With print ads, and every other type of advertisement, it is important to consider the AIDA Theory. This refers to the reaction an ad must have to the consumers. This stands for Attention, Interest, Desire, and Act. Imagine a pyramid, 'attention' lies at the very bottom of the pyramid, indicating that the ad should capture the attention of many. The other elements follows upward (while the audience also lowers), and ultimately arriving to the top of the pyramid with 'act', meaning, the ad should serve it's purpose: to sell. One of the many engaging print ads out there are these Executive Optical (EO) ads. EO is a shop that sells prescription glasses. Many of its ads show humorous scenes of mishaps (such as the picture included in this post). Advertisements could use different varieties and combinations of different appeals, mainly, fear appeal, humor/humorous appeal, and sex appeal. Fear appeal tells the consumer to buy the product to avoid embarrassing and/or negative experiences, humor appeal tells the consumer that using the product will be a fun and exciting experience, while sex appeal is used to increase the attractiveness of the user. EO's ads (which are dozens) uses a combination of all three, but this particular ad to be analyzed mainly uses fear appeal.

Executive Optical ads are notorious for using humor, and its very effective. In terms of visual (Colors etc.) the ad has very few colors. The ads colors are not very distinctive and is very repetitive. The ad utilizes its company colors. The heading text is also not distinct. The ad has actually plenty of space and you can see that the header is too small. However, like many of their ads, EO's use of picture is very attractive. I don't about you but a guy trying to take a selfie with a remote is a definite head-turner. It also has exaggeration in it. The emotions are very humorous and engaging. I could definitely relate to the girl's "What are you doing?" reaction. Why is this guy trying to take a selfie with a remote? Now that my attention is grabbed, I am now listening (or looking) to what you are trying to sell. Phase 1: Attract Consumer's Attention -- Mission accomplished.

 Arouses Interest

Now that I am up close, it's time for the ad to interest me more. This is particularly done by using words. Choosing good words is important because, let's face the truth, no one likes to read. EO's ad does not use many words that explain further about the produt. It's very visual oriented. The ad is targeted to a wider demographic. It's placed on a mall entrance. It's target audiences are young adults and adults. It has a very simple heading 'Selfie or Epic Fail?' as if warning the consumer of the impending tragedy their failing eyesight is going to cause them. It also has a subheading 'Have your eyes checked' that tells the consumer what do to fix the tragic selfie-using-a-remote experience. Also this leads us to . . .

Creates Desire

To create desire, an ad must use different propaganda techniques to persuade the consumer. It has to say 'You want this' or more importantly 'You need this.' By using propaganda techniques the ad targets the emotion of the consumer. Hence, Desire, the third quality of a good ad cannot be SEEN, it has to be FELT. It has to invoke something, a feeling. There are many propaganda techniques such as Bandwagon, Snob Appeal, Testimonial, Plain Folks, and a lot more. This particular EO ad uses a technique called Logical Appeal. In logical appeal, the ad uses -- well -- logic. Common sense. Sentido kumon that is. It's telling you you need this because you don't want to take a selfie with a remote. Logical appeal tries to convince you to do the right decision, which in this ad is to have your eyes checked. 'Have your eyes checked.' Do the right thing. Simple. Logical. 

Causes Action

What is the real essence or importance of this ad? Not for you to just read it, but for it to sell the product. Call to action  is the most important part. Your attention has been attracted, your interest aroused, your emotions are invoked and now you desire the product so dearly. The ad exhibits the action part at the footer part of the ad. It tells you where you need to go to have your eyes checked.

I would say that this ad (and EO's other ads) are a 10/10. Okay, maybe a 9.98/10 to leave room for improvement. It sure does accomplishes the purpose of the ad. It follows the AIDA theory. It uses elements that are only important. This ad could easily have gone to disaster by overdoing it. At the end of the day what is important is for it to sell the product. Marketing is made more exciting by the different techniques, appeals, and whatnot. Today, beside from selling the product it also has to trigger an emotion. It has to have a story. In this poster, EO managed to tell a story (a tragedy if we're being specific.) That selfie is definitely disastrous, but fortunately the ad is not.