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. ĄPeople 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
Through out the research, I find that the result is quite opposite with my prediction. I find that women age between 17-21 is not necessarily paying more attention to the advertisement. The biggest reason is that they are immunized to advertisements. Secondly, they do not think having fuller lips is sexier and can enable them to attract man. The reason for this is that younger aged women are more confident with their body and appearance. Women age between 37-41 has the same reaction to the advertisement too and I think the reasons are what I have already mentioned in my hypothesis. The two age groups both think that the product does not relate to them and cannot satisfy their needs. Only one audience react positively to the advertisement and pay attention to the image in it, but still, won't be interested in buying the product or at least know more about it. Most of the audiences think that "sexy full lips" is an American fashion which has no influence on New Zealand societ! 3) Do you think the messages this advertisement is telling are true and believable? 1) Would you stop and look at this advertisement when reading this magazine? Why? 7) What kind of consumer do you think this advertisement is trying to target? ------------------------------------------------------------------------ y. This also shows that culture is another factor influencing consumers value system and affects their behaviour toward purchasing goods (Schiffman, 1978, pp330). 6) Is there any sexism involved in this advertisement? The reason I chose this advertisement is because firstly, it simply grab my attention when I saw it. The sexy image of the female model is attention grabbing because of her beauty and sexiness portrayed. Secondly, it has a strong sexism involved because it is promoting a product for female consumers to impress or attract men by making their lips fuller in order to achieve the sexy image holding by men. The two groups of target audience chosen are females' age between 17-21 and females age between 37-4. I chose female as my target audience because the advertisement I chose is targeting at female c
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)
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