This colour photo is an advertisement that meant to advertise the food on the ad. This paper analyzes the ad in relation to the AIDA technique. The AIDA initials stand for attention, interest, desire and action. An advertisement should be designed through this technique in order to attract the targeted group.

The above advertisement seems to have adhered to the AIDA technique by creating attention, interest, desire, and demonstrating a little power to initiate action. The choice of the designer to use a lady in this advert is a way of creating attention. The lady used in the ad is beautiful. Beauty has been known to attract attention (Young, 2011). In this ad, beauty is one element that aids in the creation of attention. The other aspect of attention is the smoothness of be very attracted to it. Thus,this is another aspect of the ad that attracts attention. Additionally, the colour of the food being advertised is very attractive, and this adds to the power of the ad to attract attention.

The whitish background of the photo develops interest to the viewer. The plate itself is white, the background is white, the woman is white, and the pasta is almost white. The choice of colors for this ad forms a combination that arouses interest in the viewer. In addition, the lady in the diagram is happy and wears a wide smile. This makes the viewer to associate the food in the advertising with happiness. Since everyone wants to be happy, their interest will be aroused by the cheerful mood of the lady in the ad. Further, the ad doesn’t have a text. Sometimes the text can be boring since people may not want to spend much of their time reading it. Instead, this ad is plain, but very attractive. It just catches the eye of a passer-by. It is just simple to understand. However, failure to use wording in the ad may affect the buyers of the ad (Young, 2011). For example, people who do not know the name of the food in the ad may not know what to ask for in the shops.

In some way, the ad has created desire. The manner in which the lady in the ad puts the food in her mouth is mouth-watering. Everyone will feel the urge to eat the food. However, the failure of the ad to use wording denies it the chance to inform the buyer what value the food will add to them. In this regard, the ad has failed greatly in maintaining the action it has initiated. The degree to which this ad initiates action is low. It is agreeable that the attention and interest parts of the ad are very well considered.

The fault with the ad is the lack of information concerning the product being advertised. The aim of the advert might have been to increase sales. Unfortunately, because of the lack of contact information on where and how to get the product, the ad may not achieve the desired objective. In addition, the use of a female in the ad may limit the number of men buying the product. The ad is creating an impression of associating the past with smoothness of the skin in females. Since men do not care much about the smoothness of their skin, they may not bother with initiating action to buy the food. The ad thus fails to achieve the objective of increasing sales volume.

In conclusion, the ad attracts attention strongly through the use of a beautiful lady. It arouses interest through the combination of white colors, including the background. However, the ad arouses a temporary desire, since it lacks information that can direct the client where to get it. Only the clients who knew it before will go buy it. In this regard, the advert fails to initiate action, to the greatest extent.

Reference

Young, L. (2011). The marketer’s handbook: Reassessing the marketing techniques for modern business. Hoboken, NJ: John Wiley & Sons.