A Comparison Of Two Advertisements Essay

1703 words - 7 pages

A Comparison of Two Advertisements

Advert 1 - Pulsar watches

I found this advert in GQ magazine. GQ magazines demographics are
young single or married working men, from around 20 to 40. The
Articles in this magazine vary from fitness to fashion to bikini
models to interviews with such stars as Collin Farrell and Thierry
Henry. The advertising agency have decided to target the range of
watches at this group of people. Young working men are fashion
conscious and have a high disposable income. The bachelor image of
these men reflects on their desire to attract women with their style
of expensive clothes and accessories.

The word pulse is found in the name pulsar. This represents the tick
of the watch marking rhythm of time. The connotation of this name is
the passionate heart beat and dynamic activity of a mans life. Pulsar
is the 'value' range, which is a euphemism for a slightly cheaper
range, of Seiko Watch Corporation. Seiko watches are world renowned
for horological excellence and design. When choosing a name for a
multinational product a company have to make sure that the brand name
can cross linguistic barriers. The structure of this word works when
pronounced in other languages.

The men likely to buy this product will be attracted by the offered
"prestige collection". These words are bold and highlighted using red
font which stands out. When text is highlighted it is to make the font
easy to read, the adverts main points are highlighted as not all
people have the time and patience to read it all. The men who read GQ
are upwardly mobile and this offer of class will attract them. This
cheaper range of product which refers to a better range will invite
those wishing to aspire to having a more expensive watch.

The image that the advertiser uses is carefully chosen to promote a
message about the product. The advert has the picture of a suave, self
assured young man. The hansome man is confidently looking back over
his shoulder in a luring pose. His dark features contrast the pale
background. The copy of the advert is arranged within the outline of
the mans clothing which is blanked out to a white background.
Alliteration is used as many of the lines start with 'O' this
represents the round clock face. The text describes the individual
attributes of the man. The type face is bold and casual. The point
size changes throughout again suggesting someone who doesn't follow
convention. The unusual hobbies of this man include "plays the
bagpipes" and "still uses a typewriter" as well as "owning a pet
snake" and "only need 5 hours sleep". The man is an individual and
originality is highly valued nowadays. This suggests that even though
the watches are mass produced they are still individual. His image is
completed with him wearing a pulsar. This is meant to fit in with his
...

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