A Comparison of Two Advertisements

A Comparison of Two Advertisements

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A Comparison of Two Advertisements

The female advert could be aimed at middle aged women. This is because it is not showing a really young person in the mirror such as a teenager, and it looks like someone in their mid-twenties or early thirties. This might make it less appealing to younger people, because it does not have the “fun factor” such as funky designs. The male advert could be targeting an age group between 18 and 30 but older people possibly will be tempted to purchase the product, as it could make men feel strong and masculine because of the design of the bottle.

The setting for the female advert is a dressing table with flowers surrounding the collection of products and the mirror. A lady is looking in the mirror and we can see her reflection and an additional reflection which could be someone else. The darker reflection in the mirror looks like an older woman, which could imply that the perfume makes her feel younger. If someone sees the advert of her looking at herself in the mirror, which makes her appear younger, they will envy her and decide to buy the perfume themselves. There are a few bottles on the table and the small bottle at the front is the perfume. You can tell instantly that this is an advert for females because the flowers are very feminine and are unlikely to be on a male advert. Having the female perfume surrounded by the whole collection makes women want to get the whole set. The setting for the male advert is outside and has been located on what looks like a cliff with the ocean behind it. It is not very “busy”; it’s just the bottle on a cliff with a background of the sky and a bit of sea. This could work on the male audience very well because males are more likely to just pick out one specific point on the advert, such as the bottle.

The camera angle used for the female advert is at eye level on the side of one woman’s face, but front on for the other woman. This could be for the reason that it is showing the transformation from when you were not wearing the perfume, to when you are. The soft focus may have been used to have a romantic rendition of the image. The undefined lines in the soft focus could also make the female audience feel like they need to have something soft and feminine; this is as an alternative to making women feel strong, protective and powerful, which are all very masculine things.

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The camera angle for the male advert is interesting; because of the way the picture was taken, we are looking up at the bottle. This could give the audience a feeling of power and importance, because it is showing us that the perfume is holding a higher position of power. It is as though it is a challenge for the males to acquire it because it is like climbing a cliff to succeed in reaching it. Some men act as the alpha-male, they like to be in control, and the camera angle here gives the advert a very masculine feel. The male audience could be made to feel their self-respect has been taken away, because they perfume is bigger and stronger than they are at the moment. They can have it given back to them for the price of the product, because the bottle looks better and more powerful than them. The viewer is looking up at the product, in the same way that they would like to be seen by other males or females. Exclusivity for the male advert is making the male feel like an individual, being the only one that will have it. Inclusivity for the females is that someone else has it and therefore I want it.

The shape and design of the bottle in the female advert is relatively small and looks dainty and delicate, which is how females like to be perceived, whereas the shape and design of the male bottle is very “butch” and looks like it is the figure of a male, with the lid being the head and the bottle the body. The design could have the letter “I” on the front of it making the bottle look like “I” need/want it; the onlooker is feeling envious of how the build of the bottle looks, and as John Berger said, “the happiness of being envied is glamour”.

The print and font in the female advert is rather posh and fancy; very feminine. The writing has been put in the middle of the advert so we are immediately drawn in the direction of it but everything still stands out like the collection of products and the flowers. There is also a small piece of writing in the midpoint at the foot, which is the make of the perfume. There is not a main focal point of the advert because there are many things in the advert. The print and font on the male advert is very basic nothing fancy like the female advert. They have the name of the merchandise at the top and evidently state “for men”. Then at the bottom of the advert just the make of the perfume like the female advert. The print is very square and basic. The focal point of the advert is the bottle.

In conclusion we can tell that the male and female adverts have more differences than similarities. The female advert is indoors, with flowers, it is a much softer image than the male one, the perfume bottle is smaller, the print is fancier and it is trying to convince you that the perfume is making her feel younger and the audience will envy her. The male advert is outdoors, not very busy at all, the bottle is the shape of a male body, the font is square and very basic and it is trying to convince the audience that it will make them bigger and stronger. This does not make one a better advertisement than the other, they just have to grab each audience men or women in different ways.
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