The Adidas advertisement uses a world class football player to promote their bots, where as the Puma boots show close up images to show off their boots. It is a good idea to use a top professional modelling the boots because it manipulates the reader into thinking that if they buy the boots, then they will play as good as the professionals that wear them. It also convinces the reader that the boots must be of a high quality if they are worn by world class players.
Both of the advertisements have white backgrounds and dark coloured text. This is to make the text stand out so that it is noticed and read by the public.
As the two advertisements are both promoting football boots, the target audience is people that play football. However, I feel that the advertisements are aimed at different age groups. This presumption is based on the fact that the Adidas advertisement was in a magazine that has articles with easily understood English, lots of pictures and cartoons with a young teens sense of humour. On the other hand, the Puma advertisement was issued in a well written and more mature football magazine. This suggests that the Puma advertisement is aimed at young adult or adult footballers.
These points are justified by the difference in language in the advertisements. The Adidas advertisement has easily understood text in the form of short sentences like ‘New rules for new Predator’. The reason for this being is that the advertisement is aimed at a younger generation of footballers that can only understand simple English. Whereas the Puma advertisement has complex language such as ‘maneuverability’, ‘anatomically’ and other technological terms. This is because the advertisement is aimed at adults that are able to understand English at a high level.
The content and the purpose of the language on both of the advertisements also contrasts. The Adidas advertisement explains that their boots can make you too so good, that they have to introduce a new rule when you wear them on the field. The rule states that if a player wearing the boots beats six opponents in one run, then he must stop and allow the beaten opponents to regroup. This part of the text is underlined so that it stands out from the rest, hence the reader should read it before any other text. The writing matches the picture because, as you can see, there is a drawing of Zinedine Zidane (a world renowned football player) wearing the boots and beating his opponents. The drawing supports the point that if you wear the Predators, you will be able to beat your opponents with ease. The Puma advertisement however, uses close-ups of their boots
