Deidre Schuetz Collect and Analyze Newsprint and Magazine Ads ...

Deidre Schuetz 

Collect and Analyze 

Newsprint and Magazine Ads 

Submitted to: Kau 

February 4, 2010 

(March 11, 2010 submission attached below) 

Sample #1: Aboriginal People’s Television Network 

I like this newsprint ad for various reasons. The mellow, but partitioned background makes the 

information easy to read, while maintaining a flow and consistency between one image and 

another. The great use of black and white contrast of the images and layout are extremely 

effective 

The logo is very effective, because is stands out from the page, even in black and white. The 

logo itself is also makes me curious about the organization. It looks hopeful, dynamic, and 

symbolic. When marketers use symbolism I find myself getting curious about the organization in 

general: their goals, mission, projects, etc. 

The photos and the words reflect the serious tone of what is an issue with deep, emotional impact 

in the Aboriginal community. I do not know much about this organization, but if I were to come 

across this logo on an informational packet about the organization, I would likely thumb through 

it to find out more. 

Sample#2: Muslim Girl (front page) 

I like the contrast of color in this cover page: silver, black, green, and purple. I thought the 

headline content was surprising “Aikido Angel” and the contrast between the words “The Spirit 

of Ramadan” and “Fall Fashion”—since Ramadan tends to traditionally be an internal, cleansing 

time, while “Fall Fashion is more externally motivated. 

p. 1 – Collected Materials, Deidre Schuetz

The picture on the front is far from provocative to me, although inviting. While in a traditional 

Muslim society, this could be very provocative. seems the designer was aiming to attract both 

traditional and modern, young adult women to read this magazine. 

I like good logos, however I don’t see one. This is a disadvantage in branding this organization. 

Granted, the font of the headings and subheadings and the layout could also help with branding, 

in general, I think they are missing an even more extensive audience without a logo. 

This is a magazine cover, not particularly a formal advertisement, but I would argue that the 

front page of any print media is important advertising—which is the main reason why I picked 

this one to analyze. Overall, this magazine has an amateur feeling to it. For me, it is because of 

the rectangular green boxes around the title “Muslim Girl” and subheading “Resolutions, 

Recipes, Relationships & More.” 


Mailers and Handbills 

Sample #1: Comcast 

Comcast’s mailers are some of the cheesiest I’ve seen. In this particular mailer, on the positive side, the 

return address is easy to find, the logo is apparent, there is prepaid postage as well. Key colors (red and 

black) are professional-looking. I also understand that they are trying to grab customer attention by 

choosing both an athletic and intellectual on the front. However, neither figure encourages me to read 

more. I think it would be more effective to state more clearly: what the product they are selling. 


On the backside of the mailer (the image of both O’Neal and Stein) hanging out on the couch, it seems 

like a complete waste of space. Unless the audience liked one of these celebrities, (I do not, and they 

mailed it to me) this piece will not likely be looked at beyond the front and the back in the folded 

position. 

The one-fold design is good, but again, I am not enticed to open it up. I would already be in the recycling 

bin. However, this aside, the inside is clean and crisp with a mirror image reflecting at the bottom of each 

red box. I like the layout, information is easy to find in palatable chunks. I do not like small print. 

However, if small print is necessary, I liked where the designer put it: at the bottom. 

(Front) (Inside) (Back) 

Sample #2: Dominos Pizza 

This mailer for me is more effective. I know what they are selling from the very beginning because there 

is a big picture of a pepperoni and mushroom pizza on the front. It also makes me hungry for pizza 

looking at the picture. The great price in the upper right-hand corner, especially as a student, is enticing. 

The logo is in clear view in the middle upper part of this mailer. 

On the backside of this mailer, again there is picture (although smaller) of pepperoni pizza with plenty of 

cheese. There are clearly coupon deals with a rounded-edge, boxy border. Again the prices are effective. I 

also appreciate that their contact information is easily readable in the bottom left-hand box 

Artistically, I am not impressed with this advertisement. Although there are some professional-looking 

gradients and I like the unique size of this mailer, the design is, by no means, stunning or impressive; it is 

practical and clear. 


