Advertising Methods and the Ways in Which They Meet the Needs and Desires of Their Consumers
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Effective advertisements successfully meet the needs and desires of its target audience by the effective use of visual techniques and language conventions. In the Lancome Paris juicy tubes advertisement, published in the December 2005 issue of Cleo magazine, image and colour of visual techniques and technical language and first person pronoun of language conventions have been used well in appealing to the solely female target audience.
Image is a vital element in the appeal of this advertisement. It grabs the reader’s attention giving reason for them then to explore the article further. The lips/mouth are very expressive in the way that they’ve been laid out. The purpose of this is to outline the strong beauty aspect and target the audience’s vanity. It’s enticing in that it’s in your face and is almost taunting its reader saying, “Look at my gorgeous, full lips.” An attached example to the beauty of the lips is the teeth, as they are white and attractive. Both the lips and teeth create a beautiful smile, which becomes a great asset. Someone’s smile is often the first thing you notice about them and this fact makes it applicable to meeting the needs and desires of the consumer, as they can be persuaded to believe they need this product to attract people’s attention, boosting their self esteem. The cherries are the second symbolic image of concentration in this advertisement. They reinforce the bold statement of plump, full lips as they are stereotypically recognised for this particular characteristic. Coupled with the other features in this article, the cherries present very strong connotations of making the lips look delicious. Looking deeper into the connotations of the cherries, they give the article a healthy perspective. They interpret this product as being a suitable choice for the maintenance of the consumer’s well being, which in effect, complies with the needs and desires of its female audience.
Colour is the next aspect for discussion that has been used to meet the needs and desires of the target audience. It gives the advertisement lift and helps it to catch the eye of the reader which then leads them to further into the text, completing the readers understanding of how it effects them personally. The colour gives the images glamour, which then helps the audience develop, and expectation of this as a result of using product. This expectation develops into desire and anticipation of stunning lips, meeting the consumer’s appeal of fulfilment and the need to feel this way.
Technical language is a great way to evoke emotion and develop strong values and attitudes towards a topic when applied to a specific text. In the Lancome Paris juicy tubes advertisement, technical language is very strong in the way it’s trying to reach out to its audience and give the text reality. The descriptions are very three-dimensional as they try to give the advertisement life and make it more real to apply more to an audience. Words such as, “hydrating,