The Text
The text in this advert is very much an insignificant part overall, with the focus being on the image by far. However, it does serve a purpose, as it helps to clarify the advert to readers who are unfamiliar with the product, and allows readers who are familiar with the product to absorb the catchphrase. So, when they are looking for an anti – perspirant, they see the Impulse bottle and are reminded of the catchphrase, and subsequently of the advert, making them more likely to buy this product as opposed to a rival brand.
The text is also one of only two places where the name Impulse is actually shown (the other being on the image of the product in the bottom right corner), and subsequently is very important in getting the brand name out.
The two captions are written in white, which, apart from standing out from the grey background, is one of the major colours of the Impulse bottle, which allows the reader to subconsciously connect the phrases with the product. It also keeps a colour theme running through the advert, which keeps the advert simple, yet effective.
Sure anti – perspirant advert
This advert for Sure anti – perspirant is very complex, especially in comparison to the Impulse advert! It consists of a very large and commanding image of the product, with both the larger and smaller containers. However, this image is only half of the full picture, with many other components in the other half of the advert, the catchphrase for the advert “Bigger & Better”, the very large bulk of text (which takes up most of this half) and the image of a sponge in the bottom left hand corner to complete the image. However, these components do not stop the image of the product being the main focus point of the advert.
The Image
The images in this advert are in both the foreground and the background, with the text sandwiched in – between. In the foreground (and in the right hand half of the advert) is the image of the product, which dominates the advert. Then, in the background there are two images, one of a sponge and the other of a soap dispenser. This helps to associate the brand Sure with cleanliness and, subsequently, purity. This makes the reader believe that if they buy this product they will be clean and pure.
The background colour is a pale blue, which is the colour of water, and this again helps to enhance the image of cleanliness and purity, as most people tend to think of water as the epitome of clean, as they use it to clean many of their household appliances, especially those used for eating, such as plates and bowls. People also think of water as fresh, and it is often described as such, for example fresh mountain spring water. So, by creating a blue background, it connects the product to water, making people associate the product with cleanliness and freshness.
Another reason why the background is blue is because the Sure logo is a pale blue tick, surrounded by a circle. This means that when the reader sees the Sure logo, they will be reminded of this advert, which will subconsciously remind them of water, cleanliness and purity.
The image of the soap dispenser is out of focus, which allows the reader to absorb the text which is over the image easily, without being confused by all the sharp lines which would distort the text. This also adds another layer to the advert, as when you glance over the advert for the first time, you don’t really notice it, as your eyes are drawn to more outstanding points (for example the title), yet when you look at the advert more closely, you recognise what it is.
The picture of the product is very large and subsequently very eye – catching. This makes the reader visually remember the product, instead of relying on them remembering a fancy advert and being reminded of the product. This image also makes use of the fact that Sure anti – perspirant is in a very large container, with one hundred millilitres more than the average size container.
This advert is taken as a close up shot. This allows the reader to see everything on the page, but sacrifices the surrounding detail and the background. However, in this advert, the main focus is on the product alone, so there is little need for large amounts of the background to be seen. The advert could also have been taken as a big close up, but this would have sacrificed all background detail, and would have made the text and image overlap, making the advert look unprofessional and messy.
The image of the larger container is set further back than the picture of the smaller container. This is done very precisely and is important to the advert, as the larger container is set back in such a way that all the text and graphics on the two containers line up, meaning that the reader can clearly see the logo and brand name, and they can look at both images at once, instead of flicking between them.
The Text
There is a very large amount of text in this advert, with both a title and four paragraphs of text. This can be both a negative point and a positive point, as some viewers will see the very large bulk of text and instantly be put off by it, others will see the large bulk of text, yet not read it, and will be given the impression that the product is amazing, as there is so much to write about it, whilst others still will read the text and be persuaded that this brand is the best, as it does so many things, such as “work even against emotional sweat”.
