This advertisement nicely exemplifies the use of Frank Jefkin’s three basic principles of effective advertisement writing.
This is an advertisement for Dreyer’s Slow Churned Rich and Creamy ice cream. It features a regular sized container of ice cream with the caption “one for all”. This means that the buyer can opt for one large container of ice cream that can be shared between everyone that wants some. On the other hand, the picture underneath tells another story. There are five different flavors of ice cream all in smaller one-serving sized containers. To go with this picture, there is a caption that says “all for one”. This means that the buyer can alternatively buy these one-serving sized cups – all of these cups are for one person apiece. This ad is trying to advertise that one can still enjoy some ice cream even if they are calorie conscious because this ice cream isn’t as bad for the buyer to eat as regular ice cream would be. They also emphasize the newer smaller cups by putting the short caption “now in snack size” next to the cup. Furthermore, they emphasize the fact that there are different amounts of ice cream the buyer can purchase with the line “now in a variety of cups”.
This advertisement works for two reasons. This advertisement is visually appealing to the person looking at it despite its simplicity. Moreover, the text is short and concise (one of the three basic principles) and yet the person looking at the ad is able to obtain such a large quantity of information from this advertisement… see above analysis.
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