1. Read about the following stylistic devices in advertising and identify them in ads below.

1. Visual Metaphor

Definition: Showing an idea or message through a symbolic image rather than stating it directly.
Examples:

• Absolut Vodka — “Absolut World” (bottle shaped into cities)
• WWF — animals turning into deforested landscapes

2. Pun / Wordplay

Definition: A humorous or clever use of words with double meanings.
Examples:

• FedEx — “The World on Time” 
• McDonald’s — “I’m Lovin’ It” word-based teaser ads

3. Ellipsis (Intentional Omission)

Definition: Leaving out part of a word or sentence so the viewer mentally completes it.
Examples:

• Volkswagen — “Think Small” minimal ads
• Spotify — lyric-fragment posters

4. Exaggeration / Hyperbole

Definition: Deliberate overstatement to make a message humorous or striking.

Used in: Panasonic Nose Hair Trimmer
Examples:

• AXE Body Spray — exaggerated attraction ads
• Old Spice — absurd masculinity exaggeration

5. Humor

Definition: Using comedy or absurdity to make an ad memorable.
Examples:

• Snickers — “You’re Not You When You’re Hungry”
• Doritos — Super Bowl humor campaigns

6. Environmental / Ambient Advertising

Definition: Ads that physically interact with the surrounding environment.
Examples:

• McDonald’s pedestrian crossing fries
• Coca-Cola vending-machine stunts

7. Symbolism

Definition: Using objects or visuals to represent broader ideas (e.g., freedom, safety, rest).
Examples:

• Apple — bitten apple = knowledge/innovation
• Nike — swoosh = motion/victory

8. Fear Appeal

Definition: Persuasion by highlighting danger or negative consequences.
Examples:

• UK Road Safety crash-impact campaigns
• Anti-smoking graphic ads

9. Emotional Appeal

Definition: Targeting feelings such as comfort, nostalgia, aspiration, or anxiety.
Examples:

• Google — “Year in Search”
• John Lewis Christmas ads

10. Minimalism

Definition: Extreme simplicity to create elegance and fast comprehension.
Examples:

• Apple product posters
• Calvin Klein fragrance ads

11. Synecdoche

Definition: A part represents the whole.
Examples:

• Eiffel Tower → France
• Statue of Liberty → USA
• Big Ben → UK
• → One landmark stands for the entire nation
• National flags representing countries

12.   

• Antithesis (big ↔ small contrast)

• Paradox (a statement that seems illogical at first)

• Irony (going against expectation)

• Understatement (modestly downplaying advantages)

Definition: Saying or showing the opposite of what is expected to make a point.
Examples:

• Diesel — “Be Stupid”
•  

13. Intertextual Reference

Definition: Referring to a known cultural phrase, show, or idea.
Examples:

• LEGO parody movie posters
• Pepsi pop-culture spoofs

14. Lifestyle Appeal

Definition: Linking a product to a desirable lifestyle or identity.
Examples:

• Rolex — success & prestige
• Red Bull — extreme sports lifestyle

15. Shock Value

Definition: Using surprising or disturbing visuals to grab attention.
Examples:

• Benetton controversial campaigns
• PETA animal-rights ads

 

 

---

2.1.  What stylistic devices do you detect in these ads? 

  

2.2. [Lomonosov] Write an analytical essay (250–350 words) in which you examine how one or two of the advertisements discussed in class persuade the audience.

In your essay, analyze the following aspects:

1. The advertiser and product
   Who created the ad, and what is being promoted?
2. The target audience
   Who is the ad aimed at? Consider age, lifestyle, values, or social group.
3. The core message
   What idea or attitude does the ad communicate? What does it want the viewer to think, feel, or do?
4. Stylistic and persuasive devices
   Identify and explain at least 3 techniques, such as:
   • Visual metaphor
   • Wordplay / pun
   • Exaggeration
   • Minimalism
   • Humor
   • Fear appeal
   • Symbolism
   • Inversion of expectations
   • Synecdoche
   • Environmental advertising
5. Attention-grabbing techniques
   Explain how the ad attracts attention (shock, surprise, humor, design, interactivity, emotional appeal, etc.).
6. Effectiveness and evaluation
   Assess how effective the ad is. Does it persuade the viewer? Why or why not?

Optional Focus Prompts (Choose One if Helpful)

• How does the ad use creativity to stand out in a crowded media space?
• How do visual and textual elements work together to reinforce the message?
• How does the ad shape consumer behavior or social attitudes?
• Which stylistic technique contributes most strongly to the ad’s success?

Click here to show/hide Suggested Essay Structure

3. Interview: When Advertising Crossed the Line

Interviewer: Today we’re speaking with Dr. Marcus Feld, a historian of marketing and visual culture, about moments when advertising deliberately provoked outrage—and paid the price for it. Dr. Feld, why do scandals keep recurring in advertising history?

Dr. Feld: Because outrage is a shortcut to attention. Advertising competes in crowded media environments, and shock can cut through instantly. The danger is that shock often borrows symbols people hold sacred—religion, protest, identity. When brands misjudge that boundary, backlash follows.

