This print advertisement is from an ad campaign that Yahoo! ran, which strived to stronger connect its brand to each individual customer. The campaign allowed for users to customize their own Yahoo! page and personalize what specific news appeared on their home page. This print advertisement relates to two different concepts which we have been studying in class.
Firstly, Snoop discusses how our personalities seep through in everything that we do. This advertisement shows a woman jumping, which Dr. Sam Gosling said can be a true indicator of personliaty. From this ad, we can see the woman is kicking her legs back and smiling, which indicates she may be extroverted. Although this woman may be extroverted, many other users may have different personalities, which Yahoo! will also strive to accomodate. With Yahoo! attempting to personalize each users experience on their web site, users may be more apt to use the search engine, because it better fits their wants, behaviors, and needs.
Secondly, this advertisement also uses bright colors and bold print in order to gain the attention of their audience. It utilizes the concept of perceptual vigilance, by making the ad campaign targeted to each specific individual. In this advertisment Yahoo! clearly emphasizes the word "Yours," through the use of bright colors and larger font size. If viewers realize Yahoo! is trying to make the message more personally relevant to them, by connecting with each person's own needs, customers will be more likely to pay attention to the advertisement.
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