How do the adverts aim to attract the buyer?

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How do the adverts aim to attract the buyer?

Advertising is a message or notes for a vendor a consumer. It intends to provide information which can be factual or fable to influence a consumer to spend money on a product. Different adverts use various different approaches to appeal to a target market, some of which this text will explore. Even though there’s an option for a direct approach, most adverts tend to stick with the indirect approach as most marketing agencies think that using symbolic codes and representations are more effective at attracting buyers.

Gillette is a safety-razor manufacturing company worth US $43 billion and aims towards young men. And it sometime uses some other resources to penetrate through to the target market such as; Rugby League, US football association and Baseball. Some well known names such as Tiger Woods, Thierry Henry, Vincent McMahon, Michael Clarke, Shoaib Malik, John Cena and Rahul Dravid have been used to market their products. The company also utilised brands such as Saturday Night Live, Mad TV, NFL and WWE to enforce the advertisement of their products. This is done, so the customers, fans and audience loyal to these names and brands might want to try something from another company associated to that one just for the sheer fact that the company is linked to them in some way. This on its own in my opinion is a good advertising technique and one that is most common.

The two images of the advertising posters are promoting the razors produced by Gillette. One is a razor aimed towards men and the other for women.

Advert 1 is aimed towards young men via a celebrity promoting the product using connotations to sport (football; which is influential to most young English men). Advert 2 uses a female model to promote the female division of their product and presents the product in more of a feminine way.

Firstly the two adverts use symbolic codes and uses a medium shot. Advert 1 features a mid-shot of David Beckham (a famous celebrity, a stereotypical image of a macho-man and a sports icon for some). This is done mainly to focus on the person and to bring the feeling of intensity. It connotes Beckham to be a very intense and manly character. This would be effective to attract young men as most young people picture themselves as an intensive character and most people are deeply influenced by David Beckham as he is supposed to be the typical image for a man. Also a stereotype is being used by the advert to attract a buyer. This implies that the advert companies get the best selling name in the industry and USE them to sell their products. At prime of Advert 1’s duration, Beckham was considered the ideal image of a man whereas today he has been reported of committing acts which bring shame to his name.

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The camera angle is on an eye-level shot. This creates the effect that a viewer is looking at the object or model from his point of view. This places the audience on an equal foot with the character which could suggest that anyone can be like that character, provided that you buy the product the character is uses. This could also imply that the advertisers are trying to say that you can mix in with high class people like this because an eye level shot creates a feeling of comfort with the character.

The gesture of the ...

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