Advertisements do. . . What?


As I learn more and more about how to analyse different things, I find that the way information is presented is crucial to how it is understood. When evaluating an advertisement, the following points are things I noticed. 

  • Content matters. . . Identification is key

    Whatever commercial or advertisement you may see, it always has a purpose. Every last bit of content has some clue to the overall purpose of the ad. Every ad is advertising something and something is always being advertised.The key is to think, “What is this ad really about? What sticks out the most?”

Did you notice the small writing on the bottom right hand corner of this knife ad saying, “The WMF Grand Gourmet knife with Damasteel blade”? This identifies what the ad is about and what makes it special. How about the slogan “Sharper than you think,” pointing out the main theme?

Knife ad

 The cutting board and carrot are undoubtedly the visual focus. But why do they matter if the ad is about a knife?

Here’s why:

The advertisement is making it clear that the distinctive aspect of the Grand Gourmet knife is its exceptional blade made with “Damasteel.”

Side-note: [Damasteel is a company based in Sweden that “manufactures a beautiful patterned – and stainless – demascus steel with superior strength and durability” (]

Although the advertisement is actually for WMF knives (a kitchen supplies store also based in Europe) it makes some of its knives with the Sweden Damasteel.

The advertisers want their knife to sick out based on its claim to be beautifully sharp. 

  • Advertising utilizes senses 

    Tastes, smell, sight, hearing, and touch are ways to communicate with the advertisement’s viewers. Without these senses, making commercials and advertisements would be impossible. 

The image in this knife commercial shows the carrot and wooden cutting board both cut in slices. Initially, it seems to be an accident, but this “accident” was actually placed in this ad very purposely to show the sharpness and durability of the knife. This is a vivid visual example, shows how strong the knife is supposed to be. To be able to cut through a strong, wooden cutting board gives a great impression of the advertised knife. 

  • Advertisements play on emotional reactions

    Whether it be love, hate, compassion, guilt, fear, sadness, joy, pride, or happiness… advertisers can use it. 



As humans, we all have feelings and often advertisement producers create ads that will cause an emotional reaction. Once we feel a certain way, we have basically made up our mind whether or not we want to product.

We can be sure that the knife doesn’t cut as well as it claims, but this element of fantasy is something that the the advertisers use to make us believe the knife can cut anything and everything we could ever want to cut and then some. Regardless of how unrealistic this image may be, it perks the interest of those who see it.

  • Advertisements need logic and credibility 

    Despite emotional ways of reaching people, logic and credibility are important to give a real foundation to those emotional reactions. 

By showing the unique durability of the advertised knife the commercial shows how the knife will be treasured in your own kitchen. I mean, what other knife can cut through a wooden cutting board? 

The knife’s use of Damasteel, a seemingly well-established blade making company, also gives credibility, intending to impress and give support to WMF’s knife. The slogans states, “Sharper than you think,” subtly proving to each viewer that the Gourmet knife is reliable and important to each person’s kitchen success.

  • Advertisements always have beauty

    No matter what the first impression is, there is sure to be an element of beauty. Beauty comes in many forms, so keep an open mind… 

    Another photo of WMF knives with Damasteel Link

This knife advertisement is for a knife made with Damascus steel blade, known for its unique patterns and fashionable designs, which obviously increases its beauty. You may not notice it at first, but the ad also uses light and background tone to create beauty. At the top of the ad, the background is a slightly darker tone which gradually gets lighter and lighter going towards the bottom of the ad, bringing out the words at the bottom and shifting the eye to the most important elements of the ad. 

  •  As WMF’s knife ad shows…

    Every claim that the producers make is clearly seen in their advertisement, including good function, beautiful design, and awesome durability. The ad portrays the Grand Gourmet knife as an essential part of efficient cooking. The goal is to make everyone who views the advertisement think that they may want or need this knife in their own personal kitchen.

    This applies to any advertisement. This is just want all advertisers aim to do.  

    WMF’s Advertisement









Damasteel’s web address:

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