The background on the opening paragraph of “Superfamily” is very effective at grabbing the family audience attention because it is modern, curved and you could say that it is quite funky. It has black type on a coloured background that is opposite to the heading in the border with contrasting white type on a coloured background. The font itself in that opening paragraph is large and bold as well as the opening words (“Sa Coma”) being in an extra large font that stands out from the rest of the text, grabbing the reader's attention and pulling them in for the rest of the text.
Also on that advertisement is the information on children, families and babies that has been bullet pointed as opposed to the information on the hotel – Palmeras Playa Apartments which has been left in small paragraphs. This shows clearly that the advertisement is mainly aimed at families as it bullet points the information that families will want to know about. The only advertisement to have a logo is “Club 18-30” because it is easier for a younger person to recognise than just the title- "Club 18-30" and is modern and appealing to the younger audience. The logo is the first section that grabs the reader’s eye followed by the heading, picture and finally the text. The aim of the first three presentational devices mentioned above is to be eye-catching, grab the reader’s attention by appealing to the younger audience with each device’s attributes and make them want to read the text. In “Superfamily” the eye is immediately attracted to the picture because it is central and quite large. Next the eye is directed to the vertical heading in the border and then to the text starting “Sa Coma”. These two examples are images compared to “Forever Young” where the eye is attracted to the large formal heading first. This shows that the producers haven’t embraced modern cultures but prefer to stick with the traditional, tried and tested methods of a large heading in order to attract the older customers.
There are two pictures in “Forever Young”; the first showing a cathedral lit up against the night sky. This will appeal to the elderly because generally the stereotyped image of them is that they have a preference to cultural or historical places like the cathedral in the picture. The other picture shows a hotel and a swimming pool, the latter of which is a normal rectangular shaped pool suggesting a traditional look that appeals to older people unlike the modern curved pool in the “Superfamily” advertisement that would interest children. The picture in “Superfamily” has an unusual curved frame, which looks slightly childish and is similar to the other frames and borders. This works in the advertisements favour as it suggests that the hotel is interested in pleasing children, which is partly what the advertisement is aimed at. The picture itself shows people in movement having a good time and lots of trees and shrubs providing plenty of shade for the infant’s skin. The picture in “Club 18-30” shows three young people in movement who are probably drunk which is what the holiday is mainly about and are having a good time. The occupants in this double-edged picture are young smiling and attractive suggesting that the advertisement is aimed at attracting young people. It would appeal to them if they saw an attractive member of the opposite sex as it would give them the impression that there are many attractive men/women all over the island.
The linguistic devices used in “Club 18-30” advertisement clearly tell the reader that it is meant for young adults with slang informal words used such as “nuff” and “tons”. Whereas in “Forever Young” the text is formal with words and phrases like “Majorca has something for everyone” and “abundance”, suggesting clearly that it is targeted towards the older generation. However in “Superfamily” the content is a less descriptive language with examples like “pretty east coast” where the use of more powerful emotive words could have been used. This may be because families tend to be more interested in the swimming pool and beach so they haven't used a powerful word there however when mentioning the beach it is called "gently, shelving white sand" which is more powerful and emotive. The language in that advertisement is chatty which is shown with the phrase “all the Mothercare baby kit you could need”. The mention of “Mothercare”, an established baby product brand gives reassurance for the mothers and shows clearly the targeted family audience. The chatty format would again appeal to Mothers in particular who are likely to be stuck in a house for the majority of the day with no other adult to talk to except looking after a baby/toddler. In "Club 18-30" two powerful direct questions are used, typically those asked by a young adult - "What you get?" and "What's it cost?". Compared with "Club 18-30",“Forever Young” is at the opposite end of the scale as it has plenty of use of sensational emotive language such as “beautiful gothic cathedral” that appeals to older people. All of the holiday advertisements have some form of persuasive language with examples like “an island of incredible beauty” (“Forever Young”), “gently-shelving white sand” (“Superfamily”) and “long golden and sandy” (“Club 18-30”). The text in “Forever Young” is more factual than the other advertisements with facts such as “La Seu dates back to 1299” because on the whole old people are more interested in facts than any of the other age groups. In each text there are places, activities or objects that would appeal to a particular audience such as Macdonald’s for the younger audience, Lego equipment for the younger side of the families and golf which has a stereotyped image of being an old man's sport. The tone in “Club 18-30” is playful because of the informal and slang language used whereas in “Forever Young” the tone is serious and to the point which appeals to the younger and older audiences respectively.
The sentence types vary depending on the audience the holiday advertisement is aimed at. In "Club 18-30” the sentences are simple and basic although the use of compound sentences is evident, for example the sentence “Magaluf and Palma Nova are a little bit of home in hotter surroundings” shows the simplicity. Also there is evidence of mobile phone text language being used which is mainly used by the younger generation with examples included such as "gonna" and "em". Words such as "party animal", "loads going down", "fab", "oodles" and "fast food joint" all identify with young people wanting to enjoy themselves. In "Forever Young" the sentences are detailed and complex and full of emotive language and conjunctives. An example is “ It is the largest of the Balearics and is an island of incredible beauty with rugged mountain scenery”. This has been done because it is more appreciated by the older audience who are generally harder to persuade. The grammar in "Club 18-30" is totally incorrect in some passages whereas the other two advertisements display a grammatically sound sentence structure. This would be more attractive to them as the Mums and Dads wouldn't want to take their kids to a place, which can't even spell correctly, as it could be dangerous and unsuitable for children, and the older audience would probably not understand the modern language. It is clear that there is a family audience in "Superfamily" because of the words such as "Family time" and "Mum and Dad"
I can conclude that in each holiday advertisement specific structural and linguistic devices have been used in order to target a particular audience. To sum up, "Forever Young" is for an older audience, "Superfamily" is for families, and "Club 18-30" is for young adults. All of the advertisements have been produced to sell a holiday to Majorca and I believe overall that they have been very effective at producing an advertisement to suit each respective age group.
I GOT A*