Organizing print ads containing scent: a case study on the organization of print ad elements

In global advertising campaigns, the graphic image has grown to become an extremely preferred communication tool for standardizing. Advertising is among many marketing communication approaches, and is also perfect for achieving a mass audience regularly. Advertising is all about getting attention by means of stimulating as many of the 5 senses as possible. Among the media which we experience on a daily basis is print media, where words and pictures collaborate to create a creative advertising concept. The objective of this dissertation is to offer a better familiarity with how you can organize a print ad containing scent.

In an effort to attain the objective we constructed 2 research questions concerning the aspects of and the organization included in a print ad. In accordance with the research questions, a literature review was carried out, which in turn led to a conceptual framework that provided what would guide the data collection. As a way to gather data, a qualitative, case study methodology was employed, using systematic observation as our primary data collection tool. The results suggest that there are 3 key pieces of advertising copy using scent in their ads, like headline, subhead and call to action. The greatest concern when selecting typography style is the brand logotype’s typography and not the ability to perceive and/or interpret the ad. In a contradiction to previous theory the most commonly utilized format style is All Art. On top of that, simplicity is the most crucial issue when attempting to improve one, or a few, elements to be able to gain attention. Our research discovered no strategic use of the preferred side of verbal vs. pictorial information regarding print ads and the optical center’s importance and capacity has not been taken benefit of when attempting to capture the viewer’s attention.

Source: Luleå University of Technology

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