Advert plan

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Complete survey analysis

This is an analysis of the survey I took relating to the iPad, on surveymonkey.com.

Advert Proposal (iPad)

http://www.surveymonkey.com/s/M9B89LS

Advert Proposal

Advert proposal

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Comparison Questions

1 What are the main differences in how the model is represented in your adverts?

The main differences in how the model is represented in the two adverts are the stereotypes and gender representation used to represent them. In the Paco Robanne: Lady Million advert the woman is represented under the Fashionista stereotype, she is therefore thought to have no intelligence and be a ditsy blonde. In the Sean Paul: I am King advert however; the male is represented as an intellectual, intelligent and classy male. In terms of gender the woman in represented as beautiful with an accepted size or physique. However, the male is represented as powerful, independent and sexually attractive. These differences are mainly present as one of the models is female and the other is male, so they would have to be represented in different ways.

2 Is there a difference in the target audience in terms of social class, lifestyle category or gender? If so, why do you think this is?

There is a difference in terms of target audience, but the difference is not exceptional. The social class of both of the products are fairly similar. The social class for the Lady Million fragrance is middle or upper class; this is as the woman appears wealthy and the advert looks very professional, hinting that the price of the product is probably quite high. The I am King fragrance is very similar, the social class of the audience is also going to be middle or upper class; this is as people that are unemployed or have a very low income cannot necessarily afford things that they want, only things that they need. Whereas people that are middle or upper class can afford to pay for things they need, but can also afford things they want. They enjoy treating and pampering themselves, they are not intimidated by anyone. Also people that want to appear as if they are wealthy use the product. The I am King and Lady Million fragrances are not things that you need to posses, yet people of the middle and upper class can. The lifestyle category of the target audience for both of the products is going to be; people who are mainly concerned about getting the most pleasure for themselves out of life and people who want to be accepted by those around them. The most immense difference between the target audiences for both the products is gender. The gender that the Lady Million fragrance is aimed at is women; this is obvious as a woman is advertising the product and the word Lady features in the name of the product. However, men can buy it for their wife’s or girlfriends. The I am King fragrance on the other hand is aimed at men. We know this as the word King features in the name of the product, and King’s are always men also a man is advertising the product. However women can buy the product, they would be buying it for their husbands or boyfriends though. So, there are some differences between the target audience for the ‘Lady Million’ fragrance and the ‘I am king’ fragrance, however they are only minor.         

3 If they have used different persuasive techniques why do you think that is?  

Both of the adverts use similar persuasive techniques. The advert for the ‘Lady Million’ fragrance and the ‘I am king’ fragrance both use three main persuasive techniques. The first one of these techniques is sex sells; this has been used as it is most persuasive technique that is used in advertising. Women and men will both buy the products thinking that it will make them more sexually attractive to the opposite sex. The second one is the usage of a good looking model; people think that using this product will make them look more like the model. The third and final persuasive technique used is anchorage; there is a caption for both adverts that link to the text. The one used for the ‘Lady Million’ fragrance is ‘The new fragrance’ and the one used for the ‘I am King’ fragrance is ‘A new fragrance for men by Sean John’. Neither of the captions used are actually persuasive, but they do relate to the product. 

