An analysis of two adverts
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.
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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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 makes the reader presume that she uses the advertised product, leading them to think that their skin will deliver the same appearance. The lady in the photograph is slightly older than a standard model showing that this product can be successful on people of all ages. The woman's lips are slightly parted making her look very sensual and feminine. Most women aged between twenty and thirty would ultimately like to look this way. Her lips are also very shiny and red. This links to the colour theme in the rest of the advert and conveys a sexual appearance. The lady is looking directly at the viewer, forcing them (as in the Clinique advert) to make eye contact, addressing them directly, almost as if to say 'yes you could look like me'. The image of the woman in the Garnier advert is the most successful part of the advert making the reader feel exceptionally drawn in, her lips are parted almost as if she is about to say something (eg the headline). Clinique and Garnier both use pictures of likeable animals in their adverts. This is very effective as it draws the reader because of the image of the animal; only after looking at the animal will the reader look around for what the advert is promoting.
Underneath the lady's chin is a very cute dog which she seems to be cuddling and stoking with against her skin. This allows the reader to believe that the dog is extremely soft and that this is how soft their skin will feel after using this particular merchandise. The dog has large wrinkles nevertheless he still remains exceedingly cute and cuddly. The phrase at the top of the page 'wrinkles don't look charming on everyone' links to this picture. It indicates to the reader that the dog looks good with wrinkles but they would not. This makes the reader believe that they have inadequate skin and the only method to enhance is by using this particular product.
Next to the lady's face is the product, helping the reader to become accustomed with its appearance. This will make it more recognisable when customers are searching for it. The lid of the pot has been removed showing the contents - white cream. The cream is arranged in a perfect swirling peak tempting the reader to thrust their hand into the pot and try this cream. This increases the reader's need for the product.
At the top right of the page there is an image of two fresh, ripe cherries frozen in blocks of ice. The cherries being preserved suggests to the reader that their skin will also be preserved when using this specific product, influencing the reader even more. Cherries are a fruit which are generally considered wholesome, plump and wrinkle free, again persuading the viewer to think that this is how their skin will feel and look after the use of this product! The merchandise also contains essence of cherries which links to the picture of the cherries. The image of the fruit is put almost directly above the product giving the notion that they put them directly into the cream. The gives the reader the impression that the cream is very natural, fruity and pure.
The images in the Garnier advert show the reader exactly what will happen to their skin by placing a picture of the fine looking woman on the page, whereas the images in the Clinique advert are more symbolic and do not have a direct meaning. The pictures in the Clinique advert require more detail and thought into the effects of the produce, however the reader is not often conscious that he of she is doing so. This effect creates a sense of well-being inside the reader as they have worked out the pun.
The images are most effective in the Garnier advert due to the showing of the product's effects and the illustration of the produce. Unlike Clinique, Garnier show the appealing ingredients that form the product in a way that makes it seem surreal yet natural.
The Clinique advert has very little text. At the top of the page there is a short phrase 'A bright new beginning.'. This is a pun with a duel meaning firstly associating with the image of the baby chick, contributing to the evidence that it has just been born and that it is a new life, a new beginning. Secondly it tells us that it could be a new beginning for your skin when their product is used and it will give your skin a new life. The phrase is also very short, with a capital letter at the beginning and a full stop at the end. The full stop represents the very brief simple sentence showing the reader that the product is very straightforward as well. It also makes the phrase seem more punchy and changes the sentence into a statement
The copy on the image of the product is very bold and stands out. The company name 'Clinique' is written larger and is under and over lined making it the most prominent feature on the product. It then uses alliteration 'total turnaround' which makes the phrase more memorable. The word 'total' gives the reader the impression that there is nothing better and that when used will make skin the finest it can possibly be. The second word 'turnaround' indicates to the reader that, at the current moment, their skin is inadequate and the only way to increase its overall beauty to the limit is to use this product.
The copy at the bottom of the page is small and intended to not interfere with the images on the advert. It is written in the third person, not directly addressing the reader. This makes the text seem less overpowering and influential making the reader more obliged to read it. The text starts by naming the product 'Clinique's total turnaround' familiarising the reader with the label in a very short sentence. The word 'instantly' suggests to the reader that the cream will make their skin dazzling in a very rapid space of time.
The phrase 'clearer, brighter, livelier' does not only notify the viewer of the effect the product has on skin but is also a list of adjectives. The list reinforces characteristics of the product making the reader believe it more and more. The adjectives are comparatives which influences the reader to deem even more that they are true and that they are better than any other product that is currently out on the market. The phrase 'smoother and softer' is an example of alliteration making it sound more catchy. They both use a soft 's' showing to the reader that their skin will be soft too.
The word 'keeps' is underlined to emphasise it and to tell the reader that by using this product again and again their skin will stay impeccable. The copy then goes on to inform the reader how it kill 'keep' their skin at its best. The phrase 'smoother, softer, less lined, more even-toned' is also another example of a list of comparative adjectives, stressing the other effects of the product and making them more plausible. 'A big break' is a pun - referring to the further development in new products for complexions and the shell breaking in the image. This shows that this product is very new, as if it has just broken out of a shell like the chick. The copy then states the company 'Clinique' in one single sentence reminding the reader again of who is capable of making all your complexions dreams true! It also allows a pause either side of the company name making it stand out in the readers head.
