The Importance of a Visual Advertisement - Assignment Example

Visual analysis of an advertisement Table of Contents Table of Contents 2 Introduction 3 Discussion 3 Advertisement of Ralph Lauren 3 Discuss the techniques used by the advertisement used by Ralph Lauren to sell its product? 5 What references does Ralph Lauren use? 7 What stereotypes does the advertisement portray and why? 8 How is location, layout, direction, lighting, costume, colour, typography, actors/models used? 9 Types of products promoted by the advertisements of Ralph Lauren 10 How does the advertisement engage the attention of the customers 10 Analysis 11 Evaluation of the context of the advertisement of the Ralph Lauren, presented above? 11 Conclusion 12 References 13 Introduction This essay aims to highlight the importance of a visual advertisement and the techniques used by define the features of the products or services so as to attract the attention of the customers. The stereotypes used location, layout, direction, costume etc used to present the advertisement in front of the customers. Discussion Advertisement of Ralph Lauren In today’s age, advertisement helps to enhance the attention and interest of the customers towards a specific product as compared to others (Hackley, 2010, pp. 234-244). This is because; it is the advertisement that helps to enhance the total sale and demand of the products of a specific brand like Ralph Lauren in the market (Carr, 2012). For example: the visual advertisement of Ralph Lauren of the magazine of WSJ is presented below: (Source: Carr, 2012) This advertisement of Ralph Lauren represents the apparels of female displayed by a general youth, so as to attract the attention of the customers towards the product of Ralph Lauren. Moreover, the advertisement presents varied types of season-bright coloured and modern designed clothes with white trousers in order to make the appearance more worthy and appealing among others. Such types of colours are shown in the advertisement displayed above as the preferences and likings of the segment or the target group, i.e. the youths. Most of the youths within the age-groups 20 to 35 years prefer bright colours so as to present a distinctive image for themselves among others. Furthermore, the apparels displayed in the advertisement include a round neck with extensive designs all round it in order to create a unique appearance. In addition, the apparels displayed in the advertisement presented above is extremely modern, but it might be used both for daily purposes as well as in special occasions (Carr, 2012). The apparels displayed are designed in such a way in order to increase the total sale and demand of the apparels in the market among others. Not only has this, the apparels displayed comprises of light designs all over its body that increases its attractiveness and consistency among others. Along with this, the advertisement also represents a luxurious handbag for the ladies that might look fantastic with the blue coloured apparel presented in left-hand corner. The handbag displayed is also extremely trendy in design due to its long-strip and bright colour. Other than this, the advertisement presented above mainly highlights varied coloured apparels of modern look and styles so as to fascinate a wide section of the youths of the society that may increase its demand and profit margin. Furthermore, by presenting these apparels, the awareness and consciousness of the fashionable customers increased to a significant extent. By improving the awareness, the purchasing behaviour of the fashion-conscious customers increased thereby amplifying the total sale of the products. Thus, it might be stated that the prime intention of the advertisement of Ralph Lauren is to amplify its reputation and demand of its product such as apparels in the market among many other rival brands. Keeping this idea in mind, the advertisement of Ralph Lauren is designed in the above presented way in the magazine of WSJ. Discuss the techniques used by the advertisement used by Ralph Lauren to sell its product? The advertisement of Ralph Lauren always tried to improve its competitive position, by highlighting the features of the apparels by the process of claims. The advertisement of Ralph Lauren mainly uses this technique in order to enhance the level of information and awareness level of the customers. By doing so, the demand and total sale of the product advertised by Ralph Lauren might get enhanced that may improve its ranking and profitability. However, by using this advertising technique, the identity as well as uniqueness of the product increased to a significant extent. Due to its high dominance and position, the rate of switchover costs of the customers reduced that prove effective for the advertisement. Other than claims, the advertisement of Ralph Lauren also utilises bandwagon technique. This is a technique used by the advertisement of Ralph Lauren in order to fascinate or convince the customers to dress or look like, the youth presented in the advertisement. However, the tactic of using a famous brand ambassador or a trendy youth helps in persuading the attention and interest of the customers towards the product lines that may enhance the desire and lead to purchase of the product. This technique also helped the advertisement of Ralph Laurent to target the apparels to a specific segment i.e. the youth section of the society. Moreover, as the advertisement of Ralph Lauren targets a specific segment, the apparels are designed keeping in mind their interests, values, attitudes, lifestyles and preferences. So, the apparels displayed are extremely bright in colour and trendy in appearance. By doing so, the level of loyalty and trust of the customers over the products of the advertisement might get enhanced that might help to