Advertising Analysis
2597 Words 6 PagesView in Writing ToolAdvertising Analysis
Advertising is constant. Wherever you are and whatever you are doing,
you will be bombarded with advertising; it's commonly accepted that
the media (a collective term for film, radio. television, music, the
printed press [ i.e. newspapers and magazines] and now, the Internet)
is a key part of our modern day lives. The media is largely funded by
advertising, because companies will pay large sums of money to reach
the huge audiences of the media; and so, every time you turn on the
television, tune it to the radio, open a magazine or newspaper, watch
a film or connect to the Internet, you will more than likely see
advertising. Even as I write this, I am being bombarded with
advertising; the Sony brand name is clearly visible all over my
computer; on its monitor, on the top-left corner of it's keyboard;
each second I spend on my computer, Sony will be advertising its
products (let's not forget Sony has many, many products to advertise),
to me, simply because it's brand name and logo are directly in my line
of vision as I type on my keyboard. Sub-consciously, I will remember
the Sony name. Examples of this form of advertising, the free exposure
a company gets by plastering its name all over its products, is very
widely used. The program I'm using to write this is Microsoft Word,
and the program that allows my computer to run the program is
Microsoft Windows. In the top-left hand corner of my screen, the name
Microsoft appears. Every time I look up at my screen to check that
what I am writing bares any semblance to what I intend to be writing,
I see the Microsoft name; I'm not going to forget it, am I? Especially
not since the name also appears in the bottom left hand corner of my
screen as well, and the logo of Windows, Microsoft's most well-known
and widely used product, also appears in the bottom left of my screen
constantly, even if I'm using a program made by a rival software
house. This same from of advertising is used by food companies. If I
get up from my typing and head to my fridge (incidentally, it has a
BOSCH logo in the top-left corner), and get out, for example, a pot of
Onken yoghurt, the Onken logo appears on both sides of the product's
tub and on the top of it's lid. I'm exposed to the Onken logo three
times in as many seconds. In fact, this form of advertising is
probably present on almost any product you care to mention, not to
mention it's packaging; even the bag I carry the product in is in fact
a form of advertising. Without realising it, by carrying, say, an HMV
bag around Winchester, I am not only advertising HMV (and subsequently
any product you could purchase within an HMV outlet) to everyone
around me, I am also signifying that HMV has my personal seal of
approval to everyone who goes past me, because I am carrying one of
their bags; even if I'm using the bag to take an unsatisfactory
product back to the shop, demanding a refund as I do so, I'm still
parading the HMV name around for any passer by to see, and, thus,
providing HMV with free advertising.
As well as these more subtle forms of advertising, there is the brash
and blatant form of advertising which bombards us from billboards,
screams at us to 'Buy, Buy, Buy!' when we reach an interlude in a
programme on commercial television or radio, and fills the inboxes of
e-mail accounts and mobile phones each day; not to forget of course,
the many items of mail which enter our homes every day via the
letterbox purely with the intension of advertising; junk mail. But,
why all this product plugging? Surely, if a product is good enough it
will sell itself?
Why do companies advertise? Because advertising gives a product
exposure. Advertising via billboard exposes the product to anyone who
drives past that particular billboard which is being advertised on;
perfect for a product which can be advertised to anyone. If a product
has a particular target audience, that audience can be targeted
directly with advertising campaigns. For example, a CD of a particular
genre can be advertised in a magazine of the genre the readership of
the magazine on the assumption that because they are reading the genre
magazine, they will be a fan of the particular type of music being
advertised, and also advertised via banner or pop-up on genre websites
for the same reason. If a car is to be aimed at profffesionals, the
car can be advertised in broadsheet newspapers or magazines that
professionals might read (the Economist, or the Spectator, for
example), and advertised in commercial breaks between programmes the
professional class are likely to watch. Advertising gives the product
exposure to the desired audience, guaranteed as long as it is paid
for. It is the best way to expose a product to the desired audience
because advertising is guaranteed to be seen at least fleetingly by
the desired audience.
