Anchoring

Anchoring: When an image is ambiguous, so therefore linked to a caption and/or logo

Connotation

- Strong, muscular mascot = Strength of the toothpaste

- White background = Purity, white teeth, cleanliness

- Toppled over food = Strength over plaque

Connotations:

- Black = Space, darkness

- White = The light (the force)

- Exact contrast of white and black = Stars and galaxy, good and evil (dark side and light side)

-Anchoring:

Informs people about the statistics of smoking

Connotations:

- Clown = Scary, (funny but not in this situation