In order for advertisements to successfully
portray a product, they must
be directed to the appropriate intended audience. Magazines, in general, are usually geared towards a specific audience with distinct interests. Therefore, the `ads' need to be carefully designed to attract the attentions of the magazine reader. This very concept is well displayed in the two selected, yet very different, magazine ads from the software magnate Microsoft Corporation.
The first ad is taken from Computer Games Strategy Plus - a gaming magazine, as one might infer from the title. The product `Monster Truck Madness' is a computer video game designed, quite obviously, for entertainment purposes. The second ad is from PC World, which is of a much more technical nature than its previous counterpart. The product in this ad is `Microsoft Project for Windows 95', a software used for businesses and project development teams.
The `Monster Truck Madness' ad encaptivates the casual browser with its bright yellow background with a large purple type set across the top of the page accompanied by the words: `Size Matters". This leads the reader to ponder the meaning of this rather unusual phrase and to further read the smaller print. Here, the reader encounters an irregular font of different sizes to accentuate certain words. While this may be annoying to many, its overall purpose is to create a lively playful environment through the usage of fonts. This, of course, is an attempt to appeal to a younger gaming audience. On the other hand, the `Microsoft Project' ad does not envoke any visual desire read further into the text. The sections are divided into fine print paragraphs with a slightly larger heading above. Everything is set plainly and unassumingly. This can be justified to mirror an American professional's lifestyle: simple, neat, and organized.
The first four lines in the `Monster Truck' ad: "bigger tires,...