Analyse, review compare and comment on the features used in advertisements.

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Analyse, review compare and comment on the features used in advertisements.

In the world of retail, it is crucial for companies to advertise their products to promote customer awareness and persuade consumers to purchase them. Manufacturers are competing to persuade the consumer to buy their goods over a rival’s. To do this, they employ many subtle tactics to persuade consumers that by buying their product will somehow enhance their lives, e.g. by making them happier, more beautiful and even more desirable.

In this essay, I will choose three advertisements from a magazine, which are all aimed at teenagers. I will analyse the ways in which they appeal to their target audience, before deciding which I think is the most effective.

The first advertisement I will analyse is for ‘Exaggerate Hydra Colour Lipstick’ from Rimmel. The images and language that are used give an impression of strength, vibrancy and even violence. The picture shows Kate Moss tilting her head moodily to reveal a symbol, resembling graffiti, drawn on her cheek in lipstick. The Exaggerate Hydra colour lipstick is a dark, bold plum and is pasted over her lips, and a sullen and defiant expression covers her face. She wears a jagged-edged, black, lacy top. The theme of arrogance and hostility is shown in the language also, as the words used to describe the product are all linked with violence. Across the model’s chin are the words: “MOISTURE HIT”, and at the bottom of the page are the words: “Smack your lips with moisture that saturates, and colour that overflows. Hit them with it.” The repetition of words like ‘hit’ and ‘smack’ add to the impact of the advertisement, meaning that teenage girls are more likely to remember it, and buy the product. The choice of ‘violent’ words, and the short, simple sentences make the advertisement more persuasive; the phrase ‘MOISTURE HIT’ is more eye-catching and memorable than a longer, less powerful phrase like: ‘Lovely new moisturising lipstick’, for example. The Rimmel slogan is in the form of an instruction: “GET IT ON”, ordering girls to apply Rimmel make-up. It is a command, so the reader feels compelled to do it. The violent wording and graffiti-like symbol appeal to a streetwise, self confident, teenage girl. It makes teenage girls feel that, if they buy the product, they too will be strong and self-assured, as the advertisement implies. The layout of the advert is somewhat expected of an advert in a teenage magazine. The advert is very text light with only a simple sentence used, at the bottom of the page, to accommodate the ever decreasing concentration span of a teenager. The use of bold writing is also prominent throughout the advert and is used to highlight its snappy one liner, this suggests that the advertisers are trying to make up for the lack of text by creating a sentence that gets the point across and sticks in your head.

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The second advertisement is completely different to the first. It is for the brand ‘Skechers’.  At first glance Christina Aguilera is the most obvious feature of the advert as she monopolises the space on the page – it’s a very simple advert giving a direct message: buy Skechers because Christina Aguilera wears them. However, it is also slightly unconventional as this advertisement, unlike most examples of celebrity endorsement, seems to be working both ways – her album cover appears top right with the message ‘get stripped’. In most examples of celebrity endorsement, celebrities are paid to associate themselves with ...

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