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Advertising:
Advertising is the process of making a product know, getting the word out there and allowing your product to become trusted in the market. Marketing covers all aspects of getting the product to the market (the research into your audience, branding, knowledge, pricing and more) - Advertising is simply one of the several components of marketing. Making an advert memorable is very important to ensure your product is successful, catchy songs, celebrity endorsement and humor are all aspects used.
What was the GVA (gross value added) generated by the UK advertising industry in 2019?
- 17 Billion British pounds.
How much did UK advertisers spend on print advertising in 2019?
- 1.4 Billion British pounds
How much did UK advertisers spend on digital advertising in 2019?
- 16.5 Billion British pounds
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In 2020, the COVID-19 pandemic hit and digital advertising dropped significantly.
Advertisements and how they differentiate:
Male advertisements typically use bolder fonts, rather than a dainty, thin and more elegant font for women, this is also shown throughout the usage of colours used, advertisements for women typically use lots of smooth white to suggest elegance, whereas advertisements for men use darker, more expressive colours, subliminally convincing you what these products will make you.
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Natalie Portman: Miss Dior Advert
- Smooth, youthful skin very prominent, seductive undertones in her positioning.
- Use of white colour with connotations innocence and purity.
- 'Z' Pattern allowing perfect view to text, face, bottle, body
- Bottles exaggerated size shows significance
- Font suggests the perfume is a delicacy, almost sophisticated manner.
- Eye contact, Natalie Portman is looking as us the viewer, her expression
- Femininity (soft, gentle pink colours)
- Wrapped in bedsheet(sexual connotations)
- Overall dark blue theme, masculine colour suggesting tranquility
- Both conventionally attractive subjects expressions are happy, their eyes follow the product in action
- Couple in shower, bare skin showing, sexual connotations.
- Bold white fonts suggesting confidence
- 'Z' pattern follows faces, brand, text, and product.
- Product itself is exaggerated in size (hyperreality)
This NIVEA advert consists of dark blue colours, which are typically seen as masculine and have connotations of relaxation and tranquility. The mid shot allows us to see both subjects clearly and if we follow the 'Z' pattern we will be met with their positive expressions, making us as viewers subconsciously believe we will be just as happy if we purchase the product, not only as individuals but as a relationship as the advertisement is based around a naked, conventionally attractive couple in the shower together, they cannot keep their hands from each other and we are almost overwhelmed with the amount of smooth, airbrushed skin we see. Additionally, the font used is bold and bright, suggesting confidence and juxtaposing with the dark hues, making it stand out. 'WHAT MEN WANT' being used as a slogan may challenge viewers masculinity, making them feel demasculinized without the product and influencing them or their partners to buy it if they want them to be a 'real man'. The bottle and product itself is the last thing we feast our eyes on, it's size demonstrating its significance and allowing the image to stick in our minds. Alongside the bottle, the text 'NEW' is boldly stated abreast - this could suggest NIVEA is what is relevant today, it may make us feel old for not having said product and make us want to keep up to date.
Psychology Of Colours:
Red: increases blood pressure, increases appetite, heart rate, grabs attention
Pink: connotations of sweetness
Orange: makes people find energetic
Yellow: First colour we process, Draws attention
Green: relaxing, natural connotations
Blue: favored colours of adults, masculinity, colour of royalty
Purple: Luxurious or rich
Brown: men > woman, natural
Black: sophisticated, cleanliness, makes other colours pop
White: purity, newness
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