I believe this set of ads is powerful because it sets itself apart. It has an interesting combination of visual aesthetic appeal, (a sort of nouveaux art aura that many ads contain) and appeals to humor. Such a combination is useful when the goal is to get the viewer to remember your brand.
The advertisements also bring in an appeal to curiosity - after all, it's not every day that one sees an egg guised as Kim Jong-il. This drawing in effect of the curiosity appeal paired with the impressions left by aesthetic appeals help set the platform for an effective advertisement.
Many times in campaigns like this, viewers will take up an interest in the ads and follow the ads themselves, in this case, perhaps to see what infamous figure the egg will caricaturize next, which leads to even more impressions for the Nulaid egg company.
In overview, these two appeals work because they strike a chord within the viewer. People are naturally curious beings, so an ad that contains a curious element will naturally strike an interest in the viewer, which has the obvious advantage of increasing the attention the add gets.
In general, advertising appeals work because they strike a harmonious chord with the viewer.
- ads with appeal to curiosity are:
- something out of the ordinary
- juxtapose seemingly unrelated objects and/or situations
Aesthetic appeals work on the same level, for the same goal. Humans naturally find certain patterns, shapes (i.e. the golden rectangle) and colors, wether obvious, or abstract appealing. Ads that aim for aesthetic appeal try to catch the reader's eye by through visually attractive content.
- Aesthetic appeal ads:
- are pleasing to the senses (most notedly visual)
- appeal to taste, fashion, humor, etc
- are often used (along/paired with sex appeal) in clothing and car ads,
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