Image Attribution: “Clayton Air Service Advertisement Analysis” by Janelle Rudolph is licensed under CC0. (See interactive map)
Janelle Rudolph
Terryl Atkins
VISA1500_01
September 23, 2020
Assignment 1, Part A
In the Saskatchewan Valley area, these billboards are found beside highways to promote Clayton Air Service. An aerial crop service business offering spraying, seeding, and fertilizing. Looking at this advertisement, it’s clear they are looking for new business.
This advertisement is intriguing since every piece is separated by bold lines. Even the text at the top and bottom of the photo are separate through shading. The advertisement remains effective since these lines keep things clean, which is needed when promoting a service. On the left, the company logo is creative using the ‘y’ in the company name to design a plane in red and black with another plane flying towards the viewer. On the right, a clear photograph of a plane around midday in summer is spraying a perfectly straight crop with trees in the background. The photograph colours are saturated to get the most detail; the trees and crops are vivid green, the plane bright yellow with deep navy accents, and the chemical being sprayed is bright white.
The elements work to convey the message that farmers looking for help this season should look no further than Clayton Air Service. They are a company with expertise; their service is a smart choice. The company logo and the spray plane make the message simple to determine, but the addition of text at the top and bottom giving a review and listing services offered make it even stronger. No element is intertwined to make understanding difficult; each element works effortlessly to build the levels of the ad. Generally, the ad is kept simple but colourful and bold enough to ensure it catches the audience’s eye.
When attention is caught, it becomes an effective advertisement. An ad along a roadway must be noticeable against trees, wildlife, and all colours of the seasons. This ad’s bold lines and bright colours make it easy to see, which is perfect when your demographic is road traffic and farmers; people who don’t have time to interpret hidden meanings. The only piece used to convince the audience is the ‘Best service, best price’ statement, giving the impression that that is all that’s important and to call if you have questions.
This company is recognizable to me since I live in the area, so I have seen their ads and planes. But other than appreciating the well-snapped photo, it doesn’t affect me; I am not looking for someone to fertilize or spray my crops.
The practice of aerial spraying is safe and effective. Regulations state that aerial companies must have trained Transport Canada certified pilots with flying and pesticide application experience (Saskatchewan Aerial Applicators Association); pilots must be knowledgeable about wind patterns and using correct spray nozzles. All chemicals used are regulated and tested, and off-patent pesticides have been banned. Also, when large ground equipment isn’t used no tracks are left in fields making the yield higher, and fewer carbon emissions are released since the aerial application is quicker and ground equipment isn’t used. Simply, aerial is better.
References
- Western Canadian Aerial Ltd.
https://wcaerial.com/services/
- Prairie Dusters
https://prairiedusters.com/crop-protection/
- Saskatchewan Aerial Applicators Association