Analysis of an advert

Ever wish you could change your hair colour without any hassle? Ever get tired of just one colour? Then you’re looking for ‘Double Shades.’ Double Shades is a brand new type of hair dye. Dye your hair the colour of your choice and after ten washes it will change into another colour of our choice. The product lasts exactly twenty washes, which gives ten washes for each colour. The demographics of the primary target market is 15 – 20 year old girls of any ethnicity and any education and class because it is not too expensive and very simple to use. The reason for choosing this target is because it is an interesting new product that will attract them, as it is fun, new, exciting and does not cost too much. Just what all teenagers are looking for.

The Secondary target market is 20 – 30 year old professional working women, again of any ethnicity, education and class; the reason for this is because it will be convenient to their lives as they are too busy to worry about changing their hair colour. Being as busy as they are they don’t have a lot of time to spare on things like colouring their hair twice which makes them a good target market for this product.

The advertisement that is aimed at the primary target uses the advertising desire of a wish to have excitement and a wish to be attractive. It will appeal to the primary target market because it is a bold picture and teenagers will be able to relate to it. The advertisement shows a girl with her head split in two showing that the product changes colour after it is washed. The background is plain so the foreground will stand out. The camera angle is straight on which makes teenage readers think they are equals with her. The girl is smiling and looks happy so the reader will feel that this product may help lead to a more exciting life as the girl looks like she is having fun, therefore they will want to purchase it. The model is also very attractive which will convince the readers that the product can make them look as good as her, many teenage girls believe they must live up to an image of a ‘perfect magazine model.’

The hair colours on the model on this advert are shockingly bright and represent the significance of fun, as the model is having fun and the advertisement shows that it is because of the hair colour. The slogan ‘There’s 2 shades of life, Have you found yours?’ symbolises the change you could have in life to make it more interesting. This product is the change in the girl’s life. The word ‘two’ is replaced by a number to appeal to teenagers more, as teenagers use shortened words when writing text messages and e-mails. The font is large so it stands out and is easy to read, which will make reader want to read it. As they will not have to concentrate too much on what it is saying. It is placed at the top of the page so it is the first thing they read, it will hopefully make them look into the product further after reading it.

The next advertisement is aimed at the secondary target market. Again the page has been split into two, this time showing the woman’s schedule at the beginning and end of the week. On Monday morning the woman dyed her hair a toned down colour, which is brown. This is because she is at work and she wants to give a professional impression. On Friday night the woman’s hair changes to her second choice of colour, which is red. This is bright and suitable for when she is out with her friends having fun.

The advertisement uses the advertising desires of a wish to be up-to-date and also a wish to have excitement. The changing of colours can maintain her professional standard yet also have fun, without taking up any extra time. This is the reason we have chosen the slogan ‘For the woman on the go, When you have everything but time’ this will make the reader feel they could have time to have a change in their look without it getting in the way of their work life.