Visual Analysis of an Advertisement - Coursework Example

Visual analysis of an advertisement Table of Contents Introduction 3 Discussion 4 Advertising leads to direct response 4 Discuss the techniques used by the advertisement used by Ralph Lauren to sell its product? 5 What references does Ralph Lauren use? (e.g. historic, artistic, literary and so on) 6 What stereotypes does the advertisement portray and why? 7 How is location, layout, direction, lighting, costume, colour, typography, actors/models used? 8 Types of products promoted by the advertisements of Ralph Lauren 8 How does the advertisement engage the attention of the customers 9 Analysis 9 Evaluation of the context of the advertisement of the Ralph Lauren, presented above? 9 Conclusion 10 References 12 Introduction In this age, advertising and promotion is the ultimate essence of an organization or any product or service. This is because it is through advertising and promotion, with the help of which, the features and benefits of the products and services might be displayed in front of the customers. Moreover, by analysing the benefits and features, the interested customers might easily become interested in purchasing the products or services as compared to others. In addition, visually display or advertisements of the products or services also helps an organization to increase its customer base that may improve its profitability and brand image in the market among many other rival players. Thus, it might be stated that visual advertisements acts as a most popular medium to capture the attention of the customers and influence their decision–making process. Other than this, visual advertisements also help to retain the customers within the brand or its product lines for longer period of time that may amplify the market share and brand value of the organization. Along with this, proper advertisements also help an organization or a brand to amplify its competitive position and sustainability in the market among other rival players (Hackley, 2010, pp. 234-245). Thus, it might be stated that it is through advertisements that helps an organization to improve its portfolio and distinctiveness in the market that may prove effective for it to reduce the threats imposed by new entrants. This essay mainly highlights 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 Advertising leads to direct response In today’s age, it is branding that helps to enhance the attention and interest of the customers towards the brands or product lines. This is because; it is the advertising that helps to improve the identity and value of a specific brand in the market among many other existing contenders. Other than this, it is also referred to as a communication channel with the help of which, an organization encourages or persuades the customers towards the brand or its product lines in order to improve its foothold and market value. Along with this, the prime intention of visual advertising is to improve the level of awareness of the customers so as to motivate them to purchase the products. Only then, the total sale and profit margin of the organization or the brand might get enhanced resulting in amplification of its equity and dependency in the market (Carr, 2012). With the similar idea in mind, the reputed organization, Ralph Lauren also presents the visual advertisements in magazines, newspapers and journals as presented below: Source: (Carr, 2012) This advertisement represents the apparels of female section of the society displayed by a famous model, so as to attract the attention of the customers towards the product lines of the organization of Ralph Lauren. Along with this, the advertisement of WSJ magazine also represents a luxurious and beautiful handbag for the ladies that might look fantastic with the blue coloured apparel presented in left-hand corner. 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 type of strategy is used by the organization of Ralph Lauren in order to improve its equity and uniqueness within the minds of its targeted customers that may increase its total operating income as well as total revenue. Other than this, the advertisement presented above mainly highlights the colours as well as the trendy look that the apparel may offer to the females of the society. By doing so, the demand of its fashionable apparels, jewelleries, shoes, handbags, watches etc increased that amplified its portfolio and reputation in the market among others. Therefore, from these above mentioned points, it might be clearly depicted that advertisements acts as the most important weapon to attract the attention of the customers so as to increase the consistency and reliability of the organization of Ralph Lauren. Discuss the techniques used by the advertisement used by Ralph Lauren to sell its product? The organization of Ralph Lauren always tries to improve its sustainability and competitive position, by highlighting the features of its product lines by the process of claims. The organization 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 lines of the organization of Ralph Lauren enhances that may improve its ranking and profitability. However, by using this advertising technique, the identity as well as uniqueness of the brand 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 organization. Other than claims, the organization of Ralph Lauren also utilises bandwagon technique. This is a technique used by the organization of Ralph Lauren in order to fascinate or convince the customers to dress or look like, a famous individual or modeller like Hermes or Giorgio Armani etc. However, the tactic of using a famous brand ambassador 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. In addition to bandwagon techniques, the organization of Ralph Lauren also utilises promotional process at festive seasons in order to increase the demand of the products. Furthermore, organization of varied types of events as well in order to improve the relationship with its customers. By doing so, the level of loyalty and trust of the customers over the products lines of the organization might get enhanced that helped Ralph Lauren to position itself as the luxurious marketer in the year 2010 among many other rival players (Rossiter, 2010, pp. 563-578). Hence, it might be clearly stated that Ralph Lauren used varied types of techniques in order to promote or advertise its products in