The advertisement that I have chosen to analyse is for the well known brand name JAG. The advertisement was shown on page 34 of the Top Gear Australia magazine, September 2009. The image shows a man that is wearing JAG clothes and the brand name in the background in bold and bright red.
The Purpose:
The purpose of the still advertisement is to grab the attention of the magazines reader, generate interest and sell the brands clothing. The image also focuses on father’s day as a selling point which is a very good reason to buy something.
The Structure, Form, Layout and Techniques:
This advertisement has a quite simple layout with one main heading and a model. The first thing that stands out or is the salient object in the image is the model mostly because he is the biggest object and also because he is in front of the heading giving depth to the ad. The name of the brand JAG achieves its attention by being big; covering more than a third of the page, bold and red which is one of the brightest colours being a primary colour. The red colour may also be a symbol for “hurry come here quick” as father’s day is on September 6th and the advertisement is a September issue of a magazine. Another way the heading is made more prominent is from the lines on the shirt and jacket which leading to the main words in the advertisement. The arms and shoulder line of the model move the viewers attention down from the heading and to the smaller line of “something for dad” which there for states the target audience on the other side of the model is some very brief information of when the father’s day is making the viewer thing that they have to go and buy something. The model’s eye line also makes the audience think that it may look good on them because he is looking down at the clothes giving the viewer the feeling that he is thinking of how good he looks. Other techniques in the ad are the models is covers the page from top to bottom moving the viewers eye over every inch of the clothing unlike the arms and shoulders which only move your eye along the headings. The models bottom not only moves your eye around the headings but it points to a more information about stockists with a website and a phone number, this information is in a small fine print though making it inferior to the rest of the advertisement. The fingers on the same arm are bent and they point to the feet and legs further moving the viewer’s eyesight down the ad to the shoes and pants of the model. Also the background if very bland thus making the rest of the advertisement stand out a lot more than if it was on a blue or red background.
The Target Audience:
The target audience for JAG’s advertisement is men that want a classy casual look that are aged from about 25 – 40 and by including the line “something for dad” and the date of fathers day it further focuses on young fathers.
This advertisement is hugely successful due to the amount of vectors and slight lines as well as the colours and size of the objects the advertisement does exactly what it is meant to do, grab the viewers attention, create interest, make desire and finally the action of going out and buying the product. It also has a very good but common selling point giving another reason to go buy the product.