For the purposes of this essay, I shall be examining magazine
advertising; magazine adverts use a variety of techniques to attract
the audience they want to read the advert; adverts often stand out via
clever slogan with use of wit or humour; sloping text is often used to
ensure that the reader follows all of it and reads the whole message.
Colour is important as well colours either have to convey a message of
their own, help create he atmosphere, mood and feel of the advert or
make sure that the focus ofte advert is placed totally on the text;
this can be achieved, for example, by placing black text on a white
background; the text will be what stands out and so it will be what is
noticed by all who read the advert; bright colours lure people in and
suggest a fun and vibrant feel, and so on.
The adverts I have chosen to analyse, rather accidentily, advertise
the same product; holidays. However, since one is for cruises in thre
Medditeranian and one for short breaks in the highlands of Scotland,
there are sure to be differences in audience, motive and so on.
The motives haveto be considered entirely different for the two
adverts; one is an advert intended to sell the cruises of a perticular
company (Swan Hellenic), whilst the other is intended to increase the
turism trade in the highlands of Scotland. The product for the Swan
Hellenic advert are the cruises themselves, with the brand name being
Swan Hellenic, a name used by a larger company (P&O Princess Cruises);
the second advert is not nearly so clear cut; the product seems to be
holidays in the Scottish highlands, regardless of the company banner,
and the brand name seems to be, rather oddly, Scotland itself.
Both adverts are trying to sell a perticular holiday, but approach it
in entirely different ways; the Swan Hellenic advert uses the already
existing image of the medderanian , where as the Scottish highland
advert tries to create a new image for them. This is seen in both the
picture and text of the adverts; the Swa Hellenic presents the
Medtterian at its idyllic best; sweeping green trres, sundrenched
white rocks and amazing mountain scenery are used; the image of the
meddeteranian as a place of history and culture is also created; a
picture of an ancient monnestry implies the cultural and historical
significance of the medeteranian.
In contrast, the Scottish highlands advert goes directly against
images traditionally asocitared with Scotland (tartan, bagpipes,
thistlkes and the coloursof the Scottish flag), presenting Scotland as
suave and sophisticated through the use of stylish andelegent purples
(no tartan colours, no blue and white) with stylish sillouetes of a
young couple rather tha traditional imagesof the scots, perticularly
higlanders, who are seen to be more Scottish than other Scots.
The personality created for Scotland is an andvanced and chic one; the
personalitybeing create or te Meddeterian is a rustiic and traditional
one, with rural and religious values being upheld; the use of an imgae
of a remote lcation also suggests that the medeteranian is an ideal
place to visit if you wish 'get away from it all' and that it is free
from the pressures of modern life(this is implied by the use of a
monnestry, the monnestrry shows the importance of religion to the
people of the Meddeterian and perhaps that the havesimpler values than
modern westeners; this reinforces the image of the area being free of
the contraints of modern life), whilst the opposite image is created
for Scotland via the use of modern and fashionable colurs and a
modern, young couple.
Both these advertisements came from The Times' glossy magazine
supplemnt, so the target audience is likely to be the more educated
individuals who make up the readership of The Times, and who will be
able to afford expensive cruises or luxury breaks to the Scottish
highlands; this is affirmed by a staementon the Swan Hellenic advert;
'cruises start from just £1,249'. Clearly, the the use of the
word'just' before a sum which is out of the question for many's
holiday budgets shows that the audience are higher earners, especcialy
when one considers the fact that is the starting price, the minimum
amount needed for a cruise.
The target audience of the Scotland advert is most probably either
young couples or slightly older couples wnating to revive lost romance
with a cosy break; the use of an embraci ng couple confirms this. The
Medderanian cruise holiday's target audience will most probably be
either couples or groups of friends who want to get away from it all
and enjoy travelling, and are prepared to pay for the luxury of the
cruise; herein lies the motive for buying the product; the luxury
which is assured by the price tag and also the built up image of the
brand name ensure that the reader of the magazine, if he or she wants
luxury, will choose this product over others; the advert even uses
it's brand name's history of reliability
The two adverts differ hugely in their use of pictures or photos; the
advertisement for meditation cruises uses the scenery of the
Mediterranean to try and demonstrate the beauty of the area; the
picture entices the potential reader into reading the text with its
stunning nature; it leaps out of the page at you because of the
breathtaking nature of the scenery; in contrast, the Scottish
highlands advert the picture is secondary; the use of lilac or mauve
shades of purple (i.e. colours which don't leap out at are by their
nature gentle) makes the text (which is a white, which glaringly
stands out) seem the key focus for the reader. Because the Scottish
highlands do not have a reputation which is desirable to the
advertisers, there are a variety of techniques used to dispel it.