(Front) (Back) 



Brochures and Newsletters 

Brochure #1: UO Historic Preservation (AAA) 

It seems that this brochure is to attract more women into this UO program. The front of the 

brochure does a great job of capturing an antique-like appearance (especially how it is framed), 

but in the modern world (since the woman hammering is wearing a sweat shirt, with a modern 

watch and earrings. It is clearly a professional photograph—with crisp contrasts. 

After opening the front cover, a beautiful blue back drop of color shines through amazing 

architectural artistry, but gets cut off—which draws me to open the final flap. However, first 

leads me to a blurb about the current practical projects that students undertake in the program. 

The final layout (after opening the last flap) combines colors that I never would, but they 

somehow work to again, capture a historic, yet modern vibe. I like the layout with the middle 

picture overlapping the clearly defined two halves of the inner spread. 

Overall finding contact information is easy. I found it on the back page and at the end of the 

inner spread. Overall the font is easy to read and the presentation of the material is easy to 

understand. 

(Front) (First unfold) 


(Most of the inside) (Back) 

Brochure #2: UO John Yeon Center for Architectural Studies (AAA) 

I like this four panel brochure even more than the first one. I love the greens of Oregon as well 

illustrated in the picture on the front cover. I would imagine this would be attractive to the 

majority of the people who look at this advertising. The logo pops out clearly against the dark 

green grass. The font on the front is pretty conservative. I probably would have taken a risk with 

something a little more wild—but perhaps this is UO’s way of not looking too liberal? 

The brochure opens (still folded at in the middle). The pictures just get better: rich, natural tones 

that contrast leaves and modern industrial design. I like the white font with the leaves in the 

background more than the front pages font options. There is also a small window to the past on 

the panel with the leaves. It seems random—I thought that the text would clarify it, but in 

actuality, not very clearly. 

The innermost spread is a classic. Each of the four text-filled panels I would never read 

completely. However my eyes grab more beautify pictures across the top with similarly natural, 

rich tones—like the other spreads. I like the font for the text, but not the font for the headings—it 

feels too ridged. 


Logically, and neutrally contact information is on the backside panel in simple, nice font. This 

information is easily found. I like the overall natural theme interwoven throughout this brochure 

by professional, rich photos. 

(Front) (First unfold) (Back) 


(Most of the inside) 


Radio Commercial and Public Service Announcements 

Sample #1: Burger King 

Burger King advertised a $1 burger that outweighed the competition; in this case, Wendy’s 

double cheese burger. I don’t like this type of negative advertising. However I can see how it is 

tempting. 

The overall tone of the advertisement was tied to a wrestling theme probably aimed at young 

men. There were a lot of testosterone-type noises in the back ground: grunting and start bell as if 

there was a wrestling match going on in the background. This was not an appealing 

advertisement for me, but I could see how it would be for the right population. They are probably 

targeting the right crowd, since just Burger King’s name is enough for me to not want to eat 

there. 

Overall I thought it was smart to advertise cheap food in our current recession climate. 

Sample #2: Kia, Eugene 


Kia in Eugene advertised their “Rio” for $8,999 (approximately) for “this weekend only.” They 

were also advertising it with a 10 year (or 100,000 mile) warranty. They also offered to assist 

people with bad credit be able to afford one. This great deal is effective anytime, but again, 

during the current recession even more so. 

Their technique was particularly because of the excited tone in the advertiser’s voice 

accompanied by similarly exciting music like you would hear during the climax of an action 

film. The initial key was to catch my attention, and it definitely did. In fact, it startled me. The 

announcer also repeated over and over again the location, brand, model, and price of this great 

price. It was very effective in getting the message across. 


