Running Head: ADVERTISING 2
A Consumer Analysis of an Advert
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Author Note
Advertisements are always created to attract the attention of its readers. The type and design of an advert depend on the targeted audience. For example, beauty products often target women magazines and also celebrity magazines. Healthcare adverts often target fitness magazines and parenting magazines and newspapers. We often see brands using celebrities to advertise their products since these celebrities have more audience than regular people. Advert creators often use attractive language and design in their adverts to entice the reader to buy, use, or subscribe to their products or services. There are many aspects of an advert that may not be visible to the reader. This paper analyzes the following adverts of a product which appeared in Muscle and Fitness Hers magazine, issued on 2nd January 2019. This product is meant for muscle development. BlueLab 100% Plant Protein targets athletes and gym-goers. The magazine is from South Africa.
The fundamental aspect that any advert should have is the ability to catch the attention of the reader. The advert should have something that would prompt the reader to stop by, be it a single word, an awkward picture, a misspelled word, or bright colors (Rank, 1991). The advert above has well-developed attention catching-technique. The first thing that attracted my attention was the bright colors used. These colors made the advert page stand out from the rest of the pages. Besides, the most outstanding objects in the picture are the smaller sachets labeled “Champion.” One would not pass by the page without stopping to see what these “champions” are. People often love to try something new (Tellis, 2003). One of the first things that the magazine reader would see is the label “New” at the top right corner of the advert.
Secondly, after gaining the attention of the target, a good advert should have the ability to win the trust and confidence of the reader (Rank, 1991). BlueLab’s advert builds the consumer’s trust by indicating that this product is purely premium protein. Most athletes are often disqualified on the grounds of using drugs to build their muscles. However, this advert insinuates that the product is wholly natural. Since people always believe what is on the label, they will develop trust for the product without necessarily having to investigate the way the product was manufactured (Tellis, 2003). Besides the assurance that the product is 100% natural, the small sachets labeled “Champion” imparts a sense of confidence to the reader.
Moreover, the big tin’s seal has been labeled authentic, another word to ensure that they have the reader’s trust. Lastly, there is the outstanding badge indicating that the product is the leading product. The statement may not necessarily be true, but it is intended to capture the reader’s confidence in the product still.
A good advert should make the user see the need of the product. The body of this advertisement brings to attention the need “to enhance lean muscle recovery.” The advert picture also contains appetite-arousing words. It says that their product is the best in taste in South Africa and is “unbeaten in taste, quality & trust.”
In conclusion, I can safely say that this advert is well-developed, although it may not contain all the criteria used in the Consumer Analysis of Advertising. With the few words it has, the picture alone is enough to make the reader want to acquire the product.
References
Rank, H. (1991). The pitch: How to analyze ads. Counter-Propaganda Press, Box 365, Park Forest, IL 60466.
Tellis, G. J. (2003). Effective advertising: Understanding when, how, and why advertising works. Sage.