A Comparison of Two Advertisements
I have looked at 2 advertisements, one is from 'Sugar' magazine and
the other from 'Style' magazine. The advertisement from Sugar, is for
'L'Oreal Paris Colour Pulse Hair Dye'; the advertisement from Style is
for 'Clinique Autumn 2004 close up on lips: modern metallics'.
All advertisements are aimed at specific target audiences and as such
require different ideas, linguistic devices and presentational
features to attract them. The two advertisements I have chosen have
different target audiences, reflected by the magazines that they come
from, the language they use and the visuals.
Both my chosen advertisements have strong visuals. In the L'Oreal
Paris one, there is a medium close up shot where you can see the whole
of the models face and part of her upper torso. The model is a
teenager. As this advertisement is aimed at teenagers it works well
and is aimed specifically at the target audience. In the Clinique
advertisement there is just a close up shot of thew models lips. The
model seems to be in her 20's, although it is hard to tell as only her
lips are shown, This is effective the magazine itself is aimed at
women in their 20's and 30's so the advertisement would be aimed at
In addition to the picture of the model, the L'Oreal Paris
advertisement also has cartoons of teenage girls around the page, all
with different coloured hair to show that there are several colours in
the range. At the bottom of the page, under the copy, all the colours
in the range are shown in a colour guide which includes the name. They
have unusual names like 'cool blonde' and 'pepsi purple' which would
appeal to the imagination of target audience.
The Clinique advertisement's slogan is 'Autumn 2004 - close up on
lips: modern metallics'. This plays with words as it says 'close up on
lips' and the image is of close up lips with lipstick on.
In the L'Oreal Paris advertisement the slogan is '10 lively colours to
make your look pulse as often as you want!' This is different from
their usual slogan 'because you're worth it' as they are just talking
about the colour pulse hair die, so they wanted a slogan to link in
with the product. The slogan is effective because the words 'lively'
and 'pulse' make it sound alive and the words 'you' and 'your' make it
sound like they are talking to you in person. Also, at the end of the
slogan is an exclamation mark which makes it seem exciting.
The two advertisements both have copy but in the Clinique one it is
much longer because it is aimed at an older target audience who are
more interested in the copy content. The Advertisement aimed at the