PR and Advertising
A successful advertisement must not only be attention grabbing by its graphic designs, it should also relates to the audiences and speaks to their needs. „People in different stages of life have different needs' (Wells, 1989, pp97) for example younger audience might find magazines like FHM, ELLE or VOGUE more entertaining and informative because they contain more information on fashions and technologies. Older audience might find magazines like TIMES and READER'S DIGEST more informative and interesting because they contain more information on knowledge and news. These differences are caused because people's life styles changed as they become more sophisticated and experiences. The following paragraphs will show a research result of how two different age groups of consumers react to a particular advertisement, the reason the advertisement was chosen, a hypothesis on what I think how those two groups will react to the chosen advertisement and then a conclusion of the finding!The chosen advertisement was selling a lip treatment that can increase the volume of the lips and smoothes wrinkles. It is a two pages black and white advertisement with an image of a young female model, the image of the female model
The word „Swedish product' do have an influence on message credibility because it sounds advanced. I want to find out how female audiences react to this advertisement at different age levels and also the reason why. Through out the research, I find that the result is quite opposite with my prediction. Women ages between 17-21 are most likely to use the product thus most likely to pay attention to the advertisement. Anyhow, the main target audience this advertisement is focusing at will be young female consumers because at this age level they are most likely single and want to attract men by making themselves sexierThe reason I chose this advertisement is because firstly, it simply grab my attention when I saw it. The target audience for this advertisement is very limited because not every women think having fuller lips is more attractive and also not every women take impressing men as a big part of their lives. I chose female as my target audience because the advertisement I chose is targeting at female consumers and the product they are selling is mostly possible to be used by women. Only one audience react positively to the advertisement and pay attention to the image in it, but still, won't be interested in buying the product or at least know more about it. The answers to question 1 for both groups were no, but if anything will stop them and take a look at it will be the photograph of the model, so it is purely aesthetical. The two focus groups each had 5 female audiences were interviewed. 8 out of 10 people had a negative answer to question 5; they think men are more intelligent than being attracted to a woman's lips. Secondly, it has a strong sexism involved because it is promoting a product for female consumers to impress or attract men by making their lips fuller in order to achieve the sexy image holding by men. They were firstly given the magazine to look at and then answer several questions, the questions are listed below:1) Would you stop and look at this advertisement when reading this magazine? Why?2) Do you thing the product they are selling relate to you?3) Do you think the messages this advertisement is telling are true and believable? 4) Does the image and text „Swedish product' add any credibility to the product?5) Do you think you can attract more men if you have fuller lips by using their product?6) Is there any sexism involved in this advertisement? 7) What kind of consumer do you think this advertisement is trying to target?8) Would this advertisement stimulate your desire of buying or at least call the number to know more? Why or why not? I found that 8 out of 10 people did not pay any attention to the advertisement when they are given the magazine to read, the reason they was that they just flicked the page when they know it was an advertisement. The reason for this is that younger aged women are more confident with their body and appearance. This also shows that culture is another factor influencing consumers value system and affects their behaviour toward purchasing goods (Schiffman, 1978, pp330).
Common topics in this essay:
READER'S DIGEST,
,
ELLE VOGUE,
fuller lips,
target audience,
female consumers,
image female model,
attention advertisement,
target audience advertisement,
pay attention,
research result,
10 10,
sexy image,
women ages,
audience advertisement,
strong sexism involved,
10 10 audiences,
informative contain information,
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Acceptance Essays
