2. The mode of address is indirect
and therefore there is not a
relationship established
between the model and the
audience. However, this is
effective as the focus and
attention is therefore on the
jewellery which in the aim of the
advertisement.
The main image is a long shot
which allows the jewellery to
be displayed effectively. The
model is attractive which
establishes Mulvey’s ‘male
gaze’ which will attract a male
audience, who may be buying
this product for their partners.
It will also attract a female
audience who aspire to be like
the female in the photograph
and will therefore purchase
the product.
Both the clothing worn by the
model and her make up, the
dress and red lipstick,
represent femininity which
connects to the product. It
relates to the idea of women
purchasing the product in
order to become feminine or
the idea of the ‘perfect
woman’.
The colour scheme is simplistic.
The two main colours used are
white and black. The black
background and black clothing
represents a sleek and
sophisticated look, which will
appeal to the target audience as
they may be aspiring to be this.
The title of the product ‘AZURE’
is the largest piece of text on the
page, immediately grabbing
attention. The gold may
represent affluence and
superiority, which the brand is
trying to portray through their
product.
The advert provides contact details for the product, this will
appeal to the target audience as it makes the product easily
accessible. It also relates to the uses and gratifications theory of
‘surveillance’ as the audience are able to gain information.
3. The mode of address from the
female model is minimal, however
this is effective as it puts attention
onto the product as the idea is that
the product will attract the females
attention in this way.
The image takes up the majority of
the page, the minimal layout may
reflect the identity of the product.
The female’s body positioning and
language is very suggestive and
provocative. This relates to
Mulvey’s theory of the ‘male gaze’
as the male audience may
establish her as an erotic object.
This is also an advertising strategy
for the product as the brand is
suggesting, from the photograph,
that if you purchase and wear this
product women will lust after you.
The male model is creating direct
address with the audience and
therefore developing a personal
relationship which relates to the uses
and gratifications theory. The male
model is also making a connection as
he represents the ‘ideal’ man as he is
attractive and has women lusting after
him. Because of his representation in
this image the audience may aspire to
be him and therefore purchase the
product in order to fulfil this. This
image relates to sexual semiotics –
Ferdinand de sussure
The product’s name is in a sophisticated font which
may reflect their target audience. It is also in a large
size and white against a black background. This
makes the products name easily accessible to the
audience.
The colour scheme is very simple with just black and white used. This gives the
product a very sleek and sophisticated look, which will appeal to it’s target audience
as they may be aspiring to become sophisticated through this product.
4. The model’s mode of address is indirect. This
is effective as the eyes are emphasises
however, as she is not looking directly into
the camera it allows more emphasis on the
product, which is the eyelashes in this case.
The person modelling the product is a well known actress
named Lea Michele who is part of the cast of a very popular TV
show. Because of the popularity of the show, using Michele as
the model will attract a wider audience as her fans may buy the
product.
The font used is
bold and striking
which represents
the idea the brand is
trying to portray, in
which by purchasing
this mascara, your
eyelashes will have
“length + impact”.
The use of this font
along with the white
text against the
black background
will help the text
stand out and
therefore grab the
audience’s attention.
The pull quote “HOW GOOD GIRLS CAN BE SHOCKING TOO” represents the
idea of women aspiring to be more like Lea Michele. As she would be considered
the ‘next door’ type woman, she is claiming that this product helps her break out
of this barrier. A female audience may buy this product for the same reason and
are using Lea Michele as an inspiration.
The “L’OREAL
PARIS” brand is
recognisable and
therefore their
logo will be
familiar with the
audience. This
may also create
security with the
audience as they
have confidence
in the brand and
are therefore
willing to try their
new products.
5. The advert displays a unique
and modern living room.
Because the living room has
a unique design it will gain
the attention of the audience.
This image represents the
company’s style and image
and therefore the audience is
able to immediately decided
on whether or not they would
like to find out further
information on the company.
The company’s logo is
in a very unusual font,
which connects to the
image and further
establishes the image
of the company as
being unique and
modern. The white text
also stands out against
the brown background
and is therefore easily
accessible to the
audience.
The advert provides the
companies information. This
will appeal to the target
audience as it allows an easy
way for the audience to directly
contact the company and gain
further information on the
products. This relates to the
uses and gratifications
‘surveillance’ theory.
The colour scheme is
mainly brown
however there is red
used in some of the
furniture. These bold
pieces grab the
attention of the
reader. They may
also represent the
boldness and
modernity of the
company.
6. The main image is of
a sophisticated and
classy living room.
The style of the living
room is classic and
traditional which
reflects the company’s
image. This allows the
audience to have a
clear representation of
the company and
therefore establish
their opinion of it.
Both the main image and the strap line display how the company has a wide range
of furniture, etc. to offer to the reader. This will appeal to the audience as it gives
them a variety to choose from and are more likely to find something of interest to
them.
The advert provides the audience with contact information for the company.
This will appeal to the audience as they are then able to go to store or
telephone them and find out further information which they did not gain from
the advert. This relates to the uses and gratifications theory of ‘surveillance’.
The colour scheme
mainly consists of
browns and creams.
These are typically
classy colours and
will therefore be
visually appealing to
the target audience.
These colours may
also relate to the
target audience’s
personal tastes
which means they
are more likely to buy
one of the company’s
products. The reader
may also be looking
to become more
sophisticated, and
the advert suggests
that by purchasing
their products they
will be able to.
The company’s logo
‘Treasure Furniture’ is
the only white text
which makes it stand
out from the rest of the
advert. This makes
the company’s name
easily identifiable to
the audience. The font
of the text ‘treasures’
is in italics portraying
a sophisticated look.
7. After researching several adverts which could be found in
regional magazines I have found that the main codes and
conventions include:
• Main Image – This will highlight the product which is
being advertised.
• Colour Scheme – This will connect to the representation
of the product.
• Contact Information – This makes the company easily
accessible to the target audience.
• Logo – This will create brand awareness.
• Model – The model will either be famous or seen as an
ideal woman/ man to the reader.
