Analysing Magazine Adverts

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Adverts appear everywhere in the mass media from newspapers and magazines, billboards, to the cinema. Adverts are aimed at a target audience to persuade them to buy new products. The target audience is the group of people that the adverts are aimed at. Sometimes these can be world-wide, huge numbers of people right down to a very select niche group but, all adverts have the same aim: to sell the public products. I have selected two adverts from the same magazine, Cosmopolitan; both are perfume adverts aimed at women. In this essay I will comment upon the differences between to seemingly very similar magazine adverts and how they both reach their target audience.

Both adverts rely heavily on colour to grab the audience’s attention. ‘So You’ uses a bold, bright orange which is very individual and eye catching. Combined with the use of gold, the advert is very luxurious but unique. The women in the advert reflect the mood of the room too, they are attractive and look rich; just like the room. Their clothes are individual but expensive looking. To play on the theme of luxury combined with the slightly insane, the two main objects in the room are the golden harp and an orange zebra. The props suggest different connotations, the harp shows luxury and privileges and the orange zebra brings an element of the insane to the advert.

The whole concept of the advert is rich, young women having fun in their own individual ways. The main model is staring directly out to the audience almost daring them to join in. This pose is very similar to the pose of the model in the ‘T-girl’ advert, although she is much more relaxed and natural. She is more alluring rather than confrontational like the other model. The ‘T-girl’ advert is much more relaxed and tempting as the colour red is used which is a romantic, warm colour. The colours are more natural and easier on the eyes. The man in the background is resting naturally on a guitar, it gives the women power without really showing it. Although you only see his bottom half, the target audience will see this as power as he appears to be under the spell of the woman’s gaze.

The location is unravelled, it could be anywhere near the coast and to keep the advert ambiguous the model’s clothes are plain and normal looking. This highlights the difference at how the two adverts have attracted an audience; the ‘T-girl’ advert is anonymous, it could easily be you, the audience, in the advert. Whereas the ‘So you’ advert is the audience’s alter ego. Both suggest they could be worn at different times in the day, when the audience is either in a dreamy or provocative mood. ‘T-girl’ attracts your girlie and natural, side through the use of a hot, romantic location and the model’s natural pose and feminine clothes and hair. ‘So you’ grabs your attention with its bold location and slightly bizarre props. Having said that both use colour and an attractive model, you can relate to, in two very different ways, to gain the audience’s attention.

Another very important factor is that both adverts include a picture of the bottle of perfume, the actual product the makers want to sell. It is important to include this, as after having successfully spent time selling the main concept of the perfume to your target audience, it is no use if you do not go and buy the perfume. So, a ‘handy’ image of the perfume is placed on the page so potential buyers know what to look for. Usually, as in the adverts, the bottle reflects the mood and ideas of the perfume, to remind the audience how they felt when they first saw the perfume advertised.

Both adverts rely on visual simulation but do include a slogan to anchor an idea to them. ‘So you’ uses a personal tone by addressing the audience, asking them a direct question and by using the pronoun ‘you’. They have also cleverly used the name of the perfume to start the slogan. This use of alliteration, repeating ‘So’ highlights the word and the name of the perfume. Remembering the perfume name then becomes easier. At the top and bottom of the page the audience is told whom the perfume is by and that it is the newest perfume available. ‘Giorgio Beverly Hills’ tell this to the audience very simply, as even though the target audience is adult women, anyone could see this advert, such as children, and understand that it is a new product.

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