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. ĄPeople 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 two focus groups each had 5 female audiences were interviewed. The two age groups both think that the product does not relate to them and cannot satisfy their needs. Most of the audiences! think that there is a strong sexism involved because the advertisement put women is the position to symbolize sexiness in men's term and also portrayed women as a object for impressing and pleasing men. Their needs have changed as they are more sophisticated, their lives are filled up with family, career and children, they are free from peer pressure and fashion, they need to keep up with no one (Corlett, 1999, web page) When they are reading the magazine, they are more likely to look for something with depth and information, therefore fashion and cosmetics are no longer the attractions and they know very well that all advertising does is to make them spend their money, so they are immunized to advertisements that is, when they flick to a page where they know that it is an advertisement, they will simply ignore it and keep flicking to the next page. I find that women age between 17-21 is not necessarily paying more attention to the advertisement. It is clear that the value expressed from this advertisement is being sexy and attractive to the opposite sex. Women age between 37-41 has the same reaction to the advertisement too and I think the reasons are what I have already mentioned in my hypothesis. The sexy image of the female model is attention grabbing because of her beauty and sexiness portrayed. Through out the research, I find that the result is quite opposite with my prediction. So their attitude toward it will be mostly negative. Most of the audiences think that "sexy full lips" is an American fashion which has no influence on New Zealand societ!y. They are, as mentioned, mostly single, so their needs are different, their attitude toward the opposite sex is different and they are more innovative and are able to adopt to new products quickly (Evans, 1996, pp70). 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. ------------------------------------------------------------------------**Bibliography**.
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