in improvement of the total sale of the products (Rossiter, 2010, pp. 563-578). Hence, it might be clearly stated that the advertisement of Ralph Lauren used varied types of techniques in order to promote the products in the market so as to improve its reliability and position to a significant extent. Thus, it might be depicted that the advertisement techniques acted as a boon that improved the demand of the displayed trendy apparels in the market thereby reducing the scope of sale of the products of new players. What references does Ralph Lauren use? The advertisement of Ralph Lauren mainly offers high attention over historic as well literary sources rather than artistic references. This is because; the historic references or designs of the products lines create a specific identity within the minds of the customers. Other than this, the designs of the products displayed in the advertisement including a historic reference such as round neck with designs in the entire apparel, might prove effective in creating a distinctive image among its target customers. Similarly, by presenting a literary or fictitious reference such as trendy in appearance and fit for all occasions, the advertisement tried to attract the intention of the customers towards it as compared to others. By doing so, the demand and total sale of the products displayed in the advertisement might get enhanced that may prove effective in fulfilling the financial year targets. Furthermore, by implementing both historic as well as literary references, the prosperity and attractiveness of the advertisement might get improved. Along with this, a wide range of customers with varying cultures and religions might also get attracted towards the designs and colours of the products displayed by Ralph Lauren that may increase its value and loyalty in the market. Other than this, such an advertisement of Ralph Lauren might get used to promote the apparels in varying developing as well as developed countries without changing its strategies as per the locations of the markets. This is mainly because; all the taste and preferences as well as the likings of the youths of all regions are quite similar in pattern and so this advertisement might prove effective to fascinate all the young generations. Hence, due to these above mentioned reasons, the advertisement of Ralph Lauren mainly utilises historic as well as literary references at the time of designing or developing its product. What stereotypes does the advertisement portray and why? The advertisement of Ralph Lauren mainly uses fashion conscious males and females. This is done, in order to increase the intention and awareness of the general public towards the trendy and modern designs of clothes. Along with this, by advertising the products with the help of trendy individual or fashion models, the advertisement of Ralph Lauren tried to attract the general customers of varying income groups and cultures towards it. As a result of which, the total sale and profit margin of the advertised apparels of the Ralph Lauren increases to a significant extent that amplifies its demand and portfolio among others. Thus, the advertisement presented in the above mentioned paragraph highlights a young and energetic female with age-group (20-25 years) so as to fascinate the attention of the customers with similar age. By doing so, the advertisement of Ralph Lauren tried to position the products among a specific section of the society i.e. the youths that may improve its identity and position. Therefore, in-spite of being a premium product, the range of customers might get enhanced to a significant extent that may amplify its total revenue and operating income as compared to many other existing contenders (King, 2014). Hence, by utilising the young and trendy fashion youths, the awareness and responsiveness of the target customers of the advertised product displayed above, became enhanced. How is location, layout, direction, lighting, costume, colour, typography, actors/models used? In order to amplify the demand and value of the products such as apparels in the market, the advertisement of Ralph Lauren offered high concentration over varied aspects such as location, layout, direction, lighting, colour, costume, typography, actors /models etc. This is done, so that the products displayed by the advertisement might prove successful in developing a distinctive position and image within the minds of its target customers. Other than this, the advertisement selects the location, layout, direction, lighting, costume, colour etc as per the products to be advertised such as apparels. For example: the advertisement presented above displays a general youth with black coloured background and trendy design outfit so as to attract the young and style conscious customers, holding numerous trendy coloured apparels (Hackley, 2010, pp. 123-134). Thus, it might be clearly depicted that by the style of advertisements of Ralph Lauren is designed as per its products so as to increase its awareness and demand in the market. By doing so, the total sale and profitability of the products advertised by Ralph Lauren might get enhanced to a significant extent among many other rival players (Johnson & et.al. 2011, pp. 323-344). Due to these reasons, advertisements play an important role that may improve reputation and craze of the specific products in the market among many other rival players. Therefore, advertisement acts as the most important medium to increase distinctiveness and consistency to a considerable extent. Types of products promoted by the advertisements of Ralph Lauren The advertisement of Ralph Lauren presented above mainly highlights the apparels of both males and females of varying colours and designs. The advertisement of Ralph Lauren highlights the neck patterns and all