Advertising – Introduction

1) What is the purpose of advertising?

The purpose of advertising is to actual advertise and promote a product to the public whether it’s through Television, Radio, Leaflets, Posters, Internet, Newspapers and Magazines. The purpose of advertising is to sell, and gain the public’s interest.

2) Name 2 recent advertising campaigns that have grabbed your attention. What in particular interested you?

Two recent adverts that have interested me are:

1. Yeo Valley

This advert grabbed my attention because its unique, as the two people that are in the advert are rapping – something I have not heard before in an advert. I’m not quite keen in the product as it is advertising milk (not such a fan of milk) but I like the style of the actual advert.

2) Ferrero Rocher

This advert grabbed my attention because I generally love this chocolate product. After seeing the advert below I loved the product even more because the advert was so different and interesting, and caught my eye. I like the way the advert advertises the chocolate as it makes the chocolate seem quite powerful and ‘godly’.

http://www.tellyads.com/show_movie.php?filename=TA9773

3) Did you purchase the product? If not, have you ever bought a product because you have seen the advert?

I have never purchased a product because I have seen the advert.

     PowerPoint Presentation on Representation of Women

Analysing a Print Advertisement

Lesson Aims: Using the worksheet provided carry out an analysis of a perfume advert.

 

 

The type of product I am analysing is a female perfume.

The target audience for this product is aimed at young teenagers aged 12 - 18. The need from Maslow’s theory that is being targeted is Esteem products.

There is no actual setting to this advertisement as it has more of a show stopping lightened background. The colours used are pink and black. The pink represents the feminine side of the advertisement and the black parts bring an edge to the product, so it’s not all feminine. There is a spotlight on Avril Lavigne and some light on the perfume suggesting that the audience should only focus on her and the product, also the lighting looks artificial and the colours look touched. The stars in the background appeal to the target audience as the stars are ‘fun’ shapes which will get their attention. Avril Lavigne is wearing a pink, puffy, short dress which will also appeal to the target audience as it is probably something that they would wear. Avril is facing the front and seems to be looking straight ahead; this implies that she may be looking at the audience to tell them to buy the product as her eyes look sharp and focused. The phrase, be your own star is quite effective as it suggests that teenagers should be their own person and have their own unique style which gives off a good impression of the actual product and Avril Lavigne.

Representation and Stereotype in Advertising

Representation and Stereotype in Advertising 

            This perfume advert is aimed at young woman.

This advert gives off a positive representation of woman as the woman in the advert is on top of New York City suggesting that buying this perfume makes woman powerful and ‘on top of the world’. However this advert does give off a negative representation of woman, as the woman in the advert looks quite seductive in her face and body language, suggesting that all women should be seductive, and attend the needs of men.

The advert persuades the audience to buy the product as young woman may feel that wearing the product will make them powerful and more in control. This gives women more confidence which ties in with Maslow’s Theory of Esteem products.  

Five Female Stereotypes in Advertising

ADVERT A: ‘The Alpha Female’

I think Advert A’s female stereotype is ‘The Alpha Female’. I think this because the woman in the still image is wearing glasses suggesting that she is intelligent, and seems to be concentrated on her work as her face is looking down, maybe at some work. Her facial expression looks serious suggesting that she is quite powerful and focused only on her work. There are books in the background which tells you that the woman may be in a work environment, such as a library.

ADVERT B: ‘The Beauty Bunny’

I think Advert B’s female stereotype is ‘The Beauty Bunny’. I think this because the still image is advertising a beauty product. The product is being advertised by a young woman who happens to be a celebrity; it shows her putting on the make-up product (in this advert, mascara) in the background and then her with the make-up on in the foreground. The woman has flawless skin, lush hair, and great long eyelashes. The company made her have these features so that young women watching the advert would think buying the product would make them look as flawless as her. 

ADVERT C: ‘The Fashionista’

This advert represents ‘The Fashionista’. I think this because the woman in the still image is wearing a trench coat showing that she wears and owns high top fashion. She looks like a person that wants to know about the new brands of clothes, shoes, bags and lip colour which fits right in with this stereotype. She is in a relaxed sitting position, looking at the camera in a serious but clueless way; by this, no personality shows through suggesting she has no personality. The woman in the image, known to be Kate Moss (a very famous model) has her left leg over her right leg suggesting that she is trying to look good for the camera and not herself. She is portrayed as someone who only cares about the way she looks off and on camera.

ADVERT D: ‘The Perfect Mum’

This advert represents ‘The Perfect Mum’. I think this because the woman or mother in the still image is being pushed in a pram by a baby. She seems to be having fun playing around with the baby as her legs and hands are up in the air, and her facial expression seems to be a cross between surprised and happy. As the advert only shows the mum and the baby with a plain background; it shows that the mum does not focus on anything but being a mum and caring for her children. The woman’s clothes are basic and plain telling you that she doesn’t care whether what she is wearing is ‘sexy’ or trendy – all she cares about is being ‘the perfect mum’.

ADVERT E: ‘The Granny’

This advert represents ‘The Granny’. I think this because the woman in the still image is quite old. I know this because she has white hair, a few wrinkles upon her face and is wearing an old fashioned shirt. The elderly woman is holding a life insurance certificate and smiling suggesting that she is happy because she is covered for the rest of her life, which probably will be in a few years. Using elderly people in life insurance advertisements is a great way to advertise the product as they are near to their death themselves so their facial expressions are real, which is quite effective as elderly people watching the advert would want to be as happy as the people in the advertisements.