Advertisement Analysis PDF

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Summary

In depth analysis of two advertisements- final grade 80% (A-) ...

Description

Name (Surname, First name): Student ID Number:

Caitlin Farrell 1342873

Course Code Lecturer Assessment Task: Due Date:

ARTSC105-20A Language in Context Dr. Julie Barbour Assignment 3 – Advertisement Analysis Friday 29th May, 11:59 pm

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1. Protex Soap 1.1.

Audience Analysis

The advertisement features Protex, a soap designed for men. The product was most likely circulated in the form of a print advertisement and featured in a magazine. The product could have appeared in either a health based magazine or a lifestyle magazine. Although the product is directed solely at men, due to the product being featured in lifestyle magazines the majority of readers will be women. This placement of the ad may have been deliberate, with the intent of women reading it and then going to buy the product for their partners. Traditionally in many cultures it is common for women to go grocery shopping and the advertisers may be using to their advantage to increase awareness of the product. The product is directed at men who fall into the category of being a ‘family man’, which is implied by the slogan and use of an image of a father and son in the advertisement. Therefore the intended target audience for the product is probably men aged 30 and up. The product can be purchased from an array of places including the Warehouse, Countdown, Pack n Save and New World. The price of the product ranges from $1.30 at Pack n Save, $1.60 at Countdown or a three pack for $3.60 from the Warehouse. The product is a middle range cost for a soap and appears relatively cheap, altering only by several cents difference per place. Due to the cost and availability the product is likely to be used by a wide range of men, including those who might be at the end of the lower socio-economic class. However it is likely that the majority of users will be middle class men, as women who purchase magazines where this product is advertised tend to be reasonably affluent.

1.2.

Image Analysis

The advertisement utilizes both iconic and conventional imagery. One iconic image is the product Protex, which is positioned on the right side of the advertisement. This image showcases the packaging of the product providing viewers with an indication of what the product will look like upon purchase. The image of the product also has a conventional aspect to it, with a wave of water sliding underneath the packaging. As we tend to associate water with being clean, fresh and healthy, the advertisement uses the water to subtly suggest to viewers that by using Protex they too can be clean and healthy. The water also serves as an indication to viewers on how to use the product, by combing Protex with water. The advertisement also employs conventional images. A prominent use of an conventional image in advertisement is that of the father and son duo, who are happily smiling next to the product. The son is also holding a soccer ball, making it apparent that the two have just finished a game of soccer. This conventional image implies to viewers that by purchasing Protex Soap they will be given more opportunities to spend additional time with their children, without the worry of additional stress and sweat. The image manipulates the desire parents have to form bonds and create memories with their children to encourage viewers to buy the product.

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1.3.

Language Analysis

One important discourse language feature in the advertisement is the metaphor used in the products slogan ‘It’s hard being a dad. Don’t sweat it”. The slogan suggests that sweat is not only a physical reoccurring problem, but uses this play on words to suggest that sometimes being a dad can be a stressful and ‘sweaty’ role. The use of the metaphor implies that if viewers purchase Protex they will not only get rid of any physical sweat but also the stress and sweat that can come from being a father, especially when playing and bonding their children. The slogan reassures viewers that although it may be hard work being a father, the product can relieves some of the stress that comes from being a dad. This metaphor is intentionally used as a direct link to the audience by appealing to the products intended consumers of men aged 30 and above, who can relate to the stress and ‘sweat’ of being a dad. The advertisement also employs the use of several lexical features, including personification and affective terms. Personification is used when the advertisement describes the product as being able to ‘fight odour’. As fighting is an action reserved for humans, the use of this personification is used to reinforce the advertisers message that sweat is an obstacle that cannot be overcome without the help of the product. Affective terms are also used in the advertisement when describing the product as offering ‘10x more protection’. Terms like this have been deliberately used to appeal and make the product seem more entertaining viewers, to try and increase the chances of them purchasing it. Both the personification and the affective terms form a direct link with the audience and try to appeal to viewer’s emotions so that they will purchase the product.

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2. Clinique Serum 2.1.

Audience Analysis

The advertisement features a dark spot serum corrector by Clinique. The product is directed towards women who have aging marks, acne scars or noticeable dark spots on their complexion. As the product falls under the cosmetic industry, the advertisement was most likely featured in a health, beauty or lifestyle magazine similar to ‘Women’s Day’. This placement of the advertisement is done deliberately to reach the products intended audience. As the main readers of life and beauty magazines are women aged 30-60 , the placement of this advertisement has been done deliberately. This age group not only is a large proportion of the demographic of buyers of the cosmetic industry, but would also have the ‘issues’ this product claims to fix. The product is relatively expensive with a retail price of $168 dollars. As well as being expensive the product further limits buyers by only being available for purchase at high-end department stores such as Farmers and Life Pharmacy. Due to the price and limitation of purchase places, the product is most likely to be purchased by women of a relatively high socio-economic standing. As there are several cheaper alternative, the women who choose to purchase this product are also likely to have professional full time jobs, in order to afford continuous use of the product. Another possible purchase group could be older women who are likely to have damaged skin and other ‘issues’ the product claims to fix, so they may be prepared to pay the cost for the product.

2.2.

Image Analysis

Both conventional and iconic images are incorporated throughout the advertisement. The most apparent use of conventional imagery is that of two eggs. In the advertisement the two eggs are opposites of each other, with one egg appearing dirty with numerous spots and the other being perfectly smooth. This conventional image is used to represent two contrasts of skin quality. Strategically placed next to the Clinique product the eggs subtly suggest that by using the product, your skin will be transformed from speckled and unattractive to smooth and appealing. The image manipulates the subconscious desire of being beautiful and having flawless skin, to encourage viewers to purchase the product. An iconic image used in the advertisement is the Clinique product, which is featured on the left hand side of the advertisement. The image is noticeably bigger than the other images and writing to ensuring that viewer’s attention is firstly drawn to the product. This is done intentionally not only to provide viewers with a representation what the product will look like upon purchase, but to indicate how to use the product. The product has a clear pump function, demonstrating to viewers that this is needed to use the serum. As a pump is typically associated with makeup products, it subtly indicates to viewers that the Clinique product does not erase flaws but rather covers them up as makeup products do.

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2.3.

Language Analysis 241

One profound lexical feature used in the advertisement is a semantic link of vocab to science. Terms such as ‘even skin tone, leading prescription and improvement’ are constantly repeated throughout the advertisement. This semantic link is used to create the impression that the product has been scientifically tested and approved. The advertiser uses this link to reassure viewers that product is safe for them to use and has guaranteed results. This feature serves as a direct link to the product, convincing viewers that due to the ‘science’ behind product, it is worth paying the price. There are several discourse features used in the advertisement including that of a problem solving pattern. The advertisement suggests that having dark spots and blemishes are an unnatural problem that can be fixed by the product. This feature links directly to the audience, capitalising off preconceived societal expectations of what beauty is. As western standards of beauty include having flawless smooth young looking skin the advertisement makes the audience feel as though they need to fix their skin to be ‘beautiful’, and in order to do this need to purchase the product. Another discourse feature used in the advertisement is unfinished claims. The advertisement repeatedly claims that the product has a verified “53% improvement” rate, yet has an omission of evidence of what this improvement looks like . This is done intentionally to convince the audience that the product will ‘improve’ their skin upon purchasing it.

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