Deidre Schuetz 


Newsprint and Magazine Ads 

Submitted to: Kau 

March 11, 2010 


TV Commercials 

Sample #1: Pepsi 

link: http://www.youtube.com/watch?v=40DykbPa4Lc 

This commercial by Pepsi is effective because it not only promotes Pepsi’s logo, but also is 

concise, exciting, and humorous. This commercial is one minute long. Imagery with the 

exception of only a couple, are two seconds or less. This helps to entice and maintain the 

attention and of the viewer. It is exciting because there are some hot martial arts clips: acrobatics, 

punching and kicking through difficult-to-break blocks. 

It is humorous as well. A couple of different points stood out: 1) initially, when the young boy 

was trying to break through a block, he tried punching through it, but instead since he had not yet 

received proper training, after making contact with the block he pulled his fist back in pain. 2) At 

the end, the same young boy has grown up and now proved his block-breaking skills and is at 

ceremony honoring his accomplishment and the closing ritual to the ceremony, he bashes his 

head on the top of a Pepsi can imprinting the same symbol that the other individuals who had 

mastered these skill had imprinted on their forehead: the outline of top of a opened Pepsi can. 

This commercial also attracts attention because the opening scene features beautiful scenery with 

a little U.S.-American-looking boy knocking on a large, mysterious, exotic gate. As the viewer it 

intrigued me to wonder and stay tuned to find out what was behind the big door. 

It is aimed at an athletic, internationally minded audience. 

Sample #2: Zazoo: One for Two (condom commercial) 

Link: http://www.youtube.com/watch?v=PDnUmE3oucg&NR=1 

This hilarious condom commercial pulls in the audience from the very beginning. The initial 

scene is of a child trying to include “sweeties,” a favorite grocery item into his father’s grocery 

cart. His dad removes the sweeties and puts them back on the shelf. The child tries to put it in the 

cart again, this time folding his arms in front of him with contempt. The father puts them back 

again and the child throws an uncontrollable fit: shaking the cart, throwing sale items to the 

ground, kicking and screaming on the floor, etc. 

This is funny to me because whether or not a person has kids, they can probably remember 

having a tantrum as a youngster. They are completely irrational and socially inappropriate and 

embarrassing for everyone involved, but most anyone can relate. Parents, teens, and other 

grownups can also relate after having witnessed them tantrums that tantrums are frustrating and 

crazy to witness. Most people would agree that tantrums are the downside of having children. 


The tantrum grows in intensity. Towards the end the father with a helpless, uncomfortable look 

on his face and a large subtitle reads is superimposed: “use condoms.” Then the 

organization/company’s name and promotion is flashed at the end: “Zazoo: One for Two.” 



Posters 

Sample #1: Take the Stairs (motivational) 

Link: http://www.phac-aspc.gc.ca/sth-evs/images_e/posters/poster_3_big.gif 

I shrunk this poster down to better fit on the page. I was first drawn to the poster below because 

of the simple design and the font. It is simple as if a child had sketched it on a standard 8.5-in. x 

11-in. piece of paper. The white background and black writing is effective contrast. On the other 

hand, I do not like the ending contrast: white letters on light turquoise stairs. I had to look closely 

be able to read this part. 

The childlike font is cute. It makes me want to read the simple, inspirational quote. The quote 

can relate to more than what the poster is promoting (talking the stairs instead of the elevator). It 

also applies to other life situations. It is effective to have profound wisdom demonstrated by a 

child…similar to this instance. 

The weakness of this poster is that it is not clear who sponsoring the message. It is a healthy 

message, but may be more successful if, for example the American Heart Association had 

sponsored and signed it. 

Sample #2: Golden Globe Awards 

Link: http://blogs.suntimes.com/awards/US-GOLDEN%20GLOBES-POSTER.jpg 

This poster is catchy because of its warm, dramatic colors. The globe its pedestal are glowing 

with elegance. In the background the rich red and orange sky with palm trees bordering the sides 

are passionate. The gold writing explaining subject (the Golden Globe Awards, 2009) pops out 

well from the design. 

The vertical and diagonal repetitive lines draw my eye toward the center of the poster 2/3 of the 

way down. The poster could almost be split in upper and lower segments with the globe being 

the focal point for the upper and the text for the bottom. However the thin, barely noticeable 

border brings it all together. 


