Usage of Advertising Techniques in the “Dandelion Daydream” Advertisement
The Blossom Brew, “Dandelion Daydream” advertisement utilizes advertising techniques that elicit emotions from the audience, connects feelings to colorations in the image, evokes ideas based on the type of font, and creates positive connections with glittering generalities, vague pleasant wording. When a consumer sees a cozy blanket and a cup of steaming tea immediate connections to happiness, comfort, and warmth are developed and the viewer may see the product as a means to achieve this. The dandelions add a sense of healthiness as flowers are often associated with the environment and leads consumers to believe the product is beneficial to their health. Colors such as orange on the blanket that fills much of the background are used as orange is associated with balance and energy which are both characteristics that those interested in a relaxing drink such as tea. Orange is also associated with innovation which is a theme in the advertisement as the tea is innovatively created of repurposed petals. Yellow is evident in the dandelions edging the advertisement as well as at the focal point of the advertisement is the dandelion tea. The yellow is associated with warmth and happiness both comforting feelings that would appeal to the consumer. The type of font used is Archivo Narrative which is a font that appears similar to that found in books which are often associated with tea, warmth, and comfort. The font that ‘‘Dandelion Daydream’’ is written in, Bad Script, is more playful but still comforting and is distinctly different from the first font although still comforts the viewer. Glittering generalities guide the viewer to connect the advertisement to positive experiences and ideas. Words such as ‘sustainable’, ‘restorative’, and ‘better,’ create mental connections to environmental improvement and the tea being an extremely healthy beverage with positive environmental impact. This advertisement would be placed typically in health or even environment focused magazines. The advertisement could be updated with less words and additional images to be posted at frequented bus stations on a day of a climate strike. The target audience for this advertisement would include tea lovers who would appreciate a sustainable environment friendly tea source. Overall, this advertisement employs techniques such as emotion, color, font, and glittering generalities to create a comforting, appealing advertisement that can be combined with strategic placement to create an advertisement that attracts a specific target audience.