SWA #4 - ESSAY 1 WORKSHEET.
What kind
of ads are you analyzing (cigarettes, clothing, music, etc)? What publications
are they from?
I am analyzing two
fragrance ads. One is from an issue of
US Weekly. The other is from Southern
Living.
1.
Describe the audiences
of the publications in which you found the ads. Ask yourself who reads these
magazines or newspapers.
The audience of US Weekly
is younger men and women interested in keeping up with popular trends and
gossip. They most likely hold liberal
views of the world; the immodestly of the magazine does not faze them.
The audience of
Southern Living is intended to be middle-age to elderly southern belles aiming
to keep their homes in top shape, health nice, and taste buds happy. The audience is most likely conservative and
modest, and set in southern ways.
Readers have probably spent most of their lives in the south.
2.
Describe (don’t
analyze) your ads in detail. Look closely at every aspect of the ads: images,
text, models, props, color, lighting, etc. You can describe your ad in a
paragraph or as a bulleted list of details, whichever you choose.
US Weekly ad:
§
Young man and woman
§
2 bottles of
fragrance- men’s: black and tall; woman’s: gold and squared
§
Green eyes; intense
stare
§
Modern, darker makeup
§
Tattoo
§
Scruffy face
§
Hands on faces
§
Close up
§
Laying down
Southern Living ad:
§
Bright, night city
background
§
Red door in front of
city
§
Red door shaped bottle
§
Silver, metallic
dress- bejeweled top; pleated bottom
§
Early middle ages
woman
§
Slightly windblown
hair
§
Mid-step
§
Peek toe heals
§
Touches of red in city
lights
§
Standing on platform
§
Full body length shot
3.
What made you choose
these two? What stands out as strikingly different? Can you state briefly in
which values/stereotypes the ads are grounded?
I
chose these two ads because they each were geared to distinct audiences. The zoom
onto the people/s in each of the ads is what is strikingly different. The values portrayed by the US Weekly image
are of lust and sex. The Stereotype
presented in the Southern Living ad is a desire for southern women to break
from the south- as if they are being trapped here.
Other notes:
Southern Living: October 2011
·
Red door= adventure, out of south, glamour
(desires of the older, southern-born audience stuck in mundane scene they have
always been in)
·
City in the background: escape from the south
·
Early middle age woman: good choice for the
audience; shows the fragrance in mature and sophisticated, but still young/
fresh
·
Name of product: Elizabeth Arden Red Door-
“door”; door of opportunity- new routine; “red”- bright, adventurous, a small
touch of sexy
Other notes:
US Weekly: November 21, 2011
·
Intertwined couple= passion, sex, lust (desires
of younger, modern, liberal audience)
·
Young man and woman: fragrance for men and women
who are still young and wild
·
Ultra-sexy
·
Name of product: Gucci Guilty Intense- “guilty”;
associated with “wronge” implications of sex/ lust; “intense”; the intensity of
passion (subtle message: this product make your love life more steamy)
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