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An Analysis Of Two Advertisements

3940 words - 16 pages

An Analysis of Two Advertisements

I am going to analyse two adverts and discuss which one is more
effective. The first advert that I am going to study is marketing 'New
Synergie lift' by Garnier. The second is promoting the product 'Total
turnaround' by Clinique. Both adverts were obtained from 'Marie
Claire'- a magazine intended for women aged between twenty and thirty.
This suggests that the target audience for these two particular
adverts is women, who are possibly very conscientious about their
appearance and who typically have a salary, therefore will be able to
afford the products being advertised.

The Clinique advert has a very simple yet effective layout. There is a
photograph in the

centre of the page, which is striking and dominant. Above the image is
a title, justified to the right to be aligned with part of the
photograph. The text is large and is intended to be noticed. The text
at the bottom of the page is small and proposed for readers who
express more interest in the product . The advert immediately captures
your attention and makes certain you look at the most significant
image - the product. It has a clear background with no small images,
allowing no distractions. If the reader's attention is not diverted
they can only look at the product and other relevant images. This is
the best way to acquaint the viewer with the merchandise.

The Garnier advert has a far busier layout than Clinique. To the left
of the advert is a large photograph covering most of the page. This
image immediately attracts the reader's attention however, interest is
quickly sidetracked to look at the other images in the advert. The
text is at the bottom right of the page. It is very visible, planned
to be read and attracts the reader by using different fonts and
various strengths of colour. As in Clinique there is a sentence at the
top of the page backed by a white setting making it stand out. This
layout, although very different to that of Clinique is also very
effective. It immediately attracts the viewer to the main photograph
of a beautiful lady, the reader then wants to see what makes her this
stunning, making them look around for indications in the advert.

The two adverts have very different layouts. The Clinique page is very
simple with one main group of images altogether in one place, whereas
in Garnier advert places images over the entire page spreading them
keeping your eye moving all the time.

The layout of the Clinique advert is more effective than Garnier's
because of the simplicity. The eye is not distracted at all as it is
in the Garnier advert but is forced to look at the most important
thing in the whole advert - the product.

In the Clinique advert, the first thing that seizes your attention is
the baby chick in the centre of the page. Human instinct is to look...

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