This is an advertisement by WMF, a well-known cooking-products producer, for one of its products: the Grand Gourmet knife. In this ad, the creators use a visual exaggeration, the company logo, and a product slogan to encourage consumers to purchase this item.
The visual exaggeration used in this ad is that of the cutting board being sliced, as well as the carrot. The implication is that, while regular knives cut only the vegetable, the WMF Grand Gourmet knife is so sharp that it can slice through wood as well. This addresses the advertising of the blade's quality. The point is made clearer by the addition of the slogan for the product: "Sharper than you think." The slogan clearly identifies what viewers should realize from the visual picture, that the knife is truly sharper than one would think, sharp enough to slice through food and wood alike.
The addition of the WMF logo in the lower right-hand corner of the advertisement lends the ad an immediate sense of ethos. Many consumers will recognize the logo of the company, and therefore associate the Grand Gourmet knife with a company known for its quality cooking products. The logo also gives the consumers the information as to where/from whom to seek purchasing the blade, if they so wish. If a consumer is pleased with a product they purchased from WMF, then no doubt they would be pleased with the Grand Gourmet knife as well. This also encourages consumers and regular customers to purchase the product.
I believe this ad was very well done, especially with regard to the visual aspect. The image of the carrot AND the cutting board both being sliced would have been sufficient to get the point across even without the slogan. However, the slogan clarifies any possible misconceptions about the intent of the ad, and the final addition of the company logo makes the advertisement extremely effective.
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