How Advertisers Target Teen Girls
How Advertisers Target Teen Girls
Girls just want to have fun. All girls of all ages share this desire, but especially teenage hoydens who have few responsibilities. Advertisers are quite aware of this, and use this fact when attempting to sell a product to them. The advertisers use bright imagery, suggestive poses, and even words to speak to a young female. Three carefully chosen advertisements target every fashionable teenage girls deepest wish; stylish accessories, the latest foot wear, and of course a shot of caffeine to keep the fun going. These advertisements were pulled from TeenVogue Magazine, a magazine for younger people who are interested in fashion.
The first product advertised is a “LeSportsac” handbag. The small, rectangular handbag is the center focus of the page. It has an array of colorful airbrushed flowers and stars against a dusty-green, brushed canvas material. The design is much similar to graffiti. On the left of the handbags handle is a chrome chain with various charms attached. Also, the handbag appears to be set on a gathered vinyl surface that fades from lime green to rich plum. At the bottom of the page is the name of the products design company, “LeSportsac,” in a white, bold font. The word “REMIX” is directly below “LeSportsac” in right-aligned font, and is also white. Along the left side of the advertisement, near the binding, is the name of the design, the price, and the name of the fabric pattern, a list of stores, a number, and a website.
The LeSportsac handbag advertisement is obviously targeting fashion conscious teenage females. The advertisers know that every outfit is only complete with the proper accessories. Placing the handbag in the center of the page solo, gives the product complete focus by the reader. Also, the gathered vinyl draws the eye to the product. The brilliant colors of the fabric pattern stand out from the other articles of the magazine. It would seem that the vivid color also makes the handbag more attractive to young girls. The colors seem to shout “Fun,” and “Exciting” which appeal to young girls that crave attention. The name of the fabric pattern is “Cactus Graffiti” and calls to perhaps teenage females that reside in urban areas. It would be like carrying a piece of a surrounding around everywhere. The design of the handbag is “Scratch” and suggests playfulness, once again targeting the need to have fun. The price of the purse is $88, and can be found at many high price stores such as Bloomingdales, Nordstrom, Beverly Center, SoHo, and Madison Avenue. These boutiques and department stores are expensive and rare, so this leads the girl to believe that the “It Girls” of Hollywood would purchase such a bag. In accordance with that idea, advertisers know that labels and designers are alluring to young girls that prefer to achieve a certain social status. Only young, middle to upper-class girls could afford to sport this accessory, and so there is a convenient way to purchase this product with a credit, or debit card. The advertisers included the toll free hotline number and a website to do so.
Secondly, is an advertisement for “Red Hot” footwear. Two black models are sitting in a chair. The female model is sitting upon the male models lap; his hand is upon her bare thigh, and the other one around her waist. The picture is shot from the male models neck down, and only reaches the female models waist. The male model is wearing a white undershirt, dark blue jeans and white trainers. He has muscular shoulders. The female model is wearing a gray shirt, a blue jean mini-skirt, and a pair of white, red and black Red Hot trainers. Directly below her feet, in white letters is the brand name, “Red Hot.” Below the white words is the Ecko logo in red, with the word “red” next to it. Below that it says “by Marc Ecko”, once again in red letters.
This advertisement is trying to catch the interest of young, black, trendy young females. The way the models are posing is somewhat sexually suggestive and advertisers know that sex sells. The female model is comfortably, but stylishly dressed, and would appeal to an athletic or active teen girl. Girls love shoes. Shoes are fun to shop for and to wear. They can really make or break an outfit, which makes them vital to a wardrobe. Advertisers use this concept by suggesting, with the right shoe; the consumer could attract a boy. This also plays into a factor