EFFECTIVE USE OF IMAGES IN ADVERTS:PEPSODENT

AN IMAGE-CENTERED ADVERT

Have you ever come across a piece of advert with images so apt you didn’t need to rack your brain to figure out it’s message? I mean an advert in which the images/graphics used (alone) says it all? In case you haven’t, the Pepsodent advert below is a perfect example of one!

Images and words (copy) form the body of all advert content. They are the tools an advertiser adopt to project his message to the target audience. When both are expertly fused, they make for an effective advert. However, much more, an advert is superb when the creator skilfully captures his message in images without belabouring it with too many words and this is what the creator of the Pepsodent advert did.

Images tend to have a more profound effect on the mind of the audience than words or verbal elements do. What is more, they further aid the power of recall than their verbal counterparts. The creator of this advert – who, for the sake of this article, I’ll call Taylor – understands this fact and cleverly utilises it.
Let’s deconstruct Taylor’s creation to see how he came about so apt an advert:

EFFECTIVE ADVERT? CONTEXT IS KING!

You see, Taylor didn’t just set out to develop this advert for Pepsodent without taking cognizance of the situational context in which the advert was put out. He was conscious of the prevailing atmosphere at the time he created it. The period in which this advert was published was during the Easter festivity hence a religious setting/atmosphere. Taylor was too smart to ignore the fact that people (especially in this part of the world) attach a great deal of significance to spirituality. Hence, rather than create an everyday/basic advert for Pepsodent, he decides to portray his message using the essence of Easter, the prevailing mood of the time.

HOW DID TAYLOR ACCOMPLISH THIS FEAT?

Simple! He skilfully manipulates images to make them serve a dual yet uncanny purposes; fusing the symbols from two distinct areas – religion and dentistry – in order to reinforce his message. Bear in mind that the advert is for Pepsodent, a toothpaste manufacturing company.

UNVEILING THE IMAGES

In the advert in question, Taylor presents us with a foregrounded image of what appears to be the opening/entrance to an unsealed tomb at daybreak with the emerging twilight from the horizon shining on the entrance. This image is one that bears great significance to the Christian faith and amplifies the message of Easter: Christ was killed and interred in a sealed tomb. He however rose again on the third day hence, the unsealing of the tomb. The concept of ‘daybreak’ used in the advert suggests a new dawn; the twilight heralds a new beginning. Put it together: Christ has risen and his resurrection births a ‘new life’ for those who believe him.

WHAT’S THE CONNECTION ?

Take a second/close look at the foregrounded image of the tomb’s entrance. Don’t you think it looks so much like a bloated version of a human tooth? Exactly! That’s what Taylor intended it to be. Taylor is not necessarily into the Easter thing neither is he into ‘tomb graphics’.
His intention was simply to use a symbol of the prevailing season to paint a bigger picture in the mind of his audience. He is aware that most tomb entrances are spherical in shape; that of Jesus probably so too.

Since he is trying to design an advert for a company that specializes in the human teeth, he simply adopts an image that can unanimously project the religious essence of the moment and the company’s interest – human teeth. Hence, he smartly carves the entrance to the tomb into the shape of a tooth and makes the twilight shine on it. Just so you know what product he is trying to promote, he inserts the Pepsodent thumbnail at the base.

PUT IT ALL TOGETHER

By using the (religious) images of the tomb’s opening and the twilight beaming on it, Taylor is trying to pass a subtle message from Pepsodent across to the target audience. he is saying “Just as the resurrection of Christ ushers in a new dawn/beginning, so does the introduction of Pepsodent as your choice toothpaste usher in a new chance at a healthy, cavity-free teeth”.

Pepsodent is the saviour-of-a-toothpaste that can and will transform the poor condition of your teeth into a new/healthy one.
Taylor’s copy – ‘a new dawn, a new chance at healthy teeth’ – merely amplifies the message portrayed by the graphics. Without it, a discerning audience will catch the drift as the images in itself already say it all. This is the hallmark of a well-crafted visual content (images/designs) for adverts.

Don’t you think Taylor deserves a medal?

Image Credits:

Pepsodent Facebook ad: https://m.facebook.com/story.php?story_fbid=2306765332913620&id=1458877144369114

“What makes an ad effective?”: Black Dog Designs

Pepsodent: http://www.hul.co.in/Images/pepsodent_tcm1255-408779.png

©ayansolaibukun

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REDEMPTION!!!

God, being before the beginning
Created the universe in the beginning.
Heaven and earth he fashioned,
The earth he garnished with goodness:
Even the essence of flora and fauna to complement.

But the lights, firmament, waters, grass, animals…
Couldn’t be the height of his workmanship.
Yes, beautiful and splendid they were
Lo! They were merely a means to an end.
Deity’s plan for the earth being far greater.
In his intent was mankind; one with his divine essence;
To conform to his image, even in his likeness –
Even one to share of his eternal nature.

So He created man, male and female created he them.
A being of freewill, in dominion, occupying a spiritual estate.
For them he made the world’s riches: six days work of creation.
Now, having installed them as his representative,
He gave to them an instruction which, if obeyed,
Keeps them in their spiritual estate forever; never dying, never lost.

