1956 Schweppes Print Ad
Print Ads
Aug 9, 2017
This print 1956 print ad by Ogilvy showing Schweppes as priceless cargo.
Red areas are most likely to attract attention, followed by Yellow/Orange areas, and Blue areas. Areas that have no color overlay are unlikely to attract visual attention.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
The Regions Report graphically represents the likely distribution of visual attention during preattentive processing.
Any area or object that is identified as one of the first 4 predicted fixations is highly likely to be noticed at first glance, regardless of its 1, 2, 3, or 4 order.
Analyzed by SwipeBotSwipeBot
Image Description
The 1956 Schweppes print ad features a helicopter in mid-flight over a scenic coastal landscape, carrying crates of Schweppes. The tagline suggests that the cargo—Schweppes—is invaluable and essential for a secret island retreat.
Positive Aspects
- Engaging Visuals: The image of a helicopter transporting Schweppes crates is both humorous and striking, capturing attention immediately.
- Color Harmony: The use of bright colors like yellow and blue naturally draws the eye to the Schweppes branding and reinforces brand recognition.
- Storytelling: The ad suggests an adventurous narrative, making Schweppes seem like a must-have luxury item.
Key Takeaways
- Bright colors like red, yellow, and blue are strategically used to attract visual attention in advertising.
- The ad employs a narrative technique, portraying Schweppes as a 'priceless cargo' to emphasize its value.
- Visual elements and sequence play a crucial role in guiding the viewer’s attention to key messages and branding.
Additional Insights
- Humor in Advertising: The concept of Schweppes being so precious that it requires a helicopter for delivery adds a whimsical touch, making the ad memorable.
- Influence of Ogilvy: Known for his innovative advertising, Ogilvy's touch is evident in the clever use of imagery and storytelling to elevate a simple product to an aspirational level.
- Visual Hierarchy: Understanding how visual attention works can be a game-changer in designing effective advertisements, helping to ensure the most important elements are noticed first.
