PR and Advertising
A successful advertisement must not only be attention grabbing by its graphic designs, it should also relates to the audiences and speaks to their needs. „People in different stages of life have different needs' (Wells, 1989, pp97) for example younger audience might find magazines like FHM, ELLE or VOGUE more entertaining and informative because they contain more information on fashions and technologies. Older audience might find magazines like TIMES and READER'S DIGEST more informative and interesting because they contain more information on knowledge and news. These differences are caused because people's life styles changed as they become more sophisticated and experiences. The following paragraphs will show a research result of how two different age groups of consumers react to a particular advertisement, the reason the advertisement was chosen, a hypothesis on what I think how those two groups will react to the chosen advertisement and then a conclusion of the finding!The chosen advertisement was selling a lip treatment that can increase the volume of the lips and smoothes wrinkles. It is a two pages black and white advertisement with an image of a young female model, the image of the female model
7) What kind of consumer do you think this advertisement is trying to target? 1) Would you stop and look at this advertisement when reading this magazine? Why? 6) Is there any sexism involved in this advertisement? I found that 8 out of 10 people did not pay any attention to the advertisement when they are given the magazine to read, the reason they was that they just flicked the page when they know it was an advertisement. The answers to question 1 for both groups were no, but if anything will stop them and take a look at it will be the photograph of the model, so it is purely aesthetical. The answer for question 2 for both groups were no, they think that the product is innovative but they don't find having fuller lips will do any good for them. The answers to question 3 and 4 were positive, 10 out of 10 think that the information is true but the effectiveness of the product may not be as strong as they described in the advertisement. The word „Swedish product' do have an influence on message credibility because it sounds advanced. 8 out of 10 people had a negative answer to question 5; they think men are more intelligent than being attracted to a woman's lips. Most of the audiences! as the model in the advertisement. Comparing to the younger age groups. In comparison women ages between 37-41 are less likely to feel the advertisement appealing. Their needs have changed as they are more sophisticated, their lives are filled up with family, career and children, they are free from peer pressure and fashion, they need to keep up with no one (Corlett, 1999, web page) When they are reading the magazine, they are more likely to look for something with depth and information, therefore fashion and cosmetics are no longer the attractions and they know very well that all advertising does is to make them spend their money, so they are immunized to advertisements that is, when they flick to a page where they know that it is an advertisement, they will simply ignore it and keep flicking to the next page. So their attitude toward it will be mostly negative. number to know more? Why or why not? y. This also sh
Some common words found in the essay are:
READER'S DIGEST, , ELLE VOGUE, fuller lips, target audience, female consumers, image female model, attention advertisement, target audience advertisement, pay attention, research result, 10 10, sexy image, women ages, audience advertisement, strong sexism involved, 10 10 audiences, informative contain information,
Approximate Word count = 1430
Approximate Pages = 6 (250 words per page double spaced)
|
