First I will discus Club 1830’s advert and the way they have implemented the type of language they have used towards the reader. Immediately when you start to read this advertisement you get an idea of the advert you are looking at. At the beginning of the advert we are greeted with such language as “best known clubs in the Med”. This is an obvious example of chatty colloquial language. This kind of language appeals to youth as they are quite demanding people and want things when they ask for them, and they are going to want to go to the best clubs if they are going on a clubbing holiday. Throughout the advert the text is littered with such examples of more of the same language. Other examples of this are “You’ll need a fair bit of wedge”, “loads of’em”, and “nuff said”. All this kind of lexis is aimed towards the younger age groups as it will appeal to them more, the younger age groups are the more rebellious people, and they are known to use such slang language. The adverts text is full of information of what there is to do in the holiday. It highlights all the features that younger age groups like to visit, they describe the vast amounts of bars, clubs and beaches. The advert is written in a way that makes the reader feel that they have already experienced the holiday and are in turn recommending it to you.
The layout of the Club 18-30 advert has many methods within its layout. Although the appearance is rather plain it is constructed in such away to make it look neat and well presented. It follows known advertising patterns and uses them well. First of all it follows the rule of thirds, it splits the advert up into thirds. It goes directly through the picture and company logo. Another third line goes straight through the "Majorca" title. Using a rule such as this emphasises how powerful the advert is. Focused on the hotspots of the advert part of the title pieces of information from the main body copy. This showing that the adverts main lexis wants to be read, as it is important. The main lexis is rolled down the page divided up into five sub headings. Each heading representing an important factor to persuade you to choose this company to fly with, it is to the point and basic e.g. “What you get?”, but for the younger age groups this is all they care about when it comes to holidays.
The advert also uses other techniques as well. Such as certain text effects to create the effect of the waving motion that the sea creates. This advert is quite basic in terms of extra features. The text features dense information about the place. It covers everything a young person would want to do in a day. It’s clearly not focused upon older age groups, as they stereotypically prefer relaxing holidays, and doing activities such as sightseeing and maybe tours of local historic cities and towns. The adverts main technique is to focus on younger people with the type of lexis they use to communicate with the advert read.
The superfamily advert is a lot different, it uses completely different language and has clearly got a different target audience. The language is a lot more formal, there is no slang found in the lexis or sub headings. The language found in this advert is a lot more in depth and explains what It has to offer and how you can benefit from it. The advert shows it targets a range of ages through hat it has to offer, for example “Baby Care” found as sub-heading obviously shows the hotel has facilities for babies, another example “Family Time”, shows that the ages range throughout the advert. Compared to the club 18-30 advert the super family explains and tells us lot more about the hotel and where you would be staying and what there Is at the hotel without having to travel anywhere. But this advert is mainly towards the children, it features lots of lexis about children’s activities and clubs to keep them busy all day long. Overall the lexis used is to describe its own hotel and the features and activities that this hotel can offer to the reader.
The layout of this advert is neatly presented, and clearly spaced out. It features a wavy style panel border on the left with the words “Majorca” written vertically. This is the first thing the reader will see as the advert follows the rules of semiotics. So the first thing they see is the word “Majorca”, and that’s the first thing the reader is going want to know is where they are going. It’s followed by an image to the left that is cropped to a curvy rectangle shaped object, mainly to make it look like the shape of a swimming pool. Nine sections, some paragraphs, and some sets of bullet points are placed around the picture.
Other features of the advert can be found within the style of it. The shape of the title bubble and the picture bubble and in the style of a water droplet or a bubble, again, like the club-1830 advert, makes reference to the waves and water of the sea.
The third, and last advert, is again different in certain ways. The language is different, the
type of style they use is a more classic formal style. This advert, first of all, has the most
amount of text out of all of them, therefore it probably contains the most relevant
information. A company named “Forever Young” produces the advert.
suggesting that it is aimed for older people. Another key factor that pushes more evidence
towards a more elderly target audience is the fact that most of the main lexis talks about
mountainous scenery and information about historic towns, “it is the largest of the
Balearics and is an island of incredible beauty with rugged mountain scenery”. Half the
advert is concentrated on factual information about the surroundings and local history.
The other bottom half tells us about the hotel and the various features it has to offer.
Based on the clues in the text, this advert is has an elderly target audience.
The layout of this advert doesn’t follow any specific rules. It has a loose symmetric style
of the placing and arrangement of the text and text boxes. The two pictures are also
diagonal to each other. There is a big eye catching title at the top of the advert reading
“Majorca”. The listings of features and activities available at the hotel and in a small font
in bullet point fashion.
All these adverts share the same subject for advertisement a holiday to Majorca, but each
of these adverts uses different language techniques, they all have different
target audiences too. To conclude with I will be comparing the three adverts and how
they differ from each other. The ‘Club 18-30’ adverts starts of with very clear chatty
language, this appeals most to younger people as they are less mature and prone to using
such slang language. The ‘superfamily’ advert is a much more formal approach using
normal informative language about the range of services they can provide. Finally the
forever young advert focuses more on the geographical features of the island to push
forward its services. The layout of the adverts also differ, the club 18-30 advert is quite
plain but uses sub-headings to structure its text. Superfamily uses small paragraphs and
bullet points to clearly separate its factual information into suitable categories for all of
the family to be able to read. Forever young has two paragraphs of information about the
surroundings of its hotel, with the same idea as Superfamily to list the available resources
that can be used at the hotel.
By changing and altering the way the text is implemented to the reader we can change the
type of target audience, by the type of language used. Companies use this depending on
which type of audience they are trying to target .