round designs of the apparels, so as to attract the attention of the customers. The prime aim to highlight such tiny aspects of the product in the advertisement of Ralph Lauren mentioned above is to amplify its reputation and brand image in various developing and developed markets as compared to many other existing contenders (Carr, 2012). However, due to the use of such types of minute aspects, at the time of designing the advertisement proved extremely effective as it increase the rate of sale of the products, the advertisement of Ralph Lauren displayed. How does the advertisement engage the attention of the customers In this age, customers act as the catalyst to improve the value and demand of the products advertised. Due to this reason, most of the advertisements are designed as per the taste and preferences of its target customers, in order to engage them effectively. Only then, the advertisement might become successful in amplifying the requirement and market share of the products such as apparels in the market among others. Other than this, in order to fascinate the customers of varying income groups and lifestyles, the advertisement of Ralph Lauren is designed in a very trendy and attractive fashion. This is done by Ralph Lauren in order to increase the total sale of the products displayed that may enhance its popularity and regard (Finocchiaro, 2010). Analysis Evaluation of the context of the advertisement of the Ralph Lauren, presented above? The advertisement plays a very important role for the improvement of the values and demand of a specific product such as apparels. Due to which, the advertisement needs to be placed at exact location, designs and colours so as to increase the popularity of the products as compared to others. Keeping this idea in mind, the advertisement of Ralph Lauren also designed the advertisement presented above in black colour in the ½ page island position in order to attract the attention of the customers. Such a premium position is used to highlight the features of the product, in order to amplify its total sale and profitability. Other than this, such types of positions are used in order to increase the total range of customers and the demand of the products advertised. However, after presenting the advertisement of the product of Ralph Lauren in WSJ magazine, the advertisement of another reputed advertisement, Prada is presented. The prime intention behind it is to boost the demand and sale of luxurious and fashionable items of the advertisement of the product of Ralph Lauren as compared to Prada. Along with this, advertisements of the products of varied reputed brand are offered one by one in order to improve the loyalty and trust of the customers over a specific brand or advertisement, after comparing the features of a single brand with another (Carr, 2012). Hence, it might be stated that location is the prime aspect for an advertisement presented in order to increase the prosperity and distinctiveness of the product displayed as compared to others. Conclusion Conclusively, it might be clearly stated that advertisement is the most essential requirement of the advertisements, operating in this age. This is because; it is the advertisement that helps in highlighting the features and advantages of the products or services of an advertisement that improves the productivity and demand in the market. Along with this, it is the advertisement that attracts the attention of the customers thereby amplifying its net income and profit margin. Other than this, it is the advertisement that helps the customers to make comparisons among the features and benefits of varied brands, prior making their purchasing decisions. This is done, so that the inner desires and requirements of the customers get satisfied and their loyalty and trust remains over the brand. Not only this, by comparing among the features of varied brands, the rate of switchover costs of the customers reduces to a significant extent that amplifies the reputation and dominance of the advertisement in the market among many other rival players. Hence, it is the advertisement that fascinates the customers of varying demographic profiles and income groups to purchase the products of a specific brand or advertisement. Moreover, the rates of the products of various brands are also compared through advertising so as to get the most effective and satisfying one among all. Thus, it is advertisement that acts as a source for the advertisements or brands to increase the awareness of the customers so as to improve its competitive position and loyalty. References Carr, T, 2012. WSJ. Magazine boasts 73 percent increase in fashion, luxury ad pages. [Online] Available at: http://www.luxurydaily.com/wsj-magazine-boasts-73-percent-increase-in-fashion-luxury-ad-pages/. [Accessed on 5th May, 2014]. Carr, T, 2012. 45pc fashion ad page increase seen in WSJ magazine September issue. [Online] Available at: http://www.luxurydaily.com/45pc-fashion-ad-page-increase-seen-in-wsj-magazine-sept-issue/. [Accessed on 5th May, 2014]. Finocchiaro, P, 2010. Ralph Lauren is 2010 Luxury Marketer of the Year. [Online] Available at: http://www.luxurydaily.com/ralph-lauren-is-2010-luxury-marketer-of-the-year/. [Accessed on 5th May, 2014]. Hackley, C, 2010. Advertising and Promotion- An integrated Marketing Communications Approach, 2nd Edition. London: Sage Publications Ltd. Johnson, G. & et.al. 2011. Exploring Strategy: Text and Cases. (9th edn). London: Harlow Pearson Education Limited. King, J, 2014. WSJ. magazine March issue notes apparel growth with 86pc fashion ads. [Online] Available at: http://www.luxurydaily.com/wsj-magazine-march-notes-apparel-growth-with-86pc-fashion-ads/. [Accessed on 5th May, 2014]. Rossiter, R. J. 2010. Advertising and promotion management. New York: Spring. Read More