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A Comparison of Two Advertisements
Introduction
Advertising and media are part of everybody’s everyday life, with or
without them realizing. Each day we see adverts on the television
showing us new lifestyles that look glamorous, we hear adverts on the
radio, we see slogans emblazoned on people’s clothes, on the side of
buses, on billboards, everywhere!!
Big companies know that they need to make their product appeal to as
many ‘niche markets’ as possible and they do this by ‘audience
segmentation’. This is when companies make an advert so that it would
appeal to one type of person, and then another advert for the same
product but for a different type of person. Although it is hard to
know exactly when there target audience will be watching, companies
will spend lots of money researching. With the extremely wide variety
of channels now to choose from it makes it easier for advertisers to
be specific about who sees it. For example children’s stations such as
‘Nickelodeon’ are packed with adverts for toys and games as the
majority of their audience is under 12. But stations such as ‘The
Cookery Channel’ that have an older, mainly female audience use
adverts for perfumes, clothes, holidays.
It is essential for adverts to be eye-catching and stylish because
they are in competition with all the other adverts for similar
products. Anything from catchy jingles, to horrific scenes are used in
advertising
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Hugo Boss Analysis
The first advert to be analysed is the Hugo Boss fragrance. The advert
is for a new product called ‘WOMAN’ that they are adding to their line
of fragrances.
The first thing that is noticed about this advert is the colour. It is
very contrasting with the black and white, and gives a big impact to
the audience. The white usually signifies innocence but with the black
background it’s suggesting hidden depths, like a wild side that you
could have. The model’s look is very confident, like she can get
Common sense seems to dictate that commercials just advertise products. But in reality, advertising is a multi-headed beast that targets specific genders, races, ages, etc. In “Men’s Men & Women’s Women”, author Steve Craig focuses on one head of the beast: gender. Craig suggests that, “Advertisers . . . portray different images to men and women in order to exploit the different deep seated motivations and anxieties connected to gender identity.” In other words, advertisers manipulate consumers’ fantasies to sell their product. In this essay, I will be analyzing four different commercials that focuses on appealing to specific genders.
I have chosen two advertisements that look different, but are selling the same products. The brands have different perspectives and different audiences. One is a Durango boot advertisement and the other is an advertisement for Ariat’s line. The Durango ad is a picture of two people, a man and a woman, on red rocks like the ones in Arizona and New Mexico. The male figure is in a bent knee, crouched position, wearing sunglasses, a cowboy hat, a brown leather vest, a white tank top and blue jeans with brown boots. The female figure is laying in front of the male figure,
produced is by three or four chickens or hens in a small cage that do
The bold print also indicates for the woman to remove her clothes, or for the viewer to do so. Everything is very clean, clear, and appealing to the eye. There is a highlight around the woman’s body leaving her look like she’s glowing. The weight scale is indicating that the woman has lost weight and she is shocked by how much she weighs now. The company displays this petite woman which advertises, if you drink their product then the consumers can look like her. This add is posing as a sex symbol for men and is showing younger women that they should look like this woman in the ad. This ad is also indicating that only ‘sexy’ and ‘healthy’ woman can produce healthier milk.
The company Old Spice uses various elements of visual rhetoric to convince the consumer to purchase their product. In this case, the commercial is selling mens body wash. In almost every Old Spice commercial they use a handsome man to say to the consumer, in a passive-aggressive manner, that if he uses their product that he will achieve the unobtainable look that Old Spice portrays. Within this commercial, Old Spice prey on men’s insecurities about being attractive to the opposite sex. Making the men feeling vulnerable to their emotions, saying to them that they need to look like the man in the commercial and they can achieve that by using Old Spice.
other is when the man and woman look at each other and nod as if they
The first image I have chosen to discuss is a smoking advert from the 1950’s. It features John Wayne smoking a Camel cigarette. It is a commercial advert, because it is trying to sell a product. Conversely, the advert that I will be comparing with is an advocacy advert, because it is trying to persuade you not to smoke. It is giving you advice about an activity which is considered controversial. It is an advert from ‘Alghanim Medical services 2000’. It uses a very formal font and adds formal authenticity.
as knows one will take notice of it. The Ford Focus advert is aimed at
Both of the adverts have main points that they want you to focus on as
looks like 'FUCK'. The use of what appears to be a swear word has the
men and the women are around 25-35 years old but one of the men looks
Television commercials are television programming produced by any organisation to provide message in the market about their product or services. It is one of the most popular methods to attract customer and provide them information about their products or services.
Advertising generally tries to sell the things that consumers want even if they should not wish for them. Adverting things that consumers do not yearn for is not effective use of the advertiser’s money. A majority of what advertisers sell consists of customer items like food, clothing, cars and services-- things that people desire to have. On the other hand it is believed by some advertising experts that the greatest influence in advertising happens in choosing a brand at the point of sale.
would do a good job because it is a well arranged advert and uses the
The first advert we will look at is from 1960. It depicts two men and