The document compares three advertisements - one for Topshop clothing, one for Tesco clothing, and one for an unknown clothing brand. The Topshop ad has high production quality with professional photography and models. It targets young women with modern, trendy clothing at affordable luxury prices. The Tesco ad has a more casual style with a curvier model wearing a brightly colored, inexpensive piece. It explicitly includes the low price to draw in budget-conscious customers. The third ad has a moody, nature-inspired atmosphere created through use of owls and dark trees/leather. It aims for a luxurious yet mysterious look through its theme and font/layout similar to high-end brands.

1. Marketing and PR
Advert Comparisons
Hannah & Katie

2. Advertisement One
Quality: The quality of this product is very high, when you first look at this advertisement it looks like it’s
more professional than cheap due to the fact that there’s no prices on there and the clothing are the main focus
in the ad. The colour theme of the advert is very minimal the only main colour used is for the title which is
white, this is a sophisticated colour as it doesn’t take to much attention and is still elegant and noticeable. The
camera used for this photo shoot will be very expensive, the fact that the image is so clear and uses different
focusing helps to move your eye towards the main title and models. They would have used a lot of Photoshop
for this ad as they’ve made the model’s skins smooth and good quality and also the hair looks in good quality
and fashionable for the audience.
Market: The advertisement used here is very clever the fact that it can be used through high end fashion and
high street advertisement can mean that it would be scene by a mainstream audience. The stores that these
clothing are normally sold in are very large, in shopping centre’s they use glass
on the outside of there shops so that it looks smart and business looking, they
use strong lightening so that it makes the clothing look smart and interesting
compared to other high street shops, it brings out the colour which makes you
want to buy the clothing. The social status of people buying these clothing
would be ABC1, these clothing look like they could be high fashioned use but
the customers would buy these clothing because it’s affordable than high
fashion. It’s a cheaper version that helps you to look closer to high end fashion.
Image: The clothes in this advert are kept very neatly, they are ironed and look smart for the audience to look at. The models chosen are very skinny which
helps to make the clothing look sophisticated and fitted properly, when a customer will look at this advert they would want to look like that in the clothing
themselves. The image of the title is very effective in the advert, the fact that it says ‘Topshop’ it automatically telling a person that it’s a ‘top’ store to go
to, it’s the best that there is, this will make the customer want to go to the shop just because of the title and style of the advertisement. The look of the clothes
are very modern, this is the in trend of young people these days, they would gladly wear this which means there target audience would be trying to fit into
teenagers girls and young women. Because of this target audience they will be trying to make the shop look high end but still affordable for the customer. The
background for this image is very nature looking, this is telling the audience that they might be wanting to be an ethical company, trying to tell the public to go
outdoors in your fashion. This shop looks more adventurous with there clothing than being dull and boring which the customer wouldn’t like. The minimalistic
make-up helps you to focus more on the clothing than the facial expression, by having both the models faces the same makes the attention go towards the
fashion. They have used two different girls which means that the company like a variety of girl, that they want to be creative in there company by having short
and long hair.
Competition: The competition for this advert is very large, the high street shops normally base there clothing on teenagers girl to young women, others shops
like River Island, H&M and New Look etc like to all have similar clothes to each other at different prices so that it brings the customer towards them. Topshop
try and make there pricing the most expensive, this makes there shop look more sophisticated and also a trend setting shop, that if they have new clothing
in, everyone had to have it as it looks better than other competition. By stealing customers Topshop try and make there advertisement as similar as high quality
advertisement, there ads are normally in high fashion magazines like Vogue and ELLE. These magazines only show top designer adverts, for Topshop to be
amongst those makes the company look more high-end and rich looking.

