"In Love with Shine"
Interesting, colourful, sparkly, shiny, cool and stylish. What is there in this ad that doesn’t make it perfect?
The answer? Nothing. So, why and how is this ad so successful?
Why is this ad so successful?
The answer is simple.
This ad is eye catching, and “mysteriously” interesting. It’s mysterious because it’s simple, yet interesting. And it doesn’t include too much text and is also colourful.
How is this ad so successful?
- The purpose, structure, form and layout of the advertisement
The ad has clearly shown the purpose of their advertisement. It promotes the LG Shine (K2970), a mobile phone made by the company, LG (Life’s Good). The picture of the actual LG Shine (the phone) is in the placement as the salient object, or, a focal point which grabs the viewer’s attention at first. Colours have been used in this advertisement to brighten up the ad from the dark background. Bright neon colours including orange, blue, pink and red are shown in the form of smudged-smoky-swirls coming from the LG Shine. This effect also brightens up the product (the product is a grey-ish silver colour). Text has been placed next to the product to the left. The size of the text isn’t too big so that it doesn’t interrupt the salient object (which is the phone) and it isn’t too small so that it can be seen without having to strain your eyes.
- Written and visual techniques which make the advertisement an effective marketing tool
As you can see, the colours used in the background and the colours of the LG Shine are a complete contrast. In the background, it is black and dark (around the edge of the advertisement boarder) until it reaches to the LG Shine as it gradually becomes to a lighter pink-ish colour. This relates back to the concept of the “shine” (from the LG Shine) giving shine to the background from the phone.
The angle of the product also shows advanced details of the product. You can tell that the LG Shine is a sliding phone. More details are shown in the advertisement; the phone is slided opened so it shows buttons.
The text “In Love with Shine” isn’t just some random text that appears just to be read. The viewer may not realise how much this text contributes to the advertisement. In the first two words, “In Love” the word “In” means to be within or to be with. It can be used as a preposition, adverb, adjective, noun or a verb; but in this case, hence the word “Love” is followed after, it is used as a verb. The word “Love” has been used as a proper noun so it emphasizes the meaning of love.
The logo of the product has been placed at the bottom left corner to represent the product and to show the audience the company of product.
Clearly, there aren’t a lot of texts in this advertisement. Not everyone enjoys reading a whole lot of text; especially in an advertisement. Look’s like this ad also did some smart thinking!
- The target audience and advertising features which indicate who the audience is
The target audience for this advertisement may be for:
- People who are interested and are looking for a new phone
- Teenagers
Teenagers and people who are interested and are looking for a new phone might be interested in this advertisement. New phones being released at these times come with the latest technologies; and evidences of new technologies are presented on the image of the product. The word “Love” is also appealing to teenagers because it is seen as a pretty word. And as teenagers are at their age, the word “love” begins to appear in their life.
Interesting, colourful, sparkly, shiny, cool and stylish. What is there in this ad that doesn’t make it perfect?
The answer? Nothing. It’s got everything.
Structure, form, layout, visual techniques and target audience; you may not realise and identify all these techniques at the first glance of this advertisement. But if you look at it carefully, every little single bit of the advertisement contributes to make one whole successful advertisement.