Advert analysis

Advert 1: Paco Robanne- Lady Million

The first advert analysis I will be doing is on the fragrance Lady Million by Paco Robanne. The person advertising this fragrance is a woman. The facial expression of this woman is vague, she looks over confident and smug, and she is also looking directly into the camera, a direct mode of address. From this we can assume she is pretty self concerned and is independent. I think this woman has been chosen as she fits under the stereotype of the ‘Fashionista’ which is the type of woman expected to advertise a big, well known brand. We can also assume she is a Fashionista as she is wearing an unusual and revealing dress, she is also blond with may make her appear as a bimbo, but that is in fact the point. This character type links to the product as she appears glamorous and care free, this will make the audience presume that buying and using this product will then make them glamorous and care free. The model is standing with one hip sticking out slightly and her hand on it. She is also clicking her fingers. This is done so that there is a hint of femininity about her, this will make men more likely to buy it as they will think their partners will become more feminine and sexually attractive. The clicking of the fingers is a signifier. She can get what she wants at a click of the fingers. Women will be more likely to buy the product this way as they will assume that buying this product will make them get what they want, when they want. The costume of the model is very revealing and rather peculiar. She is wearing some jewellery on her wrist. This fits in with the Fashionista stereotype as she is wearing strange clothes but is glamorous nonetheless. She appears as if she enjoys spending money on herself. The setting of this advert is just a grey back drop, the subject or model is also in black and white herself. The background is dull so that the model and the product she is advertising are the centre of attention. The colour and lighting of the image is black and white. However the product name and the product itself are in colour, this is to draw the attention of the audience towards the product. The colouring is gold. This makes the audience think that using this product will make them more; powerful, perfect and expensive. The product itself is rather small on the page and in the right hand bottom corner; this is so that the audience knows what product she is advertising. The shape of the product is that of a diamond. This is another way in making the audience feel more expensive and therefore more attractive. The target audience of the product is women. This product falls under the ‘self actualization’, ‘esteem’ and ‘love/belonging’ categories of Maslow’s Hierarchy of needs. I think the social class categories that will buy this product are middle managers in companies or public services like health or education, or high ranking managers in industry or the professions like law or medicine (B and A). In terms of lifestyle categories’ the people buying the product vary. The people that buy this product are probably; ‘Trendies’ (people who are desperate to have admiration if their peer group), ‘Groupies’ (people who want to be accepted by those around them), these two are similar. Also ‘Egoists’; egoists are people who are mainly concerned about getting pleasure for themselves in life. This is appealing to women as they want to feel sexually attractive, confident and respected

Advert 2: Sean John- I am King

The first advert analysis I will be doing is on the fragrance Lady Million by Paco Robanne. The person advertising this fragrance is a woman. The facial expression of this woman is vague, she looks over confident and smug, and she is also looking directly into the camera, a direct mode of address. From this we can assume she is pretty self concerned and is independent. I think this woman has been chosen as she fits under the stereotype of the ‘Fashionista’ which is the type of woman expected to advertise a big, well known brand. We can also assume she is a Fashionista as she is wearing an unusual and revealing dress, she is also blond with may make her appear as a bimbo, but that is in fact the point. This character type links to the product as she appears glamorous and care free, this will make the audience presume that buying and using this product will then make them glamorous and care free. The model is standing with one hip sticking out slightly and her hand on it. She is also clicking her fingers. This is done so that there is a hint of femininity about her, this will make men more likely to buy it as they will think their partners will become more feminine and sexually attractive. The clicking of the fingers is a signifier. She can get what she wants at a click of the fingers. Women will be more likely to buy the product this way as they will assume that buying this product will make them get what they want, when they want. The costume of the model is very revealing and rather peculiar. She is wearing some jewellery on her wrist. This fits in with the Fashionista stereotype as she is wearing strange clothes but is glamorous nonetheless. She appears as if she enjoys spending money on herself. The setting of this advert is just a grey back drop, the subject or model is also in black and white herself. The background is dull so that the model and the product she is advertising are the centre of attention. The colour and lighting of the image is black and white. However the product name and the product itself are in colour, this is to draw the attention of the audience towards the product. The colouring is gold. This makes the audience think that using this product will make them more; powerful, perfect and expensive. The product itself is rather small on the page and in the right hand bottom corner; this is so that the audience knows what product she is advertising. The shape of the product is that of a diamond. This is another way in making the audience feel more expensive and therefore more attractive. The target audience of the product is women. This product falls under the ‘self actualization’, ‘esteem’ and ‘love/belonging’ categories of Maslow’s Hierarchy of needs. I think the social class categories that will buy this product are middle managers in companies or public services like health or education, or high ranking managers in industry or the professions like law or medicine (B and A). In terms of lifestyle categories’ the people buying the product vary. The people that buy this product are probably; ‘Trendies’ (people who are desperate to have admiration if their peer group), ‘Groupies’ (people who want to be accepted by those around them), these two are similar. Also ‘Egoists’; egoists are people who are mainly concerned about getting pleasure for themselves in life. This is appealing to women as they want to feel sexually attractive, confident and respected