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This advertisement I did comes from Good Housekeeping magazine. This magazine is geared toward women for the most part. But even more specifically to women who have families. The target audience in general is a woman who likes to cook or likes the idea of cooking. I think of Leave it to Beaver’s mom. The advertisement is for a Neff oven. Their slogan is, “Writing kitchen history.” The advertisement is of a woman cooking a dinner for her family the picture is a sort of soft focus and it is in black and white. In red lettering it says, “ Friends say Lamb with sage, Rosemary, and lemon is my signature Dish.” On the other side (it is a two page spread) there is a picture of a oven opening and a quote that says, “ My new Slideway oven door means I can baste it really easily to keep it juicy.” The denotation of the ad is a woman cooking and an oven. The connotation of the ad is, if you buy this oven your life will be so easy, you will be a great cook with no effort, and your friends will be jealous of it all. The woman cooking was an index to the oven in that if you use the oven it will be a good mean: good oven good food.
The next advertisement comes from Marie Claire the magazine. Marie Claire’s target audience again is women. The Marie Claire woman is in her twenties to her thirties. She wants to be beautiful and hip. She most liking wears high end clothing…or wants to. This ad comes from Clinique and is for an uner-the-eye serum. In the background there are three cucumbers and the roll on serum with its lid on. There is a lot of type but in bold and large letters it says, “Cools. Comforts. A bright-eyed look.” The idea is that the serum works like the spa, it takes away dark circles but it also is relaxing, like when the spa puts cucumbers over your eyes. The fact that the lid is off means it is ready and easy to use. The myth would be that the serum is just a good as the spa and that cucumbers take dark circles under your eyes. It is a very simple ad but I think that it is very effective.
The next advertisement comes from the Yoga Journal. The target audience is a person that is aware of their health and their environment. This person is very active likes to eat organic food and shop at New Frontiers. They ride their bike and like to go on river trips (of course this is a generalization). It is sort of humorous that I found this ad because I have friends that fit the target audience and I joke with them that they all drive Subaru’s. The ad just so happens to be an ad for a Subaru. It has an old Subaru with streamers on it and on the back is written, “just married.” The metaphor is that the car takes you through life, it lasts a long time and is like a friend. Subarus are die hard friends if you will.