An Analysis of Two Advertisements

An Analysis of Two Advertisements

I am going to analyse two adverts and discuss which one is more

effective. The first advert that I am going to study is marketing 'New

Synergie lift' by Garnier. The second is promoting the product 'Total

turnaround' by Clinique. Both adverts were obtained from 'Marie

Claire'- a magazine intended for women aged between twenty and thirty.

This suggests that the target audience for these two particular

adverts is women, who are possibly very conscientious about their

appearance and who typically have a salary, therefore will be able to

afford the products being advertised.

The Clinique advert has a very simple yet effective layout. There is a

photograph in the

centre of the page, which is striking and dominant. Above the image is

a title, justified to the right to be aligned with part of the

photograph. The text is large and is intended to be noticed. The text

at the bottom of the page is small and proposed for readers who

express more interest in the product . The advert immediately captures

your attention and makes certain you look at the most significant

image - the product. It has a clear background with no small images,

allowing no distractions. If the reader's attention is not diverted

they can only look at the product and other relevant images. This is

the best way to acquaint the viewer with the merchandise.

The Garnier advert has a far busier layout than Clinique. To the left

of the advert is a large photograph covering most of the page. This

image immediately attracts the reader's attention however, interest is

quickly sidetracked to look at the other images in the advert. The

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Garnier and Clinique have both set out to aim their adverts at the

same age group of women. However, they are targeting different

markets. Clinique's target audience are women who want pure skin, with

a non-glamour more mature look. Garnier are targeting the women who

still want to look their best and feel that to look their best they

must wear make-up. The picture in this advert shows the lady wearing

make up on top of her flawless complexion.

With this in mind, the most effective is Clinique. The main reasons

being: it has an "ahhhh" factor due to the animal, the product is

front on and central, the colours of the advert represent the

complexion that would be displayed on your skin, it does not have an

age restriction or persuasion that is overpowering. These effects are

simple yet extraordinarily powerful.