(Did you think it was about a (literal) tree or fruit?
No! Those were natural mediums of relaying a spiritual reality).
Herein lies the sum of the whole matter:
Believe on God’s message and you have live eternal;
Display unbelief towards it (disobey) and lose out.
This instruction man took to heart at the outset.

Then came that old serpent into the seen;
The liar, the distortionist, even the devil.
Funny to think an actual serpent tricked God’s chief creation.
He was never in accord with God’s plan for humanity.
Indeed, his sole mission was to thwart it.

So a contrary opinion he presented to man:
In eating of the fruit, “ye shall not surely die”.
On this lie the man feasted – his attention to the truth diverted.
In feasting, his consciousness of God’s message altered.
The indulging did trigger unbelief in him
And soon enough for the devil’s lie he fell.
And walking in disobedience, his spiritual estate he forfeited.
Never was it about a fruit (an apple) man supposedly ate.

Afterwards came God to fellowship
“Where art thou, Adam”? His voice echoed.
Perhaps you take the utterance as a question?Far from it!
That was God describing man’s present spiritual state;
Telling man what has befallen him:
“Adam, you are no longer where I intended for you to be.
Indeed, your disobedience has cost you your spiritual estate”.

So by one man’s disobedience, sin came into the world
And death by sin.
Man died but not a physical death.
Rather, his relationship with the divine was severed.
Hence a case of spiritual separation between man and God:
Man could no longer function in the class of God.

But God is merciful – he will never live man hopeless.
Right from the event of man’s fall,
His redemptive plan for him he announced:
“I will put an enmity between you and the woman…
Her seed shall bruise your seed and you will bruise his heel”.
The seed of the woman will crush the devil’s head – triumphing over him
Thereby re-establishing the severed relationship.
To realise this promise, the seed of the woman will have to die
Hence “you (the devil) will bruise his heel”.

From the onset, God made a promise: “I will”!
The requirement for man’s redemption was solely his responsibility.
It will take him and him alone to mend the broken relationship.
The death of the promised seed will end man’s spiritual death.
God will provide himself a sacrifice for man’s sin.

This purpose God did signify in making man a coat of skin.
An animal had to be killed before its skin can be used. Selah!

Hence blood spilled and life taken to make a covering for man.

Blood spilled and life taken to restore a relationship;
A temporary medium by which man can approach God,
A foreshadowing of what God will do to save mankind.
In this action, was the message of salvation initiated and preached:
For without no shedding of blood is no remission.

The patriarchs who believed on this message were counted righteous:
Abel did and sacrificed an animal, so did Noah, Abraham and Jacob.
Even the erring Israelites continued in this fashion,
Yearly bringing the sin offerings of bulls and goats.
But the yearly offerings could not deal permanently with sin.
Instead, it fostered sin consciousness in them that offered it.
It will take the sacrifice of Deity himself to put away sin: “I will”!
Hence… “a body thou hast prepared me”.

God himself is the prepared body; He’ll come to save man.
He however cannot come as the spiritual essence that he his.
Bear in mind that a body is required.
In coming, He’ll come as a man – with a spirit, soul and body.
You see, the God who came as a man is Christ.
Hence “the Word (God) was made flesh and dwelt among us”.
He is called the son of God in reference to his incarnation.
So Christ (the son of God) is God who became a man.
Selah!

The men of old spoke concerning him:
“Of the sufferings of Christ and the glory that should follow”.
Moses, Abraham, David, Isaiah, Malachi, even John.

Herein lies the reality/essence of our salvation…
His birth, sufferings, death, burial, resurrection and glorification!
The law required a sacrifice for sin; He came to fulfil the law,
Giving himself as a perfect sacrifice – once and for all!
His death, burial and resurrection was beyond the natural;
They were essentially spiritually conceived.

Of his death:
“Eloi, Eloi, lama sabachthani:
My God, My God, why have You forsaken Me?”
This utterance speaks of his death.
God has made him to be sin for us who knew no sin.
His death wasn’t in giving up the ghost.
Rather, it was in his separation from God.
A consequence of taking our sins upon himself.

Of his burial:
It was in that he descended into the lower part of the earth.
Even to the place of the dead, i.e. hell.
His burial is not the interment of his body in the cave.
Instead, it is his descent to hell to prevail upon sin.

Of his resurrection:
It was in that he overcame the power of sin and death.
Death could not hold him – Oh glory to Jesus!
“For my soul will not be left in hell;
Neither will you suffer your Holy One to see corruption”.
What is more, “I shall not die but live”
These prophetic words were his confessions in the grave.
Indeed, they are the words that revived him.
His resurrection was that he claimed victory over the power of sin.
His physical resurrection on the third day, an aftermath.

Of his offering for sin:
Not in the shedding of his blood on the cross of Calvary.
For his blood (for remission) was shed in heaven.
When he went to sit at the right hand of the father.
The blood on the cross being the precursor.

We see God in the likeness of a man
Who died as a man and rose as a man
To restore reunite mankind with God.

In his death, burial and resurrection lies deliverance.
Righteousness is birthed by faith in his redemptive work.
Not in adherence to the dictates of the law.
For Christ is the end (fulfilment) of the law.
Never can there be salvation by works;
For a man shall be declared just (only) by faith.
Even faith in Christ – His suffering and glorification.

His death is our live.
His resurrection is the essence of our faith!