ˏˋ°•*⁀➷ Advertising //
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Advertising - The process of making a product noticed, liked and trusted by the industry.
Marketing - The aspects of getting the product to the market i.e. audience research, pricing, branding knowledge etc.
What can make an advert memorable?
- Theme tunes
- Celebrity endorsement
- Humor
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What's the GVA (gross value added) amount generated by the UK advertising industry in 2019?
17.9 Billion GBP
How much did UK advertisers spend on print advertising in 2019?
1.4 Billion GBP
How much did UK advertisers spend on digital advertising in 2019?
16.5 Billion GBP
These statistics show that advertising is predominantly based online and on digital spending rather than physical prints.
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During 2020, advertisement growth had declined dramatically due to the Covid Pandemic.
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Conventions of male product advertising:
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Natalie Portman Miss Dior advertisement:
- Gentle, soft and subtle colours - mainly white suggesting innocence or purity.
- Hyper reality - The bottle size in comparison to Natalie suggests significance.
- Healthy hair and unrealistic beauty standards due to expectations of society.
- Seductive pose with sexual connotations.
- Eye contact - Allowing the audience to interact better
- Smooth, healthy shiny skin and hair suggesting you can have this too if you purchase miss dior.
- Cursive font creates a more sophisticated presentation
- 'Miss' suggests a younger target audience
- Bold impactful motto underneath
- Z pattern from brand, to face, to bottle, to body.
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The Nivea For Men Active3 advert contains darker toned colours, blues and blacks suggest subliminal connotations of dominance. The camera shot has been taken from a mid shot which highlights to the audience the important aspects of the advert, being the shaving. The focus in the image is on the man, we can presume this due to the amount of space which has been taken up by him in comparison to the female who only shows her face and hands. After that, the product would be the next focus which proves the hyper reality of the media when it comes to advertising. Seeing as this target audience are men, the fonts are bold and impactful which has connotations of power and importance. In that case, the 'joke' of the "girl not included" proves a role that the girl is not as important as the text isn't in font unlike the rest of the advert. Focusing more on the target audience, I would say that they are directing their advert more towards male mainstreamers due to their casual lifestyle and would have aspirations to look like this stereotypical attractive male. In the advert, we can see that both the man and the woman are happy due to this product and may place the idea that you wont just make yourself happy by purchasing this however, you will also make your partner happy with it. The Z patterning is strongly visible as the audience would look directly at the couple, then the product, then what the product entails and finally the suggestion that this is "what men want". That text subtly persuades men and pressures them into purchasing the product as they could feel less masculine as of this. The fact that it's the woman shaving the man may suggest that it's easy to do, having hidden connotations of a sexist out view on society. The bold text 'New' incorporates the idea of exclusivity and acts as a final chance of persuasion.
Psychology of Colours
Psychology is the study of behavior and mental process.
Red - Increases blood pressure, heart rate and apatite
Pink - Sweetness, sales of candy + pastries
Orange- Energetic aggressive
Yellow - Attention drawing, first colour seen by human eye, warnings and action
Green - Relaxing, environmentally friendly + natural
Blue - Jewelry and royalty, nauseating, favored among adults + represents masculinity.
Purple - Royal rich + luxurious
Brown - Favored by men, natural, solidity and strength
Black - Power, sophistication and formality, makes other colours pop
White- Cleanliness and purity, simplicity, newness and high technology.
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