If you see this ad without any context, it might be hard to understand what this picture for. These are just like pictures of women from Japan and India. The special thing of this ad is that the tongue part is three-dimensional. This tongue makes people try pulling out it and it comes out. On the tongue, it says “get the native tongue” , “institute of foreign languages” and its telephone number.
This ad appeared in Korea University in December 2008 to advertise the institution and lecture interestingly.
This advertisement is intended for people who want to learn foreign language especially students, considering the place where it appeared.
But, this ad is a little bit different from other language lecture ads with the tongue picture and the copy, “get the native tongue.” From this, we can guess that the lecture is for the students who would like to improve their language skill in pronunciation and communication, not only focusing on reading and writing. Also it might be for over intermediate language learner.
This ad is really noticeable because of colors and design and it is kind of simple. It uses white color for background, it makes two women pictures more noticeable. And it just shows faces without any other body parts since it can express what it wants to say with only the tongue or even it can emphasis its meaning without any other body parts. The traditional costume strengthens the copy “native tongue”. Simple picture without any commercial words comes to us more friendly because people tend to avoid ads which look too commercial.
Moreover, looking at this photo closely, you can know that this ad is posted very near the button for the elevator. People are tempted to pull out the tongue since they have to push the button which is located just below the ad.
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