3. Advertisement Two
Quality: The quality of this image isn’t as good as Topshop, this is because of the background model and the layout
of the advertisement. The choice of model is very noticeable, they have chosen a middle aged women who is curvy
and healthy looking, this works well with there target market as Tesco’s clothing is for middle aged women, men and
children. By having a advert just for the women’s clothing they have chosen the right model for it, this does make the
ad look cheaper in value because of the style of modelling and the use of her make-up. The make-up isn’t very special
as anyone could produce that look on an everyday basis, on the Topshop advert they have smoothed the make-up and
used eye shadow and lipstick to create a look that would be harder to create a home. By making the make-up simple it
means that Tesco’s target audience can get involved and get that look themselves. The fashion look of this model is
very simple, the bright colours is normally associated to be cheaper than high end clothing as they normally use
lighter, more settle tones that work well with the rest of your outfit. The fabric is also cheaper to make than the Pink
Topshop skirt that would be made out of Denim which would be a longer process. The use of the taxi and street
background makes it look like more of an urban style whilst Topshop used nature as there background as it was
elegant and didn’t cause to much distraction. The models hair is also very plain which means middle aged women can
pull of this effect simply and would look like this when wearing the outfit, Tesco have shown that they are selling
clothing that if affordable but also easy to style. The image it’s has good focus and lighting on the model which helps
to focus towards the clothes but I feel it’s not clear or smooth compared to Topshop, the air brush effect doesn’t seem
to be shown through this ad, instead it gives a natural look that Tesco’s customers would like.
Price and Value: This is an example of having a price on an advertisement, this is a very effective way of using marketing and PR on an advert because Tesco
is telling there customers about how cheap this clothing is so when they see this they will more likely like the price and end up going into a Tesco store to look
at other clothing. Tesco’s clothing is known to be very cheap and affordable to people so by having a price it shows new customers that they can sell nice
looking clothes at a good price for any type of person. What’s good about this advertisement is that they have the price of the clothing at the bottom of the ad, so
you look at the clothing and then you find the information at the bottom which is a much smarter way of presenting a price and clothing. The value of the
clothing is shown very well through this ad, by showing an advert that has a trending piece of clothing on shows that it can be any price, a normal one piece
clothing can range from £25-£40, the fact that this is only £20 is a huge bargain that anyone would get. This piece of clothing is very summery so it’s likely that
customers would buy this as they need new summery clothes for the year, they would rather buy this clothing is they did desperately need it than spending £50
for a jumpsuit that they’ll only wear three times in the summer months. It’s definitely good value for money and by having the price at the bottom it helps to
bring new and old customers to the Tesco shop.
Market and Competition: The market for this clothing is quite ordinary, supermarkets like Tesco and Sainsbury’s have there own clothing range but it’s only
another section to there store. There main focus would be on selling the food goods to customers, the supermarket clothing is only there for when customers buy
there food and then they can have a look at there clothing range. What’s hard about supermarket clothing is that it’s hard to get to, the only reason you would go
to a supermarket is to buy your main food and then leave, you wouldn’t go just to buy clothing which is a shame. This is why the advertising is really good so
that it raises awareness of new products in a supermarket and how they are expanding to be more popular amongst customers. There target audience would be
family based because they have a children and adult clothing range and they have a variety of goods in Tesco that would suit a families needs. The social status
can range from B to D, this is the case because Tesco is one of the most popular supermarkets that people ranged from B to D can afford. The competition that
Tesco's has are Sainsbury’s and Asda etc, these huge supermarkets all have there own clothing brands for example Sainsbury’s is Tu and Asda is George. These
makes are all very cheap and affordable which means it will be much harder to attract your audience into your supermarket. By using marketing and PR looks
like putting the pricing on, will help massively in encouraging and enticing customers into going into your supermarket.

4. Advertisement Three
Quality: When you first look at this image you think it’s miserable and gloomy but when you look closer you see
that it’s got a strong atmosphere with the owls and wildlife. This is very similar to Topshop as the high-end and
High street fashion have used nature as there main theme throughout there advertisement. The use of the owls and
tree’s make the ad look elegant and very rich looking, the use of birds makes it tranquil and easy to look at also.
What adds to the atmosphere is the fact that Owls are known to be good at hunting and by using black leather and
dark trees give a sense of hunting and also looking dark and mysterious through the models looks but also the
clothing shown. In all the advertisements they have used white font for there company title, this looks really good on
this advert as it’s placed over a black background, this is stereotypically known to look sophisticated and neat
compared to have to have a red/pink font colour over a background, this looks more tacky. After researching loads
of high end fashioned advertisement I learned that most of them either have a black font on a
white background or black font on a white background. This is known to look more high end
and richer than bright colours. The fact that this set was done in a rich looking town house
makes the shoot look richer, the old fashioned books in the background shows a up market look
that any rich person would have inside there house. The use of shading in this image is often
known to look more real and in depth, the fact that it looks so glossy, airbrushed and looks like it’s in reality really
makes the advertisement better than the rest.
Market and Competition: The difference between each advertisement is that the high end ad has used there
designer logo above their designer name, this looks more professional because when you look at all the Mulberry
products you will see that it has a set logo on each product. This tells the audience that you know that it’s proper
designer clothing when you see the real logo, through different section of fashion you get people that copy designer
clothing for a discount price. By having this logo it makes the product more expensive and the customer is initially
paying for the name of the product. The market for this advertisement would be in a lot of fashion magazines like
I.D, LOVE, Vogue and Elle magazine. These magazines always show high end fashion advertisements at the front
of the magazine so that when the customers has looked at them they can read articles about the new line from all
those different designers. The people that normally buy these magazines would be around the social status of
AB, this would be the fact that high fashion would only be interesting to those people but also they are an affordable
price that they can afford. I.D magazine is normally £3.80 for one copy and this has loads of of advertising at the
beginning that only shows high end designers. The social class A would be the only people that would buy the
clothing as they are very expensive. In fashion there is always competition to find the best clothing line when it
comes to the best designers and companies, Mulberry’s competition would be companies like Burberry, Fendi, Gucci
and Michael Cors etc. Mulberry would have to create a new product that was out there so that it wasn’t similar to
any other designer, it has to be fresh and would stand out in a magazine. Mulberry has always been good with
competition as there advertisements have always had strong themes e.g. their nature theme and Brighton beach
theme which was very effective and stood out in the magazines.

