Case Study

The HP (Hewlett Packard) advertisement shown above is but just one of the many that The Thinc Group has conceptualized and put into production. The different elements of creativity in an effective advertisement are appropriately and cleverly meshed and melded together to create a lasting image and message in the viewer’s mind.

• Firstly, a black background with contrasting white words was utilised to create stark contrast that is used to effectively attract the consumer to the advertisement and product at hand.
• The designers also played on the age-old saying that attractive men were usually “tall, dark and handsome”, changing the tagline to “tall, dark and intelligent”, making it relevant to the product at hand, allowing the potential customer to visualise the computer as a stylish piece of hardware.
• By adding the phrase “Beauty and Brains, it all runs in the family”, the HP advert is not only able to sell the computer product, but also sell its new product line that has emphasis on the computer that serves the family and home, appealing to its target audience of home-makers or families in general.
• The advert serves both as a “branding” and “tactical” advertisement.
• To further enhance the meaning and clarify the message of the advertisement to encourage the viewer to buy their products, a clear description of the “new HP Pavilion PC family” is outlined and positioned at the bottom of the ad without obstructing the main image above.
• Finally, the very noticeable large orange HP logo against the black background confirms the authenticity of the advertisement through its branding.