An analysis of two adverts

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An analysis of two adverts

I am going to analyse two adverts and discuss which one is more effective. The first advert that I am going to study is marketing 'New Synergie lift' by Garnier. The second is promoting the product 'Total turnaround' by Clinique. Both adverts were obtained from 'Marie Claire'- a magazine intended for women aged between twenty and thirty. This suggests that the target audience for these two particular adverts is women, who are possibly very conscientious about their appearance and who typically have a salary, therefore will be able to afford the products being advertised.

The Clinique advert has a very simple yet effective layout. There is a photograph in the

centre of the page, which is striking and dominant. Above the image is a title, justified to the right to be aligned with part of the photograph. The text is large and is intended to be noticed. The text at the bottom of the page is small and proposed for readers who express more interest in the product . The advert immediately captures your attention and makes certain you look at the most significant image - the product. It has a clear background with no small images, allowing no distractions. If the reader's attention is not diverted they can only look at the product and other relevant images. This is the best way to acquaint the viewer with the merchandise.

The Garnier advert has a far busier layout than Clinique. To the left of the advert is a large photograph covering most of the page. This image immediately attracts the reader's attention however, interest is quickly sidetracked to look at the other images in the advert. The text is at the bottom right of the page. It is very visible, planned to be read and attracts the reader by using different fonts and various strengths of colour. As in Clinique there is a sentence at the top of the page backed by a white setting making it stand out. This layout, although very different to that of Clinique is also very effective. It immediately attracts the viewer to the main photograph of a beautiful lady, the reader then wants to see what makes her this stunning, making them look around for indications in the advert.

The two adverts have very different layouts. The Clinique page is very simple with one main group of images altogether in one place, whereas in Garnier advert places images over the entire page spreading them keeping your eye moving all the time.

The layout of the Clinique advert is more effective than Garnier's because of the simplicity. The eye is not distracted at all as it is in the Garnier advert but is forced to look at the most important thing in the whole advert - the product.

In the Clinique advert, the first thing that seizes your attention is the baby chick in the centre of the page. Human instinct is to look at the eyes of another animal before any other part of their body as this feature is what tells us the most about that particular species. This forces the reader to look at the baby chick prior to the other images in the advert. The chick is very cute, fluffy and soft looking. This instantly gives the reader the impression that this is how their skin will feel after using the advertised product. The chick is standing on the merchandise - a container of Clinique's 'Total Turnaround'. The product is centred and draws the reader to it as it is very shiny and stands out against the calm colours behind it. The showing of the product on the advert familiarises the viewer with it, making sure that, if they were to buy it, they would know what to look for.

On either side of the merchandise is an eggshell. This connects with the picture of the baby chick and gives the reader the impression that it is newly hatched. This showing that it is a 'new beginning' for their skin when they start to use this particular product. It also conveys an idea of youth which is essentially how young women would like their skin to look. The eggshell, produce and chick stand on a reflective surface which shows that it is polished and illustrates the freshness and cleanliness of it. This indicates that the product will also present a fresh, clean, polished look when used.
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The background of the advert is pure white, showing cleanliness and freshness, again demonstrates to the viewer that this is how the product will cause their skin to appear. The cream is presented in a transparent, pale-blue container representing tranquillity and calmness, all features that will be exhibited on skin when used. It also conveys a medical and clinical idea which makes the product seem very safe and very effective.

In the Garnier advert the most obvious feature is the extreme close up image of an attractive woman. This shows the perfection of her skin and ...

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