Case 1: United Colors of Benetton — Religion as Shock Therapy

Interviewer: Benetton is often cited as the pioneer of “shockvertising.” Why?

Dr. Feld: In the 1990s, Benetton—under photographer Oliviero Toscani—used images that looked more like political posters than clothing ads. One of the most infamous showed a priest and a nun kissing. For many, it was sacrilegious. The Vatican condemned it, several countries banned the poster, and yet the brand’s visibility soared. The paradox is that Benetton claimed to promote tolerance, but it did so by violating religious taboos. The campaign cemented the idea that controversy itself could be a branding strategy.

Case 2: Pepsi — Trivialising Protest

Interviewer: Pepsi’s 2017 ad caused a huge backlash. What made it so explosive?

Dr. Feld: The problem was simplification. The ad borrowed imagery from real protest movements and reduced them to a feel-good moment resolved by sharing a soda. Many viewers—especially younger audiences—felt that serious political struggles were being trivialised. Pepsi removed the ad within a day and issued a public apology. This case illustrates how, in the age of social media, misjudged symbolism is punished almost instantly.

Case 3: Dove — When a Message Is Read the Wrong Way

 

Interviewer: Can you give an example of a scandal that doesn’t rely on shock or adult themes?

Dr. Feld: A very instructive case is Dove’s 2017 Facebook advertisement. The short video showed a Black woman removing her brown shirt to reveal a white woman underneath, who then removed her shirt to reveal another woman of a different ethnicity. Dove intended to communicate diversity and inclusivity. However, many viewers interpreted the sequence as suggesting that lighter skin was somehow “cleaner” or preferable.

The backlash was immediate. Social media users accused the brand of reinforcing racial stereotypes, even though Dove had previously been praised for inclusive campaigns. The company apologised publicly and removed the ad. What makes this case particularly useful for teenagers is that it shows how meaning is not controlled by intention. Even without offensive language or imagery, the order, timing, and visual logic of an ad can completely change how it is understood.

Comprehension Test — Advertising Scandals (Benetton / Pepsi / Dove)

Read the interview and answer the questions by choosing one option.

1. Why do advertising scandals keep recurring, according to Dr. Feld?

A) Because laws about advertising constantly change.
B) Because outrage is a shortcut to attention in a crowded media environment.
C) Because customers prefer ads that offend them.
D) Because brands never plan their campaigns carefully.

2. What boundary does shock advertising often risk crossing?

A) Technical rules about typography.
B) The boundary between humour and boredom.
C) The boundary involving symbols people consider sacred (religion, identity, protest).
D) The boundary between print and digital formats.

3. What made Benetton’s campaigns especially controversial in the 1990s?

A) They looked more like social or political posters than clothing ads.
B) They used only celebrity endorsements.
C) They avoided any serious topics.
D) They promoted discounts rather than ideas.

4. Which Benetton image is mentioned as a major source of outrage?

A) A politician holding a shopping bag.
B) A priest and a nun kissing.
C) A stadium full of fans wearing the brand.
D) A cartoon character advertising sweaters.

5. What paradox does Dr. Feld highlight about Benetton’s approach?

A) It sold fewer clothes because people loved it too much.
B) It claimed to promote tolerance while violating religious taboos.
C) It avoided controversy but still got criticised.
D) It used only humour but was taken seriously.

6. What was the key criticism of Pepsi’s 2017 Kendall Jenner ad?

A) It used too many historical references.
B) It suggested serious social conflicts could be solved with a soda.
C) It criticised protest movements directly.
D) It refused to show any police officers.

7. What does the Pepsi case illustrate about today’s media environment?

A) Online audiences react more slowly than before.
B) Brands can ignore criticism if they are famous enough.
C) Misjudged symbolism can be punished very quickly through social media.
D) Controversial ads are always rewarded financially.

8. What was Dove’s intended message in the 2017 Facebook video, according to the historian?

A) That one skin tone is better than another.
B) Diversity and inclusivity.
C) That protests should end peacefully.
D) That fashion brands should avoid politics.

9. Why did many viewers find the Dove ad offensive?

A) It included explicit language.
B) It mocked teenagers.
C) The visual sequence could be interpreted as reinforcing racial stereotypes.
D) It showed protest imagery.

10. What did Dove do after the backlash?

A) It defended the ad and ran it longer.
B) It apologised publicly and removed the ad.
C) It blamed viewers for misunderstanding.
D) It changed the product name instead.

11. What core lesson does the Dove case teach (especially for teenagers)?

A) Any ad can be understood only one way.
B) Ads should never use people in them.
C) Meaning is shaped by audience interpretation, not only by the brand’s intention.
D) Scandals happen only to fashion brands.

12. Which statement best matches Dr. Feld’s overall warning about outrage?

A) Outrage always guarantees long-term trust.
B) Outrage is harmless if the ad is short.
C) Outrage should be used in every campaign.
D) Outrage can amplify a message, but it’s unstable and can damage trust.

 

Total Questions: 12

Correct Answers: 0

Incorrect Answers: 0