Thinking Outside the Box
In the world of advertisement, the most advanced art of advertisement is to encourage the audience to think about advertised topic and come to the target conclusion on their own irrespective of their preferences or cultural belonging. The chosen picture does not provide straightforward answers but intrigues the audience and make it think on what the ad is for. The central thesis of this essay is that advertisements with a hidden meaning which stimulate thinking are more successful in reaching the audience.
The chosen picture advertisement encourages people to open their minds and think outside the box. The target of the campaign is to stimulate purchasing of smart technologies instead of ordinary ones, which have a more ruinous effect on the surrounding environment and consumption of natural resources. Although it could have been assumed that the target audience of this advertisement would be environmentalists and eco-friendly people, the general direction and simplicity of the picture suggest that the audience is general. It is believed to be true because the picture shows only a row of buildings and a turn sign between two buildings where visually there is no room for a car to go through. The catch phrase is “open your mind” and there is a logo underneath Smart. Thus, the entire advertisement is based on stimulating interpretive thinking of given symbols.
The print is aimed to stimulate unconventional thinking about smart technologies. In this regard, the advertisement suggests that one needs to think outside the limitations of the box. From the visual perspective, the advertisement argues that the audience needs to open the mind and think outside visual limitations and in order to get through between two buildings one does not need to be big in a conventional sense. In this regard, the claim will be that in order to achieve the target and go between two buildings, the person needs to stop viewing the problem from a single angle, he needs to look at it from another perspective. In this regard, the grounds of the advertisement are that standing at the same place will not change the perspective. The claim is once again supported by the main phrase of the print “open your mind”. An important link between the claim and the grounds is the warrant. In this print, the warrant is that in order to view the situation from another perspective, a person needs to come closer and try a different position to look at it. It means come closer to the buildings and explore your options, think smart.
Overall, I think that the advertisement is effective in what it attempts to achieve. However, due to the complexity of the hidden meaning and the amount of thinking it takes to decipher the meaning, it might not be equally effective for the general audience. It would require someone with a more interpretive or creative way of thinking to make the most of it. In this regard, the simplicity of the picture was complicated by the diversity of interpretations it represented.
