Advertising can be described as a technique used to persuade people in
the public, to respond in a certain manner to the product they wish to
In the world around us every day, we are subject to advertising
whether we want to see it or not. Everywhere we look, from the T.V. to
the radio, magazines, newspapers and the Internet, there is always a
company trying to convince us that we need their product to make us
popular, prettier, richer or healthier than what we already are. The
ads seem to work on our fears, as the companies know that people want
to be like everybody else.
Today, I am going to look at how a particular product; in this case a
new hair colouring; is aimed at different target audiences.
For example, if the product were in the latest issue of Dolly or
Girlfriend, we would probably see a well-known celebrity or model
promoting it. This is trying to tell us two things. One, this
celebrity is wearing it, so they must like it, and therefore it must
be an excellent thing to spend your money on. It is also trying to say
that if other people wear this, then they will have the looks of the
celebrity and live happily ever after. The advertisement will often be
in bright colours to stand out from the page, and sometimes there will
even be an article about the product saying it was used on a celebrity
in the latest Hollywood film.
If the same product were seen in a magazine such as Woman's Day or New
Idea, then it might be more focused on the cost, saying how this is a
lot cheaper than the others available. The companies do this because
in a teenage magazine, most people have part time jobs, and nothing to
really spend their money on, and so don't mind paying the price for
such a good item. In an older generation's magazine, the audience is
more likely to be people who have other commitments, and want to save
as much money as they can.
In the particular advertisement I found in Dolly, it is a description
of the Napro Live Colour from Schwarzkopf. The description tells us
there is no easier way to colour your hair. Its main focus is looking
'cool'. This means it is trying to work on the fear that some people
have, that they will not be cool if they don't use this...