The main purposes of advertising are:
• to inform the public about new products and services offered by a company
• To persuade people to buy these products or use the services offered.
• And to persuade or influence a desired action from the target audience.
Advertising is a form of communication that attempts to persuade customers to purchase a particular product or service offered from brands. Many advertisements are designed to increase purchase of a product or the use of a service.
There are many different methods to advertise. Most commonly used are: radio, leaflets, magazines, newspapers, internet and billboards. Brands use many different techniques to promote a product/service in order to notify a wider audience.
In this essay I will be analyzing an advert of a perfume to see how it persuades the target audience to purchase the product.
The advertisement I have studied takes the form of a poster although the product advertised is also promoted on billboards, magazines and a television advert.
The advertised product is a fragrance for women called “Delicious Night”. This perfume has been created by the brand Donna Karan New York (DKNY), one of the world's leading fashion companies. The advert has several target audiences. The main audience the advert is aimed at is women aged between 18-35 years who have an outgoing personality. This is represented by the model as she is 24 years old and fits into the age range for the product, in addition to this the name of the perfume, the whole advert and Jessica’s dress suggests the perfume is designed for females who enjoy a night out and regularly party as she is wearing a dress designed to be worn during parties.
Jessica’s head is tilted slightly upwards from the cam...
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...ottles as the shape of other perfume bottles are more elaborate with intricate designs, on the contrary this bottle is very simple and futuristic.
In conclusion this whole advert is very successful in promoting to persuade the public to purchase the fragrance. All the features in the advertisement have a specific purpose which is intended to persuade the audience to buy the product, for instance the use of modal Jessica Stam creates an aspiration in women to look her therefore women will buy the perfume. The colours and indistinguishable composition appear to create an enticing atmosphere which suggests the female who uses will experience an amazing night out as an A list celebrity would. The use of a definite article denoting an object is persuasive as well as all other features. Overall, my personal opinion is that this fragrance will be extremely successful.
The advert is a monolog consisting of a male model who is physically built and toned. This symbolizes a successful man who is keen on taking care of his body. It also signifies a strong man who is appealing to the ladies. The first question he asks is if women want their men to have the sort of body he has. This statement portrays confidence and a high self-esteem. The ad passes on the message that men who use this fragrance need to be confident in how their look.
Seventeen Magazine, a popular magazine amongst young females, contains the latest gossip, beauty and fashion tips and many different advertisements. The first advertisement featured in Seventeen is for Maybelline’s new Falsies Push Up Drama mascara. Maybelline, a once small family oriented business, now reigns as one of the largest makeup businesses in America. Maybelline’s main focus is to draw the attention of women towards their product so that they may feel confident, explore new looks and flaunt their own individuality and creativity. The advertisement for Maybelline’s new product provides a bold, eye-catching look on model Gigi Hadid, creative text and a vague claim which leaves the audience wanting to learn more about the product. In
Being a young adult, it is often hard to find that perfect scent. Why must the young woman find her perfect scent? In order to grow and express herself as she matures. Choosing two memorable advertisements, “Daisy” by Marc Jacobs and “La Vie Est Belle” by Lancôme, as options. Both are likeable perfume commercials; however, the “Daisy” advertisement is better than the “La Vie Est Belle” advertisement because it plays lively music, uses vibrant colors, portrays happy actresses, and includes a clear selling point.
The visual of the product is really important in these ads because the fact that scents are hard to describe in words, therefore relying on the visual elements are crucial to sell the product. The product is a tangible good that satisfies the consumer’s needs through the bundle of attributes including features, functions, benefits, and uses. Especially, with the competitive trends and companies in cosmetics that include fragrances, they both being promoted as a “New Fragrance” that is being marketed towards both genders, that would hopefully attract new consumers. Although, the price is not stated in the advertisement, the prospective buyer is aware of where in the marketplace the product is available to be purchased in stores. The two products are not a necessity that one would need as a convenience, but rather a want that one desires for a particular product that consumers use to satisfy a need in a specific ways that are culturally and socially influenced as suggest by the celebrity Simon
Another magazine ad was selling perfume, displaying a picture of the sky above, clear and blue and perfect, white clouds. This pastoral picture encompasses the entire ad, showing nothing else except for a few words at the bottom. Not even the name of the perfume was printed in the picture. The company of the perfume is distributing a scent which will make consumers feel natural, original, and heavenly; and right beside it, the picture is distributing happiness, openness, truth, peacefulness, and independence as side gifts to anyone who buys the perfume (Glamour).
