Advertising Techniques Case Studies
Advertising Techniques Case Studies
Through out the history of the world, the societies have constantly tried to influence the people through any means. In our current America, there is no exception. I have taken several advertisements from a few of our nation’s magazines, to analyze. Written in this paper are my results.
The first: CLAIROL Herbal Essence ad featuring Britney Spears
This ad was featured in the August 2000 edition of Teen People. In it, there is a widely known tactic used to get the readers attention: Visual effects. In this ad particularly, the star, Britney Spears, seems to be in a freeze frame stance. Her hair appears as it would if she were jumping. There is also another visual effect, for, you see, she is not perpendicular, but slightly tilted, giving her a sort of spunk. These are the effects that are used to grab the reader’s attention, but what is used to keep it? Well, here there are several: A) Sex appeal, B) Money Appeal, C) Snob appeal, D) Comedy, E) Star appeal, and finally F) Plays on emotion.
The Sex appeal is presented in her seemingly flawless look. She seems to have toned arms, shinny hair, excellent make-up, a very petite body, and perfectly proportioned. The money factor comes in with the fact that she is a well-known star, so “she must have a lot of money”. The snob appeal also comes into play with the fact, plain and simple, that she is a star. This also ties in to the microphone that she is pictured with. The comedy seems to present its self in the visual effects used, and the face she seems to be making. It seems peculiar, and to some extent, humorous, that she is so well proportioned and so seemingly perfect, but she seems to be in a frozen state. Also, she seems to be hanging off of the page. The star appeal is also, the plain and simple fact, that she IS a star. Which also seems to tie into the play on emotion, for "“everybody wants to be a star”.
The Second: A Neutrogena make-up advertisement featuring Jennifer Love-Hewitt
This ad was taken from the November 2000 issue of Teen People. In it, the eye-catching effect that was probably the most prodomentent again, the visual effects. All of the features, the pictures, the writing,...