The document compares and contrasts advertising strategies between luxury and mass market brands. Luxury brands like Dolce & Gabbana and Tom Ford focus on crafting an image of quality and expense through sophisticated visuals and minimal text or pricing. In contrast, mass brands like Miss Guided, Aldi, and Barry M emphasize price, value, and relatability to attract cost-conscious customers through bold prices, simple designs, and showing products. While luxury brands sell an aspirational lifestyle, mass brands aim to demonstrate affordability and accessibility.

1. Advert.

2. DOLCE & GABBANA
Advert
2015
MISS GUIDED
Advert
2014

3. DOLCE & GABBANA
Quality- Dolce & Gabbana focus more on quality through marketing than they do the price. The quality of this advert
has to be luxury as it is a luxury high fashion brand which they need to live up to through their adverts. This advert
uses an expensive looking background as If there in a abroad country such as Italy. It shows the women looking
expensive and classy. As there wearing outfits that you would not necessarily see on the high street. There is also a
contrast between them and the men as the men are looking a lost less unfortunate in what they are wearing than
the women. The background is a on location shoot. The company Dolce and Gabbana have multiple models in their
adverts as they have 7. This shows that the brand has enough money to have a lot more models modeling multiple
outfits. Subtle less exposed colours are used. The exposure is low. This gives it a more sophisticated and classy feel as
bright exposure can be seen as quite tacky. The text on this advert is minimal, there is no prices on them as it is more
about the quality of the clothes. The text is of what brand the advert is advertising. It is small in the corner as it is not
taking away the attention from the quality of the clothes. It’s a plain white font to stand out and look classy.

4. DOLCE & GABBANA
Image- The image of this work gives out is expensive high fashion. It is made to give out an expensive look using
glamorous women. It is there for women to think they can achieve that look if they buy from this brand. It needs to
make itself look expensive so it keeps up with the image of the brand being designer and luxury fashion. The price
and value is shown through the clothes. As the clothes look expensive you get the feel of what the price could be like.
The price is not shown as it does not want to take away the attention from the image of the brand being expensive. It
does not want to show off cheap prices like high street brands. More luxury designer brands do not show their prices
as they are not in as much competition as brands on the high street.

5. MISS GUIDED
Price and Value- The price is advertised at the bottom as this is a cheaper brand the price means more than the clothes
as it is in competition with other young women brands like boohoo and new look. The price means more than quality.
That is why the price is very big and clear near the centre of the advert. This advert focuses on price and value for
money. It uses simple, no nonsense design with a clear focus on the cost of the product. It shows just one simple advert
and model. Nothing special or over the top. It is very simple. That’s how it attracts the business.

6. MISS GUIDED
Quality of this advert is a lot less used for business than the Dolce and Gabbana. It uses a plain photo shoot
background. Which almost seems like something low budget. Instead of 7 models just one model on her own posing
with a cheaper looking dress on. The writing is a lot like Dolce and Gabbana but it does not use a plain font. It uses a
more creative font and this draws attention away from the dress and more on the text as this is where the money is
going to be made. This is giving away a cheaper and more casual image to their customers. The model looks a lot more
relaxed. This makes the brand have a more casual and ‘cool’ approach. Rather than the last advert which was made to
look very expensive and smart. The lighting is very exposed to make the dress high contrast on the model because of
the dark and light colours. It is not subtle it is almost tacky like which has the image of this brand being cheap.

7. WAITROSE
advert
ALDI
advert

8. ALDI
Price and Value- Aldi gets it business by advertising the value and price of it’s product. It makes sure that it does this by
creating the price big and bold. It uses bright colours with a high contrast on each other like yellow and black. This
stands out. It’s not a flashy advert and the main picture it’s pretty simple and plain this is so it does not take away the
attention from this prices which is the main selling point in this advert. It includes text that backs up the face that they
text exactly the same. This is the only text on this piece of work. Again this is another selling point.

9. ALDI
Quality- Aldi has a lot lower quality advert than Waitrose as this is not how they are they are trying to sell their
products. It is very and plain and simple. It just involves one model and two products. It is very down to earth and
normal looking that reflects the type of shop that is is advertising. It gives away a cheap and value for money image.
This is because the prices are the main aspect on the page. It is comparing itself with other companies to give this image
of themselves away.

10. WAITROSE
Quality and Image. The quality and image is a bigger aspect of selling for Waitrose than Aldi. This is because they are a
high brand of supermarket so they need to keep up that high brand image. This includes not looking cheap. They need
to give the image of that they are an upper class brand. So they do not advertise any prices are cheaper value for money
offers like Aldi. They use high key lighting and warm colours like blue and green to create a positive feel. They have a lot
more models in their advert than Aldi. This is because quality is their main selling point so they need to made their
advert all about quality. Using a very loud background and a lot of people achieves this. They have used families and
both genders, old and young people.

11. WAITROSE
Price and Value- Aldi gets it business by advertising the value and price of it’s product. It makes sure that it does this by
creating the price big and bold. It uses bright colours with a high contrast on each other like yellow and black. This
stands out. It’s not a flashy advert and the main picture it’s pretty simple and plain this is so it does not take away the
attention from this prices which is the main selling point in this advert. It includes text that backs up the face that they
text exactly the same. This is the only text on this piece of work. Again this is another selling point.

12. TOM FORD BEAUTY
advert
BARRY M
advert

13. Quality and Image. The quality and image is a larger aspect for Tom Ford beauty compared to Barry M. This is because
there are a luxury brand of makeup and they need to create an advert which looks expensive with a really good image
which is a high quality. They need to have attractive girl on the front to represent the luxury brand. This includes not
looking cheap. They show that the image is an upper class brand. They don’t put on prices on to keep it luxury and not
look cheap. They use high key lighting and warm colours like blue and green to create premium feel to the advertising
campaign. They make the makeup look done so professionally because they are selling products that are of high value
so they need to make them look extraordinary so people buy them. They make there advert look sexy so they use
attractive people to do this. This makes people believe that you could look like this if you wear this makeup.

14. Price and Value- The value and price was not shown on this because it is a luxury brand. They don’t get there buyers in
by advertising how cheap it is in comparison with other brands they make this clear by there not being any process on
the advert. It’s a flashy advert which is not fussy and over the top to get people to notice it as the brands name is what
is going to catch peoples attention this is why there have a created a very simple advertisement. No products are shown
either as all the products are shown on the face to make it look classy and professional. This is something that makes
the value of the products look expensive and the price look expensive as well which is what the aim for the advert is.

15. Quality and Image. The image for Barry M is bright and it is aimed at teenage girls so they use bright colours and
typography to do this. The quality of image is that it looks cheap and this is so teenage girls can relate to this girl and
know that they are able to afford and wear these products like the teenage girl is on the front of the advert. They don’t
use a lot of image most of the advert is text and graphics. As this is a lot cheaper to produce than Tom Fords whole
image campaign. They use high key lighting to make all the products stand out and this is to attract their target
audience and make the make up look affordable but bright and worth the money.

16. Price and Value- Barry M gains business by advertising the value and price of it’s product. For example advertising that
the nail polish is only £3.99 this is making sure that it’s target audience see this because this is how it’s selling it’s
products to teenage girls that don’t necessarily have lot’s of money. It makes sure that it does this by creating the price
big and bold. It uses bright colours with a high contrast on each other like yellow and black. This stands out. You can tell
that the image did not take that much to shoot because it’s just one girl which brings down the value of the advert. The
product is shown as well and again this brings down the value of the advert.