Print Ad Analysis

 I chose an ad for Planters Peanuts.

Admittedly, I did not know that it was an ad for Planters Peanuts, specifically; I could only tell that it was a peanut ad of some kind. Nowhere on the ad does it say anything about the brand, except the signature colors and their mascot.

The overall effect that I get from this ad is boldness and excitement. This is supported by the color scheme and styling; the background is deep blue, an often bold color. Mr. Peanut himself looks very excited, and his head is surrounded by a light bluish-white glow in order to draw attention to him. The text, as well; it is large and in your face, and bright yellow to boot. This also helps draw attention to it.

The phrase that is painted across the literal top half of the entire page uses vagueness in order to allow you to project your feelings onto it. "Dream it! Do it!" What is it? Well, that depends on who you are. For someone, perhaps "it" is a bakery they want to open. Perhaps another person's "it" is coming out as queer to their parents. "It" is different for everybody, because of that projection factor.

The small text is also important; it takes nutritional facts and makes it help ad to the boldness factor by saying that the nutritional value is "REAL!" As if every other product has fake nutritional value.

This ad is basically saying that with peanuts, you can achieve anything. This most certainly appeals to the need to achieve. If you "harness the power of the peanut," you can be anything you want to be. That's why at the bottom of the page, it says, "Say goodbye to yester-you." It includes an impled "and hello to the new and improved you who can do anything you want to do."

What I think is the funniest thing is how this ad is using all these techniques and needs to appeal to your inner consumer's desire to buy and to fulfill; they're trying to sell you a state of mind that one can only achieve on their own. The only thing that this advertiser can really sell you?

Peanuts.

More to report.
-M