An analysis of advertising focusing on the teenage market.

They use very fast sequences of different camera shots and angles. They jump from one angle to another rapidly to demonstrate the high actions of their match. The black and white scene is used to represent old-fashioned, traditional ideas about tennis.

They use close up shots of McEnroe and Agassi's face to show their great concentration, effort and sweat. They use close up shots to remind us that we are watching two famous, excellent tennis players. The music indicates the actions. The music is fast, loud, raucous Rock music that is suitable for fast action scenes. It is contrasted with the black and white scene, where there is no music, only the traditional looking man is talking.

In this advertisement there are two very famous tennis champions. McEnroe and Agassi are well known for their blistering tempers and aggressive style of tennis. In the programme they are called "the bad boys of modern tennis" and this is used to prompt an attitude of "irreverence, rebellion and misbehaviour".

Nike wants to associate their product with these celebrities because these are well-known tennis players and the Nike Company knows that these players are more likely to win and teenagers will buy the products, which these players wear.

The man in the black and white is talking and telling the audience how to play tennis but in the McEnroe and Agassi scene there is no talking because actions are more important and they are doing the exact opposite to what the man is saying in the black and white scene. The Nike slogan is 'JUST DO IT' and it appeals to the teenagers in that if they wear this product they will be as good as McEnroe and Agassi. They are trying to say that if you wear Nike products you too will be a winner like McEnroe and Agassi. They try to encourage teenagers to buy their products by saying that if you are a rebel and don't play by the rules in life, and of course if you wear Nike shoes, you will be famous and winner.

In the next magazine advert product endorsement has been used. Two famous footballers have been chosen because they are famous football players. In Ryan Gigg's advert, I can see that there are flowers for sale and Ryan Giggs is standing next to them. He is standing beside the motorway and there are some vehicles going past. In Denis Bergkamp advert, he is wearing white clothes and he is in a cheese factory. He is holding a pack of cheese. I think these particular footballers been chosen because they are well known nationally and internationally. Both of these players are highly respected in their game. These two players work really hard when they are competing against their competitors. They are always running after a ball or with a ball. When spectator sees their high level of effort and it make them wish that they were men like Ryan Giggs or Denis Berg amp. These matches are shown live on the TV and they are always on the screen because TV presenter always showing their excellent piece of skills. So this is the main purpose for Reebok Company to select these talented players who will win customers. Then they'll be shown on the TV and customers will also get to see their product which these players are wearing. This is the best way for the company to prompt their product to their targeted customers. The audience tend to believe what famous people say because they think they're telling them truth about the product. The message is clearly encouraging consumer to buy the product.

The slogan that has been used in this advert is 'THERE ARE OTHER BOOTS. BUT THEN THERE ARE OTHER CAREERS'. This slogan is written in bold and capital letters. This shows us that this message is important to take notice of. Their main purpose of saying this is that if you wear Reebok products, you are more likely to be famous like Ryan Giggs and Denis Bergkamp. They also mean that if you don't buy these products then there isn't any other way you becoming famous. There are also a hand written text in the adverts and it's written as a personal diary. This is hand written because it catches the attention. Teenager might think that these players might have written this and it will make them think that if they purchase this product and their life also can be changed like Ryan Giggs or Denis Bergkamp. The message from this text is that these players didn't buy Reebok boots and they ended up with boring careers. I think this advert might have been successful in persuading teenagers to buy the products because this advert was design to be funny. It would have made a lot teenagers wonder if that's really true. They would have always have Reebok brand in their mind when ever they see their photos or when their names get mentioned in the media. So a lot teenager would have gone to sport shops and might have brought Reebok product because they have been brain washed.

For my final piece, I am going to analyse an advert focusing on the teenage market. This product is aimed at the female market and look as if it is quite expensive.

The image of the product is really good and looks elegant. The company is 'ESTEE LAUDER' and the slogan is 'Defining Beauty'. I think they used this slogan because they are trying to target certain customers and make them think that brand reflect its quality. The purpose is to persuade women to buy this product and the message says that if you use this product you will be elegant too.

In this advert product endorsement has not been used because it would cost them a lot of money to hire a celebrity. The slogan from this product is that "you've never been so touched by colour". This means that the colour is so rich and rare that normal women couldn't afford. You have to be special and rich to purchase this product. They use colour and velvet together so that women can feel special using the products and remember the slogan.

The layout of the advert is very interesting. The company name has been written in capital letters and is also bigger than any other text. It is used in this way to stay in your mind so that if you see it again you will immediately think of 'ESTEE LAUDER'. There is also a paragraph about this product and they use words such as 'velvet, sensuous, lustrous allure, opulent, lacquer and velvety.' They use these words to compare this product with expensive and romantic feelings. I think this advert is successful in persuading teenagers to buy the product because this is an attractive advert but straight forward and simple to understand.

Kamran Qureshi