This is an advertisement that I saw in Rome where the Metro rails are located. Gelato is very popular in Italy, so it isn't surprising the amount of gelato advertisements that were scattered everywhere. This advertisement was particularly large, and obviously Italian, so I had to translate it on my Google translate app.
This advertisement mainly caught my attention, because it is 100 degrees outside and all you can think about is eating something cold. So, passing by a giant image of cold gelato quickly got my attention. Also, not being fluid in Italian, I wanted to know what the message said.
The target audience for this message is anybody who is looking for a good gelato. The message translates in english as "Imperfect, but true." This message targets anyone who isn't looking for anything fancy, but just something wholesome and delicious. I really think this advertisement doesn't target specific age groups or genders, but is an advertisement for everyone who needs to cool off on a hot summer day.
The images are really simple, but still eye catching. The blue really pops and your main focus is on the gelato. The text is very simple and doesn't take away from the delicious looking gelato. The images communicate that this gelato stands on it's own, because of it's flavor.
This message is culturally different from any advertisements in America, because American advertisements are very competitive with one another. You could see several different advertisements for several different desserts. In Italy, gelato is very much a part of the Italian culture and daily life. There is gelato everywhere, and there is a lot of competition on which spot is the best. We don't really have gelato in America, so advertisement like this is definitely something unique to Italy.
I really like this advertisement, because it's pleasing to the eye and the message is really straight forward, even in Italian. I think it is super effective, especially during the summer.
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