The text is easy to read (especially if I had not shrunk it down). However I do not like the 

“Golden Globe Awards” font. It looks familiar as if they have been using it for years, but it has 

no personality. Since this is a major arts association, (the Hollywood Foreign Press Association) 

I would think they could come up with something more remarkable. 



Web and Electronic Mediums 

Sample #1: WordPress 

WordPress is a content management blogging system and is currently the most popular. From 

my experience with it, the content can be organized as a blog or like a mini website. It is easy to 

navigate, create an identity, and if not, there is 24/7 support to help. 

I like that there are 75 free different blog styles to choose from. This allows the account owner to 

customize and add their personality to the site. The basic amount of storage space is also free. 

However, unless the content was heavy with videos and pictures, the space would not likely fill 

up fast. 

Without having used WordPress much myself, it seems that simple designs are possible, but 

adding effects and sites with many widgets are not possible with the basic, free WordPress 

version. However, an additional, free online presence for an organization or individual is an 

excellent way to refer more people to one’s more complex website for more information, 

donations, etc. 

Sample #2: Diigo 

Another free content management system is Diigo. After using it in a couple of classes, I notice 

it is good for bookmarking information and collaborating on written compositions. 

There is also a place to blog. However unlike WordPress I was not able to customize my page. It 

does not mean that there is not a way to do this, rather if I am able to, it is harder to figure out 

how. 

Diigo seems to function similar to FaceBook in that I can set up a personal profile and network 

with friends. I like the reader-friendly layout—it is much better than PBworks. However, this 

system is not as popular as FaceBook so it is difficult to know if the time invested is worth it. As 

long as there is the time and personnel to manage the content and responses generated by the site, 

more free online presence is favorable. However for people with limited human resources, it 

would be better to aim for the free, more popular options like FaceBook and WordPress. 



Signs, Billboards, and Banners 

Overall I noticed that the bigger the banner, the more simple messages seem to be most effective. 

Smaller banners tend to be better if the marketer wants to provide more in-depth information 

about the product/organization, for example if the goal is to promote a more complex mission. 

Samples #1: unknown 

Link: http://www.integratesolu.com/images/image_graphics1.gif 

This banner caught my attention because of the dramatic image. This face with some computerlike 

markings around the eye, nose and cheek makes me associate it with cutting edge 

technology. The face is also attractive and mysterious. The glowing green eye stares right at me. 

It is intriguing and frightening. It is hard to tell if the face is human or alien especially including 

the ear profile. 

The colors do not contrast on this banner, but light-dark contrast is excellent. For example the 

glowing eye with the shadowed eye socket and ear. 

The main element lacking is a simple message and logo. More than that, it would overcrowd and 

take away from the great graphic. A message may not be necessary if it were simply advertising 

an organization/business. A logo or a simple message would be effectual if inserted in the space 

in the lower, right-hand quadrant of this image. 

Sample #2: Sea Grant 

Link: http://www.seagrant.noaa.gov/other/images/final_pdf_banners.png 


These banners are particularly powerful as a group. Each one would be successful individually, 

but they look very professional together. This is a good example of smaller banners portraying a 

more complex message. 

Repetition consistently pulls together all banners are beautifully distinguished by color, picture, 

and text content differences. However it is clear that they come from the same organization (for 

example, the squiggly line running horizontally across all banners 1/3 of the way from the top). 

This same squiggly line and the photos indicate that the organization works with water. The logo 

with the name of the organization next assures the water theme to be specifically with the sea. 

There is also a less-obvious watermark approximately 2/3 down from the top of each banner that 

also creates a water-related imagery (turtle, water currents). 

On each banner the quotes are uplifting and optimistic which makes me feel like this is a 

motivated, organization that wants to great positive change in the world. The banners together 

the quotes from the banners reinforce Sea Grant’s drive and inspiration.

Deidre Schuetz Collect and Analyze Newsprint and Magazine Ads ...

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