Level 2: Assemblimator

On this level your task is to learn to DECODE ADS: To pull apart their different pieces and to see how those pieces work together to make ads more appealing to the audience.


Explore the entire level, or jump ahead to a specific area:

Ad Studio

Level 2: Area 1

AD (Advanced Design) Studio

Put the pieces together.

In this giant, futuristic, and multilayered art studio, you will learn about the different parts of an ad, including elements like photos, drawings, animation, colors, music, sound effects, and, of course, words. You'll also explore what these parts mean and how advertisers use them to tell you about products, and convince you to want or buy them.


Challenge 1: Graphics

Graphics are the visuals: pictures, drawings, or images in ads. Graphics in ads often show the product. They also try to connect the product to feelings. The pictures in this ad suggest how you’ll feel if you buy these clothes.

Image of pages from a Zed Clothing catalog showing teens dressed in trendy outfits, hanging out in the city.
Image of pages from a Zed Clothing catalog showing teens dressed in trendy outfits, hanging out in the city.
call out

Match the feelings to the appropriate pictures from the ad.

Photo on far left: Image of girl on cell phone with friend chilling next to her. Photo in middle: Image of three kids by a wall with skateboard. Photo on far right: Image of two girls smiling and taking self portrait.
  • Popular
  • Happy
  • Relaxed
  • Popular
  • Happy
  • Relaxed
  • Popular
  • Happy
  • Relaxed
Correct!
Incorrect - see above for the right answer.
If that's what those pictures look like to you, you're correct.
Audio Speakers

Challenge 2: Audio

Audio is the sound – music, talking, noises, and effects – in an ad. The audio in this commercial keeps you interested. It can be as important as the words or graphics in telling you about the product. Listen to this soundtrack from a TV ad.

What kind of product do you think is being advertised?

  • Winter Coat
  • Shampoo
  • Soda
AUDIO
Fast-paced breathing sounds followed by a gulping noise and then upbeat techno music.
Correct!
Incorrect - see above for the right answer.
The correct answer is 'Soda'

Challenge 3: Copy

Copy is the writing in ads. Short phrases that are repeated in ads are called slogans or taglines. They should be easy to remember, and tell you what the advertisers want you to think about the product.

Image of four product logos with taglines: “Fast the way you like it” is next to a logo for Fast Chef restaurant, “Sink the stink” is next to a logo for Destroyer Deodorant, “Have you played today?” is next to a logo for the Federal Commission on Children’s Health and “Takes you to the top” is next to a logo for Summit Soda.
Image of a newspaper insert featuring an offer of game cards and cheat codes for the Zaano “Jungle Mysteries” video game with a Fast Chef Smile Meal - while supplies last.
Call Out two
Image of a newspaper insert featuring an offer of game cards and cheat codes for the Zaano “Jungle Mysteries” video game with a Fast Chef Smile Meal - while supplies last.

What is the slogan in this ad?

  • Fast the way you like it or
  • One toy per smile mealor
  • While supplies last or
  • Smile Meal or
  • Zaano
Correct!
Incorrect - see above for the right answer.
The correct answer is 'Fast the way you like it'

Challenge 4: Video

Video is any kind of moving image in an ad. It’s a powerful advertising tool. Like a movie, it can take you on an adventure. And like a movie, sometimes, advertisers use special effects. In parts of this commercial, things move really fast.

Video of a mountain biker who takes a gulp of Summit Soda and goes from a slow-motion climb to a fast-paced ride. Techno music plays.

Get Adobe Flash player

Why do you think the film speeds up like this?

  • To make sure the ad meets the 30-second limit or
  • To let you know the soda has lots of sugar in itor
  • To suggest you’ll be a faster rider if you drink this soda or
  • It wasn’t a special effect; the bike was really moving that fast
Correct!
Incorrect - see above for the right answer.
The correct answer is 'To suggest you’ll be a faster rider if you drink this soda'