TOW #15: "Girl Scouts" (Visual)

Girl Scout cookies are a huge hit in many schools and communities throughout America. To spur the popularity, the organization released an advertisement in 2011 to spread the message and increase awareness of the program. To achieve this, the advertisement color contrast and unique font to convince more students to join the organization.

            The advertisement first uses contrasting colors to show the problem with not joining the program. At the top of the ad, there is a black-and-white picture of three obviously bored girls. In this case, the grayscale colors reflect the bored emotions of the girls in the picture. However, at the bottom of the advertisement, there are color photos of girl scouts doing the characteristic activities, such as rock climbing and kayaking. The contrast between the grayscale and color reflects the emotions of the girls in the program. Therefore, the audience is convinced to join the program, since they can understand that they will have better, more fun and educational experiences by joining girl scouts.

            The advertisement also uses fancy fonts to emphasize the euphoric emotions experienced by girls in the program. The font for the phrase, “What did you do today?” is not straight like essay font. Instead, it has angles and fun edges. Therefore, the audience is convinced that the program is going to be a fun experience if they join. The font on “Girl Scouts 2011” is also a little fancy, suggesting that people that join the program will relish the experiences they had and be proud enough to sell those to others. In those ways, the advertisement is able to convince more people to join the Girl Scout program in America.

            By contrasting colors and adding fonts, the Girl Scout organization is able to showcase the experiences and emotions felt by the girls in their programs, and in turn convince others to join. Therefore the ad is very effective, and hopefully, there will be even more cookies on people’s doorsteps because of it.