Public Opinion Research

Print Ads - July 2005

Help on accessing alternative formats, such as Portable Document Format (PDF), Microsoft Word and PowerPoint (PPT) files, can be obtained in the alternate format help section.

Overview

This paper provides a summary of qualitative public opinion research conducted on print advertisements (newspaper and magazine ads). This paper is not meant to be a substitute for the pre-testing of materials, rather it is a collection of generalized findings intended to provide insight into the initial design of print ads. Many research projects have been conducted on print advertisements and several trends have emerged throughout this research in areas such as:

Format

• Simple, to the point ads without a lot of clutter go over well.¹
• The most important parts of an ad should be in larger fonts, as this makes them stand out and they are therefore easier for Canadians to read.², ¹²
• Contact information (i.e. 1-800 number, web address) should be large enough to stand out and should be placed somewhere in the ad where it can be easily seen.⁹, ¹²

Content

• Canadians want to see clear communication of the Government of Canada's intentions on serious issues.⁵, ⁶, ¹²
• Facts and statistics are generally well-received by Canadians and serve to get their attention.³, ⁵, ⁶, ⁷
• Several different things are required of a print ad in order for Canadians to consider the ad to be effective. Ads should answer core questions surrounding an issue.⁶, ¹² Although generally, Canadians prefer short, succinct ads with clear, self-evident messages,², ³, ⁴, ¹¹ they express an interest in longer ads when new information is being presented to them.², ⁵, ⁶, ⁷ Ads which make issues personally relevant are generally well-received.¹, ⁹, ¹¹ Finally, ads should have original, interesting, catchy headlines that aren't too difficult to remember.³, ¹¹
• When Canadians perceive information to be absent from an ad, cynicism emerges, making them question the federal government's motives for running an ad.⁸, ¹⁰
• The repetition of information and themes is often effective at making Canadians remember an ad, while offering new information increases the impact of an ad.⁷
• Print ads which address similar topics as television ads or are part of the same campaign should be complimentary to related ads.⁶, ⁷
• Ads should be clearly Canadian in content and should avoid references to the United States and Americans.⁴

Language

• There are several key language issues which affect Canadians' views of a print ad. Generally, Canadians prefer messages which suggest action.⁶ Also, strong statements are appreciated.⁹ Finally, messages about accountability tend to go over well with Canadians.⁸, ¹²
• Ads should avoid language that can be construed as boastful or opportunistic.¹⁰
• Wording choices should take possible areas of confusion into account, and phrasings which present the least opportunity for confusion should be chosen.⁶, ⁸, ¹¹
• The use of inclusive language (i.e. "all Canadians") is perceived by some Canadians as being exclusive (i.e. those who are not yet Canadian citizens).⁸
• Particularly in French, phrasing should be watched carefully in order to avoid having messages come across in too much of an authoritative tone.¹¹

Visuals

• Colour is important, as eye catching colours and colour schemes draw Canadians' attention to an ad.², ⁴, ⁵, ¹¹
• It is important for the Government of Canada to clearly identify itself as the ad's sponsor, however, overkill should be avoided (i.e. repetitious use of the Canadian flag).⁸, ⁹
• While depictions of individuals of all ages and ethnicities are generally appreciated, when this is overdone the ad comes off as trying too hard to be representative of the Canadian population and serves only to discredit the ad in the eyes of Canadians.⁸, ¹¹, ¹²
• Visuals should avoid being offensive or exclusionary while still being unique and attention-getting.⁶, ¹¹ They should also be dramatic, powerful, clear, direct, understandable and emotional.², ⁶, ¹¹

Aboriginals

• In ads targeted at First Nations people, the inclusion of Aboriginal people lends credibility to the ad.⁵
• Bulleted information is effective at capturing their attention.⁵

If you have any questions about this research or would like further information, please do not hesitate to contact Jane Hazel, Director, Public Opinion Research and Evaluation Division, Communications, Marketing and Consultation Directorate (CMCD) at (613) 957-0215 or via e-mail at jane_hazel@hc-sc.gc.ca.