Perfume is important for a woman because its emphasize the style and mood that woman’s wear. A quote by Joybell C, “You are never fully dressed without perfume.” The ideal woman is an assortment of beauty, love, and attraction. Dior and Lanvin produce famous print ads that advertise women’s perfume. In Dior ad, it showed their new perfume called, “‘Miss Dior Blooming Bouquets.” which Natalie Portman partially clad in a wedding dress and she wear a black sexy body suit behind it. The white round shape words are in the middle of the ads, and the pink bottle of perfume is at the bottom. Lanvin’s perfume is called, “Marry Me”. A couple riding a bicycle together having a good time and staring at each other’s eyes which represent love
The setting for the female advert is a dressing table with flowers surrounding the collection of products and the mirror. A lady is looking in the mirror and we can see her reflection and an additional reflection which could be someone else. The darker reflection in the mirror looks like an older woman, which could imply that the perfume makes her feel younger. If someone sees the advert of her looking at herself in the mirror, which makes her appear younger, they will envy her and decide to buy the perfume themselves. There are a few bottles on the table and the small bottle at the front is the perfume. You can tell instantly that this is an advert for females because the flowers are very feminine and are unlikely to be on a male advert. Having the female perfume surrounded by the whole collection makes women want to get the whole set. The setting for the male advert is outside and has been located on what looks like a cliff with the ocean behind it. It is not very “busy”; it’s just the bottle on a cliff with a background of the sky and a bit of sea. This could work on the male audience very well because males are more likely to just pick out one specific point on the advert, such as the bottle.
Marc Jacob’s advertisement for the women’s fragrance, “Daisy” utilized a unique set of images to encode both explicit and implicit messages which function to create a visually appealing medium that is able to impact consumers on an emotional level. Through the first order of signification, the advertisement emphasizes lighting and bold, white text to effectively draw attention and accentuate their product and name. The source of luminescence seems to stem from the product itself as it illuminates surrounding areas such as the hair of the model and functions to contrast the duller surroundings. The text for the product and company name also display contrast with the light letters on a dark background and act as a simple yet sophisticated frame for the image while reinforcing what is said on the bottle. These techniques allow Marc Jacob to grant the product a divine, almost heavenly appearance and the model an angelic presence which implies a “bright” outcome with the use of the luxurious fragrance. In addition, the light from the product seems like the ideal way forth, a mystical beacon in the muddled, dull surrounding thus giving the product an air of importance. Secondly, from a denotative standpoint, the advertisement is set in a field of flowers and maintains a coherent yellow and green colour scheme throughout. The colours used reflect a very naturalistic setting that is cheerful and serene. Observers can make the connection between the livid, open field to the natural, floral fragrance. Furthermore, the title flower acts as a key sign in the advertisement and is connotative of beauty, youthfulness and innocence. The entirety of the bottle is representative of a yonic symbol and the large, crowning daisies amplify the promise ...
Finally, through this semiotic analysis breakdown of the Lacoste Challenge Perfume ad, we can see the different things that have been strategically incorporated into the ad to make us think a certain way when we read the ad. The long process and hard work put into creating a great advertisement takes hours at a time, and depending on the quality requires a lot of money to make. A good advertisement is eye-catching, but simple, and is always memorable. There is so much more behind an ad that we don’t see; the underlying meanings, specific symbols chosen and used to represent a deeper meaning then the one we perceive at first glance. Advertisement makes ordinary objects meaningful. It gives everything a unique definition that we as consumers find appealing, proving that advertisement is effective throughout society.
The signs employed within the ad and the connection between signifiers and the signified were subjective and based on cultural representations. The denotative and connotative meanings that a message represents along with ‘doctrine of sign’s’ known as iconic, indexical and symbolic dimensions engaged by the advertiser to send ideology and mythical messages within the Katy Perry ad, such as wealth, authority and beauty are desirable and this can be attained if you buy this perfume. On a border and more thought provoking ideological level, the ad could perhaps interpret the message of freedom, prosperity and justice that women have culturally fought for throughout history. The basis of the selling pitch of the advert is sex, beauty and wealth. A contradiction perhaps, is an alternate meaning with the syntagm “Own the Throne’ intentionally placed underneath her genital area with Katy’s legs crossed. This may signify a deeper meaning that she is truly the one that ‘owns’ her sexuality not the advertiser. It is crucial advertiser’s understand that accomplishment of linguistic and non-linguistic communication is a result of the integrated system of cultural norms that allows potential buyers, to organise their world and give collective representations. In order to permit the reader to receive and successfully decode the
The advert is for a new product called ‘WOMAN’ that they are adding to their line of fragrances. The first thing that is noticed about this advert is the colour. It is very contrasting with the black and white, and gives a big impact to the audience. The white usually signifies innocence but with the black background it’s suggesting hidden depths, like a wild side that you could have. The model’s look is very confident, like she can get
Advertising can mean many different things in today’s world. When advertising first was developed it was done by would of mouth and the classic flyer or poster, which is the traditional media. Then it moved up to using broadcast media such as radio to help capture a bigger audience. After that it moved towards the television where an even bigger audience could be reached. Lastly companies started to realize the shear amount of traffic that was generated by the Internet.
Advertising in business is a type of marketing communication used to encourage, persuade, or manipulate a customer to take or continue to take some action. The desired result is to drive consumer behavior with respect to a commercial offering.
Nowadays, advertisements are pretty much exist in many form at everywhere whether through print and broadcast as well as via online. There is no business that does not have marketing activities involving advertisements in the world today. The basic purpose of an advertisement being made is to sell a product or service to the potential customers.
Advertisement is a type of marketing communication used to attract or encourage an audience to take or continue some action. Usually advertisements contain commercial offerings, or conscious messages and information. Advertisements have an ancient history. In the early ages, Egyptians used papyrus to make sales messages and wall posters. Later commercial messages and political campaign displays have been found in the ruins of Pompeii and ancient Arabia.