The anchorage for this advert is “pension” but also there is a hidden anchorage for the advert which is “retiring”, these words are aimed at the older generation. The little granddaughter is reinforcing the old mans age and the fact that he is about to retire, the older people, looking for retirement.
When older people look at this they want this life calm, chilled out and passive, also when people are at the age of 65 they won’t be as active and will be more sitting down more. The way they built in the way of a bungalow e.g. older items, table and chairs. This is all part of an apparent message. The value message suggested by all the physical elements in that retirement is a passive and relaxing experience.
I am now going to compare the two fragrances; for men – Crave by Calvin Klein and for women- Irresistible by Givenchy. I will be looking at the similarities and differences between the fragrances.
First I am going to talk about the Calvin Klein Fragrance. This is a male sex fragrance aimed at the ages of 16-25 possible 30 years old. In the advert you can see a young sexy male, he has got a confident look, he has his trousers half undone, he hasn’t got a top on either, his underwear is Calvin Klein this is reinforcing the Calvin Klein scent, but putting together a image that u can see is that Calvin Klein and young sexy men work well. As well In the advert “Crave” they have chosen to use a model as the male using this scent they have made the picture of the male dark but then they use a colour that will stand out, red a bright red is used. Using this red as a colour they have put a big arrow pointing at the model in the advert. What this does to an advert is that it makes the product they are selling stand out even more because of the colours, sounds simple.
When people look at this advert they will want to have this lifestyle and sex appeal as the man in the advert has, he is up to date with technology as we can see in the background and he can see there is an implied relationship I the advert of the male we could guess that he is having a sexual relationship because of this fragrance, the name “crave” this suggests that the scent will make you craved by woman, get the scent – get the lifestyle. Woman could also buy this for there man and give him a sex appeal. The anchorage words for this advert are “crave” “scent” and “Calvin Klein”. In this advert they use a technique, this is a repetition technique they way they use it is as a sexy more of a chat up way “very elegant, very fun, very you” they have used very 3 times another technique is that the picture is that the picture is like a playful and sexy woman is in black and white, which we see as du;; but this elegant and fun fragrance is in a bright pink colour to help the product stand like they used in the Calvin Klein advert, but in this advert as it is a woman’s fragrance they have choose to use a girlish colour-pink. This will attract a woman’s or mans eye when they see it in the shop window.
The anchorage for the advert is Irresistible this word is very effective for woman because it is suggesting wear the fragrance you will become irresistible but also the anchorage is very because they use very as the keyword on there advert.
Finally I am going to conclude with my own two adverts then a conclusion after.
So I am going to start with the apple “iPhone” this is an advert selling the new apple iPhone “say hello to iPhone” in this media production they have a simple plain black background with the new stylish iPhone in front of it. There is a hand on the iPhone they are playing with it. This advert and product is aimed at a younger age from teenagers to middle aged people it is a new design with a touch screen pad. Using this dark back ground it will make the attractive iPhone stand out technique like they used in the two fragrance adverts.
When someone will look at this advert the will want this new technology and up to date.
The anchorage for this advert is iPhone and also say hello to iPhone as a phrase. The iPhone is the anchorage because it is what the product is and when people hear this word they will think of this advert, and say hello to iPhone is a smart one because it is a way of introducing the phone, the way it has been written it is like someone has met it for the first time.
The last advert I am going to look at one of the latest in the LG collection the LG Chocolate.
In the advert they have used the plain background which is white, plain but effective they have all 4 of the different colours the product is sold in. this advert is aimed at a younger age like the iPhone it is aimed at ages such as 13 – 30 year olds. In this advert I can only see 1 technique used which colours is standing out it like I have said before it is a well used technique and it works because it grabs the buyer’s eyes. This advert is very boring for a teenager because there isn’t a lot happening this could give off an impression that the phone is boring as well which isn’t good, but the colours used could be seen in that it is an exciting phone it can mislead you in 2 different ways. There are no words so there isn’t anchorage.
To conclude I am going to say what I have learnt about advertising and advertisers. I will talk about some of their techniques and ways to sell the product. The most effective and most used technique is that they put dark or plain colours in the background they the thing they are selling in bright colours to make it stand out. I didn’t know this was a technique before I started to learn about advertisement I now think it is a very useful method for the seller. Out of the 5 adverts the advert I most liked was the Givenchy – Irresistible because when I saw it I noticed the famous actor which is another good technique it worked for me I also liked it because it was a more playful exciting advert got me thinking this advert had the perfect techniques and colours to be a good ad.