There is a relationship between the product and the background and colours. The product is shown as being waterproof and the background symbolises water. The colour of the paper is blue and the way that the paper has been crumpled gives the impression that the paper is rippling water. This is a clever way of using symbolic significance and gives the letter in the advertisement two different aspects of meaning. The colours that have been used are blue and white for the majority and black for the typography. The use of blue relates to the mascara being waterproof and the colour blue has created a water-like atmosphere. The use of black, bold letters for the typography transforms the wording into more of a statement. I also noticed that all of the dialogue at the bottom of the page, near the product, is written in upper case letters and this also makes it more direct.
The advertisement uses persuasive techniques to appeal to the target audience, for example by saying that it is all right to have a good cry. They have also given promises of pleasure by saying the good thing that could result from using this product is that you will soon forget about the boyfriend. The illusion that your lifestyle will be better has also been given.
This advertisement appeared in a magazine for young teenagers and was found near the beginning, close to a beauty product feature. It was placed where it was so that people would see it after reading about beauty and make-up and would want to read on to see what it was offering. It was also placed where it was for a physcological purpose as it plays on your conscience and wants you to buy the product after reading about various types of products.
I think that the advertisement is successful and has met it’s aims to get people to acknowledge what it is trying to sell. It caught my eye and I wanted to read on to find out what the letter was about. In some adverts a lot of wording puts people off of reading on, but this method works very well. I also think that having the text in the form of a hand-written letter appeals to a younger audience. I think that the advertisement should maybe contain some brighter colours to make it more eye-catching and they should also include their website address, so that people can find out more about their products.
An analysis of a magazine advert for Botanics cosmetics from Boots. The advert appeared in The Daily Mail You magazine on 7 October 2001.
I have analysed a Boots Botanics advert and I have written about the products that appear on the advert. The layout of the advert is quite clear and has a large image of a Botanics mascara brush. At the bottom of the page there are several of the company’s other luxurious products. At the side of the page, on the right, there is a description of what their products can do for you and persuasive language to lure you in. They have also added the Boots logo at the bottom of the page to let you know that Botanics is a range from Boots. They have included the address for their website as well to encourage people to look wider for products and to give information about the range. The photographic coding for this advert is key lit as it is positioned to the side of the camera and it means that they appear bright with very little shadow.
The target audience for this advert is women and nearly all women would find this advert appealing as make-up is a part of almost every woman’s daily routine. They have added an element for people who are interested in organic products and are against animal testing. The word botanic means the study or use of plants. The advert has not used any models or celebrities to promote the product to keep the advert natural and uncluttered. I think that this is a very good idea as it makes you focus on the main product and does not divert your attention.
They have used symbolic significance for the main object of the advert, the mascara brush. Instead of using a regular brush they have symbolised it by using a picture of a fern tree. This interpretation of the product relates to the main selling point of how natural it is and I think it is a very clever marketing plan. I think this because many people would see the unusual picture and then they would want to read on to discover more about it.
The colours that have been used are mainly white and green to keep the natural atmosphere. The symbolic significance of the colour green is that green is associated with nature and the outdoors by many people. This is another factor that adds to the natural feel of the page. The background is completely white, so that the eye’s focus is on the product itself. I think that the white, plain background is to symbolise the purity of the products.
There is a small piece of dialogue to the right-hand side of the advert that gives you an insight into the products and examples of how they can help you. They have applied scientific terminology in their advert to impress the audience and persuade them into buying the products. They have said that “Botanics uses modern science” persuade the audience that their products are very good. In addition they also give promises of pleasure by saying
things such as “to soothe skin and reduce puffiness”. This would appeal to many women who want to take care of themselves and to pamper themselves and the wording makes it sound very delicate. They have also used a type of personification when they say “ nature’s taking care of your skin.” They have almost given nature human qualities by saying that nature will look after you and your skin, like a beautician. The dialogue would also appeal to peoples consciences by giving the impression that Botanics products can give you a better lifestyle.
The advert appeared in a magazine that is specifically for women and it was in the middle of the magazine. It appears near a beauty advice page that was written by the editor, Normandie Keith. The placing of this advert has been thought about very carefully as it would be bad planning if it was put in a magazine that had men as its target audience.