5. Image: The image
that this advert is
giving off is that this
supermarket is the
cheaper and better
one out of the two
on the advert. It also
gives of the image
that Asda doesn’t
mess around and is
just straight forward
cheap prices.
Another image
given off from this
advert is that Asda
is serious about
saving people
money.
Price: This advert
prides itself on the
price factor. It is the
focus of the
advert, making it
clear that this shop
is cheap and will
save the audience
money compared to
Value: People these
days are desperate
to save money so
advertising that this
supermarket is
cheaper than
another, people will
be more likely to go
to the cheaper
supermarket.
Marketing: This is a great example of good marketing as it
slates the competition and prides itself on cheap prices. This
way the shop will appeal to many more people and earn many
customers, taking them from Tesco’s and possibly other
supermarkets too. Also, having the independent price check
featured on the advert shows that it is reliable information and
not just made up by the supermarket to make themselves look
good.
Competition: The
most obvious factor
of this poster is the
competition on it.
This is what the
advert is all about;
competing with
other big name
supermarkets. By
showing that Asda
is a cheaper
supermarket, they
are robbing Tesco of
their customers and
gaining more
customers for
themselves.

6. Quality: This advert
prides itself on the
quality of the shop’s
produce, claiming that
their meat is 100%
British beef all of the
time. This will make
people more trusting of
Morrisons, especially
after the horse meat
scandal. They have
included pictures of the
products as well to
show how nice and
quality they look.
Image: The advert
gives off the image that
Morrisons is very
patriotic and supportive
of local produce and
businesses. It also
gives the image that
Morrisons is all about
quality as well as good
prices like Asda’s
advert.
Value and price: The
advert shows that
Morrisons is good
value for money as
the customer gets
good quality meat at
reasonable prices.
This will make more
people shop at
Morrisons as they will
see that their
produce is high
quality at good
prices.
Marketing: This
advert is aimed at
mainly adults, like
parents and people
who need to feed
their family quality
food for a good price.
Also, it kind of slams
Asda and Tesco
because of the horse
meat scandal, saying
that Morrisons meat
is always what it’s
meant to be all of the
time.

7. Image: The image
that this advert is
giving off is that to
keep in trend and
also have effective
clothes for this
particular season
then shop at New
Look. It also gives
the image that their
clothes are trendy
and can all work
together to create an
outfit. Another image
it gives is of what is
in style this season
and how to achieve
the stylish look.
Price: The advert kind
of focuses on the
price as it tells the
audience how much one of
their products are. By doing
this, people can get a good
idea of the price range so that
they can decide if it’s
reasonable or not.
Value & Quality:
New Look is a
reasonable
clothes shop with
prices in between
Topshop and
Primark but
clothes very
similar therefore
is pretty good
value for money
for teenage girls.
You get good
quality clothes at
decent prices so
you can look
good and aren’t
broke after
buying one item.
Marketing: The target audience of New Look is teenage girls so in
this advert they have used a teenage girl to appeal to their target
audience. Also by showing their products it lets people view what
the upcoming fashions are and make them want to buy New
Look’s products. Also, it gives style tips and ideas to their
audience.

8. Value: By showing
the high end
models people will
think that their
clothes are quite
expensive but
when people find
out how much their
clothes actually
are they will think
it’s great value for
money. By doing
this they will boost
their sales
because people
will want the cheap
clothing that
models wear. Also
the fact that the
younger woman is
twisted into quite
an odd position
shows that the
clothes are durable
and worth the
money.
Marketing: H&M aim their products at anyone of any age, but their main focus is women. By showing
a young woman and an older woman together shows that their clothes aren’t just for younger
Quality & Image:
The advert shows
that the
shop, H&M, can
afford famous
models to style
their clothes so
they obviously
make good quality
clothes. Also, the
fact that the
models are willing
to wear the clothes
and actually be
seen in them
shows that H&M
have nice and
stylish clothes. The
advert itself is
pretty
simple, keeping all
the focus on the
models and the
clothing.