In the world of retail, it is crucial for companies to advertise their products to promote customer awareness and persuade consumers to purchase them. Manufacturers are competing to persuade the consumer to buy their goods over a rival's. To do this, they employ many subtle tactics to persuade consumers that by buying their product will somehow enhance their lives, e.
g. by making them happier, more beautiful and even more desirable. In this essay, I will choose three advertisements from a magazine, which are all aimed at teenagers.I will analyse the ways in which they appeal to their target audience, before deciding which I think is the most effective.
The first advertisement I will analyse is for 'Exaggerate Hydra Colour Lipstick' from Rimmel. The images and language that are used give an impression of strength, vibrancy and even violence. The picture shows Kate Moss tilting her head moodily to reveal a symbol, resembling graffiti, drawn on her cheek in lipstick. The Exaggerate Hydra colour lipstick is a dark, bold plum and is pasted over her lips, and a sullen and defiant expression covers her face.
She wears a jagged-edged, black, lacy top. The theme of arrogance and hostility is shown in the language also, as the words used to describe the product are all linked with violence. Across the model's chin are the words: "moisture hit", and at the bottom of the page are the words: "Smack your lips with moisture that saturates, and colour that overflows. Hit them with it.
" The repetition of words like 'hit' and 'smack' add to the impact of the advertisement, meaning that teenage girls are more likely to remember it, and buy the product.The choice of 'violent' words, and the short, simple sentences make the advertisement more persuasive; the phrase 'moisture hit' is more eye-catching and memorable than a longer, less powerful phrase like: 'Lovely new moisturising lipstick', for example. The Rimmel slogan is in the form of an instruction: "get it on", ordering girls to apply Rimmel make-up. It is a command, so the reader feels compelled to do it.
The violent wording and graffiti-like symbol appeal to a streetwise, self confident, teenage girl. It makes teenage girls feel that, if they buy the product, they too will be strong and self-assured, as the advertisement implies.The layout of the advert is somewhat expected of an advert in a teenage magazine. The advert is very text light with only a simple sentence used, at the bottom of the page, to accommodate the ever decreasing concentration span of a teenager.
The use of bold writing is also prominent throughout the advert and is used to highlight its snappy one liner, this suggests that the advertisers are trying to make up for the lack of text by creating a sentence that gets the point across and sticks in your head. The second advertisement is completely different to the first. It is for the brand 'Skechers'.At first glance Christina Aguilera is the most obvious feature of the advert as she monopolises the space on the page - it's a very simple advert giving a direct message: buy Skechers because Christina Aguilera wears them. However, it is also slightly unconventional as this advertisement, unlike most examples of celebrity endorsement, seems to be working both ways - her album cover appears top right with the message 'get stripped'.
In most examples of celebrity endorsement, celebrities are paid to associate themselves with a brand in the hope that their positive characteristics and values will somehow transfer themselves.As mentioned Christina Aguilera dominates the page, filling the centre from top to bottom. This is where the reader's eye goes first, in the hope that they will linger on this page of the magazine and hopefully notice that she's wearing Skechers. She is in a seductive, suggestive pose, staring at the reader, leaning on her hand, lips parted, skirt riding high. The reader is being encouraged to view Christina Aguilera in a particular way here - flirtatious, available, and interested.
However, she is not wearing the risqui?? , overtly sexy clothes that she has come to be associated with as this would not sit well with the Skechers brand image.The viewer's eye first goes to Christina's face, then follows the line of her body down her dangling leg to her Skechers-clad foot. The silver/grey shoes stand out from the dark colours she is otherwise wearing. From her foot the eye goes directly left to a large Skecher's logo. It is silver/white and stands out clearly against the muddy khaki background colour.
This is also an unconventional place for the logo - it should be on the outside edge of the page so that it is seen and remembered as the page is turned. Here Christina Aguilera's album cover takes the prime position.From the logo the reader's eye goes up to the top right hand corner where her album appears. The white of the cover leaps from the page, and the reader is told to 'get "Stripped"'.
There are two different font styles here, neither of which are Sketchers fonts, emphasising the power of the celebrity (Skechers are willing to compromise their brand guidelines in order to keep Christina happy). The album cover is directly in line with Christina Aguilera's eyes, encouraging the reader to scan between the two. The setting for the advert is deliberately ambiguous - it is impossible for the reader to say where this shot has been taken.This is probably to keep the appeal as broad as possible - it's not definitely the UK or US, it's kind of ageless and timeless. The colours used are warm, especially the light coming through the window.