Typically the Scottish highlands are thought to be remote and behind
the times, with nothing to offer the modern person; the use of a
couple ho are clearly young tries to dispel that image. Also, the
Scottish highlands are typically perceived as being remote and so old
fashioned in outlook; the use of modern colours and the fact that the
advert shows a couple who are most probabaly too young to be married
kissing and embracing near a bed try and dispel this preconception.
The use of the couple in n intimate scenario also draws many people in
to reading the advert; sadly, sex sells. The image gives a cosy,
personal and intimatefeel to the advert which is reaffirmed by the
text; the bad weather is clearly outside the window whilst the reader
sees the coupleinsideand protected from the cold; suggesting a warm
atmosphere. Combined, these images suggest to the target audience (who
we assume are young, perhaps newly-wed couples or older couples
looking to re-kindleromance) that the Scottishh Highlands will provide
a warm, cosy and intimate atmosphere for them, and also that they are
modern enough to accommodate their needs; it appeals to both
audiences. The medderanian cruise advert showcases the best of the
medderanaian; it's beautiful landscapes, it's culture, it's rich and
varied history and backs all of this up with a brand name gurantee,
showing a potential buyer what he or she can have in te medderanian
and guaranteeing that he or she will receive it because of the brand
name.
Because of the importance of the brand name and its reputation the
logo is far more important in the mederanian advert; is displayed
prominetly, and the features a white and pale blue with a swan; the
swan is traditionally asociated with being graceful, yet strong; the
colurs of blue and white show these qualities in the swan; by placing
the swan so close to a ship, the qualiies transfer to the hip; the
second part of the company name is also very important; Helenic is
derived from Helen of Troy, the woman whose visage 'luanched one
thousand ships'; with the beuty implied in Helen, and the grace and
power of the swan, the ship becomes all of these things; beautiful,
powerful, graceful; the illustration of the ship shows a pristine
cruiser sailing on seas of a magnificent, rich blue, below an
unclouded and unfaltering sky of royal blue; the illustration conveys
all the qualities asociated with both the swan and Helen of Troy.
By contrast, the Scottish highlands advert does not have a logo
ofsorts; the website address visitscotland.com appears to substitute;
this may be to aid the image of the Scottish Highlands as a modern and
up-to-date area and dispel preconceptions of the highlands as remote
and old fashioned, and may also be to do with the fact that the
advertising campign is tryig to distance the Scottish Highlands from
stereotypes and a logo to represent Scotland inevitably use
stereotypes.
The slogan is all part of the brand package for the meddeteranian
cruise advert, and it combines with the images created with the use of
the swan and Helen of Troy: 'Discoveries of a Lifetime'; the elegent
tone and formal vocabulary used combine with the images of the swan
and Helen; there is dignity in the seriousness in the vocabulary, but
it also insites a sense of adventure and excitement which would make a
potential buyer keen to go on a cruise and see the amazing
discoveries; it also conveys the uniqueness of the experiences you
will have on a Swan Hellenic cruise. It makes the expereinces you will
have on a Swan Hellenic cruise seem special, as well as unique, and
makes it seem as if that if you turn down the chance to go on a
cruise, you will never have the chance again.
Once again, however, the Scottish Highlands advert lacks a concrete
slogan. Because it does'nt promote any perticular company, and only a
product (the Highlands themselves), there is no company slogan to use;
really, it has more of a tag; the visitscotland web address; the
advert is used to draw people in with its imagery before directing the
reader to a resource for more information, rather than selling a
product directly to the reader.
