The ‘Club 18-30’ advertisement however, doesn’t use the formal layout to reassure the reader. This is because a younger adult without a family would generally rather have a more independent holiday, as a contrast having everything organized for them, and so information is kept to a minimum.
The final advertisements is far more formal than the other advertisements and is aimed at the over fifty-fives. Its layout consists of both text and visuals in clear, simple boxes. So that the older, more sophisticated over fifty-five’s, can concentrate fully on the in-depth information the advertiser is producing for them. Each separate piece of information is located in its own section on the page, outlined by bold black line to make each piece of text separate from each other and also to arrest the reader’s attention.
With text, the ‘club 18-30’ advertisement is very informal and uses the type of chatty, colloquial language that would be used by the subject age range. This is done by means of phrases like “in yer face” and “a fair bit of wedge” as an attempt to communicate easily with the specified, young, target audience who are likely to be familiar with it.
‘Club 18-30’ is but the only advertisement of the three that uses this type of colloquial language. This reason for this is that it is only aiming at a small, twelve-year age range, which may not be as mature as fully-grown adults and so may still use this kind of language on a daily basis.
The grammar and sentences in the ‘Club 18-30’ text are also very diverse compared to the other advertisements. It often lists things. For example “…water parks, go-karting…” that tends to make the reader read the text more rapidly, as a way to make it sound more dramatic and sensational. All other sentences that are not listing things are short like “Pay sun beds.” to add to the drama.
General holiday information is not included as an attempt to try and give the impression of a ‘care-free’ holiday.
In the ‘Superfamily’ advertisement, sentences are compound to extend ideas. For example, instead of simply stating “you can play tennis, squash and golf” which the ‘club 18-30’ advertisement would be likely to declare, the family advertisement extends its ideas to “For the sporty among you there are 18 tennis courts, two squash courts and a golf school.” And then adds the extra detail that they are “at a nearby hotel under the same management.” This extra information is given out to provide the target with a strong image of exactly what is in store. It is compulsory that this kind of target audience is absolutely sure about what is in store, in view of the fact that people’s families are incredibly valuable to them.
Also, separate from the main field of text is information on facilities for children. This area of text contains simple headings like “Baby Care”, followed by bullet points and simple sentences, so that the parents reading through it can do so speedily and be given instant peace of mind.
The language in the ‘Forever Young’ text is very different to the other advertisements because it is far more formal, and doesn’t at any point, use spoken English to try and develop the ’closeness’ between the advertiser and reader. This is because the target audience the advertiser is trying to appeal to be so large and as a result, it may be hard to try and develop the intimacy between reader and advocate because there is no accurate estimate of the age and type of person reading it.
The ‘Forever Young’ advertisement also, unlike the other texts, contains information on the history of the area and uses vivid words and quality vocabulary like “the beautiful gothic cathedral”. It is also quite technical, and provides extra information like “La Seu dating back to 1299 and the Palacio Almudaina”. By printing this kind of information, the advertiser is not expecting the reader to know and understand all that is being said, but just to create an interest in the reader of the experience the company is offering. If this technique is effective, the reader may well want to know learn more and so may be tempted to book the holiday immediately, or possibly even after further research and an improved interest in the local area. This kind of technique can be used because the age category includes retired people; who generally have more free time.
All the advertisements for Majorca are expertly tailored to their target audience. All the factors of each advertisement, such as presentation and tone, have been ingeniously adapted to suit each age-range and it is easy to see how simply the type of information, and the way it is communicated can have such a positive impact on the target age-range.
