Adrienne Pontani
Interactive Advertising
Analyzing Interactive Ads in Terms of Usability
On the Web:
1) When going to http://www.att.com to gather information about purchasing a new cell phone, a banner advertisement was present as soon as the page loaded. The ad depicted cellphones with copy saying,” AT&T MOBILESHARE VALUE PLANS Starting at $45 per month, no annual contract” with more copy underneath stating, “LEARN MORE” which was a large, blue, clickable button. In terms of the mental model, one can assume that the ad is there to solicit consumers to buy the Mobilshare Value Plan. One affordance is that it can be visualized on a screen and has a call to action. A constraint is that it cannot answer any questions that are not present after clicking on the call to action link.
2) When I went to http://www.hm.com, the home page showed an advertisement on the side, informing the audience of an online offer of “50% off spring items.” All of the mechanics and interactions are parallel with that of the AT&T ad.
3) When reading Allure magazine, there was an Advertisement for Dior perfume. The ad also included a free sample of perfume that was being advertised. When the tab on the side of the page was pulled over, the consumer could smell the perfume and opt to put it on their body to test the scent. In terms of usability, the mental model is that we assume the ad is for testing a perfume. For its affordances, it can naturally be seen, felt, and smelled. The ad can be torn and pulled. Its constraints are that the supply of perfume is very limited. It only has a small amount for smelling or rubbing on your skin once or twice.
4) This last example is an advertisement for Tyskie beer. The ad is a sticker of a Tyskie beer mug that is placed behind a handle of a glass door, representing the handle of the mug. I liked this ad a lot because it took the example of the door we used last week, and incorporated an ad. The affordance is that the door is meant to be used to enter or exit a room. Its constraint is that it is a blockage. In order to enter the building in which you’re going into, you must engage with the advertisement.
Interactive Advertising 