PIE
SALIENCE
TARGETED AUDIENCE
COLOUR / VECTORS
LANGUAGE TECHNIQUES
100
What does PIE stand for in advertising?
Persuade, Inform, Entertain
100
What is the most salient feature of this Heinz advertisement?
Tomato
100
Who is the specific target audience of this advertisement?
New parents and caregivers of newborn babies, particularly those choosing nappies.
100
Which colour dominates the advertisement, and what effect does it create?
Orange. It reinforces Fanta's orange flavour and makes the drink appear fruity, bright and refreshing.
100
What language technique is used in this slogan?
Imperative language. The command 'Have' encourages customers to order food the way they prefer.
200
What is the main purpose of this Nike advertisement?
Persuade
200
What stands out most in this Apple iPod advertisement, and how does colour help?
The white iPod and earphones stand out against the black silhouette and bright yellow background. The contrast draws attention to the product.
200
Who is the target audience? Provide TWO pieces of evidence.
Adult men with beards who are interested in beard care and grooming. Evidence: the bearded male model and the BarberClub beard-care products.
200
How do blue and white work together to influence the audience?
Blue can suggest calmness and trust, while white suggests cleanliness. The white logo also contrasts with the blue container, making the brand easy to recognise.
200
What language technique is used in this slogan?
Repetition of 'Maybe'. It gives the slogan a memorable rhythm and links an attractive appearance with Maybelline.
300
What is the main purpose of this SunSmart poster?
Inform
300
What is the most salient feature, and why does it stand out?
The dinosaur-shaped shadow. Its surprising shape contrasts with the simple LEGO bricks, making viewers examine the image more closely.
300
Who is this advertisement targeting? How can you tell?
Adults who enjoy off-road driving, four-wheel-driving enthusiasts and people interested in rugged outdoor adventures. The Jeep climbing large rocks and the off-road slogan support this answer.
300
Identify the visible vector lines. Where do they direct attention?
The long, vertical French fries create directional lines that guide the viewer's eyes along the poster. Together with "Straight Ahead", they communicate the direction towards McDonald's.
300
Identify the sound technique and explain why it is effective
Answer: Rhyme and repeated 'z' sounds. 'Beanz', 'Meanz' and 'Heinz' sound similar, making the phrase catchy and memorable.
Effect: Encourages consumers to immediately associate baked beans with Heinz.
400
What is the main purpose of this SunSmart poster?
Entertain / Persuade
400
What draws your attention in this McDonald's advertisement, and how is salience created?
The large red billboard and its unusual sundial shadow draw attention. The shadow points towards different breakfast products, emphasising their availability at different times.
400
Identify a specific target audience and explain how the setting appeals to them.
Parents with school-aged children who are planning a family holiday and want activities for their children. The father and son enjoying a waterslide on a cruise ship suggest family entertainment.
400
How do the running-track lines create vectors, and what effect do they have?
The diagonal track markings guide the viewer's eyes along the direction of the athlete's movement. They reinforce speed, athleticism and performance.
400
Identify the language technique and explain how it appeals to the audience's emotions.
Emotive language and direct address. 'You're worth it' appeals to confidence and self-worth, making consumers feel deserving of the product.
Effect: Links the brand with positive feelings about oneself.
500
The advertisement mentions Coca-Cola's history. Does that make its main purpose informative? Explain your answer using the slogan.
No. Its main purpose is persuasion. The slogan contrasts "they" with "we" to suggest Coca-Cola has preserved its original quality, using its history to strengthen consumer confidence.
500
How does Volkswagen use empty space to create salience? Explain the persuasive effect.
The tiny Volkswagen Beetle stands out because it is surrounded by a large amount of empty white space. This unusual layout draws attention to the vehicle's small size, presenting compactness as a positive feature.
500
Identify the primary audience, justify your answer with TWO details, and explain why the advertisement would appeal to them.
University or senior secondary students undertaking intensive study, particularly those looking for advice about productivity and concentration. Evidence: the person studying under a lamp, notebooks and pens, and a Red Bull can on the desk. The study setting connects the brand with the experience of demanding study sessions.
500
Explain how colour and directional features work together to attract attention and communicate the message.
The bright yellow background and red lettering create strong contrast and reinforce McDonald's brand colours. The upright fries and the words "1 Mile Ahead" communicate the location of the restaurant, encouraging motorists to visit.
500
Identify the figurative language technique and explain how it helps persuade the target audience.
Answer: Metaphor. 'Gives you wings' suggests energy, alertness and the ability to achieve more, rather than literal wings.
Effect: Encourages consumers to associate Red Bull with energy and performance.