I will be analysing the two adverts ‘Fuel for Life’ by Diesel, and ‘LOUD’ by denim.
Fuel For Life is targeted at 20-40 year old males, and uses dark shady lighting for the shot with a weathered and old, ‘steampunk’ text for the product name, copy and decorative styling. There is a roughly 20 year old man kneeling in the centre of the advert in a long shot, he is wearing an open white shirt and black formal trousers and he is holding the product in his right hand. The shading and steampunk style adds a mysterious feel to the advert, suggesting that the product will give the target audience a mysterious sense if they use it, along with a ‘hidden’ power suggested by the expression on the model’s face and the crouching position. The framing also suggests that his power is radiating off him from that long shot distance and that even the camera is giving him space. The crouching position suggests a possible pounce of attack and the expression on the model’s face is focused on the camera suggesting power and intent. This advert is effective at advertising itself because it appeals to the aspiration of being powerful and attractive to most young men; it conveys the idea of being attractive and serious, and the target audience may purchase this to become more attractive.
LOUD, the denim advert is targeted at teenage to 30 year old males. It uses a motion medium shot of a young man around early 20’s jumping in the air shouting. The shot is in black and white and the product name is printed on duct tape that is stuck on an angle across the shot in worn or messy font, behind a pack shot of the product with an exploding glass or ice effect. This adds explosive effect and power to the advert and suggests that the level of power or noise would have simply smashed the glass or ice. The duct tape stuck on, at an angle, suggests a slapdash or hurried feel to the advert along with the feel of sticking things down and the image or wires related to sound systems being held together with duct tape. The motion shot suggests excitement or partying due to the age of the model. The medium shot also adds the effect of the model jumping towards the camera making the target audience of the advert feel included in the advert. The black and white effect of the advert may convey a sense of nostalgia for the ‘swinging sixties’. This advert is effective at advertising itself because it is referring to the desire of younger people to have fun and to party, also referencing to the ‘Retro’ pop culture. This may attract more consumers to buy this product to increase their sense of fun or excitement.
I believe that the Fuel For Life advert is more effective at advertising itself because it toys more with the primal psychological desire for power mystique and dominance, it gives an impression of being powerful popular and dominant.