The copy is made up of very short sentences causing pauses to occur as the advert is read. This makes it sound more interesting and memorable. It would also enable it to sound as a television advert would. The individual talking on the advert would most probably emphasise certain words ,which, in the case of the paper advert are underlined or separated in short sentences. However there is extensive use of comparatives (smoother, softer) and superlatives (best) which in turn persuade the reader to buy this product.
The copy in the Garnier advert has a lot of text in different places on the advert. This makes it more eye-catching and readable. There is a large bold title at the top of the advert which is prominent. It starts with a very short 'etched on your mind' sentence. 'Firm up.' It addresses the reader directly and is almost as if the lady in the photograph is announcing it to the reader and saying 'firm up like I did'. It makes the reader feel like they have undesirable skin therefore must buy this product. It also immediately states what it is that the product does in just one condensed sentence.
The next phrase 'Wrinkles don't look charming on everyone' links up with the picture of the cute dog underneath the lady's chin. The advert is saying that the dog looks good in wrinkles but women however, do not. This again makes the reader feel that they have to buy the product to make their enhance skin and reduce the wrinkles they may not even have.
There is a text bubble above the image of the product saying 'New'. This instantaneously tells the reader that this product is up to date and the best that one can get. New products have a greater appeal than older ones as customers have no experience of the merchandise and therefore will believe most things written on the advert. The text on the product is not exceedingly visible. It does not persuade the reader to buy it, it just states the name, make and company of the product.
The copy at the bottom right of advert firstly simply states the product 'New Synergie Lift' again recapping the name of the product and emphasising that it is new. It is underlined and sectioned off from the remaining text making it obvious. It is also in a bold yet sophisticated font possibly suggesting that this product is up-market.
Garnier say that it has produced the 'first' cream of this sort. This is a superlative making the reader think that it is true. The text is also arranged in a way that makes the think that Garnier are saying that this is the 'first firming and anti-wrinkle cream' when really they mean the 'first firming and anti-wrinkle cream with essence of cherries and ginger'. Because the reader thinks that this is the first product of this kind they think that it must be the best and also must be cutting edge technology since it has barely reached the shops floor. The words 'anti-wrinkle' will mean a lot to women aged between twenty and thirty as they will be very conscientious about their appearance. These two words must stand out as they are what (to most) will make the product so appealing. This phrase is written in bold ensuring that it is projected and noticed.
Garnier declare that their product has 'essence of cherries and ginger'. This links with the above picture of fresh cherries and indicates that the product is very natural. Cherries and ginger is an unusual concoction making it sound very interesting and therefore appealing. The word 'Our' suggests to the reader that this product is made within a small number of people, signifying that a lot of attention and detail goes into preparing the cream. This makes the reader feel that the product is not artificial and is worth any money because of the nurture that has gone into creating it.
The phrase 'spring back in you skin' makes the reader feel again that their skin has no 'spring' no matter their age. 'Spring' is an example of an onomatopoeia again influencing the reader to believe the text.
The copy then states a fact 'It's proven' this makes the reader very intrigued as they want to know the real effects of the product. The fact shows to the reader that people have tried and approved the cream and assures them that this product actually does work. It then states the fact and afterwards says 'Now that's uplifting' which is a pun. Firstly it means that it is uplifting in the sense that it makes you feel better and happier. Secondly it literally means uplifting on your skin. This adds life to the advert and makes it more interesting.
The copy say that Garnier test effectiveness demonstrating to the reader that this product is effective making them think that it has a good effect. The effectiveness is tested under 'dermatological controls'. This makes the company sound very professional and safety conscientious which are all positive things and assure the reader that there is nothing to fault in this product. Then the company name 'Garnier' is written as the largest writing on the page in a bold striking regimented font. This makes it recognizable to the reader when look at other product by the same company.
For the Garnier and Clinique adverts, the copy has very different purposes. The Garnier advert makes its text interesting by using different fonts and strengths of colour, making is more eye-catching and alluring. However, Clinique has one large title and then the remaining text is hidden at the bottom of the page illegible from a distance.
Garnier write in the second person, addressing the reader directly. This can feel over-bearing although can be persuasive. Their copy is far more like a conversation than a factual account making the reader feel more intimately involved. The use of testimonial statements allows the reader to think "if it does it for them it must do it for me". Clinique, however, writes in the third person. Although the copy is biased towards the product it generates a factual effect where opinions are expressed as facts.
Both adverts use words targeted at the age group likely to purchase the magazine. For example, in the Garnier copy "anti wrinkle" and "dermatological control" both equally as important in today's society for young to middle aged women. Clinique use more subtle words such as "brighter" and livelier".
Garnier and Clinique have both set out to aim their adverts at the same age group of women. However, they are targeting different markets. Clinique's target audience are women who want pure skin, with a non-glamour more mature look. Garnier are targeting the women who still want to look their best and feel that to look their best they must wear make-up. The picture in this advert shows the lady wearing make up on top of her flawless complexion.
With this in mind, the most effective is Clinique. The main reasons being: it has an "ahhhh" factor due to the animal, the product is front on and central, the colours of the advert represent the complexion that would be displayed on your skin, it does not have an age restriction or persuasion that is overpowering. These effects are simple yet extraordinarily powerful.