The most striking contrast between the two adverts is the use of text
and tone. The cruise advert uses a personal tone in the style of a
postcard (together with a font which looks as if it is handwritten) to
give the advert the style ofa one on one conversation between the
reader and a friend; the personal style makes the dvert seem as if it
has been purposefuly created for the reader and thus makes it seem
more relevent to them. The description of the area is also personal
rather than 'it shines like a beacon in the sun', which would be used
ina formal desprition, the phrase 'it shone like a beacon in the sun'
is used to give the text the feeling of it being a person's
despription, enhancing the personal feel. The text is of a relevent
size to make it seem legitimately handwritten (and is spaced to
achieve the same effect), but it is hugh up enough on the pafge for
the glorious, sprawling and idyllic medeterranian scene to be seen in
full. The use of 'we' in the opening paragraph affirms the audience
the product is aimed at; couples or groups, and also suggestes a
shared experience, which the whole party enjoyed; the use of the
phrase 'never knew existed' not only enforces the uniqueness of the
cruises but also suggest that you will learn and be entralled in the
process by going on the cruise. The text reffering to the monks being
'hoisted up in a basket' gives the text even more of a personal feel
because it comes accros as a private joke; the final use of humour
does what the phrase about the monks does and also makes the reader
laugh, hopng to usethe humour to help them remember the advert. The
body of text underneath the picture is used to push the cruises
themselves. Within the first sentence, you have all the positives of a
Swan Hellenic cruise laid out for you with a rheotorical question on
the end to make you think about them all; the text also speaks
directly to the target audience (couples or groups who want to get
away from modern life) with the promise of 'places off the beaten
track' and also promises once again that you will learn whilst on the
cruise. Having considered the rheotoricalquestion, the reader is
confronted with still more of the cruises virtues Havinggiven the
reader all the virtues of a cruise with Swan Hellenic in the firsttwo
sentances, the text then details how to obtain them all in a plethora
of ways, all guaranteed to be easy, quick, effective and hair-tearing
free; the use of the phrase 'friendly team are waiting to assist you'
conjures up an office full of happy people who will wait for a time
convinient to you to assist you in choosing a perfect holiday; another
virtue, and only in the third sentence.
Where as the Swan Helenic advert uses an extensive amount of text, the
Scottish Highlands advert uses short, snappy and witty (slightly
sarcastic) phrases to give it a chic, modern air. The text stands out
because of its position on the page and the sentences lead sraight on
into each other. The other body of text is small and secreted away so
as not to detract from the all-important picture; the phrase 'make
your own entertainment' makes use of innuendo and gives a certain
allure to coming to the coming to the Scottish Highlands; the useof
aquestion directly followed by an answer ('Want to come? Go online.')
points a reader where to go without giving him or her time to think;
it's almost s if he or she as nochoice. Those last two sentences are
also short and snappy, as is the 'tag' visitscotland.com, which is is
easy to remember andstresses that you shoud visit Scotland; the use of
an incomplete andshort address rather than a longwinded one also keeps
up the modern theme (by missing off the http:// and www. sections of
the website address and using something catchy like visitscotland.com
and not something like
uktourism.co.uk/scotland/highlands/visit_scotland.html the shot and
snappy nature of the text is kept going and it is also a stylish
ddress.).
In conclusion, this study has shown how two adverts selling he same
product (holidays) and aimed at a simmilar demographic (high-earning
Times readers) can be vastly different. Whilst the Swan Hellenic
advert relies on showcasing and using a built up image of the
Medetteranian and the reputation of P&O cruises the Scottish Highlands
advert tries relentlessly to dispelpreconceptions about the Scottish
Highlands through the use of modern colours, the internet, short,
snappy phrases and a modern sense of humour. In my opinion, the Swan
Hellenic is more successful becauseit has a built up image to rely on
and fall back on and so the product is easier to sell throgh visual
showcasing and the use of language techniques (,etaphor in 'like a
beacon in the sun' rheotorical questions), and the conotations of the
swan and Helen of Troy to sell it's product.
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