Analysis Of an Advertisement

A detailed Summary of Analysis Of an Advertisement

While searching for an ad or ads for this assignment, I came across two ads that seemed to contradict themselves. Although they are advertising two different things, one would think the ad agencies would try to stay on the same page. One ad shows a woman who is intelligent, strong-minded, and wants to succeed. The other ad paints a completely different picture that creates a more degrading, derogatory image. One might wonder why anyone would buy the product with the degrading image? The simple answer is that the average everyday consumer doesn't see the underlying messages. The average consumer sees the surface of the ad; exactly what the ad designer wants them to see. For those who see past the ad and the designer's goal, it is a very simple decision to decide what product to buy. The product where everyone in the ad is having fun? The product where the guy and the girl in the ad seem in love? Or how about the ad where the main character who is using the product seems to be the most popular? The answer is no to all of them. The person who can see past the advertising schemes will simply buy the product that they want to buy and not the product they are being persuaded to buy.

The picture on the right side is of two blonde women. They are dressed very plainly in white shirts and blue jeans. The basic clothing is probably there to keep the readers eyes on the models hair, rather than their clothes. They both have a sort of cocky look on their faces like they are better than everyone else. Another implication that blondes try to outdo others and need to be the best. The ad creates an overall negative image about women, with most of the emphasis on blondes.

The main purpose of the ad is to entice women to join the air force. I think they are trying to say that if a woman joins the air force, she will be more likely to succeed and will go further. The pictures along the bottom of the ad serve as visual aids as well. There are six pictures along the bottom of the ad showing the types of things a woman might do if she were in the air force. One picture shows a woman in front of a group of what seems to be an elaborate computer system. Another picture shows a group of fighter planes. Overall, I think the ad creates a positive image of woman.

The other ad creates the exact opposite image of women. It is a two-page spread ad with all the words on the left side and a large picture on the right side. The main heading of the words create the first derogatory image.

picture of a woman coming from the left side of the page. All that is shown is her head. Therefore, we have no other images about the way she looks; no g

Some common words found in the essay are:
Sheer Blonde, Flight Plan, Air Force, air force, buy product, ad creates, hair color ad, color ad, hair color, picture woman, image women, product buy product, air force ad, pictures bottom ad, ad women, average consumer, product buy,

Approximate Word count = 976
Approximate Pages = 4 (250 words per page double spaced)

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