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English-Media contrasts between two adverts

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[English: Media Coursework]

[By Elisha Brock]

[Miss Pledger]

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Advertising is everywhere. It is the media side of promoting products/services/businesses. Adverts can be found in many places, such as bus stops, on billboards, in magazines, on the radio and on the television. Advertising normally draws the audience to the particular product/service/business by using image, sound, and text in many different ways. Adverts affect our everyday lives all the time (without us even realizing it!). There are thousands of adverts on the T.V, and they all affect people in different ways, by using persuasive language such as; “If you use this anti-wrinkle cream, you’ll look 20 years younger”. Most adverts say what people want to hear. They also affect us in everyday life on posters, vehicles, newspapers, the internet etc.

I have chosen two fragrance adverts. These are “Jean Paul Gautier- Le Male” and “Yves Saint Laurent- Elle”. They are Men’s and Women’s fragrances (by different people) and are found in separate magazines. The “Jean Paul Gautier- Le Male” advert was found in a Men’s magazine. The “Yves Saint Laurent- Elle” advert was found in a female gossip magazine. My first impression (as a girl) of the “Jean Paul Gautier- Le Male” advert, was that it’s quite dull- I’m not attracted to the colours of it and I didn’t think it “stood out “enough. However, my first impressions of the “Yves Saint Laurent- Elle” advert were totally the opposite, because I’m attracted straight away to the bright colours and the boldness of the bright background makes the avert stand out a lot more.

The copies of both the advertisements are very similar. In both, the only text on the advert is stating what it is (a fragrance), who it’s by (Jean Paul Gautier/Yves Saint Laurent), and the name of the product (Le Male/Elle). This is very effective because people will be drawn in because there isn’t a lot of writing, therefore they will concentrate more on the picture, which is the main thing that will make them buy the product.

The main graphic (picture) on each advert are quite big/take up most of the page. This is to draw the audience’s attention to it. In both, there is a “main character” that is centered in the middle of the page. In the “Jean Paul Gautier- Le Male” advert, the colours in the background and the pattern on the top that the main character is wearing match the bottle. This is to make the audience think that if they wear that fragrance, then they will look and smell great. In The “Yves Saint Laurent- Elle” advert, the colour of the bottle matches the colour of the woman’s lips. This is to make the audience think that if they wear that perfume, they will look stunning and “stand out from the crowd”.

In the “Jean Paul Gautier- Le Male” advert, the main picture is centered in the middle of the page, and there is a small picture of the product in the bottom right corner. They relate to each other because the pattern on the product bottle, matches the pattern on the man’s top. The design affects the message by showing that “if you wear this cologne you will look good, stand out and look like the men in the picture”. This is a persuasive technique because the men who view the advert will most probably feel jealous and want to look like the models in the picture. In the “Yves Saint Laurent- Elle” advert, again the main picture is centered in the middle of the page, and there is a small picture of the product in the bottom right corner. The product relates to the picture because the colour of the bottle matches the colour of the woman’s lips. The bright background instantly draws you’re attention to the advert, and gives’ a message to the target audience “That if you wear this perfume you will stand out, be bold and be beautiful”. Also, most women will want to look like the woman in the picture (might be jealous), so they will wear the perfume because they think that they will look like the model.

The product that is being sold (the brand) is a fragrance. On both the adverts I have chosen, there is a picture of the product in the bottom right corner. They are both fragrance bottles. The pictures of the products are important to the adverts as a whole, because they represent what the whole advert is about. They do this by making the graphics relate to the product picture (by using the same colours, patterns etc). In the “Jean Paul Gautier- Le Male” advert, the bottle of cologne matches the picture on the advert because the patterns & colours are the same. In the “Yves Saint Laurent” advert, again the bottle of perfume matches the picture on the advert because the colours are the same. The difference between the two fragrance bottles is that the “Yves Saint Laurent” bottle has the name of the product and who it’s by on it- whereas the “Jean Paul Gautier- Le Male” bottle does not.

In the “Jean Paul Gautier- Le Male” advert, there are three characters. There is a main male character that is centered in the middle, and there are also two other male characters which seem to look more laid back/not special. The main character is related to the cologne (because he’s wearing it), because his top matches the fragrance bottle and him standing up tall and strong represents how the bottle looks in general. In the “Yves Saint Laurent” advert, there is only one main female character. She is related to the perfume because the colour of her lipstick matches the colour of the bottle, and also she looks bold in front of the bright background, just like the bottle does on a black background. The relationship between the characters and the reader is the same in both adverts, being that people get jealous of that character/want to be more like them, therefore the characters convince them to go out and buy the product.

The still adverts doesn’t really tell more of a story than that they “stand out” because they’re wearing the fragrances. However, I watched the television adverts for them both of You-tube, and it makes the stories a lot bigger. In the “Jean Paul Gautier- Le Male” advert it basically shows lots of men in a changing room all hot and sweaty, passing round the cologne bottle. When each of the men sprays the cologne onto themselves, they instantly change from wearing nothing but a towel to sharp, designer suits. This tries to show the audience that anyone can wear the cologne, and that it will instantly make them stylish. In the “Yves Saint Laurent” advert, the main character walks into a room full of people and she is unnoticed. That is until she scrapes her heel onto the ground, pouts her lips and pulls out the bottle of perfume which the then sprays to write the word “Elle” in the air. The colour of the bottle, her lips and the word “Elle” are all the same. This is trying to tell the audience that if you are unnoticed in a crowd, then wear this perfume and you will “Stand out” and be noticed.

I found the “Jean Paul Gautier- Le Male” advert in a men’s car magazine. I think that this advert fits in the magazine where it was put because the target audience is young men, and it’s a men’s magazine. There are many other fragrance adverts in this magazine, and this one fits in perfectly. Men will be drawn to it and that’s how they get customers.

I found the “Yves Saint Laurent” advert in a woman’s gossip magazine. I think that this advert fits in the magazine where it was put because the target audience is women, and it’s a women’s magazine. There are lots of different adverts aimed at females in this magazine, but this one stands out because it was big on the page &women would be drawn to it.

The target audience for the “Jean Paul Gautier- Le Male” advert is younger men, because it’s male cologne. The advert has young males in the advert, so young males viewing the advert may want to look like them (Muscles, Six packs etc), which makes them want to buy the product. The target audience for the “Yves Saint Laurent- Elle” advert is young women, because it’s female perfume. There is a young woman in the advert, so young women viewing the advert may want to look like her (Standing out from the crowd), which makes them want to buy the product.

The adverts both try to persuade the audience to buy the product by using the target audience in their advert. They are aimed at young men/women, and the characters in the adverts are young men/women. The models in the adverts are good looking, therefore the audience will probably be jealous/ aspire to look like them and buy the product. Also, both the adverts don’t have a lot of writing, and this makes the audience want to know more about the product.

The adverts as a whole, I would probably buy the “Yves Saint Laurent- Elle” fragrance because my attention is drawn to the bold, bright colours and the big picture. I think that the “Jean Paul Gautier- Le Male” advert is good, but the colours are a bit dull and aren’t as eye catching compared to the other advert- also I’m a female, so the idea of having big muscles & a six pack doesn’t make me want to buy the product.

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