Public to purchase their product
Advertising is an attempt at persuading the general public to purchase their product. We are surrounded by numerous various adverts in lots of different places. Adverts are seen on the television, the radio, Internet to football stadiums and on billboard posters. Advertisements effect our everyday lives, the contents of an advert aims to influence us in some way. I have chosen to analyse a ‘Proderm sunscreen’ advert and a ‘Dove Shampoo’ advert. The ‘Proderm’ sunscreen advert is very attention-grabbing it shows a background of blue sea and sky and an attractive woman with an incredible orange suntan.
The ‘Dove shampoo’ advert has three pictures of different hair types on a white background with details of the product in a paragraph of writing underneath. The ‘Proderm Sunscreen’ advert is from ‘The Mail of Sunday’ magazine supplement ‘You. ‘ and the ‘dove Shampoo’ advert is from, the women’s health and beauty magazine ‘Top Sante’. The writing in this advert informs us of how easy it is to forget to reapply sunscreen, but by using Proderm Sunscreen it does not need to be reapplied for up to six hours. The language is very informative and contains factual information.
As this advert is for sunscreen it is important to state the facts surrounding the product. Having scientific approval of the product reassures the readers that the product is safe and reliable. ‘Forgettable’ is written with an exclamation mark, this is significant to the advert as the advert is offering a product that allows you to forget. There is a statement that contributes massively to the overall persuasion of the product ‘the sunscreen you don’t have to reapply for up to 6 hours’ this is very appealing to people as it would leave them free from worry about the damage done by the sun.
This statement is the slogan for ‘Proderm Sunscreen’ as it best describes its product and is what the readers would be attracted to. Two sentences containing two words each are along the bottom of the page. These sentences are a general indication of what the product does. The writing in this advert is telling us of the moisturising shampoo by ‘Dove’ and what it can do for your hair. The paragraph of writing is short. It contains in friendly facts on the health and beauty of your hair. The language results in being persuasive by flattering the reader.
It assumes the reader already has beautiful hair and aims to persuade the reader to maintain this beauty. ‘Why do you need a moisturising shampoo? ‘ is the question asked at the top of the advert. This results in the reader spending a moment to think about the question asked and the reply. A short sentence leads the reader another step further to the answer, ‘Beautiful hair contains the answer. ‘ This means the result of the product proves why hair needs moisturising, by the fantastic condition it is left in.
‘10% water’ this statement is written on the bottom of each of the three pictures of hair, this is a fact taken from the paragraph of writing describing the product. The slogan for ‘Dove’ is ‘unbeatable moisturisation’ again this is because it best describes the product and is attracting to the readers. The ‘dove’ advert is on an A4 page. It has a white background, at the top of the page is the question which is written in blue letters and underneath in the same colour the answer. For a third of the page, going across are the pictures of hair, with ‘10% water’ written in the centre of each picture in white lettering.
In the bottom right of the page is the paragraph of writing in black lettering, underneath is the slogan, then next to a picture of the product. The pictures are all of equal size and of hair, however starting from the right is brown/red hair followed by golden blonde hair and finally on the left dark brown hair. This is done to show the product can be used on any kind of hair yet it still has a fantastic outcome. They are also the answer to the question at the top of the page, ‘Why do you need a moisturising shampoo? ‘ in order to have hair as advertised.
The advert is in colour. The ‘Proderm Sunscreen’ advert is on an A4 page. The background is a clear blue sky that meets the blue sea a third of the way from the top. In large orange lettering across the top is the word ‘Forgettable! ‘ Bathing in the sea in the centre of the page is the shoulders and head of a female model. She has an orange tan and long brown hair. In the last third of the page, on the right is a picture of the product, a blue and orange container. In the centre is a short paragraph of writing in white letters and on the left is the ‘Proderm Sunscreen’ logo.
The woman in the advert is between 20 and 25, only her shoulders and head are shown her body is in the sea. She has an orange tan and long brown hair to be envied by all. On the bottom right of the advert is a picture of the product. The advertisement is done in similar colours to the packaging of the product, blue, orange and white. The logo of ‘Proderm Sunscreen’ is picture of a sun and underneath this in orange letters ‘Proderm’ and underneath that ‘Sunscreen’ in white. The entire advert is in colour, there are three colours mainly used blue, orange and white.
This is done as it represents the sea and sky, the sun and suntan and white is used for the paragraph of writing, this gives the writing more credibility. In the bottom right of the advert, is a picture of the product being sold. This is particularly important, as the readers are aware of the product they are going to purchase. The packaging of this product is blue and white and these are the main colours used on the advert. The name ‘dove’ implies the thought of heaven, peace and relaxation. This could mean during the use of ‘Dove’ it is relaxing, and afterwards you are left feeling peaceful and at heavens gate.
There is a picture of the product on the bottom right of the page. It is very important to the advert a whole, as it lets the reader know what to look for, if they have been persuaded to go and purchase the product. The packaging of ‘Proderm Sunscreen’ compliments the advert, the advert uses the colours of the packaging. The name ‘Proderm’ could be translated as ‘Pro’ meaning ‘for’ and ‘derm’ is a shortened version of dermatology meaning ‘the study of skin’ this resulting in the meaning for skin.
The advert tells the story, if you use ‘Proderm Sunscreen’ you will achieve an incredible orange suntan, without having to worry about reapplying your sunscreen. By using this story, it massively promotes the product, as everybody wants what the story is offering. The only character in this story is the female model, she appeals to both sexes, females want her appearance; looks, tan and figure, whereas men are attracted to these things. The ‘Dove’ advert appears in the UK’s best-selling health and beauty magazine ‘Top Sante’.
This advert is largely promoting healthy and beautiful hair so by advertising in health and beauty magazine, is good promotion. This advert is trying to sell to people who take pride in their hair and are concerned about the health and not just its appearance. ‘Proderm Sunscreen’ advert appeared in, ‘The Mail of Sunday’ magazine supplement ‘You. ‘ This advert is aimed at the younger generations, those who are interested in swimming, sunbathing and messing about on their holidays. Generally the younger generations are less keen on their health and more so on appearance and socialising.
This product would appeal to them as by using the product less time is spent on the heath aspect of their holidays and more on the fun side. As the magazine, ‘You’ comes with the ‘The Mail of Sunday’ a conservative newspaper, usually for those more interested in political and financial aspects of the media I don’t think the advert is particularly fitting to the magazine it appears in. The advert tells us that by using ‘Proderm Sunscreen’ you will get a fantastic suntan as well as having the ultimate protection against the sun that needn’t be reapplied for up to six hours.
This helps to promote the product, as it is unusual to find a product that, offers what ‘Proderm Sunscreen’ has to offer, a safe, healthy reliable sunscreen. The ‘Dove’ advert informs us of why we need 10% water in order to maintain beautiful hair and using ‘Dove Shampoo’ can do this. The advert uses three pictures of fantastic hair that is envied by most women, and this is very persuasive, as they think it will result in fantastic hair, like the pictures.