This light compliments Christina Aguilera's seductive pose; the use of shadows and warm, soft half-light is deliberate. The lack of copy keeps this advertisement nice and simple, and also adds to the ambiguity - text, as seen in the first advertisement, usually tells the reader about product features, price, and where you can buy it. Text usually helps narrow down the target audience.The final text heavy advertisement for '4head sticks' is also different from the first two analysed. At first glance the consumer will notice the bizarre layout of the advert; three quarters of the page is taken up by a large image and only a small section in the bottom right hand corner contains text. The use of a unusual layout has been apparent throughout all three of the adverts I have looked at and is a complete spin on the usual Ogivily layout, which encompasses a large image taking up the top half of the page followed by the main copy underneath, taking up the second half.
This unconventional layout will serve well to attract the reader as it is somewhat reminiscent of an article. As the reader the scans the page the first thing that will catch their attention is a large image of a young woman holding her head in her hands. The woman has a look of deep despair covering her face. This creates sympathy within the reader, reminding the reader of all the times they themselves have suffered from a headache, reinforcing the need to buy the product. The subheading starts by questioning the reader, 'Got a busy day and a headache? ' this is a rhetorical question and does not require a response from the reader only to make the reader think. As it is an example of cold reading, whereby the question is likely to get the same response from the majority of reader's as it contains information relevant to most people in their target group, this makes the reader feel as though the advertisers understand their situation and can not help but read on.
The use of italics on the word 'and' suggests that the advertisers are emphasising the duality of a busy day and a headache. The subheading then goes on to say that 'At least you can deal with one of them', suggesting that the '4head stick' is clearly the solution for one of the problems. Beneath the subheading is a large piece of copy, this use of large chunks of text is a stark contrast to the previous two advertisements, where if anything, only a few short sentences were used to engage the reader.As the copy begins it takes on a narrative style, this is further highlighted by the story telling structure of the text; we can clearly identify a beginning, where the problem of a headache is posed, a middle, where all the causes and symptoms are explained and finally an end, where the product is offered as a solution. This narrative and structure is not that different to that of a story, this similarity keeps the reader engaged as a story would and also puts the reader at ease as most people tend to read stories.
In the text use of words such as 'on-the-spot', 'instant' and 'convenient', imply that everything from buying the product to using it are in the consumers best interest and that everything is done 'instantly' to care for the customer. These words also suggest that the product will work immediately. Phrases such as, 'suitable for use alongside other treatments such as pain relief tablets', suggest that the advertisers are broadening there target group by considering the needs of people who may already be on some form of medication, as many of the older generation are.The strategy of the advertisers to address the customer directly and to show their sensitivity to their customers as individuals is highlighted by the use of pronouns in the text such as, 'you' and 'you'll'. This is further highlighted by the use of plural pronouns, 'our', 'us' underlining the sense of the advertisers and the consumer as a team. The use of statistics such as, 'at least one headache a fortnight', are used to manipulate the consumer into purchasing the product.
In this case the statistic is used to frighten the consumer, who is made to fear for his or her health.On the other hand, statistics such as, '100 per cent natural' suggest an organic product that is free of chemicals and any toxins, this seems to be, another ploy to conform to the beliefs of health conscious individuals of a modern society, who are part of a growing group fuelling the demand for 'natural' and 'effective' products. The use of scientific words and phrases like, 'Advanced hydro-gel' and 'specifically formulated', give the impression that the product has been through vigorous trails and testing to ensure that it is effective and safe for use.Also it implies that the product is guaranteed to work. The descriptions coupled with the product seem to imply that using a '4head stick' is somewhat pleasurable, 'cooling', 'convenient'.
This is unusual of a medicine as most consumers have come to expect the sour tastes of syrups and hassle of regular tablet doses. This plays on the readers memories, reminding them of all the pain staking remedies they have used to beat a headache.The use of alliteration on 'cooling' and 'convenient', suggest that the advertisers are trying to introduce some sort of rhythm or flow to the language, and make it something more than just the basic facts. The use of red packaging for the product is also quite symbolic as, in many cultures; the color red is considered to have protective powers against evil influence. As the reader finishes the copy they are presented with a small box which contains an advisory warning that '4head stick is a medicine' and to 'always read the label'.
In conclusion, I think that the Rimmel 'Exaggerate Hydra Colour' lipstick is the most successful advertisement of the three, as it uses effective strategies to appeal to the target audience. The use of violent wording and short, sharp sentences add to the impact of the advertisement. The graffiti and aggressive language appeal to the rebellious, 'non-conformist' attitudes of teenagers today, who want to be seen as tough and streetwise by their peers.The shade of lipstick is a dark, bold plum, which, as well as being 'the colour of the moment', is dark and vivid, making it catch the reader's eye.
The fact that the model advertising the product looks beautiful and confident makes teenage girls subconsciously think that if they buy the lipstick, they will posses the same qualities. The advertisers responded to teenage girls' insecurities (about their looks, confidence, and the impression they give to others), and produced an advertisement, like the '4head stick', that implies the product can solve these problems.