I think that the advert is successful in its aims as it immediately caught my attention and made me want to read more. The use of the tree as the brush was very clever and the whole advert had been very carefully planned. I also thought that the dialogue was very persuasive as it makes you think about actually buying it by saying things like it will protect you to give you a sense of security. I think that Boots should use more colour to attract even more peoples attention.
An analysis of a magazine advert for Chanel N.o5 perfume. This advert was found in Health & Beauty magazine, the Winter Edition.
I have analysed an advertisement for the well-known perfume Chanel N.o5. The initial thought of the advertisement is that it is very striking and the first thing that you notice on the advert is the number ‘5’ printed in the background. There is also a large quantity of gold on the advertisement which makes it look rich and luxurious. There is a model positioned in the centre of the advertisement and she is wrapped in a gold, translucent dress. At the top of the page is a bottle of the perfume and it is spilling out its contents. The Chanel logo has been placed in the bottom left-hand corner of the page in bold white typography. There is not any text in the advert, apart from the Chanel logo, so that you focus on the product itself more than the meaning of the advertisement. Overall the appearance of the advertisement is simple, but eye-catching and the use of the gold makes the advertisement seem like a luxury. The target audience for this advert is women who like to buy luxury products and pamper themselves. Chanel’s overall target audience is upper class and more mature women. Chanel has always had a luxurious image.
A model has been used in this advert and she is a very slim, attractive young women who seems to be in her late-teens, early twenties. She has very tanned skin and golden blond hair, which is an image that many women would like to possess. They have used an attractive model as this appeals to many peoples consciences as people believe that if they buy the perfume they will become like the model. This is a physcological method of getting people to buy their products. The body language of the model is very sophisticated and she looks very confident. She is very focused and this draws the audience into the advert as they feel like she is making eye-contact with them.
The lighting that is used is gold lighting and this enhances the models body language and figure. The gold lighting also helps to create a luxury atmosphere. The colour gold is quite often associated with luxury and Chanel is thought of as a luxury product. Other than the colour gold being used, jet black is used in the background and the black and the gold work well together. The space in the advertisement as they is not much empty space.
The number ‘5’ in the background of the advertisement is made up of several gold lights that are shaped into the number five. This is very striking and catches your attention immediately. It symbolises the name of the product, N.o5.
The bottle of perfume is not the main focus of the advertisement and the image is quite small. I think that if the product was the main focus of the advert it would become more striking to the target audience.
There is no text in the advert, apart form the Chanel logo and this makes you focus directly on the purpose of the advertisement. As there is no text in this advertisement they have had to use methods of persuasive techniques, other than persuasive language. They have given you the impression that if you buy the product your lifestyle will be full of luxury and this uses persuasive techniques, such as promises of pleasure and an advantageous promise.
This advert appeared in a magazine for Boots, a reputable pharmacists. It was placed near a feature on beauty products and new products. The context of this advert has been considered very carefully as there is a link between the advertisement and the previous and following articles.
I think that this advert is very successful and it has fulfilled its aims to attract women by being eye-catching and having a very luxurious image. The colours worked very well and the resembled the image of the product. If Chanel had of used bright, striking colours it may of put more up market women off of buying the product.
I decided to pick these three advertisements, because they are all cleverly planned and they caught my attention instantly. The link between the three advertisements is that they are all advertising a type of beauty product, but they each cater for a different price range. Rimmel is good value for money, Botanics is average priced and Chanel is a very expensive range. All of these advertisements have a different target audience as well. Rimmel targets younger women, Botanics aims its products at people who like organic products and Chanel is for upper class women who can afford to spend a lot on themselves.
All of the advertisements show an image of the product that they are trying to sell, but only two of them contain text. The advertisements that contain text work very well, but so does the Chanel advert which does not contain text. I think that Chanel have used the theory that ‘actions speak louder than words.’
I have also noticed that many adverts use symbolism to put across their point to the audience, for example the Boots Botanics mascara brush being perceived as a fern tree.
I think that the best method of advertising in magazines is to show special offers/deals, for example 3 for 2. Even though this may be one of the most popular methods, it would be too expensive for companies to do this all of the time.
