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Visual Literacy - IEB English HL R85,33   Add to cart
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Visual Literacy - IEB English HL
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This document provides in depth explanations about visual literacy, including answering techniques and many tips and suggestions on what to look out for in this section.

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  • September 26, 2024
  • 7
  • 2024/2025
  • Class notes
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Visual Literacy

Advertising and Campaigning

Questions

What is the aim of advertisement and marketing strategies?

About targeting a specific audience to make them buy the product/service




1

, The AIDA principle

AIDA



Attention

Captured and maintained through design, colour, images, humour, a puzzle, a
question, controversial statement, pun

Must encourage the viewer to read further and find out the answer/punchline



Interest

Must sustain interest by including appropriate and interesting information

Make is seem as though the product is applicable to them

Target Market will dictate the interests



Desire

Consumer must be left with a desire for the product

Must feel as tho the product will fulfil a perceived need of want

Can use celebrities + adds credibility

Desires: adventure, status, security, love, beauty, popularity, comfort, dominance,
youth, glamour, health, acceptance, self-esteem, efficiency, success



Action

Must be persuaded to act (buy) through soft or hard sell

Soft sell: subtle approach that suggests what needs to be done (rather than
commanding) → less forceful

Hard sell: direct and tells the consumer to go do immediately (discounts, free delivery,
promotion) → forcefully provides info to find out more and buy product




2

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