Audience: Household grocery buyers with an interest in healthy eating
Key Message: Drink Nudie’s ‘Nothing But’ Juice with peace of mind because it’s 100% fruit
Brief 2: Kumho Tyres
Product: Kumho Tyres
Target Audience: Family car owners with a concern for vehicle safety
Key Message: Keep your family safe
Brief 3: McCafe
Target Audience: Busy students looking for a meeting place
Key Message: Share your time with the that people that matter
Brief 4: Timberland
Product: Timberland Wet & Dry Jacket
Target Audience: High income earners with a love for the great outdoors.
Key Message: Don’t Go Out Without One
Brief 5: Mortein
Product: Mortein Odourless Mozzie Zapper
Target Audience: Over 60-year olds who are irritated by mosquitoes
Key Message: Get lasting relief from mozzies
Brief 6: Citizens Against Spouse Abuse
Brief: To choose a print advertisement and deconstruct the advertisement’s core message and target audience. We were told to recreate and adapt the advertisement into a billboard.
Rationale:
This recreated advertisement channels the original message from Citizens Against Spouse Abuse ‘when he controls your life, it’s no longer your life’ into a more minimalistic and incisive visual metaphor.
The remade advertisement features a wedding ring that’s wrapped around a woman’s finger too tightly. So much so that the barest hints of crusting blood and redness can be seen forming around the edges of the band. However, both the constricting ring and blood can only be observed if the viewer looks intently at the advertisement to convey the insidious and pernicious form that spousal abuse can take. The copy ‘to have not to hurt’ is a play upon the wedding vow ‘to have and to hold’ to convey how spousal abuse contravenes one’s marital vows and the institution of marriage.
As people read left to right, the arm leads the viewer’s eye to the Citizens Against Spouse Abuse logo, to convey that the organization is one that you can ‘reach out to’ and receive help.
Original Ad:
Recreated Ad:
