Advertisement one contains very bright, bold vibrant colours, these are used to express the very vibrant and colourful holiday that the target audience will enjoy. However the bright colours have been set onto a black background, which has been used to represent the nightlife the island has to offer for the eighteen to thirty age groups. The colours used in this advertisement clash; therefore, it stands out the reader. Advertisement two- in this advertisement, the colours are more pastel types and pale which fit in together to create a peaceful and tranquil atmosphere. Most of this advertisement is white, which symbolises peace: this is more appealing to the older and mature audience.
The images in advertisement one are big and bold, consisting of two young people having fun, they are both laughing and wearing swim wear and sunglasses sitting by the pool side. This is to show that everyone has fun on this holiday. Underneath that image, there is a diagram of where all the main bars and clubs are and how to get to them. This again appeals greatly to the target audience as they want a good lively filled night life. In advertisement, however, the images are smaller and less vibrant. Most of the images on this advertisement are of the scenery and sights to go and explore. The other pictures are f a detailed map of the island, where the town is and the main sights to see; the other being a detailed graph to show the average daily temperature each month. The target audience would probably be interested in the climate as they wouldn’t want it to be too hot when sightseeing and exploring. It wouldn’t matter to advert ones target audience as their focus would be on the action packed nightlife. As this advertisement is more detailed and calm, it appeals more to the target audience it was set at, showing to be more mature and educational.
The text of advertisement one is mainly short descriptions of each club, bar or activity. It is set out in columns: one side for pictures and the other for all the text, with the bold heading centred at the top. This appeals to the target audience again, as the readers do not want to read about everything, they will just want to know the main points. However, advertisement two is mainly text. It consists of the images at the top of the page, and the title with a caption. There is an introduction about the island, later going onto the beaches, shopping, eating out and sigh seeing in more detail. It is laid out neatly on the page, and appeals to the older and more intellectual groups, as they will be interested in sightseeing, where to eat out, shop and will want to have lots of information about the resort and its attractions.
Informality would appeal to the target audience because it will be easier to read. The dynamic, “rammed”, suggest the holiday is packed with things to do. Contracted words create a chatty style and draws the reader in. Abbreviated words, such as R&B implies the audience already have prior knowledge of the music being played in the clubs. The language in advertisement two, however, is more formal than in advertisement one. As the target audience is for the mature and older groups, this advertisement uses formal language such as, “ambience, jostle and criac”. Using formal language creates a more imaginable scene in our mind. It makes the environment you are talking about sound more exotic and alive. This suits the target audience as they would want to take time to plan their holiday. Although, the advertisement uses contracted words such as “can’t and don’t” to give some formality to the text.
The sentence structure in advertisement one has a range of small and long sentences. “Packed full of slides, its quality” The short and simple sentences are used to keep the text from becoming too boring, whereas the long sentences: “At the top of the strip by Medousa, perfect place… with regular visits from top UK dj’s” re used to add description and information. On the other hand, advertisement two uses a range of sentence structure, but mainly contains a lot more complex sentences with a range of punctuation as the complex sentences, the more intricate and detailed the piece of text can be. As the text already had small font and a lot of writing, you can tell that it is very detailed, which is what the target audience want. They want to know where all the best sights are and about its culture; this is why it fits perfectly with their audience.
In conclusion, both advertisements succeed for their target audience, as they both have the right characteristics to appeal to the audience: bold striking colours and informal words for the teens and pale pastel colours with informal text for the more mature groups. If I was to buy one of these holidays, it would be from the Thomson Freestyle Holiday Brochure, as it is more appealing to my age group. It explains where all the bars are to have a great time, and what you could do in the day for fun. Advertisement two is too dull and boring for me. I wouldn’t want to go on an educational and sightseeing holiday at my age.
