Name: ____________________________

Applied Information Technology ATAR Unit 1

Extended Answer Task Design Concepts

Due Wednesday 22 March (Week 8) Submit in OneNote

Total /26 marks

 Using the Coca-Cola advert as stimulus answer the following questions

1. Label / Identify and discuss 4 Elements of Design present in this advertisement (8 marks)

i) Tone is used in this advertisement in the foreground and the

background. The background is a very light tone, and is an off-
white/cream colour. In contrast, the foreground is occupied mostly by
Coke bottles, who have a much darker tone, with a brown/red colour.
This stark difference in tone helps direct the viewers attention directly
to the coke bottles, which is what the advertisement is trying to sell.
ii) The next element of design used is 3D form. The form of the image is
that of the repeated shape of the coke bottle, shown as 3d through the
shadows and shadowing. The 3D form makes the coke bottles seem
real, tangible, and accentuates their curved path towards the very front
of the image
iii) Another element of design used is shape, with the circle in the very
front of the image near the bottom being a perfect red circle, with a
border of a darker red. The red circle represents a red bottle cap, and it
alludes to the very top of the bottles where a hint of red is present. The
shape of the circle helps viewer to relate it more with the Coca-Cola
brand.
iv) The final key element of design used is texture. The sole item in the
advertisement which shows texture is the glass bottles present across
the image. The glass bottles exhibit a semi-lustrous texture, and are
drawn with white highlights to show that they refract light slightly. This
texture contrasts with the lack of texture anywhere else in the image,
once again bringing attention to the bottles.

2. Identify 2 critical Principles of Design present in this advertisement (2 marks)

i) The most critical principle of design used in an advertisement is the

unity of the image. The advertisement features an identical shape, all
with the same orientation pointing upwards. These shapes form an
angled path towards the foreground of the image, and demonstrate to
the viewer that the bottles all part of a whole, and at the very end of
the process of being made.
ii) Another principle of design used is emphasis, where all the Coca-Cola
bottles are different sizes, bringing attention to the bigger bottles.
3. Explain what you consider to be the advertising message that is being conveyed in this poster
(4 marks)

The advertisement carries a few key messages that it conveys through the poster.
The first, and most important message is that every Coca-Cola bottle made is
made the same, with same quality and taste. The message tries to get the viewer
to trust the brand more, giving them the confidence that if they buy their product,
in this case a bottle of Coke, they will get the same product as everyone else who
buys the product. This message is backed up by the text at the top of the poster
entitled Continuous Quality is Quality You Trust, this helps the message as it
means that they viewer should trust the product, as it is all the same, without flaw
or imperfection. A secondary message of the image is that the Coke is a unique
and different brand with a worthwhile product.

4. Discuss how the Principles of Design help convey the message being delivered (4 marks)

The principles of design help convey the message of the image; that all Coke
bottles are made the same, and therefore are all the same great quality. The
principles which help the message is pattern, where the repeated use of the same
shape, with the same orientation reinforces that the Coke bottles are all the same.
The other principle that does this is unity, whereby all the coke bottles are
represented as a single whole, and are therefore the same. The emphasis of the
coke bottles also helps the secondary message, that of Coca-Colas uniqueness as
a product, as the bottles stand out against the plain texture, making them seem
more unique in the smaller surrounding, allowing the viewer to extrapolate the
perceived uniqueness of the Coke product.
Who is the audience for this piece of advertising consider and discuss gender, ethnicity, age, social-
economic status living status and wealth. Justify your discussion for each part citing evidence from the
advertising stimulus material.

(8 marks)

The Coca-Cola companys aim with this image is that it appeals to the widest
audience possible, as their product; a bottle of Coke, can appeal to practically
anyone old enough to buy a product. With the aim of appealing everyone at once
Coca-Cola separates the advertisements to appeal to more specific genders,
ethnicity, ages and socio-economic status. This particular advertisement ignores
the group of the young, and those less well-off socio-economically. The
advertisement instead appeals to the middle-aged male or female, sitting
relatively well off on a socio-economic scale. This can be assumed as the image
discusses quality of the product, rather than the taste. Due to stereotyping, which
may be based in fact, the advertisers knew that those of poorer wealth often if
given the chance sacrifice the quality of a product, for its price, or more
importantly in this case, its taste. Therefore, it seems unlikely it is targeted
towards the poor. On the flip side, those with more money are presumed to care
more about a quality of a product, which is exactly what is represented in the
advertisement, therefore it can be assumed that the ad is primarily targeted to those
who value quality, which is those is the economic middle class, and higher class. Further
on from that it seems very likely that the ad is targeted for people with a Western
ethnicity, such as the United States, or Australia. This is because those societies strive for
perfection which Coca-Cola claims their product to be in this advertisement, this claim is
shown through the pattern of identical 3d form, meaning all the products are the same
which can be labelled as perfect. As there is no reason for Coca-Cola to target a specific
gender in their advertisement, and cut of half their audience in doing so, they do not
specifically target a specific gender. Trusting a brand, as stated in the title of the poster
Continuous Quality is Quality You Trust is an ideal indicative of a middle socio-
economic person, therefore it is even more likely it appeals to those who fall
under that category. As all the text is in English, it is guaranteed that it is targeted
to those in nations primarily English speaking.