The visual image has become an increasingly popular communication tool for standardizing global advertising campaigns. Advertising is one of several marketing communication techniques, and is capable of reaching a mass audience repeatedly. It is about grabbing attention through trying to stimulate as many of the five senses as possible. One of the media that we encounter everyday is print media, where words and pictures work together to produce a creative advertising concept. The purpose of this thesis is to provide a better understanding of how to organize a print ad containing scent. In order to reach the purpose we constructed two research questions regarding the components of and the organization included in a print ad. Based on the research questions, a literature review was conducted, which resulted in a conceptual framework that presented what would guide the data collection. In order to collect data, a qualitative, case study methodology was used, using systematic observation as our main data collection tool. The findings indicate that there are three main components of advertising copy using scent in their ads, including headline, subhead and call to action. The most important issue when choosing 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 used layout style is All Art. Furthermore, simplicity is the most important issue when trying to enhance one, or a few, elements in order to gain attention. Our study found no deliberate 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 advantage of when trying to catch the viewer’s attention.
Author: Puljeva, Anna; Widén, Peter
Source: Luleå University of Technology
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