I am analysing the genre of advertising. The first advertisement that I am analysing is print, and the second is moving image.

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English Media Coursework

Introduction

I am analysing the genre of advertising. The first advertisement that I am analysing is print, and the second is moving image. These media advertisements will be compared to each other over selling techniques and their effectiveness.

The print advertisement is based on ‘Imperial Leather Bathtime’ and the moving image is based on ‘Lynx Shower Gel’. I have chosen two similar products to make the comparison easier to comprehend.

Analysis One

As I have already mentioned, this advertisement is print, and is promoting ‘Imperial Leather Bathtime’.

The first point to consider is the placement of the advert in general. This advert is taken from ‘Now’ magazine which is a popular magazine which many people will buy. Another important factor is the size of the advert which is A4. More people will notice this advert making awareness and therefore sales rise. The placement leads onto target audience.

The target audience is generally women, but more specifically women from the ages of fifteen to thirty. That is why the advertisement is in ‘Now’ magazine which is based around celebrity show business which appeals more to the younger generation women.

This advert will appeal to the women who se it, as it is original and unique and it relates to them. The background of the advert is white foam from a hot bath, which sets an image in your mind of tranquillity and relaxation. It shows a green plastic frog on a woman’s hand to suggest an element of fun and fantasy. As this attracts your attention, you would read the writing to the left of the picture. The writing is in slang and is messy, as if it was written in a private diary. This would draw an association from ‘Bridget Jones’s Diary’, a huge hit with the women within Imperial Leather’s target audience. This then intrigues you into reading further, as all people tend to have a natural curiosity for reading personal and private thoughts. The text imitates a fairytale of kissing a frog and it turning into a handsome prince, except a modern day version.  This theme makes you think that a bath in ‘Imperial Leather Bathtime’ can be a fairy tale. The advert doesn’t contain any celebrity faces to promote the product yet it has celebrity reference, which suits the magazine better. This in my opinion is better for print advertisement.  The advert refers to ‘Brad’ (Brad Pitt) who is desired by many women, this is one of the reasons why the advert is a success. The reference spurs people on to buy this to see if they can recreate the occurrence in the advert.

Join now!

An air of humour is shown in this advert by the frog whose facial expression is quite comical, which interacts with the text.

Below the main text is a smaller, discreet, wavy and green text which gives a relaxed feel to the reader. It uses original puns such as ‘scent-national’ which are memorable and can be related to the product. The text also uses effective adjectives which are used to describe the product in the most favourable terms – ‘velvety bubbles’, ‘rich and fragrant’.

In the bottom right hand corner of the advert there is a picture of the ...

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