Now I will look at the presentational and structural devices in the three texts. In the Club 18-30 text bright, vibrant colours are used such as pink, blue, yellow and red. The title states the target audience straight away making it very obviously eye-catching to the right people. The pictures used are those of people dancing in a club and having fun as this is what most people going on this holiday want to do. This is not a full page advertisement as there is only a very small amount of information wanted; about the clubs, bars, beaches etc. This is all given in a fun, jaunty font with not too much reading needed.
The Superfamily brochure is done in red, white and pale yellow. These are soft, welcoming, almost primary colours. This emphasises that this is a family advertisement. There are pictures a families by the pool as well as kids playing and having fun. All the borders are wavy and curved making this feel like a safe place for children and the font is plain.
The Forever Young brochure has soft, autumn colours as well as natural blues and greens. Also, the pictures are serene. This is because the average older person wants a calm relaxing holiday. There is a full page layout with plain, simple borders. There are pictures of a cathedral and an empty pool. This helps add to the feeling of calm and relaxing on the holiday.
I will next look at the language used in each of the pieces. In the Club 18-30 piece the language used is ‘cool’ and ‘slang’ with misspelled words such as ‘in yer face’. This is to target the younger audience. It is humorous yet with some facts, such as bars, clubs and beaches to visit. There are some opinions such as ‘home to some of Europe’s premier DJs’. It states what the younger audience may worry about when it says that ‘you’ll need a fair bit of wedge’. It also states that there are many things to do ‘on your doorstep’ suggesting great ease, an important factor to youth.
The Superfamily brochure uses informal yet informative language, like ‘for the sporty among you’. It is persuasive and serious, giving the reader a lot of reasons why the holiday is right for them. However in doing this it keeps a very friendly and approachable attitude as it wants to appeal to families. It states the many things that they will do to make family life easier, such as baby care and children’s clubs.
Forever Young uses formal language as this is what appeals to a lot of the older generation. It is serious and informative, stating plainly what things there are to do and makes them seem calm for example ‘it has a traditional, relaxed feel about it’. This is important as most older people want a relaxing holiday. It is persuasive as it uses opinions about things like ‘prettiest’ and ‘traditional’.
Overall I believe it is very important for advertisers to use all means at their disposal to attract the target audience. They must choose the right presentational devices, the right language and the right style in order to convince the target audience to buy their product.
