This document analyzes an advertisement for a makeup product featuring Kate Moss. It summarizes that the ad targets white, heterosexual women ages 17-35 by portraying Moss as glamorous and wealthy. Moss is depicted as slightly sexualized to draw attention to the product on her lips and nails. British symbols like the crown logo and tagline reinforce the target of the British audience. The color scheme, camera angle, and Moss' signature are meant to make viewers aspire to the lifestyle associated with the product.

2. The model, Kate Moss, is represented to
be a superior, glamorous and wealthy
woman. This anchors the target audience
as being 17-35, white, heterosexual
females; this make the audience aspire to
be like her and will therefore buy the
product. She has also been constructed to
be slightly sexualised with an open mouth,
hand near her face and her eyes looking at
the camera. This also helps advertise the
product because the product is on her lips
and her nails; these are by the top corner to
make the audience read it first.
The logo uses a crown and
has connotations of being
British and relates to the
British audience and signifies
the product is worthy of
royalty. Also the logo is san-
serif also it is the biggest logo
on the advert as it is the most
important thing on the page.
The tagline ‘get the London
look’ helps the audience relate
to their ethnicity as a British
Londoner also ‘get’ is an
imperative verb to instruct the
audience
The blue, white and red background has
connotations of Britishness relating to
the model and product, also the text use
red and white which contrast against the
background. This is promoted to a
British audience.
Kate moss’ signature in the
foreground signifies importance
and makes her seem as a sweet
and kind lady but she is a multi-
millionaire. Also it could mean
she supports the product. The
words ‘ironic’ and ‘truly’ are
making the audience aspire to
have the product.
The colour scheme of red, white
and black anchors the sexual
look of the model and the love or
passion. This is anchored by the
heart on the product. The
product is in the foreground as it
is important and the product is in
the bottom right and is the one of
the last things to look at so
easier to remember.
The camera angle is slightly lower than
eye level to give the look she has a
little bit of power and she is looking at
the audience as she is make it more
personal or confident because she
wears the product. This helps the
audience escape and feel as if the
product gives them confidence. Also
the shot is medium length to show
more flesh and has slightly sexual
connotations; however, this will anchor
her as a classy and confident person.
The text on the
side is small to
show it is less
important or is
not wanted to
be seen by the
audience.
This advert is taken from
the women’s magazine
Cosmopolitan. It appeals
to ABC1 heterosexual
women of all ethnicities
between the ages of 18
and 35
London is referred to
because it has
connotations of fashion
and sassy as it is one of
the fashion capitals such
as Paris, New York and
Milan
981 words

3. The tag-line includes repetition of the
imperative verb ‘feel’ to instruct you
to buy the product. This has the
representation of that if you buy the
product you will look like him. Also
the text colour, blue anchors that his
career involves water. The use of
‘supporting’ makes the audience feel
like they are helping him in his
career. This is used to inform and
educate the heterosexual male target
audience.
The flag (a key feature of mise-en-
scene) in the background anchors
that he is a famous athlete and
dived for the UK. This shows his
patriotism to his country, also this
relates to the product by including
the flag on the product. This
makes the audience feel they
should aspire to be like him and be
proud of their country. However if
they were advertising this product
to a Chinese audience the would
use a Chinese athlete with a
Chinese flag. This anchors the
audiences ethnicity
Tom Daley has been
represented to have been on a
diving board or has more power
than the audience. This is
anchored with the camera being
a low angled medium shot.
The use of three products at
different heights signifies the
podium or the medal positions. This
anchors the Olympic theme which
runs throughout the advert. This is
used to help the audience escape
from reality and go into being an
Olympic athlete.
The logo in the top middle
helps promote the product as
it is near the top the audience
will automatically read from
top left to bottom right and as
it is the biggest logo on the
advert this has connotations
of importance and relates to
Tom Daley as he is very
important person.
The heterosexual male
audience will look at his
abdominal muscles and
below to compare his and
theirs. The advertiser ‘Adidas’
have put their logo near there
as the audience will look their
straight away
The look on Tom Daley's face
has a look of concentration or
proud and has connotations of
pride in his country or the focus
he needs to do his dive. This
helps the audience feel
aspirational and increase their
self- esteem
The advert represents Tom Daley as
someone everyone want to aspire to
be like and therefore makes the
audiences self-esteem lower and this
will make the audience buy the
brands product
This advert was taken from the
British ‘lad mag’ Nuts in summer
2012. This publication is aimed at
heterosexual males between 15
and late twenties who are unsure
about their appearance

4. Font
The style of writing I used
was Urban as my target
audience and it had paint
splats as on my
advert
Logo/Tagline
I have
included the Classic
Nike swoosh as it
is a well known
logo. Also I have
a slogan, “Hit the street
with style” this is used to
promote the product even
more and help people
know the target audience
Colour scheme
The colours I used
were grey, white,
green, blue, yellow
and black. I used
these colours to
create a cityscape
signifying teenager
and casual and
they anchor the
colour scheme of
dark and dingy
colours
Product
My product is Nike trainers and the
product is aimed at Male teenagers as
they may think these shoes are ‘cool’
Audience
The target audience is Male
teenagers as the colour scheme and
the product may ‘catch’ their eyes
Advert evaluation