There are millions of different display advertisements, and hundreds of different target audiences, but all these adverts have

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There are millions of different display advertisements, and hundreds of different target audiences, but all these adverts have one thing in common-to catch the eye of the specific target audience members. Perfume adverts are a perfect example, as they bare all the specifications of a typical marketing campaign, which is why I chosen to base my comparison and analysis on this specifically. They don’t talk about the product its self, such as the smell, the bottle, or the value. They know that they are not just selling needs, wants, or fears, but selling desire, for romance, for closeness, for love, which are all lifestyles which in theory, if the consumer were to purchase this product, they would inherit as a result of it. This is exactly what the advertisements promise with their imagery of a handsome man, attractive woman, and a romantic place. It is not necessary to describe the perfumes features as of yet as they are irrelevant at this time; they just need to put across the emotion of the product.

I believe the most important part of an advert is the visuals- the photographs and use of illustrations. The major visual images in posters and advertisements - usually pictures or photographs - are often associated with the text in the advert. This is apparent in my first advert, promoting ‘So...what?’ perfume, its shows a close up of the body of a slim, woman dressed in bright clothes, implying she is outgoing. She is also standing in a very casual pose, hands on hips giving the impression of a laid back product. She looks like a very cool, young woman, who is very feisty, just like the message they are trying to put across about the perfume. The product is obviously aimed at teenage girls who want attitude and want to be able to stand out. The woman is standing infront of a black background, making her look even more vibrant as the colours of her modern clothes contrast with the colourless backing. In the bottom-right of the page is a product illustration, it stands out at a glance as it is placed where the readers eyes are led to and also it is the first section of the page when they are flicking through the pages of the magazine.

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The mood completely changes in my second example, ‘Glow, by JLO’. Straight away we can see that it is aimed at a more mature audience. There is a photo of the upper half of Jennifer Lopez’s body, taking up most of the advert.

To keep focus on the clean feel of the advertisement she is wearing nothing and her hair is tied away from her face. Her body is positioned to face away from the camera, but has her head turned around so that she is looking towards us. The colour scheme is very neutral with the usage ...

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