Images
The images used, more often than not, include the imagery of a pool with families surrounding and a glimpse of the destination where they will be staying. The photographs emphasise the fun and activity side of the holiday, therefore eliminating any pre-conceptions about the rooms so that the customers are not disillusioned when they actually see the arrangements. The photographs of swimming pools also have a lot of ‘Water Slides’ in them, exploiting the point of the fun side of the holiday. This is used to good effect as it usually has a child in the vicinity looking happy and excitable to present and forward the connotation. Other images are deemed to be more informative and present the audience with some signs, leading them to expectation.
Colours
The colours used in the photographs are bright and aesthetic. All pictures include the destination when the weather is sunny and never when the weather is really bad. No-body will book a holiday to a destination where it appears to be bad. With the weather being a main and essential priority over everything else, the firm allow the audience to be expect of a warm, sunny place. This will boost sales than say if the weather was poor and rainy.
Information and Layout
The page and information, as a whole, is laid-out so that the customer/audience are given a mass of information which is useful and informative. The pictures are explained and the local area of the destination is analysed to give more insight of what there is do to such as nightlife, restaurants, beaches… This information is given to promote the culture and local area to attract more tourists and life outside the Euro Camp complex. The figures are assumed to be exact and the analysis of the area is important upon planning what to do in the holiday. This could also gather the attention of people who are not normally interested in this genre of holiday as it forwards Euro Camp as a place to stay whilst travelling… The layout has been introduced in a series of colours that are linked to the companies’ logo and is reinforced with quotes from previous customers – re-assurance, pictures of fun – promoting family values, pictures promoting the target audience and certain ideological factors such as the stereotypical family, and the element that distinguishes Euro Camp above the rest – Slogan. All are trying to tempt the customer/audience into buying a holiday with them specifically, whatever the cost.
Ideology and Values
The ideological and stereotypical values that present the audience with the idea of who the target audience is and why. The impression given by ‘Euro Camp’ in their advert that I have studied, is the exploitation of the ideology of ‘Family Life’. The advert shows the definition of a Mother, Father and two children (a boy and a girl) as the ideological family. This is to portray the message that Euro Camp offers activities for the whole family and is targeting these families as its audience. They have specifically targeted this ideology of a perfect family because it’s the most common amongst society therefore the advert is more likely to have an effect on sales than a smaller bracket such as single parent families. The ideological family is more likely to have a better financial backing than a single parent or any other type of family therefore by targeting this audience they can set ‘reasonably higher rates’ than in relation to another bracket due to the ideological view that this type of families have more money than others. They can often forward this message by stereotyping.
Want a holiday now? Why?
If I was asked if I wanted a holiday with Euro Camp after continuous analysis and studying, I would have to reject the offer. I would do this because I feel that to a certain degree the company tries to promote one aspect of the business and the audience bracket is to narrow. The characteristics that they have to offer such as; Fun, action packed, secluded environment… none of these suit my necessary needs and nor so they appeal to me in any way. Had they targeted a much younger outlet (18-26), then there would be a more aggressive adventuress’s value and the night life would be better upgrading my influence in purchasing a holiday with the firm. But, given their current stature I would decline in venturing with them.
