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Literary Devices in Student Advertising

The document outlines various literary devices used in advertising design, including metaphor, simile, personification, and allegory, and explains their roles in effective communication. It emphasizes the importance of creating relatable and culturally acceptable messages to engage audiences. Additionally, it includes a project assignment to develop a transformative advertising campaign for a selected brand, focusing on brand association and image building.

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5 views2 pages

Literary Devices in Student Advertising

The document outlines various literary devices used in advertising design, including metaphor, simile, personification, and allegory, and explains their roles in effective communication. It emphasizes the importance of creating relatable and culturally acceptable messages to engage audiences. Additionally, it includes a project assignment to develop a transformative advertising campaign for a selected brand, focusing on brand association and image building.

Uploaded by

brightofosuagyemang94
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

Literary Devices Employed in Advertising Design

-At the end of the class, I will be able to.


1. Explain the literary devices employed in advertising design
2. Use literary devices in designing advertising materials for effective communication.

Metaphor:
It refers to the communication approach that uses tangible scenarios that the audience is
familiar with to explain abstract concepts that are difficult to understand through comparison.
A typical example of a metaphoric expression/ description is “This Narration... SIC is a giant
rock to depend on. SIC is dependable and unmovable. Watching your back as an insurance
company”
Anytime you use a metaphoric approach in communicating your abstract advertising message,
always try to give us a contest that describes the core metaphoric statement.
The metaphoric approach is also used to hide core messages from certain groups of people and
to make them culturally acceptable/ pleasant. Eg; Fiesta Condom ad, Glico Ad
How to create metaphoric or simile adverts
Look out for existing materials or scenarios within your vicinity, environment or home that can
be used to represent the advertising message eg. Any product that is meant to create explosive
enjoyment can go with an explosive bomb or missile.
Eg if the product is meant to give you light in the concept of understanding it can go with the
light bulb.
If a product is meant to quench thirst it can go with a fire extinguisher.

Simile
A simile is another communication approach that uses the word like to draw attention to an idea
or a concept that is difficult to understand by referring to a scenario people are familiar with. For
example, the Red Bull energy drink is like fuel for vehicles. BB is a pepper sauce that makes you
enjoy fresh and boiled meat. It’s hot, tasty, and appetizing. Create a simple image to represent
BB.

Personification
Personification is an advertising narrative tool, that is used for promoting products with children
as the target in most cases. It employs attributing human characters to inanimate objects to
bring the message to life. Personification is used to promote products that are meant for
children.

Allegory
Allegory as a tool for advertising is a context-oriented or culturally bound approach that
depends on proverbs or wise sayings as well as parables or fables to communicate a message.

Look for any print/ video of an ad using personification and allegory.


19/04/2024

Radio Commercials in Advertising Design

End of semester Project


Develop a transformative advertising Campaign to promote and create visibility for any brand
you choose.
Transformative advertising's objective is to create brand association and build brand image.
Brands: Voltic, Blue Skies, Onga, Gino, Indomie, Milo, Nescafe, Blue Jeans energy drink,
Vitamilk, Awake.

NB
Develop advertising message.
Use the USP and UVP of the brand.
Use the BIG idea in the message execution.

Deliverables
Creating a billboard. [Mockup] 14cm*21cm
Poster [12*18cm]
Website banner [10cm*22cm
All the 3 works on A3

Roughs-5
Thumbnails-10

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