In the charity advert, a little girl quite upset is shown and explains how she survives. They are asking to give a generous amount of money or a gift.
The advert was posted through my letterbox. It was given near the time of ActionAid week, which is on the16th September- 2nd October.
In the commercial advert the advert uses informal language, as this makes the advert look relaxed, and that’s what they want the advert to look like ‘cool’. The tone of the text is fun, exciting and engaging. As they use a lot of slang, and how they put it across to the audience, it is short and simple so you will not be bored.
The copy uses superlatives ‘Xtra’, ‘Xtreme’, ‘Xhilarating’, ‘Love’ and ‘longer’ this make the copy look like it is the best, also X and L are at the beginning of each word as this relates to COLOUR XXL. The words are bold and highlighted this make it stands out to catch your eye. The copy is in red and red stands out as an individual, this makes me want to read it. The rest of the copy is white on blue. ‘LIVE’ is written in blue, making it look natural. ‘LIVE’ is also bigger, bold and eye catching; this is helpful as this is the products name.
No rhetorical questions used but facts and opinions are. The opinion ‘love the feeling’ is an opinion as the reader might not actually love the feeling. The fact ‘with ultra- concentrated colour pigments’ is a fact is because it does contain them also this makes it scientific it gives the impression that it really does work, so you will see the effects. Personal pronouns are used ‘if you’ve got the attitude, we’ve got the colour.’ This makes you feel involved.
The logo is Schwarzkopf and has a picture of a side view of a man with hair; the slogan is ‘Professional hair care FOR YOU’. They highlighted ‘for you’, so it makes you feel they’re only doing it for ‘you’, making you feel special.
The copy in the charity advert uses emotive language. The effect is that it makes you think, making you fell, depressed, sad, and emotional. It tells us she just receive 24p a month to help Anamika (the girl being advertised) survive and her family. It tells us just how £2, £4, and £10 pounds can just help a girl’s life helping her own way out of poverty. They use persuasive language as it mentions ‘you can’t buy back Anamika’s childhood but…a small gift from you could make a big difference to her.’ As this makes the reader feel like the reader can help Anamika if the reader gave money. The tone of the languages is serious; as the copy is serious the text is formal. The copy is simple, long and informative. The copy uses negative connotations at first such as ‘died’, ‘bust’ and ‘manual scavenger’. These words are distressing and make you think how easy we have it. However then the language changes and has a positive connotation in the next paragraph when the advertisers explain what happens when you give money for example could, help, learn, earn, safe, shelter, community, chance. These words make you think how much of a difference this can help.
The copy uses personal pronouns such as ‘you could ...’ as this makes the text look likes it written to you.
They use absolute such as small, as this makes you think you only need to give a small amount, to help.
There are opinions and facts, it mentions ‘a small gift from you could make a big difference to her’ we actually don’t know if it will make it a big difference. The facts shown are based what upon would happen on how much money you give, and when they explain what action aid is. The writer used a rhetorical question as ‘who is action aid?’ this makes you get involved as you might not know.
The logo is placed at the top left hand corner ActionAid, as the reader will know who there giving their money to. The charity is taking action this explains the action and the charity are helping, this explains the aid. This relates to the purpose of the charity. They also add there email add and telephone number.
The image in the commercial advert portrays a very good looking girl and a good looking man, with gorgeous blonde hair. The hair makes the reader want hair like that. This relates to the product as the product is trying to sell a hair colouring for blondes. This relates to the text as it shows the two people are extreme and exhilarating. The two people who are being advertised their body language shows they are very close, but not facing the same way and they are not moving. The man looks like he is screaming in the girl’s ear, and the girl has her tongue sticking out, this shows in a way it is portraying something to do with sex, as she is doing it in a very sexy way. It looks rather stereotypical as she is blonde and pretty and blondes are known as sex symbols. She’s dressed quite revelling but casual. I think the image is aimed at adults, as the advertisers are using sex to sell. The background is blue, I think it is blue as blue is a very neutral colour to us, so we don’t make an associations with it. The man is not looking at the camera, but the girl is, I think this will catch your eye, but you can not see their faces fully. The image makes me feel like it is trying to change the reader; like the reader will look this good if they bought this product.
The image in the charity advert depicts that the girl is very sad, as she is not smiling, this makes her look miserable. Her eyes are staring at the audience, like she needs the reader’s help, which makes you sad, making the reader want to help. The picture is in black and white, which to me makes me feel depressed and gloomy. Next to the picture they give her name Anamika this makes you think she is a human being not just the unknown. She is looking straight at the camera, to catch your eye; you can see her face fully. The image relates to the text, as the text is about her. The advertisers talk about her childhood which is depressing and the reader releases why Anamika looks upset in the image.
I think the target audience is for young adults, as I think the colour hair is not suitable for a kid, or an elderly person, but for a young adult about aged 19- 45, I think it will look impertinent and sexy, also this advert was found in a young female adults magazine. I think the gender is for male or female, because there is both a good looking male and female on the advert with blonde hair, and it looks excellent, so it would attract both male and female. The income does not have to be a large amount, as if you had a good income, you would have coloured you hair professionally, not by yourself, so you don not have to have the biggest income.
I think this charity advert is aimed at people with a good income as £10 a month is not cheap. This will mean an age with a steady job will be required the age will be around over 25. The copy goes to both genders male and female, as they will get more money for this.
The commercial advert represents it message in a very dramatic way, as highlighted by the use of words, and imagery. The advert is asking you to colour your hair.
The charity advert is also represents its message in a very dramatic way, as highlighted by the use of text. The text asks you to give money or a gift.
Overall looking at the two adverts, there is a large amount of thought which makes an advert. There are many differences between the two adverts. The commercial advert makes you feel happy and cool. The charity advert makes you feel depressed and uneasy. This affected my opinion, as I did not like feeling depressed, the other advert made me want to buy the advert as it was exciting. I think the image was the most successful in the commercial advert, as it made me fell like to buy the product. Overall the ‘LIVE’ product did make me want to buy it, as I’m stereotypical, so I would like to look like that. The charity advert on the other hand did not make me wont to help out, as it looked like a scam, especially with £10 a month!