The media wields considerable sway over a vast audience and employs diverse communication methods to engage individuals of all generations. Among its many functions, advertising is one of the most prevalent. Advertising proves to be a powerful tool for introducing new products to the public, with television, radio, newspapers, and magazines being some mediums through which it can be conveyed.
In this analysis, I will examine two perfume advertisements from different magazines that promote similar products. By comparing and contrasting these ads, we can explore the various techniques used by advertisers to make their advertisements stand out and increase sales. Although both adverts are promoting perfumes, they are structured and presented very differently due to their target demographics. The first advert features a man with his child, enjoying a peaceful day on the beach. The colours used
...in this ad, green and blue, represent tranquility and relaxation, which fits perfectly with the scene depicted.
The image in the scene aims to convey relaxation and freedom, creating an image connotation that motivates the reader to buy the product. The character in the advert links well with the needs of the audience, depicting a stress-free life that appeals especially to middle-aged men. As the advert contains no written information, all the necessary description is presented visually. There are two main reasons for this approach: firstly, people pay more attention to visually engaging adverts; secondly, they are selling a lifestyle rather than a perfume, using imagery to conjure up emotions in the viewer's mind without written explanations.
The advertisement is primarily comprised of images, with the exception of the product name displayed prominently in white at the top of the
page. The product name consists of four letters and includes the phrase "LAUDER Pleasures FOR MEN." The word "pleasures" is highlighted with a larger and distinct font, likely indicating a focus on pleasure as it relates to the product. Additionally, the inclusion of "men" in the product name serves to underscore its masculine qualities. At the bottom of the page, there is a picture of the product in its bottle, likely included to familiarize potential customers with its appearance.
The advertisement includes a distinctive element that is highly efficient as it enables the audience to smell the perfume. By lifting a paper attached to the advertisement that contains the scent of the perfume, readers can experience its aroma. I consider this feature a valuable technique since it resembles providing individuals with a complimentary sample of the product. Consumers can use the product and decide to purchase it if they enjoy it.
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