Comparing Two Advertisements Essay

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Advertisements for the Same Product

Advertisement is basically a one-way communication means that is geared towards informing probable customers regarding a product and/or service and how and where to find the product and/or service. Advertisements usually contain a persuasive message through an identified sponsor. The purpose of the identified sponsor is non-personal promotion of a company's products and/or services to probable customers. In most cases, medium and large companies use advertisements to promote their products and/or services while focusing on creating assumption among customers that will lead to purchase. While companies use advertisements to market their product and/or services, advertisements of the same product may vary depending on various factors. This difference is characterized by varying language, images, and sounds that focus on making the product desirable and appealing.

Considerations When Designing Advertisements

Generally, big companies or businesses utilize advertisements in attempts to reach markets and target audience through product appeal. Advertisements are basically part of daily life given the prevalence of adverts across television, radio, and newspapers among others. Companies and businesses create adverts that are specifically targeted to appeal to certain groups of people or niche markets. In addition to spending a huge amount of money researching where the target audience is, they also focus on ensuring that the appropriate communication channel is used to promote the product and/or service.

One of the most important considerations for advertisements is ensuring that they are appealing and attractive to potential customers. This implies that the ads must be eye-catching and stylish in order to be attractive. The need for eye-catching and stylish advertisements is because these companies are also in competition with others for the same products. The second important consideration when designing advertisements is ensuring that the language, images, and sounds contribute to the general message of making the product and/or service attractive and appealing to potential customers. Therefore, the outlook of the advert and the overall message are two important considerations when designing advertisements for a product and/or service.

Comparison of Two Advertisements

As previously mentioned, two or more advertisements of a similar product tend to be very different with regards to images, sounds, and language. The differences in the outlook and message are fueled by the differences in the target audience and attempt to persuade as many potential customers as possible. An example of the differences in the advertisements of similar products is Hugo Boss's WOMAN and Revlon's Charlie Sunshine. These products are fragrances that are manufactured by two different companies and relatively geared towards the same target audience. WOMAN is basically a new product of fragrances that Hugo Boss is adding to its existing product line. In contrast, Charlie Sunshine is a juicy citrus scent of summer or fragrance being added to Revlon's product line. There are various brands of Charlie Sunshine fragrances including grapefruit, green notes, mandarin, lemon, sandalwood, and pear.

Since WOMAN is a new line of fragrance being in traduced to the market, Hugo Boss has designed the advertisement for this product in a manner that seeks to persuade and appeal to the target audience and market. Hugo Boss has used a model in the advertisement for this new product that is being added to its line of fragrances. The model in WOMAN's advertisement is wearing a suit, which creates and impression or assumption that she is a working class or business woman. The model's suit portrays a very different aspect and kind of working woman since it is low cut and sexy, which is relatively different to the conventional suits that working women wear.

Despite appearing different from working women, the model used in the advertisement is seemingly very confident. Her look portrays a woman who can achieve everything she wants or obtain nearly everything in an effective rather than in an uncontrollable way. This implies that the model would be attractive to both men and women who would want to be with her since they would not feel intimidated or belittled. The confidence portrayed by the model in the advertisement is also evident in her posture, which also shows that she is relatively easy-going. For instance, the model looks very relaxed by crossing her arms and has a smile that appears to be flirting. This posture signifies a relaxed rather than impatient person, which is not only a reflection of confidence but also an attractive characteristic of the advert.

The most notable characteristic of this advertisement is its color, which is very contrasting to the conventional black and white. The difference in color is geared towards enhancing the attractiveness of the advert and having a huge effect on the audience.

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The advertisement has a contrasting black and white theme that communicates a lot to the target audience. The black background is a symbol of hidden depths whereas the white color is a sign of innocence and charm. This contrasting back and white theme in the advertisement has a considerable impact on the overall message of the advertisement and shaping customers' perception regarding this new product line.

Since the advertisement appears on a magazine, it is basically a picture that seeks to show how different this new fragrance is from the company's other perfumes. The model is positioned in nearly the entire left-hand side of the picture while the bottle of the fragrance is on the right hand side. Apart from the bottle of this new perfume, the right-hand side of the picture contains the company's logo, which is relatively small and at the center of the black space. However, the logo stands out despite being small since it is written in white and on a black background. One of the distinctive features of the advert from other perfumes manufactured by the company is the half moon shape of the bottle. This shape is quite different from the shape of other perfumes and suggests the kind of target audience for the company.

Hugo Boss' advertisement of the new perfume is a print advertisement which implies that it does not use any kind of sounds in marketing this product. However, the images and language used play a significant role in communicating the overall message of making the product attractive and appealing to customers. First, the posture and appearance of the model implies that the target audience or customer needs to wear this perfume in order to look nice, trendy, sexy, and confident while being attractive to both men and women. Secondly, the use of capital letters in the product's name symbolizes that the targeted audience is the boss or a trustworthy leader of a company or business. Third, the bottle's half moon shape implies that the perfume can be used for daytime and nighttime events. Finally, the use of the phrase, "expect everything" also contributes to confidence and has an empowering impact on the customer. Therefore, this new perfume seems to be targeted toward an up market customer who will ooze confidence and leadership in the workplace while remaining attractive and sexy.

In contrast, Charlie Sunshine is a relatively similar product i.e. perfume but has very different advertisement to Hugo Boss's WOMAN. While the advertisement of this product appears different from WOMAN on the first look, it is somehow similar following a critical analysis of the advert. Similar to the previous product, Charlie Sunshine's advertisement involves the use of a model who is dancing and flirting. As a result of her dancing and flirting, the model appears to be confident while having fun at the same time. Unlike the WOMAN's advertisement, the model in Charlie Sunshine is wearing white but with a contrasting bright orange background. The use of bright orange background color is influenced by attempts to make it the model's tan appear darker.

Charlie Sunshine advertisement by Revlon not only portrays an undertone of sophistication but seemingly provides a message regarding sunshine. The message is depicted through the use of orange, lively, bright, sunny color. Moreover, Charlie is written in huge free-flowing letters that is generally considered as the trademark font of the company. This implies that customers are re-assured that the product is manufactured by a trusted company that is not likely to disappoint their expectations. The advertisement not only contains a picture of this fragrance but also incorporates other products from the company in the bottom left hand corner. The inclusion of these other products is an indication that the company product line is versatile to meet the varying needs of customers or target market. The advertisement also shows the model's hand just above the perfume, which is an indication that she is going to grab the bottle of the fragrance or perfume.

Apart from the use of various elements in this advertisement, it contains some texts that have been characterized by the use of exclamation marks. These exclamation marks demonstrate that the company is shouting about the product but would also like the customers to shout it when making decisions regarding purchases. The language used in the advert is seemingly appealing or attractive to people who are pace….....

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