the market so as to improve its reliability and position to a significant extent. Thus, it might be depicted that advertisements acted as a boon for the organization that improved its image and leadership in the market thereby reducing the scope of entrance of new players. What references does Ralph Lauren use? (e.g. historic, artistic, literary and so on) The organization 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 including a historic reference might develop a distinctive image that may improve its demand and total sale. Similarly, by presenting a literary or fictitious reference, the intention of the customers might get attracted towards the brand as compared to others. By doing so, the productivity and net income of the organization 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 position of the organization might get improved. Along with this, a wide range of customers with varying cultures and religions might get attracted towards the designs and colours of the products of Ralph Lauren that may increase its profit margin and total operating income as well. Other than this, the inner strengths and opportunities of the organization of Ralph Lauren might get enhanced thereby reducing the weakness and threats. Hence, due to these above mentioned reasons, the organization of Ralph Lauren mainly utilises historic as well as literary references at the time of designing or developing its product lines. 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 famous individual or fashion models, the organization of Ralph Lauren tries 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 organization of the Ralph Lauren increases to a significant extent that amplifies its efficiency and portfolio among others. Thus, the advertisement presented in the above mentioned paragraph highlights a young and energetic female model with age-group (20-25 years) so as to fascinate the attention of the customers with similar age. By doing so, the organization of Ralph Lauren tries to position its products among a specific section of the society that may improve its identity and position. Therefore, in-spite of being a premium organization, the range of customers increased to a significant extent that amplified its total revenue and operating income as compared to many other existing contenders (King, 2014). Hence, by utilising the young and trendy fashion models in their advertisements, the organization tried to increase its distinctiveness and uniqueness among its target customers. How is location, layout, direction, lighting, costume, colour, typography, actors/models used? In order to amplify the competitiveness and sustainability in the market, the organization of Ralph Lauren offers high concentration over varied aspects such as location, layout, direction, lighting, colour, costume, typography, actors /models etc. This is done, so that the advertisement developed by the organization might amplify its image and market share. Other than this, the organization selects the location, layout, direction, lighting, costume, colour etc as per the products to be advertised such as apparels, watches, jewelleries, handbags, shoes etc. For example: the advertisement presented above shows a fashion platform with black coloured background and trendy design outfit so as to attract the young and style conscious customers (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 of the organization of 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 within the organization that may improve its competitive advantage and reputation 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. Other than apparels, the organization of Ralph Lauren also comprises of shoes, watches, designed jewellery, handbags and many others of varying price rates, so as to attract the customers of various income groups and cultures. The prime aim of including a wide range of product liners, the organization of Ralph Lauren tried to amplify its reputation and brand image in various developing and developed markets as compared to many other existing contenders (Carr, 2012). However, in order to increase the rate of sale of the products, the organization of Ralph Lauren uses varied types of advertisements as well as varied types of promotional coupons. How does the advertisement engage the attention of the customers In this age, customers act as the catalyst to improve the brand value and portfolio of the organization. Due to this reason, most of the organizations desire to analyse and evaluate the taste and preferences of the customers. Only then, the organization might become successful in developing the advertisements or product lines that may amplify its position and competitiveness in the market among others. Other than this, the organization of Ralph Lauren also designs the advertisements highlighting the features of their products so as to fascinate the attention of the customers. By doing so, the organization of Ralph Lauren might become successful in enhancing its demand and total sale of the products that may enhance its efficiency and productivity (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 organizational position and demand. Due to which, the advertisement needs to be placed at exact location, designs and colours so as to increase the popularity of the products and the organization as well. Keeping this idea in mind, the organization 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 equity of the organization among others. However, after presenting the advertisement of the product of Ralph Lauren, the advertisement of another reputed organization, Prada is given. The prime intention behind it is to boost the demand and sale of luxurious and fashionable items. 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 organization, 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 brand or organization in the market. Conclusion Conclusively, it might be clearly stated that advertisement is the most essential requirement of the organizations, 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 organization 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 organization 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 organization. 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 organizations 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. P: 115. 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: Springer. Read More