The text also uses massive amounts of persuasive language, so if someone does take the time to read through all the text they will favour this product over others, as all the persuasive language has ,made them think that this product is by far the best. Examples of the persuasive language are; “clinically proven”, “Revolutionary technology”, “even longer lasting” and “dermatologically tested”
Within the text the brand name (Sure) is used several times, and is in bold text whenever used. This means that the reader absorbs the brand name many times, so when they think of an anti – perspirant they instantly think of Sure. Also, as the name Sure is in bold it means that it stands out, and the reader does not have to read the large bulk of text to see it. Subsequently, someone who just glances at the advert will see the name Sure six times!
The title “Bigger and Better” is very effective, as it makes people think, that if this product is both in a larger container and it is more effective than other anti – perspirants, then there is no reason not to get it. However, the advert does not tell the reader the price of the product and their attention is drawn to the fact that this product is both bigger and better than other rival brands. Therefore, the reader instantly forgets about cost implications, so when they get round to buying the product, they are convinced that it is worth the extra money, yet if the price had been featured in the advert, the reader may have instantly rejected the product as expensive.
The title is also very eye – catching as the word “Bigger” is written in a larger font, grabbing the readers attention. It also is close to the text, directing the reader’s attention there.
The text is blue, which is important as it keeps with the colour scheme. This helps to keep the advert together, as if the title was one colour, and the text was a totally different colour, the advert would look messy and unprofessional. Another reason why the text is blue is that it again reminds the reader of water, which is clean and pure, and that is exactly what you want with an anti – perspirant, something that will keep you clean.
The question at the top of the paragraphs of text, “Nightmare situation?” is in a larger font and in bold. This makes it stand out, so it is read before the text. The purpose of this question is to personalise the advert, as the reader will see this question and will probably be reminded of a “Nightmare situation”, making them more likely to read on, hoping that this text will tell them how to avoid another “Nightmare situation”.
Conclusion
So, these adverts are both constructed in very different ways, and the finished products are very different. However, are their intended brand identities and target audiences the same?
Brand Identity
Both products want to come across as a product that works, which is made clear by the eye – catching image in the impulse advert, and the bulk of text in the Sure advert. However, both products do have a more individual brand identity.
The Impulse advert is trying to make the brand “Impulse” come across as a very trendy and classy product. This is made very clear, not only by the style of advert (a striking image which is in a joking style, which is more appealing to a trendy women than a picture of the product) but also by the choice of model in the advert itself, a woman who is wearing trendy and stylish clothes, a middle class, independent woman.
The Sure advert is trying to make the brand “Sure” come across as a product that does exactly what it says it will, almost as if when you buy Sure, you have a guarantee that it’s going to work. This is made clear in the advert by the large amount of text; it’s trying to persuade the reader that if they buy this product, it will do all these things. The logo and text also supports this; the is a tick, to suggest that it has been done correctly, it works, and the text is big and bold, which is a style often used for facts, it is hard hitting and bold. The name Sure supports this as well, as it suggests that the product is “Sure” to work.
Target Audience
The target audience for both products is obviously women. However, both products do have a more refined target audience that they are attracting in these adverts.
The Impulse is trying to attract the younger and trendy women, and this is made very clear by the style of advert, a bold image with little text, which allows the reader to instantly see the image as they are turning the page, and as many of the women in this group want to be seen as normal they wonder why the women is doing such a strange thing, and stop to look at the advert, which is when they see the Impulse logo. Another feature of the advert that makes it clear that the younger women in the picture, as she is of that age group, trendy, confident and independent, just like many of the women in the group they are appealing to. The font that the product uses on its container also makes this point, it’s not a font that is big and bold, it’s in a handwritten style, personalising it to the “select” group of people that are “allowed to use it”.
The Sure adverts target audience is the middle aged business women/older women, who isn’t bothered about what brand name her anti – perspirent is, as long as it works. This is why the Sure advert has gone for an advert that tells the reader everything that it does, rather than trying to make the brand look like it is the coolest brand around. This is made clear by the image on the advert as well, it is just an image of the product, so the reader doesn’t have to search for a hidden message within the advert, everything is just there. Also, this advert focuses on the fact that the container is one hundred ml larger than a normal container, and as a business women doesn’t want to have to go out and buy an anti – perspirant every week, this will appeal to her.
