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A Comparison of Two Advertisements - FCUK and Giorgio Beverly Hills

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Introduction

A Comparison of Two Advertisements - FCUK and Giorgio Beverly Hills Advertising is a tool used by businesses to inform us about their products and to persuade us to buy them. Advertisements are all around us: on billboards, in magazines, in newspapers, on the Internet, on airplanes, in shop windows, on posters and banners, on leaflets and so on. Advertisements attempt to persuade the subconscious that our lives would be improved if we bought the product on offer. Advertisements affect our lives because we see a product that we want and love so we buy it and when a new and better product comes along we push the old product to the back of the cupboard or even throw it away; this encourages us to waste money and is bad for our environment. The first advertisement I will be looking at is selling FCUK deodorizing spray, eau de toilette no 1, body wash and soothing after shave balm. The second is for another perfume 'So You' by Giorgio Beverly Hills. I found both of these advertisements in an issue of UK Fashion magazine. The FCUK advertisement uses amusing word play, at first glance it looks like 'FUCK'. The use of what appears to be a swear word has the effect of grabbing the readers' attention. ...read more.

Middle

The 'so you' advertisement uses bright colours to attract attention. The bright orange zebra is unusual, the zebra being brighter than other zebra may indicate the perfume itself is better than others, it's a perfume like any other, but also distinctive. The keywords in the 'So you' advert consist of the slogan 'So you...so why not?' because it tries to tell you that you can go out, have a good time and try something new, it appeals to girls who want to have fun and to take risks. The slogan in the FCUK advertisement, 'FCUK grooming', again emphasizes the simplicity of the product. The characters in the 'So you' advert have been chosen possibly to show that any woman of any ethnic background can be very glamorous. Of the three women featured, two are white with long, glamorous blonde hair and the other is black with a very large Afro hairstyle. These women are all slim and glamorous, with perfectly styled hair and skimpy, revealing, brightly coloured clothes. They invite women of any ethnic background to attempt to obtain their image of glamour and happiness. One of the women is playing the harp, another is admiring herself in a hand mirror and the other is sat posing on the back of an orange and white striped zebra. ...read more.

Conclusion

Advertising in national magazines is extremely expensive, so advertisers must always have strong reasons for choosing to feature their products in particular publications. I can only assume that this advertisement is intended to persuade women to buy these products for their partners and husbands. Many men still consider grooming to be for women and so wouldn't go out and buy these products for themselves, by targeting their wives and partners in this way, the company is cleverly selling their products to men who still have this attitude. Women definitely want their men to look good and smell good but know that many of them don't want to spend hours grooming themselves so this product will appeal to women for this reason. The 'So you' advert would definitely appeal to the target audience of this magazine. Women with careers and families do still want some old fashioned glamour in their lives and would be tempted to buy this product as a way of achieving it. Both advertisements appeal to me and make me want to go out and buy them either for myself or as a present for a friend or a family member. They both come across as being exciting and glamorous, but in very different ways. ?? ?? ?? ?? 1 Danny Soopen - Media Writing ...read more.

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