The document compares advertisements from Lacoste, a clothing brand, and a supermarket clothing store. It also compares advertisements from Waitrose and Aldi supermarkets. The Lacoste ad focuses on quality and style, using a model and subtle branding to portray an upscale image without displaying prices. In contrast, the supermarket ad directly shows prices, discounts, and focuses on value and affordability for average consumers. The Waitrose ad emphasizes the quality of food through elegant photography of a prepared meal, appealing to older audiences. In contrast, the Aldi ad prominently displays low prices, name brands, and focuses on value and competition to draw customers from other major supermarkets by catering to cost-conscious consumers.

1. Task 4
Shania Carter

2. Quality
Price

3. Lacoste is a big designer brand name
that use models to sell their products. In
this advert it is focusing on quality
hence the high class suit underneath the
shirt. The design is highly classy in the
way the lighting is set and the simplicity
of the shoot.
The advert doesn’t show any price at all,
just the logo and the slogan. The whole
advert looks fresh and neat probably to
replicate the color of the shirt.
Nothing about the advert seems
massively expensive however,
stereotypically we all know that the
brand is costly.
The brand has used a handsome model,
concentrating on the high standards of
everything, including the shirt.
Everything including the design seems to
be balanced. The overall ability of this
advert is high standard to make you
interested in the product as well as
looking smart.
Image: The advert concentrates on working up a stylish and classy way to
advertise the shirt using a male model. I don’t quite get the idea of the suit
underneath the shirt only to base the image on being smart and casual. The image
of a young man also suggests the target market the brand are aiming for, from the
image we can generate this stereotype almost instantly. The man is the main
focus of the image, portraying a good lifestyle and good style. It creates an
ambiance of popularity and an appeal to men and women as the brand creates
similar products for women.

4. In comparison to the Lacoste advert, this advertisement
for supermarket clothing is focusing on the price of the
product, you could say it also hints a little bit about value
as it is a necessary product and is worthy to the
consumer in the sense that it is clothing that needs to be
worn.
In difference to Lacoste this is a supermarket clothing
store and shows the price on the advert. It shows a
discount on both parts in the picture it says ‘sale’ and
then in the bottom part it shows the original price, the
new price and how much you have saved. The designs
are the same i.e. men advertising shirts on a white
background – to be simple. The difference in showing
sale and having reduced prices shows a good value to the
consumer.
Although the adverts seem to be fairly equal in the
design, you can tell that one is focused on higher
standards whereas this one shows the basics e.g. a
normal man, wearing a normal polo shirt which is
practically the same design.
A big comparison is in the competition, although arguing
about the gender specifics, the overall market is different
due to the social grades and the feel to the image,
likewise there wouldn’t be any substantial amount of
potential buyers swapping the market but because the
standards of the product are so different this could be
tricky to consider.
The imagery isn’t much different because they are both
shadowed by a light background and are more or less
pulling the same pose. This man in the image is showing
the more causal side to the shirt, the model in the
Lacoste advert is showing the smart side of how it is
worn.

5. Quality
Competition

6. I selected this advert for the quality of the
supermarket, from this advert we can see a picture
of fine dining i.e. well presented. The up close design
doesn’t shove the product in your face but the
quality of the photography represents the high
quality.
The order in which Waitrose have chosen to stage
this advert is eye catching because the sales pitch is
in the middle of the page right next to the dish. It
shows the quality in other ways from the typography
to the photography.
The food looks eaten as there is fish spread on the
bread and crumbs around the plate. The used food
on the plate gives the main focus a homely feel,
doilies are stereotypically linked with older people,
maybe this is something they used when they were
younger or it is a nicer way of displaying the food.
The food’s quality doesn’t look like the type of food
younger people would eat so the whole advert
appeals to the above generation. The décor of the
plate and the bowls also suggests that this is an
advertisement aimed at a higher class end audience
– not with a lot of money but whom appreciates
luxury food, it is not a meal you would associate
with making at home rather something you would
see served in a restaurant.

7. In comparison to the Waitrose advert, this Aldi advert speaks two things – price and competition. The price is very visible, there’s how
much you can save, the price of other supermarkets and their own prices. The other is competition, since Aldi has become popular over
the last couple of years it is pushing out Tesco and ASDA on their smart prices and rollbacks, with cheap brands looking and tasting the
same it is clear that Aldi is in competition now with the leading supermarkets and wants to win over their market. Waitrose also
showed a lot of fine dining and elegant ways of displaying the products whereas Aldi show a lot of different brands – possibly the most
popular selling ones to appeal to consumers, this advert is more focused on the working class people concentrating on the social grades
of what people can afford. Aldi has also come into the competitive market by welcoming working class consumers and almost stealing
them away from Tesco, ASDA and Waitrose even if they do still have the existing smart price brands. The consumers know at Aldi that
they can get consistent low prices on like brands, as it says in the advert “like brands, only cheaper”. The price value is a huge deal for
comparison in these types of supermarkets, Waitrose has selected deals on whereas Aldi has low prices all the time, consumers will
now have to weigh up whether they want consistent low prices or selected good deals on food, I think this is where Aldi is reigning its
customers in.